If you’re reading this, you’re probably frustrated with the results from posting on your Facebook Page. With all the algorithm changes that Facebook performs multiple times a year, it seems that once you get a strategy that works to grow your Facebook Page, they change everything up AGAIN. Many of the people giving advice for how to navigate Facebook’s changes have Pages with HUGE followings already or they have a big budget to pay for advertising for their corporate clients. If you’ve tried to apply some of their advice to your own Page’s strategy, you might have been disappointed with the results. I’ve been working on a new Facebook strategy for the last 8 months for Pages with under 20,000 likes. After getting amazing results on a Facebook Page with 8,000 likes, I decided to further test the strategy on 5 additional Facebook Pages with between 500 and 20,000 likes.
Guess what? This strategy has produced results on all five Pages, all in different niches!
It might be surprising that Facebook strategy boils down to a few simple, almost basic ideas. In a marketing mindset, it can be challenging to see and understand what makes a post’s reach soar on Facebook, what makes reach tank, and what makes people click over to your site. It all boils down to one simple principle: Facebook wants people to spend more time on Facebook because Facebook makes money when people view ads on the site. Everything Facebook does is tied to this one principle.
Here are some examples to consider:
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This can be confusing because these ideas are abstract and intellectual. So let’s break it down even more. Here are the basic tenets of what makes a successful Facebook post:
The more focused the content on your Page is, the better it will perform. I like to look to the big dogs and consider why they do things the way they do. Why does Buzzfeed have a separate Page for recipe videos (Tasty)? Buzzfeed’s content is all over the spectrum but having niche specific Facebook Pages means that each Page will attract followers for that niche. If I really like recipe process videos, I’ll “like” Tasty. I know that I will always get a GREAT recipe process video from that Page. I’m more likely to interact with their posts in the newsfeed because I know I will get a GREAT recipe video.
For your own Page, this just means knowing your brand, niche, and audience. If you are unclear about your brand, niche, and audience, try this:
Let’s walk through this briefly with Hydrangea Hippo:
Without going too far into branding, consider making a visual brand guide in canva. Refer to it when you are not sure if a post should be posted on your Page.
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Why are some posts shared thousands of times (millions even!) and others get literally zero likes? Facebook rolls out content to a select few people who follow your Page. Depending on how those people engage (like, share, comment, click, read in the news feed), Facebook decides whether the post is worthy to show to more people. The reactions of those people REALLY matter because they determine how many and to whom the post is shared next. How can you hook them in, right away? Laughter always works for me, especially if it is niche specific but if you follow the idea that you need to make people laugh, cry, or say “wow”, you’ll get success most of the time. The post below reached over 600,000 people in just a few days. I got 400 new LIKES on the page as a result.
Why did it work?
If your blog is brand new, it might be difficult to get ANY kind of traffic to it. Luckily, on social media it’s a good thing to share other people’s posts. Share posts and links from Pages within your niche that have more followers and more reach than your Page. Use the Insights tool on your Facebook Page to follow Pages similar to yours. When you click on their Page name in the Insights panel, you can see their top performing posts for the week. That’s instant gold right there – those posts are already performing well! So why not share them? Build your following by sharing content from Pages in your niche who are already successful.
Get posts from Pages like these! Click the button below to get our free guide “How to Find Viral Content on Facebook”:
If a post on your blog does not fit your niche, do not share it to your Facebook Page. Last summer, I wrote a post on the Just JP blog about a bad pedicure experience I had. I would not share that post to the Hydrangea Hippo Facebook Page because that Page is strictly about crafts. Sure, lots of crafters are ladies and lots of ladies get pedicures, but the post did not fit the brand. It would not get good interaction because it would be confusing to people about why I shared it and it would not be expected content for that Facebook Page.
Posting this kind of content, regularly, can help to build reach on your Facebook Page as well as traffic to your site. If you feel like you have tried all of the strategies above and you’re stumped about what to share, here’s the solution!
I created a short FREE GUIDE on how to find VIRAL content for your Facebook Page. I use these strategies to find great content to share, to get shares on my high-performing content, and to get an idea on what content is performing well on other Pages in in my niche.
What’s your biggest Facebook challenge? Let’s continue the conversation in our Facebook Group, Smart Creative Social, and here in the comments.
A craft industry professional for over 14 years, Jennifer Priest has been featured in major publications and online by the likes of Apartment Therapy and MSNBC. Jennifer's digital marketing consulting firm, Smart Creative Social, has a prestigious client list in the craft and hobby industry, connecting influencers with brands, developing digital marketing strategy, and guiding clients in creating a solid social media strategy for their brand.
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