We already knew that Facebook
engagement can drive website traffic, and now that Facebook is functioning
as a search
engine for local businesses, it’s become even more important.
Before we go on our first date, let’s talk about normality. What’s
normal when it comes to Facebook engagement? Well, if you monitor your
engagement rates, you probably notice they fluctuate a lot. That’s normal, but
wouldn’t it be better if your numbers improved?
What's an average engagement rate? For starters, a 0.5-0.99 percent per follower engagement rate is considered "normal," and anything over one percent engagement is good (though these numbers really depend on the
number of likes your page has).Source: Micheal Leander - Direct Marketing, Consulting & Speaking
So, how do your numbers stack up? Not sure how to find your engagement rate? Follow these five steps to see the engagement rate for your posts.
Are you courting your Facebook followers?
You don’t have to be a knight in shining armor, but you
should show your followers a little chivalry. There are dating rules we should
follow if we want a second date (or more engagement).
1. Don’t bore them to death.
What kind of personality are you putting out into the world?
When you go on a date with someone interesting who has a good personality,
makes you laugh and discusses interesting topics, you want to tell the world.
So, does your content have personality? Are you posting
shareable, relevant, quality content on Facebook?
Or are you constantly talking about yourself? Ever been on a
date with someone who can’t stop talking about themselves? You zone out. Don’t
make your followers’ eyes glaze over. Besides, if you’re overly promotional, Facebook
will make sure followers don’t see your posts. Give them something to talk about. Here are
some ways to do that:
2. Show your followers a little love.
a contest. It doesn’t have to be extravagant, but like showing up to a date
with flowers and chocolate, it can work wonders to boost Facebook engagement
Check out this giveaway from HOMAGE, a Columbus, Ohio
There are a few lessons we can learn from this contest. It
was easy to enter and focused on something the company knows its customers get
excited about. The prize was a small item, just one t-shirt. It also contained
a link to the company’s online store, promoting other NFL gear. If
we take anything away from this, it should be to keep it simple and
Don’t have anything to give away? That’s fine. You can
always offer a discount if your page or a certain post gets a specific number
of likes or shares.
And remember—like dating, Facebook has some rules. Always
follow the promotion
Facebook shut down your contest before you could award prizes, your followers
would not be happy, which would likely lead to lower engagement rates.
3. Pop the question.
questions is a great way to improve Facebook engagement.
- On a date, you want to ask the simple getting-to-know-you
questions, but what should you ask on Facebook? Consider these ideas:
- Ask a fill-in-the-blank question. “My favorite thing to do
when it’s cold/hot/rainy/snowy out is (blank).”
- Make it relevant to your industry. “My favorite spa service is
(blank).” “My favorite dish to cook at home is (blank).”
- Ask a simple, yes or no, question. What’s easier than typing
a quick ‘yes’ or ‘no’?
- Ask for a selfie! Hashtag it. “Post a photo of yourself
wearing our sunglasses!” Hashtag and share it. “Share it on your wall with the
- Ask for likes. “Like this if you’d rather be (insert fun
activity here, preferably involving your brand). Comment if you already are.”
- Play the lottery. “What would you do if you won the
These might sound a little cheesy, but you never know until
4. Get visual.
While you wouldn’t break out the wallet pics on a first
date, a Facebook photo really is worth 1,000 words (or at least an 87 percent interaction rate). So post a picture and
follow it with a question. Get trendy with it. Throwback Thursday and Flashback
Friday are great ways to connect with followers if you have older pictures of
your business. Is your business too young for #tbt and #fbf? Post what’s
relevant to your brand. Restaurant owners can post photos of food or menus. For retail stores, it could be new displays
or seasonal decorations. Salons and spas can post photos of clients before and
after treatments or photos of spa menus.
Keep in mind that photos can be tricky. As well as posting
what’s relevant, there are a few other rules you should follow. Make sure
images are high resolution. Keep captions short. If the image contains a call
to action, make sure it is clear and concise. Here’s some more information for sizing
and posting a wide variety of photos on Facebook.
5. Ask to be set up with someone new.
You know that aunt who is always wanting to set you up with
someone? Let her! Reviews and recommendations are great ways to boost sales.
According to this
study from the Journal of Business & Economics Research, 59 percent of 249 social media users surveyed used Facebook recommendations
to purchase items.
Ask followers to post and share their reviews.
If you want to see more engagement from your followers, you
need to be engaged. It might seem like common sense, and if you’ve ever been on
the active end of a one-sided text messaging conversation, you know what I mean
here. Reply to your customers’ messages and comments. A large percentage of messages
on social media never get answered, and that’s just bad customer service.
Remember, Facebook marketing is a long-term commitment, not a fling.
Many business owners focus on going viral when they should be focusing on the
long game. Get that second date, keep building those relationships, and just
remember that not every date goes well. Not every Facebook post is going to get
thousands of likes, but if you use these strategies for posting social content, you should
see a definite improvement in engagement.