Marketing on Facebook requires posting even on a Business Page. Consistent posting of valuable content will encourage engagement and followers, both of which are necessary for conversion. However, it is not a good idea to post just any material. Posts should follow a pattern, or schedule and they should all move toward the business’s end goal. It might be helpful to explore the different types of posts and their purpose.
Text Posts
A text post, the most basic type of Facebook post, promotes engagement within Facebook itself. It is not used to direct people to the website or drive conversions, but only to engage. One great way to do this is with a question. For instance, a sandwich shop near the coast may ask customers to post their favorite seafood sandwich. The idea is just to engage with the audience.
Photo Post
As the name implies, this is similar to a text post but with photos. The picture doesn’t necessarily have to be a photograph; it can be any image, infographic or illustration. Recent studies show that adding pictures to posts significantly increased engagement in the form of likes and comments. There are plenty of free stock photo sites available on the internet; just be sure to study up on the basics of image copyright laws before sharing photos and images that aren’t “yours.” Note that there are also many flat lay tips available for shooting pictures to be shared on social media as well.
Video Post
People now watch up to one hundred million hours of video on Facebook daily. Since video posts start to play automatically in a viewer’s News Feed, they can be a great way to catch someone’s eye. A short video can be very compelling, especially if a product has strong visual appeal. Longer informational video posts, such as sought-after recipes, are now emerging as highly shareable content that could rack up thousands of views. Just make sure the posts provide material that people find valuable.
Live Video
Facebook Live is a great way to interact with followers since it is merely a live video broadcast on Facebook. It is the perfect platform on which to share announcements in real time or give followers a behind-the-scenes look at a company. People love live videos. But be prepared, as anything can happen on a live feed and it usually does. That is probably what makes them so popular.
Posts That Link Content
Linked content posts are again, exactly what they imply. These are posts which link to content outside of Facebook, such as a website or an article. It is easy to create these types of posts, but you should place them strategically. Creating a linked content post is as simple as copying and pasting a link into the status box. Facebook automatically adds the meta-description and photo, so all you must do is compel readers to click on the link. Of course, while most links will be to the business, it can also be beneficial to share articles and thoughts from leaders in the same industry.
Pinned Posts
A pinned post is a regular post that is “pinned” at the top at the top of the Facebook Page to keep it from getting bumped down when new content gets posted. This space is excellent for sharing relevant news or raising awareness about something important. It is also the right place for that perfect piece of content that propels your business. A little blue thumbtack icon on the left of the post shows that you pinned it. It is important to note that you can only pin one post at a time, but you can change them as often as desired.
It can sometimes be challenging to decide what and how to post. All the different options can be a bit confusing at first. One great exercise is to try Social Listening for a bit and see what resonates with the target audience. Gathering information from potential customers, visitors, fans, and even competitors can uncover valuable insights within the industry. It is also a great way to figure out how to differentiate a business from the competition. Look for answers to the question what, who and how. As those answers begin to emerge, it will be easier to post valuable content that people are seeking.
Promotion across multiple platforms is also crucial, which is why brand consistency is essential. People often post about Tweets that are blowing up or even a blog page that seems to be getting a lot of traffic. If people are responding to it in another digital space, then go ahead and put it on Facebook. Chances are, they will get a response there, too.
