Your first instinct is to craft Facebook posts to sell your products or your services. While that is fine to some degree, it isn’t going to get you the results you want.
Facebook is a crowded place, and to be seen and get the results you want, you have to be willing to share content that barely mentions your brand and supports your customer.
In this article we’re going to discuss why posts need to be less self-serving, more customer focused for Facebook.
When creating your social strategy, you want to create a social sharing schedule that is customer concentrated because you’ll see more results than constantly promoting your brand.
If you’ve been sharing posts that are purely promotional, it’s time to re-evaluate your strategy. Here’s why:
People Scan Quickly
When your followers are scrolling through their news feed, they are doing it quickly and in short bursts. They are going to look for content that catches their eye and piques their interest.
They aren’t interested in being sold something.
Your goal on Facebook and for sharing content is to develop posts your followers will be interested in. For example, if you are a pet boarding facility, you are better off posting tips about taking care of a new puppy than advertising your boarding fees.
It’s important to remember that your posts should most often have something to do with your business – just not overtly. You can throw in the occasional off-the-wall posts, but the rest should have some relation to your business and your follower’s interests.
Not sure what they want? You can always ask them.
People Want to Connect
Why are people using Facebook? One reason is they want to connect with their friends, causes and favorite brands.
With more than 1 billion users, you can’t afford not to use Facebook, which is why it’s helpful to understand why people are there.
Another fairly important reason people use Facebook is “because everyone else uses it.”
This last statement is important because it suggests users are on Facebook to stay. Since you know you’ve got an audience, you’ve got to learn how to talk to them.
You have a powerful opportunity to interact with people in ways unheard of in the last century. You can connect with your ideal target audience – people who’ve chosen to follow you.
Since your followers are on Facebook to connect with you, it pays to learn how to engage socially with them. You want to stay away from self-serving updates because they don’t provide opportunity for connection.
You can connect with your followers using something called attraction marketing. This type of marketing involves posting content that is social, helpful and serves your followers.
When you attract your followers, you encourage engagement in the form of likes, shares and comments. When your audience connects with you, this creates trust in your brand. You’ve formed a positive social relationship that potentially leads to the conversion or sale.
As a bonus, the more you connect, and the more your audiences engages, the more likely Facebook is to increase your organic reach.
Posts need to be less self-serving and more customer focused for Facebook because your goal is to create long-lasting, loyal followers who look forward to liking and sharing your valuable content.
There are several types of posts that can help you achieve a more customer-focused social media posting strategy. Here are a few ideas:
- How-to videos
- Entertaining posts
- Tie a highly recognizable event into your brand
- Free incentives or giveaways
- Interesting photos of the back-end of your business. Humans are natural voyeurs and enjoy seeing what’s going on behind the scenes.
- Inspirational quotes
Lastly, you have a better chance of building a relationship with your audience if your posts are more customer focused. You allow your followers time to get to know you and your business, like you and trust you.
They believe you have their interests in mind, so the next time they are ready to make a purchase, you are in the forefront of their mind.
If you’d like some creating engaging social media posts that are more customer focused on Facebook, we can help. We are here for you when it comes to your social media posting. We’ll study your brand, and create posts that work with your overall social media posting strategy. Learn more about our services and how we can create engaging content that your customers will enjoy and appreciate.