Getting your content right is crucial to the success of marketing your biz on Facebook.
What most businesses on Facebook don’t understand is this:
Your content should be about fulfilling the needs and interests of your audience.
There are four types of content that people consistently engage with on Facebook. Creating great content that serves your community can have a whole host of benefits for your business including:
- Increased interaction on your Page (likes, comments, shares, clicks etc)
- Increased organic reach (more people see your quality content without you paying for it)
- Increased virality and visibility (people sharing your content voluntarily)
- Closer relationship between you and your community, leading to easier sales
- Increased likelihood of your fans signing up to your mailing list, events, etc
- Drive traffic to your website
- Convert your fans into clients
Here’s a great graph marketer Mark Schaefer created to demonstrate the importance of serving your community through your content:
Begin engaging your community with the first content type:
Educate your Fans: serve their practical needs
There are a number of ways you can do this:
- Educate about you, what you do or your values
- Educate about concepts or tools you know about and use, but which your fans don’t
- Provide practical ‘how to’ advice that solves a problem for your audience
Here are some great examples of practical education posts from a range of businesses and brands for you to take inspiration from:
1. Whole Foods
Whole Foods know their audience care about food quality and protecting their health by eating well – but they also know a high proportion of their audience is very eco-conscious. Here, they’ve linked to an interesting educational article about reducing C02.
This post is in no way promoting specific products Whole Foods sell, but it taps into values their audience hold and will work to create stronger bonds between their customers and their brand.
Mint provides services to help people become financially organised. They have a strong emphasis on posting free practical advice in video format; none of the advice they provide is especially innovative or new or even original, but they make an intimidating topic for their audience seem accessible and achievable while establishing themselves as a friendly go-to authority and information source.
3. Leonie Dawson
Leonie is a lifestyle entrepreneur with a penchant for unicorns and rainbows and madcap personal life status updates. She’s not shy about letting her community know she has a 7-figure business she’s in love with, and here she’s showing how helpful and supportive she is by responding to a question from her Fans about how she edits her photos. This is a great example of how to have conversations with your Fans.
4. Denise Duffield-Thomas
Denise helps women get over their money blocks. She’s also very upfront about having a lifestyle business she loves, and shares a lot of practical knowledge and info about getting over stumbling blocks when you’re first beginning to build your biz. She doesn’t limit herself to her specialist topic, however; she builds closer relationships with her audience by going further and being upfront about how she does what she does and exactly what her life and biz look like.
Remember – the key to your success is to take action – what are you waiting for? Take action now.