According to the Pew Research Center, 65% of all Facebook users, 2 billion worldwide, are age 50 and older. That’s great news for marketers looking to seize the opportunity, and showcase their brand to Facebook users most likely to take interest in their product or service. But a good social media marketing strategy includes more than a content calendar filled with random posts. It should include a plan for engagement.
More and more, emphasis on page growth is falling behind the goal of engagement – especially if brand loyalty is an important building block for your social strategy. Sure, attracting thousands of followers is great; but if your followers seldom visit your Facebook page, and never visit your website, you’ll soon question how effective your strategy really is.
With engagement, there’s no guessing. When your followers interact with your page – liking, commenting, and best of all, sharing content – your fan base is more likely to grow. Measuring engagement is also a great way to assess how interested your audience is in the content you produce. By following their cues, you can find out what kind of content they prefer, then include it as part of your content calendar.
If your strategy leans heavy on growth but falls short on engagement – no worries! Here, three ways to help increase engagement and turn your followers into loyal, brand ambassadors.
Give ‘em What They Want
Even on social media, content is still king. Make sure your posts are well-written, and the posting schedule includes a mix of curated content and self-promoted posts. A tried-and-true rule to follow is 80% “other” to 20% self-promotional content. Your posts should be specific enough to reel in your target audience, yet general enough to make the occasional passerby want to stay awhile. Videos, memes and inspirational quotes can be universal, so get creative and put up posts your fans will want to share with their friends. And remember your followers. If your target audience is over 50, they probably don’t want to see posts designed to engage millennials.
Keep It Timely
Now that your page has a fan base, they will expect to hear from you – and often. Creating a plan in advance will help you avoid scattered posts. Share posts to your page at least three times per week so your followers know they can expect fresh content regularly. And post calendar events, live chats, polls and other scheduled content to help build trust with your audience. Soon, they will see you as a reliable source, and may even use your business page in lieu of your website to find important information or to contact your business directly. However often you decide to post, consistency is key.
Post Pictures That Pop
Social media managers don’t need to be professional photographers – but they do need to have an eye for detail. For most of us, we’re more likely to remember what we saw, not what we heard – so posting clear, engaging, visual content is important. Avoid sharing blurry, low-quality photos, and pay close attention to any distractions that may be hiding in the background. Give careful consideration when taking photos of children and older adults, making sure you’ve received proper consent and you’ve taken a picture they can be proud of. Visual content is shared more often and more widely than posts without images. If your posting plan doesn’t include pictures, it’s time to rethink your strategy.
With 2019 a few short weeks away, be sure you’ve built a winning social media strategy into your budget. Using Facebook to support a larger marketing strategy is smart, relatively easy, and an effective way to reach specific audiences. Is your business page ready for an update? Encourage engagement with your Facebook fans and see how your brand benefits!
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