Probably one of the most common questions we get once someone is up and running with a website or social media platform is, “What should I write about?”
Many people make this part of the process more difficult than it needs to be.
They think they need to be skilled writers in order to engage with their potential and existing clients.
Rest assured, you have the skills. But, before we get to the “what” to write about, let’s take one media and get a bit of background to better understand the users.
Let’s Talk Facebook
In 2013 PEW Research did a survey that covered many aspects of Facebook. PEW’s information (click here to download the PDF) and a few others, gives us some pretty good insight on…
Men vs. Women on Facebook
So, let’s break it down a bit shall we?
Why Women Use Facebook
54% – Seeing photos or videos
50% – Sharing with many people at once
43% – Seeing entertaining or funny posts
35% – Learning about ways to help others
29% – Support network
Why Men Use Facebook
42% – Sharing with many people at once
39% – Receiving updates or comments
39% – Seeing photos or videos
35% – Seeing entertaining or funny posts
*Respondents could have more than one reason for Facebook use.
Let’s group everyone together for a minute…
Now, your consumers may be a relatively equal mix of men and women. So, when dealing with posts to both sexes know that…
…nearly half of ALL USERS especially like photos and videos.
…over a third of all users cite that humorous content is preferred.
So, let’s make sure we keep our posts a little lighter in content and share as many photos or videos as we can.
What about the other side of the coin?
Nearly 40% of Facebook users don’t like to share too much information about themselves.
But that does not mean they are not listening.
Enter the “Watchers”
There a lot of people on Facebook that do nothing other than “watch” what is going on – so don’t assume someone with a relatively lean profile is not out there.
Nearly 25% of Facebook users say that they never change or update their own status.
44% of Facebook users “like” content posted by their friends at least once per day – may several times a day.
That is a lot of activity we can tap into.
So, the million-dollar question… “What do I post on Facebook?”
One mistake business owners make is thinking that their Facebook page needs to be “all about them.”
Unless you are the most interesting business in the world, you are going to run out of things to do or say within 30 days (at least until you get the hang of it).
“Sharing is Caring”
Sharing posts, photos, videos, and stories on your Facebook page goes a long way for several reasons.
The stories should be somewhat relevant to your business. Because, at the end of the day, the reason the person follows you, IS your business.
I know it sounds a bit like I am talking in circles here, so let me tie it all together.
Let’s say you have a dog-grooming business and that’s all you do. Your clients have dogs. Your “fans” on Facebook most likely have dogs.
They may have cats, parrots and ponies, but it’s not why they like your page or follow you on Facebook.
So posting cute videos or photos of dogs in your shop would work great and probably gain some traction – provided they are interesting photos.
There is no shortage of content on the Internet about dogs. You could post something every day, for the rest of your life, and never come close to running out of posts.
Holding on to the people following us is important.
So the first rule is…Provide Value
“Value” can be passing on funny videos, important health tips, event dates, whatever.
Your providing value means the person wants to continue to read what you have to say.
Now, at some point you are going to want to sell them…or ask them to refer their dog owner friends to you.
Think of the relationship this way…
Every time you share something (ie: not selling them), you get one point.
- Share a funny dog video, get one point.
- Share a health tip during flea and tic season, get one point.
- Share a pic of the pet of the week, get one point.
Never in any of those posts above should you talk about people bringing their dogs in to see you.
One you have accumulated 15 points, you get to say something specifically about your business (ie: try and sell them something).
You have enough earned credit. You are providing enough value to someone so when you do roll around to the “sale,” they mostly remember the good will you have generated – not the sale.
Here is a twist…
…they will actually buy more from you and like you even more.
When we run campaigns for clients, we have very specific goals in mind for that month. What we want to sell, what we want to share. All the while paying attention to building good will with the customer.
There are even ways to use third party content to “sell” your services…and the client actually thanks you for it (not knowing they are being sold).
This isn’t being manipulative – this is just sharing real information they can use – and you just happen to the be solution.
Take a good hard look at what you are posting on Facebook. Are you providing value? Or are you always “selling.” Find the right mix and you will be well on your way to better results!
Exposure One provides complete online marketing services to a variety of private clients. If you would like to be considered as possible client, you may contact us at 407-374-29-24 for a free consultation.
