Content that you share on your Page should not just be a broadcast. Try to think about your content as something used to show rather than to tell. Being engaged with your audience is the key to success.

Think about the type of content that would build a community. Have a look at what’s trending in social media and get to know the latest information in your niche. ‘Listen’ to what your target audience is chatting about, what they love and what they are sharing and ‘liking’. This will help you understand them better and be able to engage them more effectively.

So, where to start?

Think about the actors and sports personalities your audience likes, the movies and TV shows the watch, what magazines they read, brands they buy, companies and associations they follow, their values, beliefs and likes – and most importantly, what would get them to buy from you? Go and like all these Pages yourself and then you can start to share them from your newsfeed onto your Page.

Practical ideas of things to share on your page:

  • Quotes to inspire
  • Recipes
  • Videos (Facebook is favouring videos on the newsfeed so a good length of video to post is 60-90 seconds long. This will give you loads of exposure
  • Relevant tips and information (provide value)
  • Articles
  • Reviews
  • Relevant entertainment
  • Items that educate and teach your customers things they may not even know and that you think they need to know
  • Photographs – but make sure they aren’t copyrighted or you could get yourself into a lot of trouble
  • Sales, deals and special offers

It seems to be most effective is to post one sales message for every two pieces of free content, but some people go even further to say one sales message for every six pieces of free content. Test it out on your audience and see what works best for you and your brand.

There are no length restrictions on a post, but remember people do not like to read long posts. As most people will be accessing Facebook on their smartphones, if they have to click ‘continue reading’ they probably won’t, unless it is a super engaging post.

Consider your USP (Unique Selling Proposition):

  • Why should a stranger buy from you instead of your competitors?
  • What bonds you to your customers?
  • What is your durable competitive advantage? (You want to win them over now and keep them for a long time)
  • Don’t compete on price
  • Don’t talk about yourself or your company obsessively
  • Don’t be too edgy or offensive
  • Don’t be too obscure

The message is everything. You need to make your posts work for you with 20% effort to produce 80% of the results. Don’t overwhelm your audience.  You do not need to be everywhere online every day. A minimalist view, with a focus on quality over quantity will give you the most positive outcomes.

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