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Facebook is emerging as one of the best platforms for online businesses to leverage their brand. Despite likes and shares not counting towards your SERPs, new tools and algorithms threaten to muscle in on Googles dominance in the digital marketing world.
Marketing on Facebook is still not without its challenges. Unless you are prepared to pay for native advertising – which is FB’s ultimate goal – your posts only reach a small percent of your followers. And you still face the task of getting them to engage with your content.
A lot of companies may struggle with this stumbling block. According to surveys, a low percentage of Facebook users engage with brand on social media. Therefore a lot of content is going unread.
Quality over quantity
Several years ago, it was a trend to collect as many followers as possible to show you were more popular than your rivals. This strategy has now backfired as companies have a high percentage of followers that never engage in their content.
And it is not reaching those that might.
Things cause for a drastic change. Companies will be better off shedding followers that so not show an interest in their brand in favour of genuine followers who do engage in their content.
Choosing your friends
When you’ve got hundreds, if not thousands of Facebook friends trawling through to determine which are valuable and which are dragging you down is a tough call.
To help make the task easier and quicker, sort friends out into five categories; clients, prospects, people you know, affiliates, business that are not relevant to your and one-hit wonders.
Clients and affiliates are an easy call. You need them more than they need you so get in touch with them to thank them for their support. You might even ask them if they have any content requests.
The list of people you know will be varied. Family members, close friends and colleagues you know share the same interests get the FB thumbs. The others you may as well delete.
Other businesses you have befriended should also get the heave-ho unless they are relevant to your business, or you have a personal interest in and want easy access to their content.
The one-hit wonders are followers who tagged on to a promotion once and have hung around like an albatross. If you have records of members joining through Facebook around the time of a promotion, you may be able to dig them out easily, otherwise you face a long cleaning up process checking accounts for engagement with your content.
When it comes to advertising on Facebook, having to large an audience is more detrimental than having a small audience that actually cares. And content marketing on Facebook is when you find out who your real friends are.
Last year, Facebook cut it organic reach down to just six per cent of your followers. That means that for every 100 Facebook friends, only six are receiving your content.
The reason for this is because Facebook want to encourage business users to buy their paid advertising scheme. But what do you do if you don’t have the marketing budget?
It has become a custom for consumers to favour quality over quantity. Think about this for your content marketing campaign. But you can also apply the same principle to followers on your Facebook.
On average, only one per cent of Facebook users engage with content. You can improve that average by identifying followers that are interested in engaging with your content.
Quality, not quantity
It is the quality of Facebook friends, not the quantity of followers you have in your network that gives you greater visibility. By reducing the number of “friends” that receive your content, you will find an audience that interacts with your content.
A large culling exercise will be need, but you can use this to your advantage by putting together a questionnaire to identify who your followers are. You also gather crucial consumer data that, when used wisely, can be used for personal marketing – thus you can improve your customer relations and retention as well!
Facebook users prefer to engage with video and image content rather than written articles. Therefore, vary your content and use images more often. You content can be to raise awareness, lead generation or your landing page.
Timing is also important. Using page insights, track the times of day most people are engaging with your content and schedule posts to go live when users are most active.
This maybe during commute hours, lunch hours or in the evenings. You should also use this data to determine what subjects your followers are most interested in and publish more content of the same subject.
You may even want to contact each of your followers, or ask them in the questionnaire, if there is any specific the type of content they want you to publish.
Publishing content is an essential tool to improving visibility in search engines and social media, but it is more important to produce content for an audience that engages with your content.
Facebook leave users with two options; paid advertising or quality friends.