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Ever since the changes of the Facebook algorithm that reduced the impact of organic reach on news feeds.
Businesses have been reaching fewer people on Facebook with their posts that have affected engagement, website traffic, and new followers.
It’s a move that many see as a hit to businesses that are not using Facebook advertising.
But don’t worry quite yet. Even with the algorithm changes, Facebook is still an absolute powerhouse for growing your social reach, engagement, traffic, and sales.
Here is the reason why…
If you compare Facebook to every other social network platform out there, it’s obvious that Facebook is a giant.
With over 2.2 billion monthly active users and over 1 billion daily active users. The Facebook platform is only expected to get bigger.
Let’s put these figures into context. No other platform but Facebook has reached this many monthly active users…
What some of the other social media platforms active users look like by the numbers:
Though YouTube and Instagram are pushing their user bases, Facebook still remains at the top.
Side note: Instagram is owned by Facebook so it comes as no surprise that Instagram is one of the fastest growing social media platforms.
93% of marketers admit to using Facebook advertising on regular basis. Which roughly is about 3 million businesses are using Facebook strictly just for marketing purposes.
But despite Facebook’s use among all those businesses, marketers are worried about the recent algorithm changes that have caused declining post reach since January.
That might leave some business owners and marketers questioning what they should be doing to still organically be able to reach as many users and more as they once could.
This change has positioned the business owners and marketers to start paying to play in order to continue to grow their engagement, leads, sales and influence.
But even if paid ads are becoming the recommended way to go, there are still plenty of ways you can use Facebook to market your business free of charge.
So here are 10 things you’re going to need to increase Facebook engagement, website traffic and to continue your marketing strategies that will grow your business. And yes, all of what I mention will actually work.
There’s a small blue (CTA) button on every Facebook business page profile.
Business owners saw a 256% increase in click-through rates when adding a CTA to their page.
What option you choose is up to you and the business goals you have.
For example, the goal I have with my business page (CTA) is to drive traffic to a landing page for our agency.
I use the ‘Learn More’ CTA button to achieve that desired result.
There is a large list of CTAs you can choose from for your Facebook Business Page.
Link these to any number of things like a landing page on your website, a contact form, a video, an opt-in page or even to a giveaway.
Test the buttons that make the most sense for your business and then focus on what your Facebook visitors will most likely click on.
You should be using CTAs for your posts as well this can substantially increase engagement.
For example, we created a post for Dugger Pools that had a ‘Send Message’ CTA.
One of the goals at the time was to increase the page response time and get more people to message the page that was interested in getting a pool.
There are little side tabs on your business Facebook page that segment different types of content or information. Well, guess what… They are customizable.
This all helps to improve your engagement and more.
Take a look at this example from Bryker Hydes Page:
They have separate tabs that include information about them, videos, posts, a shop for buying products from within the Facebook app and many more.
But they also have an additional custom CTA in their tabs for their giveaways titled ‘sweepstakes’, additional product reviews, and a link to their Instagram for more visual pictures.
This is in addition to the “Shop now” CTA they have on their profile drives valuable engagement and allows potential customers to find easily accessible information about their brand.
In other words, there are multiple ways for users to interact with this page.
There are multiple ways for Facebook users to find their way back to Bryker Hyde’s site.
It’s a good lesson for all business owners out there who want to increase engagement with their Facebook profiles and get more website traffic.
Once you’ve optimized your profile to start getting increased engagement, it’s now time to create content and apply the 80-20 rule to your Facebook page.
Here is a quick video I made explaining how the 80-20 rule works:
You really never want to stick to just self-promoting content. This is your chance to test out different formats that your audience will like.
Consider which types of posts will get the most engagement.
Keep it varied.
You might mix it up with questions, call-outs, informative content, offer deals or insights about your industry.
A good Facebook post strategy will include more than just a blog or link to your product or service.
If you want engagement, ask for it. Pose a question or post something that’s funny. When your content is engaging enough you can get amazing user-generated content.
The Facebook news feed can be crowded and covered in messy content.
The way you structure and format your posts will either get them to stand out or just disappear into the background.
A clean social media post that has a high-quality photo/video is ten times more likely to get engagement than a post that has just plain text.
Here is an example of a Facebook post that has a high-quality photo and easy to read the description.
Make sure to keep your images sharp and easy to read if you have text overlaying your photos.
If you have multiple points to be made in your post you can organize them by making the emojis bullet points for increased engagement.
This will keep your post from looking cluttered. Plus, it will put the focus back where it belongs: on the image and the headline and the point you're trying to get across.
If you want to include a link in your post use a URL shortener like Bitly.
Your posts will look clean and readable, which also makes them shareable. Nobody likes a long link that takes up half your post.
Instead of having to come up with your own content ideas and constantly be looking for more things to post about you can get user-generated content from your followers and past customers.
This not only will save you time and energy, but it can also increase your post engagement by 754%, promote brand loyalty, create trust and help your followers/customers feel connected with your brand. #YourWelcome
One of the easiest ways to do this is by having users share photos of interactions with your brand, product or service.
Crown Melbourn’s Facebook post is a good example of what user-generated content looks like.
Whether you ask followers to share photos about their experience with your brand or repost from their own pages, it’s a great way to improve engagement.
If you still want to learn more on UGC than check out this article where I cover plenty of ways to get user-generated content.
Posting quality content is only one piece to the puzzle.
Understanding why some content gets more engagement than others is another part.
Monitoring your analytics to find trends in the engagement will let you know what content is succeeding vs what content you need to post less about.
The easiest tool for looking at your analytics is actually just by using Facebook’s built-in tool, Facebook page insights.
This will provide you with the snapshot of the last seven days of your Facebook page’s performance, which will include:
There will be additional ways to access information about your page’s reach, including likes, comments, and shares. So you can measure each post's engagement. Here is the link to your page’s Insights
You can see the information from your Page Insights data to find out when your page followers are most active.
Basically, it will give you the optimal time to post to get the most views (Reach).
If you want, you can conduct experiments to test out the best timing of your posts and track your metrics through another analytical site. Just because 70% of your followers might be on at 3 pm doesn’t mean you will get the most engagement.
You could try to post consistent content that’s specifically assigned to a certain day of the week.
For example, you might have Monday motivational post go up at 8 am every week. This will start getting your active followers to engage with your motivational post every Monday.
So it’s important to know which day, time and type of post you should be released to get the highest results.
By monitoring your post timing, you’ll have a leg up on engagement for your page that will allow you to start getting ahead of your competitors too.
Now that we have gone over the organic ways to increase your engagement let’s talk about how Facebook ads can significantly increase your results.
In terms of marketing value, Facebook Ads are still one of the most inexpensive and effective marketing methods to generate traffic, leads, sales, and engagement for your business.
When you combine your paid ads with a solid organic posting strategy you create a formula for success. Using gifs are another great way to increase engagement.
If you’re new to the Facebook Ad process, be sure to go learn some of the basic and intermediate ways for campaign types and how you can maximize your conversions.
Here is a link to a free Facebook Ads report that can get you started.
When you target the right audiences, your ads should appear where, when, and who you want to see them so you can get valuable actions to be taken.
If you really want to ensure that your Facebook Ads are going to be effective make sure to narrow your audience. You need to understand who your customer is.
There is an unbelievable amount of targeting options for finding your audience.
These range from location-based audiences to segmentation based on hobbies and interests (remember your data from Facebook audience insights?) and even personal life events.
Are you a restaurant owner? Target users who just moved to your city, who just got engaged, and people who have a birthday. You can offer them a discount to for their special day and get a new customer and increase the long-term relationship.
There are hundreds or even thousands of ways you can tailor your ads to improve engagement and other desired goals.
You need to test as much as possible by creating different ad types, content, text, and other metrics to see which perform best.
You see we use many different ad variations for our agency and we test a lot of different types of ads so we can find the best performer that generates the most results.
We have seen too many business owners, marketers and agencies create just 1 or 2 ads and then think they are going to get results the first try.
Then what happens is after they launch 1 ad and get no results they think Facebook is a bad platform to advertise on for their business. When really it’s because of not testing and looking at what works.
Which leads us to a key point, you need to take the time to analyze your customer base and form your businesses buyer personas.
Once you have an idea of what your audience is really wanting, your Facebook Ads will start performing better over time.
If you are looking to increase engagement on your Facebook page, you need to find ways to bring more traffic to it.
Using ads can help you get new followers, customers, and visitors but what about the users who don’t even know that you have a Facebook page but would easily be willing to engage with your post if they did?
Attach a link to your Facebook page from your other social media accounts and on your website include a link to your Facebook Page and other social media pages.
Here are a few places to attach a link to your Facebook Page.
Offers give people major incentives to go engage with your page. If you continuously follow these 10 things you should see an increase in engagement, leads, sales and traffic.
Since you made it this far into the blog.
Here are another 10 social media success tips to generate engagement:
The Chappell team is here to help business owners scale their digital marketing results.
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