how to write good facebook posts

How to Write Good Facebook Posts – Recipe for Small Business Success

Figuring out how to write good Facebook posts for your small business page can be stressful. On the one hand, posting to your page helps you stay in the News Feed and top-of-mind, but not posting at all doesn’t help your business.

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Whether you’re currently posting and not sure if you’re doing it right, afraid that you’ll post the wrong thing, or just don’t feel comfortable doing it, never fear, there is hope! I’ve put together 6 tips to help you post with confidence to your Facebook page.

Tip #1: Don’t Be Too Self-promoting.

I’ve used this analogy before, but think about your DVR at home. Sure you use it to record shows that you miss, but more importantly, it’s a way for you to skip the commercials and get to the good stuff. Same things go for Facebook. The more “Likes” you have on your page, the greater the number of people will be able to see your posts. However, if all you post about is your business and don’t provide anything that people want to read and share, then the more people will treat your posts how they do commercials on their DVR.

The solution? Find a good balance between posting fun articles, photos and videos, and the posts that are specifically about your business. A good rule of thumb to follow is the 80/20 Rule. For ever 10 Facebook posts, 8 should be not about you and 2 can be about your business. Think of it as earned promotional abilities.

Tip #2: Know Your Content Style

Finding your voice on social media can be a bit challenging for some people too. Think of it this way. If someone comes to you to do business, you don’t immediately jump right into the hard pitch or conversation. You’ll have small talk about friends and family, maybe mention something topically relevant to your industry, and talk about the upcoming weekend. This is what your content style is and what you should be talking about online.

For example, if you were a mortgage broker with a Facebook page, you’d sound like a broken record talking about interest rates all day long. When you craft posts, think local and industry adjacent. Post updates about upcoming events in the area, great weekend sales, photos of events and restaurants you attend, and blog posts on how to save money on vacation. All of these things help you solidify you as a well-rounded professional and solidify their trust in you.

Tip #3: Brand Your Business

Similar to the content style, you should also work on making your business personal. This can be tough for a lot of people because they feel too exposed, but this is the type of content that softens a professional image to make it more relatable.

For example, maybe you’re meeting a client at a local coffee shop. You could take a photo of your latte, share it to your Facebook page and thank the local business for the great brew. People will “Like” these photos, comment on them, and begin to engage with you more socially. Maybe you tried a new restaurant in town. You could take a photo of the building and let your business page followers know that it’s a great place to get an affordable meal.

These things might sound cheesy and unprofessional, but believe me, they help. This is how your Facebook page will enjoy a greater visibility in the News Feed.

Tip #4: Master The Frequency

How much you should post to your Facebook page is certainly a subjective topic of discussion. While the most followed best practice time of day to post is between 1 pm – 4 pm, this might not be the case for you. However, it’s a good time of day to post, regardless of your industry.

You also might fall victim to posting too much or not enough. Facebook recommends that you post at least 1 – 2 times a week to your page. Other experts say that you can post 1 – 2 times a day and still be ok. My advice is to post once a day, making sure that 3 of those posts are photos or videos, 3 are interesting blog posts or articles, and one is self-promotional.

Tip #5: Be Conversational

Something that a lot of people tend to forget is that Facebook was a social network without businesses before it became a place for business pages. With that in mind, when people are on Facebook, they expect to find socially engaging content, conversations, and things they can relate to.

Don’t be afraid to ask questions as status updates. Make sure you respond to comments, questions, and concerns. Even if things are negative, it’s important that you show your Facebook followers that you’re listening and that you care.

So relax! Facebook is meant to help soften your image, connect you to your prospects and clients, and ultimately help to brand your business as a relatable, trustworthy entity that people seek out to when they’re ready to do work.

Tip #6: Listen To Your Audience

There is a great deal of importance around listening to your audience for even things they might not be saying. If your posts aren’t getting seen by a lot of people, try posting different times of the day. If they don’t have a lot of “Likes” then maybe try different content. They’re sending you lots of feedback both directly and indirectly. Pay attention to these things and it will significantly help the successfulness of your page posts.

Like most things, small business owners have to do that’s outside of their profession and comfort zone, posting to Facebook is tough. If you get stuck and need help, we can certainly do the work for you and automate your social media. However, if you do go it alone, remember that practice makes perfect.

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travis.balinas
Travis Balinas
travis@outboundengine.com

Travis is the former Product Marketing Manager at OutboundEngine. He now works in Product Marketing at BigCommerce.