Facebook is a tough master for marketers. Once the land of zero budget marketing opportunity, these days when you don’t want to pay for advertising, it’s hard to be seen, let alone get people to engage with your posts. And of course, thanks to Facebook’s Edgerank, the less they engage, the less they see….the proverbial viscous circle.
So how do you get people to engage with your posts? Well, the short answer is: Post engaging stuff!
The problem is…truly engaging stuff can be extremely difficult and immensely time consuming to create all the time. (Or expensive if you need to pay someone to do it for you). Plus, sometimes what you think will be engaging really isn’t.
There is a bit of a shortcut for the zero budget marketer, though. You can share other people’s engaging stuff, in between your own, which has the added bonus of making your page more like an entertaining dinner party and less like attending a one-woman show. This should then help your less engaging posts show up a little more and get some interaction – not a lot, but at least some. And it’s keeping your brand on their radar.
I recently put this to the test with a series of posts on Facebook around a marketing theme for July – a ‘productivity’ month. I’ve included some shots below of three posts- two were shared articles and one was a ‘straight’ product post. You can see the engagement is huge on “the 6 hour work day” because, let’s face it, who among us doesn’t want to work a little less?! But the Midori Traveler’s Notebook post – a ‘straight’ post – got more likes that it would usually. And when you look at the reach, it’s over a thousand people, compared to the post below which had more likes but still only hit seventeen hundred people. So the marketing post isn’t setting the world on fire, but it’s also not a waste of time with a reach over a thousand.
Facebook organic marketing is tough – and engagement is so much higher these days on a platform like Instagram. But if you’ve put the effort into building an established audience on Facebook, and you’re still trying to reach them without paying to talk to them (via Facebook advertising), little tactics like this piggybacking on relevant and engaging third party content can help.