Boosting Your Facebook Content Naturally In 3 Easy Steps
Facebook, like any business, is prone to change. Since it burst onto the scene shortly after the turn of the century, it went from being a free network with hundreds of millions of users to being a paid advertising social network with more than a billion. The one thing that hasn’t changed: it’s still an effective way of expanding your reach and engaging prospects and customers.
But your Facebook page will only be as good as what you put into it. Sure, you can pay to have your content boosted, but if it’s bad content, that won’t do much to generate traffic, leads, or conversions. That’s why you need to make your page useful to the people, who most benefit from what you have to sell.
To help you boost your content naturally — as in without pumping money into the Facebook advertising machine — here are some things that will help.
‘Liking’ Your Own Stuff.
Before resorting to this, make sure you’re not liking it with the same account that you used to post. You likely have a personal Facebook and a business Facebook. Log in as you, the individual, and like whatever you post. Don’t forget to have your employees (if you have any) do the same. Carry this practice over to their immediate circle of friends and family as well. The more you do this, the more visible the post will become to Facebook’s algorithms, and from there, it’s a hop, skip, and a jump to going viral. However, you shouldn’t just assume that will happen. You have to follow the next step as well, which is:
Post Content Your Prospects And Customers Might Find Useful.
When doing this, try to envision what keeps your prospects and customers up at night. What do they worry about? Dream about? Yearn for? Once you do this, you’re well on your way to tapping in to their buyer emotions. This will pull back the curtain of mystery a bit, especially when you cross-reference that information with what you offer that can serve the customer in some way. As far as what content to post, a mix of curated links from other websites and original content to your own website usually works best.
Lastly, generate discussion.
There are a couple of ways that you can do this. First of all, using headlines that bait your readers into discussion or clicking through to your website — commonly referred to as “click-baiting” — is a great way of building a sense of community and establishing your business as an authority. While “click-baiting” is often frowned upon, that’s because the vast majority of content creators online do it wrong. They use canned phrases that may or may not have anything to do with the story. They sensationalize for a story that doesn’t have much of a payoff in relation to the headline. They overuse the same basic headline structure. (And you won’t believe what happened next…”) Click-baiting can be done in a way that provokes thought, encourages discussion, and doesn’t insult the reader’s intelligence. The key is in making sure you don’t overstate the promise of the content waiting on the other side. Also, choosing language that doesn’t sensationalize but sincerely tries to trigger discussion helps tremendously. Last but not least, if you’re still finding it difficult triggering discussion and shares, try to start the conversation yourself with a thought-provoking question or statistic.
Facebook is only as effective as the effort you put into it. If you feel like you don’t have time for this aspect of your business, consider hiring a professional. But be careful. Anyone can call themselves a pro. You want someone who understands the industry you’re in first and foremost. Someone who knows how to drill deep down into the topic, read and interpret the data you have on your customers, and engage communities around a piece of content that relates to said community’s interests.