• Rules of Engagement: Crafting the Perfect Posts on Facebook

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So, your business has a Facebook page. The question now is, what to post?

Chances are, if your audience (fans) “Liked” your business, they are already sold. For those who are new to your business, you still need to gain their trust and pique their interest. It’s important to share content that is interesting and informational.

What should you post on your Facebook business page?

Social media is meant to be a two-way conversation, so it’s important to engage with your audience and not just talk at them.

When deciding on content, it’s important to keep to the 80/20 rule:

  • 80% engaging content that should be social, yet still relate to your industry or audience
  • 20% promotional content pertaining to your products or services

20% may not seem like a lot, but it is just enough to promote your business while keeping your audience engaged. People will not interact with your brand, and will most likely unlike your page, if they feel like they are just being sold on your business.

How do you promote your business on social media?

Promotional content will probably come more naturally to you. It’s easy to stay in a business mindset even on social media. You can post things like: information about your products or services, sales or promotions, introductions to your staff, news about your business, candid photos of your team in action, or events you are a part of. It’s also great to offer exclusive opportunities for your fans – contests, discounts, freebies and insider information they wouldn’t get if they weren’t following you!

Tip: Don’t forget to provide links to your website to drive traffic there!

How do you engage your fans on Facebook?

Okay, now here’s the hard part. What content do you post for the other 80% of the time? Here are some ideas to help engage your audience with relevant, non-promotional content. We’re using an auto mechanic as an example, but the concepts can apply to any business!

  • Tell a visual story by posting images rather than text-heavy posts. Photo posts receive interaction rates 39% higher than average!
  • Ask questions – Facebook fans love a good question and have 92% higher comment rates than non-question posts

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  • Share relevant articles having to do with your business or industry that your audience will find interesting. Position yourself as a knowledgeable resource

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  • Share news and updates about what’s going on in your (and your audience’s) community – whether it be about the industry, city, town, or state. It could be events, news, or anything that is buzzing around your area

  • Show your humorous side with fun or witty posts. Things like throwback posts showing something vintage from your business, industry, or town, funny or emotional posts with images wishing people a happy Monday or holiday, a funny image you ask your audience to write a captain for, or find funny memes, jokes, or comics to share

At the end of the day, Facebook is about being social. Have fun with your posts! Experiment and check your Facebook insights to find out what kind of content your audience is engaging with the most, based on Likes, comments, and shares.

And always remember, once something is posted, it is just the beginning! Continue “listening” to your post and interact with the people who are actively engaging with it, ASAP. Actively (and publicly) acknowledging your audience will make them and the rest of your fans feel closer to your business and will help you build a positive reputation that money cannot buy.

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