From a marketing perspective, Facebook is one of the most incredible places in the digital space. It is the place where you can heighten the popularity and reputation of your brand.
Facebook is the social engine that allows webmasters, entrepreneurs, and marketers to connect with the consumers.
So how do the big brands connect with their customers?
Well, they do it through content. Content development was, is, and will be necessary and important for the online marketplace to exist and function properly.
Content is complex.
Many webmasters fail to grow successful businesses due to their inability to leverage content in the most appropriate manner.
We believe that strategic content that is also strategically promoted on social media networks (such as Facebook) will turn any small or big business into something even bigger.
In today’s post, we’re offering you many insights, strategies, tips, and tricks that will help you write remarkable content for your Facebook audience. Keep in mind that these are nothing but advice, or simply put, knowledge that will have no effect unless it is put into implementation.
Without further ado, let’s get started.
We’ve broken the article into 3 pieces, each presenting powerful tips and tricks that revolve around different yet specific campaign objectives.
Usually, you post content on Facebook in order to:
We’ll cover that and much more, so grab a notebook and pay attention.
The interaction objective is the first phase of your marketing process. Facebook gives your business simple and effective ways to interact, build relationships, and connect with a large database of active users. When you first interact, you must draw the attention of your prospects.
Then you have to keep them hooked.
When you’ve earned the attention and initial respect of a prospect, you’re moving to the second phase, which is the educational objective. Well, here are three strategies to properly interact with your audience for the first time.
Questions are always a good start to a conversation or interaction. When you post a new update on Facebook, instead of making a statement headline, do a question headline. Ask something dubious, controversial, or truth-related. Something that will appeal to your target audience’s feelings will work great.
Here’s what you must ask:
Keep It Concise and Short
When you first want to interact with a potential customer, you need to take him slow. Don’t offer too much information right from the start. Instead, through your content’s topic and your posts’ headlines make an introduction to your brand.
Don’t overwhelm with too much information.
Give them only what’s necessary.
Make It Visually Stimulating to Draw the Attention
When you scroll through your Facebook news feed, the first impulses that your eye encounters come from the visual content accompanying the text.
Paul Carrey is one of the best resume writers I know. He’s also an ingenious marketer who can grab your attention in a second. Here’s what he cared to share with us:
“People will stop scrolling and start reading the moment you give them a reason to. Remarkable content comes with remarkable visuals. It does not only help you attract way more attention, but also helps you convey your message better.”
Here are the most popular types of visual content:
- Expressive Photos (often completed by text)
- Photo Quotes
Ideally, you should use multiple types of visual content yet at the same time focus on just a few. Follow Pareto’s 80/20 rule and aim for results.
Educational content is meant to reveal important knowledge about specific subjects to your potential customers. If you can educate your audience properly while also appealing to their emotions, problems, craves, and desires, you will win their trust, and probably their e-mail address.
When the trust is earned, the private interaction follows.
When you privately interact with your prospects, they’re already engaged in your sales process and will soon arrive at the end phase where the sale happens.
Here are some tips to write educational based content to your Facebook audience.
Offer More Value Than Your Competitors Combined
To actually win the respect of your niche consumer, you have to give them more than they receive from your competitors.
- Start to study your competition and put up together a detailed list of PROs and CONs that you notice by studying their content
- Find subjects, problems, and needs that your target audience has trouble with. For example, if most of your audience can hardly find valuable information concerning one of their problems, you have a pretty good chance of landing a big hit.
- Take a popular subject, read 10 articles about it, and make the best piece of content out of it. Turn it into a video presentation or even into an e-book if you want. As long as it gives the best value, you’ll draw the attention of your audience for sure.
Always Have the Customer in Mind
When you write educational content that you’ll later promote through your Facebook page, keep your customer in mind at all times. You are writing so he can grab the value out of your posts, so he can have breakthroughs, revelations, and excitements.
This way, you’re grabbing his full attention towards the “ultimate solutions”, which are your relevant products and services.
Don’t Be Too Quick to Start Selling
When you write to educate, you should stick to that, without allowing your marketing instinct to intervene. The more you write “for free” the more respect you’ll earn. You’ll sell later, so be patient and build your relationships properly.
Focus on the Relationship Between You and Your Future Customer
Every strong brand has tight relationships with its customers. Look at Nike, Zara, or Sneakers. Oh, and look at Apple with its iPhone. People have felt in love with these strong brands, and they have become strong followers and supporters. They’ll buy every product and will encourage everyone from their circle to do the same.
Your final objective consists in successfully targeting and retargeting your Facebook audience in order to generate sales. Generally, these are people who have already liked your page and consumed a bit of your content. Ideally, these will be prospects that need just a good trigger to buy.
Here are some tips.
Give Them Something Free First
Besides the free value your brand is offering through educational content, you can further improve your customers’ experience by serving him a freebie.
This freebie could be a PDF report, a case study, or a white paper, about something that is closely related to your main products.
Here are two examples:
- If you sell natural herbs, you can offer a free PDF that contains a list of 100 most beneficial herbs in Europe. Something tempting. Ask for their name and email and close the sale within your private newsletter.
- If you sell digital marketing services, you can offer a free video course that explains the basics of digital marketing (considering that your audience is made up of newbie entrepreneurs). Through this free e-book, you offer the prospect the necessary knowledge to start while offering your professional help in the same time.
Make Them Curious
Curiosity is what makes most people “tick”.
This is the trigger that starts the sales journey (sales funnel) the average interested prospect. When they’re familiar with your brand and content, when they know you give value and don’t expect too much in return, they’ll be eager to click your links, that if you make them curious enough. Use headlines that would make any sane target audience “tick” and react.
Don’t Be Too Intrusive
Even though your purpose is to sell, you need to know that people do no longer tolerate intrusive marketing. Online customers are absolutely tired of ads, avoiding them as much as they can through ignorance or special tools like ad blockers.
Extra General Tips & Tricks for Improving Your Facebook Content
There are some tips & tricks which have a rather general nature. These tips work well for the majority of content posted on Facebook. Take them into close consideration and implement them thoroughly.
Have a Strategy Before You Start
Every great marketing campaign starts with a strategy.
So if you decided to combine your content marketing efforts with your Facebook marketing ones, you need to have a strategy before you begin. Plan your headlines in advance by connecting different topics. Creating a special order, assign deadlines, plan your content development process, and start working.
Craft Attractive Headlines
Headlines are essential on every major distribution channel, not just on social media. TV, radio, newspapers, magazines, social channels, SERPs (search engine pages) – they all have one thing in common. They’re based on headlines.
The better the headline, the better the performance.
Strive to find topics that your audience will love and you’ll win their full attention.
For example, instead of using “How to Make More Online Sales”, use “10 Proven Tips to Skyrocket Your Online Sales by 40%”. The latter will draw much more attention because it’s more specific and promises much.
Leverage Smart CTAs (Calls-to-Action)
The internet user is often passive. He won’t interact with your content or page unless he is told to do so. To improve the CTR (click-through-rate) of your campaigns and to expand the reach of your brand, you have to start using smart CTAs. Tell the user to subscribe, tell him to do this, and that, and that. He needs to know what to do, or else he won’t do it.
Here’s a good example of a truly powerful CTA that Basecamp puts into action:
Did you notice?
The CTA is both stimulating and attractive. The color is pleasant, the copy is non-intrusive, and the free value proposition (60 days free) is absolutely tempting.
Optimize for Mobile
It is well known that Facebook has more active smartphone users than active desktop users. Therefore, make sure that your website is well-optimized for mobile, or else you’ll lose a big portion of your traffic. Mobile optimization is no longer a trend but rather a must.
Writing content for Facebook is slightly different than writing content for any other platform. The engagement, the advertising features, and the entire environment are extremely convenient for any marketer or webmaster who tries to sell both digital and physical products. Leverage your content well as per the tips discussed. And don’t forget to share your experiences with us.