Read the Facebook 101 guide:
Your Facebook Page
Your Facebook page is the starting point for all your Facebook marketing.
Ideally, you want it to be ranking in a Facebook search for your name or the name of your business, so that your customers can easily find you. Then, once they’ve found your page, it should be interesting enough that people will actually ‘like’ it.
How to get more likes on your Facebook page?
Remember, however you are all about your company, your customer is not. As with a first date, getting a second date depends on you learn more about what your customer is interested in, and post contents about that.
- Give your followers something of value with everything you post.
- Use Facebook’s Page Plugin on your website or blog. A like button next to your blog posts is great for getting your content shared, but the Page Plugin will help you boost your page likes.
- Promote your page on other social media accounts.
- Engage with other pages in your niche. Leave thoughtful comments in response to other people’s posts. Make sure you’re commenting as your page rather than from your personal profile. Be careful with this—don’t be too pushy!
- Use all the different post types (we will talk about them later in this chapter) to keep your followers engaged.
- Ask your followers in your posts and videos to share your content, as well.
- Boost interesting posts to a new audience (see more about boosted posts later in this chapter).
Posts on a business Page don’t work the same way as posts on a personal profile page. Whenever you posted on Facebook with your personal page, it appeared in the newsfeed of all those who liked your page. Not anymore!
Now, with a business page, when you post something on your page, only 1-2% of your audience will actually see it in their newsfeed. Is it mean that having a Facebook page for your business isn’t worth it anymore?
Of course not. You have to be on Facebook! There are some tricks helps pages to appear them in people’s newsfeed:
- Your posts have to be shared with several people. If a page’s post is popular (meaning that a lot of people view it, and more important, share it), Facebook starts to show the activity from that more frequently to their audience.
Facebook constantly reads algorithms to determine which posts are more interesting to most people. It tracks all the engagement a user’s own content receives, as well as the engagement a user has with other people’s content. The more engagement a user has with a piece of content, the stronger Facebook believes that user’s interest will be in similar content, and it filters that person’s new stream.
For example Facebook makes sure that a user who often likes or comments on a friend’s photos, but ignores that person’s plain text posts, will see more of that friend’s photos and fewer of his status update.
That’s why it’s so important to post quality content that people want to interact with. If you want to maximize your results, you have to get people to engage with it, so that it spreads.
According to statistics published by Facebook, users watch an average of 100 million hours of video every day. Most of these are viewed on mobile devices. Daily views have increased from 1 billion to 8 billion in just the past year alone.
These statistics are proof that users have started consuming more video content, which means that it is essential for personal trainers to use video to engage with their potential clients, as well. Simply put, video content is the best medium for storytelling and is a great opportunity to connect with your audience.
Think about it: you can choose between writing an article, or tell about it in a video. Develop a power point presentation, or a video presentation. Present a customer review in writing, or as told by the customers themselves in a video interview or testimonial.
While video content is very popular and highly effective, note there are still other powerful marketing tools, as well, and the power of the written word remains a valuable means of communication. In addition, video can be anything from a low-cost, self-produced solution to a relatively expensive approach when produced using professional studio for production and editing. So mix it up – use videos only as part of your strategy.
YouTube became a sensation in 2004. That technology allowed us to record, upload, view, and share videos through the Internet. 12 years later, the mobile phone has become a broadcasting device that allows you to capture and share live moments straight out of everyday life. Not videos recorded and sanitized through editing, but raw live footage. This trend is changing how we share our stories (both business and private), live events, and educate others. It is another way to engage with your audience.
Now Facebook “Live” offers easy access to this new form of entertainment, and gives you a great way to connect with your audience through real time video presentations. Facebook also favors “Live videos”, and is more likely to put a livestream into someone’s newsfeed than a regular page post or link.
This move efficiently makes live videos one of the central features of Facebook. Live videos offer a new way to interact, and refreshes a platform that has become so familiar that it risks getting stale. Broadcasting live to your social circle gives you a certain thrill; even just watching a friend’s live broadcast can bring in a fresh feeling of excitement and make you want to interact on the same old platform in a new way.
On an average, Facebook says people are commenting 10 times more on live videos than they do on regular videos. This clearly means that a great way for you to increase engagement levels with your audience is by doing live videos. The shift towards video as a critical marketing tool is evident across the industry, and is definitely here to stay.
Using Facebook groups to engage with your target market
While pages are the primary tool that you should be using to market your business on Facebook, groups can be an extremely effective add-on strategy for many niches. When used correctly, groups can be an incredible source of traffic, and can lead to increased engagement, which can drive members to purchase more sessions in your business.
In addition, by participating in other people’s industry-related groups, you can help establish yourself as an authority in your field. Offering useful advice and tips can help you become a valued member of the group; and as people grow to trust you, they’ll want to find out more about you (and your business). However, a word of caution: there is a fine line between being a valued, knowledgeable contributor and being an annoying know-it-all who comments and posts on every topic!
Perhaps the most effective use of Facebook groups, however, is to create and participate in your own interest-related groups. Groups give you the ability to engage with your audience in a far more personal and relatable way than virtually any on-line communication, and allow you to become a part of your target market’s daily conversations. Create a group that encourages discussions about any aspect of your services, or the experiences of those training with you.
To be continued…