Sometimes you can see the actual ROI of using Facebook…right there on your Facebook Page in one of your reader’s comment. And when you see that, make sure to comment back and “like” the comment so he or she knows you’ve seen it. Sometimes it sparks a conversation that reaches even more people in the commenter’s Facebook network.
This isn’t to say you can post everyday about your products and services. You need to build up a bit of a relationship with your page visitors first. Once you’ve done that, people will be more open to your promotional messages.
The magic 8:2 ratio
A good rule of thumb is to post 8 fun, informative, helpful or entertaining updates, for every 2 promotional updates. People are people, so your 8 updates can relate to everyday life and things the average person cares about—work, family, dining out, the price of fuel, the weather, etc. If your business is involved with a community group or cause, or helping with a special event, announcing it here also makes for great content.
Here is a 8:2 list of content ideas that will create engaged Facebook Page timeline readers.
- “Share if you agree…”—Asking readers to share your content works extremely well for increasing the reach of your update (the number of people who will see it.) The trick is to use this when you have something inspirational to share, such as sponsoring a community event or cause, or an inspirational quote.
- “Like if you agree…”—Similar to the first one, but doesn’t need to strike as emotional a chord in your page visitors. For example, “Like if you’re glad it’s Friday” or “Like if your kids are counting the days until spring break.”
- Community events—Happenings in your community that have relevance for your business make great, helpful posts. For example, if you’re in the automotive industry, post about a show and shine or car meet up. If you’re a restaurant, you could post about the local farmer’s market opening or note that you donated leftovers to the local food bank.
- Calendar events—Easter, the first day of summer, a long weekend…these are all update-worthy, especially if you can wrap a question into it. For example, “Labour day is coming! Will your family do anything special this weekend?”
- Announce a monthly special—Time to promote something. Why not offer a discount to Facebook fans? If you have 400 or more fans, you can create an offer right on your Page. If you’re not there yet, just describe the offer as a written post and upload an image—such as a coupon—to go along with it.
- Polls—Facebook offers a poll feature that lets you ask a question with various answer options. Readers can even add their own answer, if you select that option. For example, “Has the new red light photo radar intersections in town influenced how you drive? A) Yes B) No C) There are photo radar intersections??” The poll feature is disguised as “Offer, event +” on the right-hand side of the status box.
- This or that image—Post an image made up of two photos, and ask readers to choose which they prefer. For example, post an image that shows a cup of coffee and an energy drink, and ask fans which one works best for a Monday morning.
- Soft sell—Tell a story about a customer, particularly how your product or service helped them do something better, faster or more cheaply. Include a photo whenever possible.
- Helpful tip—Is there a common issue your customers regularly run into that has a simple fix? Let them know how to fix it. For example, a bookkeeper can suggest a helpful tax tip for small businesses around tax season, or a restaurant can post a tip on how they cook the perfect medium rare steak. Don’t be afraid that you’re giving away secrets—people will respect you for helping, and for the expertise you just demonstrated.
- Promote your product or service—Let readers know about your lunch special, or about free tire rotations for the month, or a 10% discount on tax preparation services. If it’s a complicated offer, include a link to the page on your website that has the full details.
You can intersperse your promotional updates with information about your staff (new hires, milestone anniversaries, promotions), awards (safety recognition or new designations), or new processes that benefit customers (new online ordering solution or extended hours.) These promote your business in a way that nurtures those online relationships with your Facebook fans.
