Facebook is the driving force behind the marketing strategy of many a small to mid-size business, but while it seems pretty easy to start strong, keeping the momentum is the real challenge. Thankfully, there are a few ways to keep your Facebook campaign going strong without breaking the bank or trying to make sense of complicate social media marketing seminars.
Step 1: Go Against the Grain
You know all those “peak posting time” rules and recommendations? Well, learn them—and then try posting at any time but the peak. While you should still be posting during ideal times periodically in order to get the extra attention when your target audience is most likely to be looking, the pros at HubSpot have found that organic reach is significantly higher for posts made at non-peak times.
It’s not a huge leap in logic, honestly. Everyone from colleagues to competition will be posting during peak times, flooding newsfeeds all through Facebook; by waiting until the rush dies down, your posts are more likely to be noticed.
Step 2: Focus on Engagement
Whether or not your posts get noticed is largely up to the kind of content you offer. In general, pictures and other “sticky content” get the best response overall, while offering new and fun ways to interact with your customer base. Offer sneak peaks snapshots of new products or services, feature your employees and inspirations, give your audience something to talk about.
This content does have to be 100 percent original, either. If you or one of your employees happens to find a meme that exemplifies something about your business or your people share it! Help grow your social network by connecting with other users and giving your audience something familiar or amusing with which to engage.
Step 3: Use Insights
Facebook Insights is a simple tool provided by Facebook to allow you or your social media manager to track your reach, growth and engagement on The Social Network; Insights are endorsed by everyone from Social Media Examiner to social media pros the industry over. This tool is integral to keeping up your campaign’s momentum not only due to the ability to track analytics with ease, but also because it gives you clear-cut and undeniable proof of what kind of posts work and which posts are more miss than hit. This will help to refine your strategy as you carry on through the year, streamlining your posts, offers and advertisements to exactly the kind of quality content your customers want to see.
Step 4: Trust the Professionals
This is the most important step for any business, regardless of size. When it all comes down to it, you need to remember that you’re not in this alone. There are people with up to a decade of experience in curating and creating the ideal Facebook business page; if you feel yourself starting to lose momentum on your own, maybe it’s time to bring in a pro to help you refuel!