How To Continue Engaging with Your Facebook Audience
Posted 07 July 2014
Developing a strong online presence certainly isn’t easy. We encourage our clients to produce a digital strategy that will help them to set goals, agree priorities and work towards increasing their audience. This helps to ensure a degree of accountability – are we actually doing the things that we agreed to do? – but also brings encouragement when there are signs of growth, increased user engagement etc.
We often talk about the challenges of building an online audience from scratch. This is a time-consuming process that involves identifying and connecting with existing and potential customers. For many businesses this is a huge hurdle to overcome.
However, it’s important to understand that gathering an online audience is a means, not an end. The fact that people have chosen to like your page doesn’t guarantee their loyalty to your brand; it doesn’t even guarantee that they are actively engaging with your content.
Many of us have ‘liked’ or ‘followed’ brands, companies or organisations on social media that we no longer engage with. It might have been a spur-of-the-moment decision, linked to a particular event or even to enter a competition. In other words, once you’ve attracted an online audience the challenge that you face changes from how to gather a Facebook audience to how to continue engaging with your Facebook audience.
Here are some simple steps to help you continue engaging with your Facebook audience and turn those ‘likes’ into something more tangible…
Understanding Your Users
Whilst considering how to continue engaging with your Facebook audience can feel like a daunting prospect, the first thing to remember is that they are your audience. This means that there is something about your company, products, content etc that has caught their attention and led to them connecting with you.
By identifying what makes your audience unique you can tailor your content in order to maximise your user engagement. This will be different for every business. Your users might be most interested in photos of your products, promotional offers and % discounts, infographics or industry news and articles.
Once you’ve worked out what your audience are looking for it makes it much easier to increase your user engagement.
Producing Regular Content
There will be a ‘sweet spot’ for every audience when it comes to posting frequency, but generally speaking you should be looking to roll out fresh and engaging content as regularly as you can. By producing daily updates – at the very least multiple posts per week – you’ll be providing users with content that catches their interest and encourages them to engage, share, like etc.
Strategic Use of Facebook’s Marketing Tools
Facebook is an extraordinarily powerful marketing tool because of the incredible volume of data that they can collect for each individual user. This includes geography, demographic, interests and hobbies, activity on Facebook etc. Taking advantage of Facebook adverts and sponsored posts can be a very cost-effective way to grow your audience. The more closely you can identify with your users, the greater the possibilities.