It is fairly common for entrepreneurs and community managers to become locked into a content marketing routine of creating, publishing and sharing posts on social networks.
Experts at our Montreal SEO and web marketing agency agree that content marketing should be at the heart of your marketing strategy, however, you should not lose sight of tracking your actions and optimizing your strategy. This will avoid boring your audience and keep you creative.
The engagement rate on Facebook is the number of users who liked, shared, commented or clicked on your post compared to the total number of users who viewed the post.
If you want to understand why your engagement rate has decreased or at least not increased as much as you would like, analyze the process behind your content marketing strategy: the creation and distribution of your posts.
In this article, you will discover how to drastically increase your Facebook engagement rate with our expert advice.
Creating your Facebook posts
The first step is to compare posts with a high engagement rate (say, around 10%) with those that have a low engagement rate (say, 3%).
You do this by going to the “statistics” section of your Facebook My Business page, going to “posts” and then clicking on “engagement rate” to display this data.
You can now compare the two types of data that we are interested in for this analysis, namely high engagement rates and low engagement rates.
As you can see below, this post generated a 15% engagement rate, which is a good result.
This post is about introducing new employees of our web agency My Little Big Web, so it’s a topic about life in the office. And as we can see from our statistics, posts about day-to-day life at the agency often generate a good engagement rate, between 8 and 15%.
Now, let’s analyze a type of post that generates a low engagement rate.
This post is part of our “Did you know?” series where we regularly share statistics or news about the world of the web. This type of post generates less commitment, but is still relevant in the sense that we demonstrate our expertise in our field, namely marketing and web design.
We can therefore observe that the engagement rate depends on the type of posts you share. Naturally, one of the main goals of your community management strategy is to generate interest among your audience. However, it is also important to share content that proves that you are an expert in your business.
For example, as we have seen in this section, we know that sharing photos about the daily life of our web agency generates engagement with our followers, however, we want to continue to include more “professional” posts to show our clients or potential clients that we have a proficiency in web marketing and web design topics. In addition, it is important to diversify the type of content you create so that you don’t bore your audience.
Distributing your content on Facebook
Next, you need to analyze whether the way you post on Facebook appeals to your audience. Start by asking yourself the following questions:
- Is your distribution strategy the same for posts with a high engagement rate as for those with a low engagement rate? If this isn’t the case, focus your efforts on the method that generates the most interactions.
- Do you share the same Facebook posts as you do on your other channels? If this is the case, and the same post generates much more engagement on Twitter than Facebook, for example, then perhaps the post in question is more relevant to the audience you are reaching on Twitter.
- Do you tag the individuals or professionals you mention in your posts? Tagging the people involved is a good way to increase the engagement rate of your posts since you reach both your audience and that of the individual or professional tagged.
- How many Facebook posts do you share per day? Some professionals believe that you should publish several times a day, while others say that you should only publish on Facebook once a day. No official information has been provided on this subject. At My Little Big Web, we generally publish once a day on Facebook to avoid spamming our audience and also because we focus on content quality rather than quantity.
- Is the strategy you use for your Facebook Ads campaigns right for your company? You need to know if you are targeting the right audience, if you have the right budget in place, if the message you are communicating is the right one.
Put yourself in the shoes of your Facebook audience
After focusing on creating and distributing your content, it’s time to figure out why your audience would be more attracted to one type of post than another. What changes could you make to your posts to encourage users to click, share or comment?
Internet users are interested in social media posts for many reasons, but the main reasons they share your posts (and this is one of the most valuable engagement actions since it also reaches your audience) are:
- Facebook fans want to share relevant content with their audience,
- They want to share content that reflects their personality and could help define their identity,
- They want to strengthen their ties with their loved ones through your publications,
- They hope that their sharing will generate engagement.
Moreover, if there is one thing you should keep in mind, it is the user experience! Here are some tips from our community management experts that will help you create content that attracts user attention:
- The first thing the reader sees is the image of your post so make sure it is bright and can stand out from other posts in your subscribers’ news feed.
- You can also include numbers in your content, since they tend to reassure Internet users and generate engagement.
- Change the way you express yourself in your posts: don’t always use question forms, for example, or add emojis to your text.
Understanding the reasons why your followers interact with you through your posts will help you adapt your content to your audience and increase your engagement rate.
Increase your Facebook engagement rate!
In this article, our community management experts have given you all the keys to adapt your content marketing strategy to your Facebook audience so that you can generate maximum engagement.
However, the online world, Facebook included, is constantly evolving and you need to be adaptable and creative to surprise your audience. If you want to drastically increase your engagement rate on Facebook, you can contact us and we will take care of everything!