Let’s start with the basics. What is Page Engagement? Obviously, Facebook’s definition of Page Engagement explains it best. Basically, it includes any post likes, comments, shares, and check-ins (among other things) that occur on your Page. The most important thing that you need to keep in mind is that your Page’s visibility in the news feed highly depends on your Page Engagement. Remember, the news feed is where people spend the majority of the time on Facebook. As you create more posts that stimulate an action (comments, shares, likes, and/or clicks), you strengthen your reach by showing up more frequently in the news feed.
So how exactly do you accomplish this? Here are a few ideas that can help you increase your Page Engagement and broaden your reach.
Content is still king when it comes to engaging your audience. Determine who your target audience is and tailor your content to their interest. Stay on top of current events and share that information on a consistent basis. Share trends or hot topics that might interest your fans. Experiment with different types of content and see what moves the needle. Let your audience be your guide. Share content that will make your customers’ lives easier – home maintenance tips or informational content that can help them understand your products and services.
If you are having a difficult time coming up with content, feel free to use curated material. Not all posts have to be original. Creating a Content Calendar is a great tool! Having a plan ahead of time can keep you from scrambling for ideas at the last minute.
A great way to increase engagement is through eye-catching images. Give a behind-the-scenes look into your agency or share photos of your business’s extracurricular activities, like holiday parties or birthday celebrations. Share pictures of community events or volunteer work that your agency is part of. Remember, in the sea of status updates and links found in the news feed, images and videos will certainly stand out.
One of the easiest ways to get people to engage with your posts is to ask questions. It creates a conversation with your audience. Ask your fans to share about consumer preferences or thoughts on current events, like “Who do you think will win the Super Bowl?” Challenge people to answer a weekly trivia question. People love to give their opinions. Asking the right questions can certainly help you understand what your Facebook audience is looking to see from your Page.
Call to Action
Call to action posts are always a great tool for engagement. Usually these posts are lighthearted or nostalgic. You’re basically asking your Facebook community to take action – such as liking, commenting, or sharing your post. For example, if you post a picture of the beach on a cold rainy Monday, a good call to action post would be: “Like if you wish you were here.” These types of posts usually inspire people to take action.
Be consistent! You must post on a regular basis to create some movement in the news feed. We recommend posting new content at least twice a week and fill the rest of the week with curated material or lighthearted posts that your audience responds to. You have better chances to connect with people and build trust when you post regularly.
As you post updates and content, think about what your target audience finds interesting and inspiring. At the end of the day, your Page posts should add value to your customers. Figure out what is working for you, and do more of that. Once you pinpoint your own recipe for success, engaging your audience will certainly come naturally. Now tell me, have you found your recipe for success? What posts seem to encourage the most engagement? Share your observations in the comments below!