When companies create a Facebook page and incorporate the topic of “ Facebook Marketing ” into their marketing mix, the responsible social media managers are often faced with the question of how to make fans aware of posts, increase the engagement of their fans and the respective target group can interact on an equal footing. It is precisely these questions that we would like to address in this blog article. After all, these Facebook topics should be the elementary marketing goals for a company’s Facebook page. Communication and interaction with Facebook fans and potential or existing customers in all shapes and colors – this is what distinguishes good Facebook marketing.
Facebook Engagement – But How?
There are many ways to measure a Facebook Page engagement . Of course, there are the likes, shares and comments of a post, but of course also the clicks on the respective post. Another very important key figure for measuring engagement is the number of visitors to the website or a blog, which came via a Facebook post, for example. At this point we would like to note that the commitment of Facebook fans must be considered separately if the Facebook post refers to external content – e.g. a blog article or a YouTube video. In these cases, the engagement on the external page will be significantly higher than on the Facebook page itself.
The background is explained relatively simply: Why should the interested party, after following the link, look at the post and, if necessary, have liked, tweeted or commented on it at the same point, return to Facebook, only to return there with the Facebook post to interact?
With a focus on Facebook marketing, however, engagement and interaction with fans on the Facebook page are elementary. Therefore every company and every Facebook page operator needs a posting strategy with a good mix of up-to-date, informative and funny content. After all, you don’t just want to lead users away from Facebook, you also want to keep them there in order to communicate with them. This point is essential because the new Facebook newsfeed algorithm makes it very important how strongly users interact with a Facebook page. There is a possibility that if the interaction is weak, you will disappear from the fans’ newsfeed and only reach them in the long term through paid Facebook ads .
So what can a company do to successfully operate Facebook marketing and increase Facebook engagement? One thing should already be noted: If companies still think in 2014 that Facebook doesn’t cost any money and you just do it in passing, then Facebook goals set will be difficult to achieve. That’s why we have a few useful Facebook tips that should help you to keep in constant contact with your fans and thus increase engagement in the long term.
1. The Facebook Page – A Home For Your Fans And Customers
Facebook fans as well as Facebook page visitors must feel comfortable on your Facebook page right away. This is achieved through a proper Facebook strategy and a target group-oriented posting plan, which together bring life to the place. Successful content marketing, which offers visitors and fans added value and thus turns them into advocates of your brand, opens the door to engagement. In addition, you have to recognize at first glance which company is behind the Facebook page. So design your fan page so that you can see a clear line that fits your corporate identity.
2. Allow Questions And Opinions About Products Or Services
You should realize that social media, and thus of course Facebook, thrives on communication and democracy. Let your fans become a part of you. Asks closed questions that can be answered quickly. Give your fans the feeling that you are taking their wishes and needs seriously and at the same time increase the possibility of uncovering sources of error and acting as the customer wishes. Take suggestions for improvement and product ideas seriously, have them voted on for products and address problems. The fans will thank you with satisfaction and loyalty. And that also has a positive effect on the sales figures. So watch out for all social media opponents – keyword return on investment !
3. Call-To-Action: Animate Your Facebook Fans
In addition to the questions that a company can ask about its products, you should also occasionally call up to like or share the article. When fans are called on to do so, the chances are that they will too. But be careful: Please do not exaggerate and beg for likes and comments, because that will not go down well with Facebook fans!
4. Fast Reactions Are Required On Facebook
Social media thrives on speed and being up-to-date – this of course also applies to Facebook! Because social media marketing knows neither borders nor times. A telephone hotline is logically not necessarily manned 24/7.
But a Facebook page is open to millions of people 24 hours a day and every criticism, whether positive or negative, can be seen by every user. So answer questions and comments in good time, otherwise the impression could arise that you are not taking the opinions and wishes of the fans seriously.
You have to imagine it as if you were hanging in a service hotline for several hours and no one would put you through to a customer advisor. “No connection to this Facebook page …” If you don’t have a 24-hour service on Facebook, then share your times on the Facebook page and react promptly during the “opening times”. That is surely not a problem for the Facebook fans either. However, this does not protect you from receiving criticism at a time when your employees or your agency cannot answer.
You should also take part in discussions among fans on a regular basis in order to give fans the feeling that the Facebook page actually offers the opportunity to interact with the company. However, the right communication skills are also required here.
So to know how to communicate and when to interfere – and when it is better not to. because your employees or your agency cannot answer. You should also take part in discussions among fans on a regular basis in order to give fans the feeling that the Facebook page actually offers the opportunity to interact with the company. However, the right communication skills are also required here. So to know how to communicate and when to interfere – and when it is better not to. because your employees or your agency cannot answer.
ou should also take part in discussions among fans on a regular basis in order to give fans the feeling that the Facebook page actually offers the opportunity to interact with the company. However, the right communication skills are also required here. So to know how to communicate and when to interfere – and when it is better not to.
5. Give Your Facebook Presence A Face
The visitors to a Facebook page should be able to recognize immediately that real people are behind it and look after them. Create personality and trust by simply adding an abbreviation of your name to the posts. Introduce yourself in the notification area, in the cover picture of the Facebook page or in the contact app (see Facebook tip # 6) with a photo and the corresponding abbreviation.
6. Contact App With Further Options For Direct Communication
Of course, many Facebook users communicate with your brand via the timeline after they have become a fan of a Facebook page. Nevertheless, you should give the fans the opportunity to talk to you in other ways, such as a contact app. Such a contact app shows the Facebook fans further possibilities to get in contact with you outside of Facebook – e.g. by email or phone. Here you could also describe the contact person with a picture, job title and a short information text.
7. Creative Posting Plan Suggests PR Articles
Nothing is more boring than a Facebook page with lame PR posts and outdated news. Instead, develop a creative posting plan for Facebook, which is peppered with informative posts about you and the industry, exciting and funny content consisting of viral videos, texts and images as well as interesting articles. Think of your Facebook page like a book or a movie. Tells an exciting story that never ends, but always offers new highlights.
8. Create Interaction Through Facebook Campaigns
Facebook competitions are an effective means of generating fans. But competitions where Facebook fans can win an iPad or iPhone don’t really bring your fan page to life. Sometimes such competitions can also seem dubious. Just imagine that you are being given something for a promotional campaign. Does this giveaway make you a “fan” or a happy customer right away? No! Therefore, you should use Facebook competitions to thank your fans and to give them something back. Of course, competitions are always suitable for generating addresses. But much more important are creative campaigns in which not only the price is in the foreground, but the story. Sometimes even smaller campaigns are enough without a large advertising budget, which you do directly on the wall of your Facebook page. You can increase the reach of the campaign by further spinning your Facebook campaign on other social networks and developing it cross-media from the outset. In this way you can turn fans into advocates of your brand in the long term.
9. Target Group Specific Facebook Ads
Your or your company must recognize that there is hardly any way around Facebook Ads these days. They are now part of the online advertising repertoire such as Google AdWords and online banners. Not only for special marketing campaigns can be advertised via Facebook Ads, but also posts on the Facebook page. Separate media budgets have to be created for Facebook marketing. This gives you the opportunity to promote your posts in order to draw more Facebook users’ attention to your content and thereby gain new fans at the same time.
10. Just Say “Thank You” To The Facebook Fans
Content is all well and good, but who doesn’t like to hear a thank you? Therefore thank your fans or visitors every now and then if they were active. Also say “thank you” when they have given you useful tips. Maybe reward the real fans with small giveaways. This is how you create trust and motivate Facebook fans to interact with you even more.
Conclusion: How Can You Increase Facebook Engagement?
One thing is for sure, you have to realize that Facebook Marketing was never and never will be free. If you want to be successful on Facebook, you have to invest – be it in qualified staff or a social media agency like to be social . In order to run a Facebook page successfully as a company, you have to put a lot of work and know-how into it. With the right marketing measures, a sustainable content marketing strategy and the observance of some basic rules, your Facebook marketing will also be a long-term success.
Be creative and innovative, try to get the pure number of fans out of your head and concentrate on communication. For example, 5,000 loyal fans bring you more than 20,000 who came via an iPad competition. In addition to valuable content and an attractive Facebook page designed in the CI, it is above all the social character that determines Facebook marketing. Only interaction with fans and visitors creates engagement.