Setting up a Facebook Business Page is not hard at all. Keeping it alive and relevant is a whole different story though. For a social media account to stay relevant to followers and consumers, it should provide them what they want and need.
According to research, consumers follow brand profiles that offer updates on products and services, discounts and incentives, entertainment, and something new and interesting. Moreover, several studies have already confirmed the huge influence social media platforms have on their purchasing decisions, with Facebook leading the way. If the content is well-delivered, it could generate great returns for the business.
To get the right formula for a successful Facebook Business Page, here are the types of content you should pack your feed with.
Photos and videos are the lifelines of your Facebook Page. It’s what attracts followers and gets them engaged with your platform. This is simply because 65% of people are visual learners. Visuals are also easier to absorb as the brain processes visualization 60,000 faster than written content.
A 2014 study by eMarketer supports these figures. Its survey revealed that Photos are the most shared content on Facebook with 87%. Engagement is also incredibly high for visual content. According to Facebook, Pages with status updates containing photos get 180% stronger engagement. Those with videos also get a 100% bump in engagement.
Animoto’s 2015 Video Marketing Cheat Sheet also noted that this 2018, 79% of all Internet traffic is expected to come from video. Four times more consumers would rather watch a video about a product than read about it. Moreover, one in four consumers loses interest in a company that doesn’t publish videos.
Consumers like to be entertained, but they like to be informed first and foremost. When following Facebook Business Pages, they want value for their time. If you don’t offer anything valuable, they’ll leave and probably never come back. Remember, it costs five times more to acquire a new client than it does to keep and grow one.
So what would make a valuable content? A 2015 survey by MarketingSherpa revealed that the top reason users follow brands’ social accounts — across all age groups — is to receive “regular coupons and promotions.” This reason was followed by their interest in buying the brands’ products. This means Facebook Pages should provide enough information about company products and services.
Of course, it won’t hurt to add entertainment on the side. Whether it be a funny meme or a heart-melting video that speaks to the emotions. See the example below:
People like to learn about a product before purchasing and one of the best ways to do this is to check product reviews online. As a matter of fact, an online review is one of the top influences in a customer’s purchasing decision.
Notably, Facebook leads all platforms in trust rating among consumers. According to Review Trackers, 71% of consumers say they “somewhat” or “completely” trust content they see on Facebook. Even beating figures in favor of retail websites (68%). Add to that, over the past few years, Facebook has established itself as one of the leading reviews platforms for consumers, just second to Google.
Make sure your Facebook Page’s reviews section isn’t filled with negative reviews. How do you do this? Simply by offering quality products and services, and a good customer support. For negative feedback, make sure you reply to each one with an apology, an explanation, and a promise to do better. Seventy-eight percent (78%) of consumers agreed that seeing management respond to reviews makes them believe the company cares about them.
Offering the right content is half the battle. Offering the right content at the right time is the other half.
To get the most out of your valuable content, you need to post them when your consumers are active on Facebook. It’s best to follow Eastern or Central timezone in the US, as 80% of the US population is in these areas.
For Facebook, according to several studies, the best times to post content are at 9:00 am, 1:00 pm, and 3:00 pm. These time slots have the best consumer engagement. Posts published at 1:00 pm often get the most shares, while those posted at 3:00 pm get the most clicks. As for the days of the week, the weekend posts the highest user engagement — Saturday and Sunday both have 32% higher engagement than the rest of the week. Interestingly, Thursday and Friday also have 18% higher engagement ratings than Monday to Wednesday. It seems more people turn to social media as the week progresses, eagerly waiting for the weekend to come.
Social media engagement isn’t a one-way street. To get consumers to engage with your brand, you have to engage with them first. Respond to their posts, converse with them. Make them feel your brand is personable and easy to reach. They’re likely to engage with your Facebook Business Page when they see you’re engaged with them as well. Just look at how Wendy’s Twitter account does theirs. And it has already grown itself to 2.47 million followers.
As Adweek would put it, “Ignoring customers on social media is similar to ignoring the phone ringing when they call your help centers.”