Over the past year, Facebook reported a jump in both daily and monthly users, likely because of the increased amount of time people spent at home. That means it’s a great time for small businesses to get value out of their Facebook posts. But how do you do that without annoying your followers?
Bonus Content: Grab a copy of our Social Media Field Guide.
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, we’ve put together 6 tips to help you learn how to write good Facebook posts.
Tip #1: Balance the Self-Promotion
Think about DVRs. We use them to record shows that we miss, but more importantly, it’s a way to skip the commercials and get to the good stuff. You can apply this to Facebook. The more “likes” you have on your page, the greater the number of people that will be able to see your posts. However, if all you post about is your business and nothing else, then more people will think of your posts like commercials they want to skip over.
The solution? Find a good balance between posting 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 every 10 Facebook posts, 8 should be not about you and 2 can be about your business. Think of it as earned promotional abilities.
Here is an example of interesting, non-promotional content, followed by one of subtle self-promotion:
Subtle self-promotion example:
Tip #2: Know Your Content Style
Finding your voice on social media can be a challenge. If someone comes to you to do business, you don’t immediately jump right into the hard sales pitch. You make small talk about friends and family, maybe mention something topically relevant to your industry, and get to know each other a little. This is what your content style is and what you should be talking about online.
Content style is very important when you’re learning how to write good Facebook posts. For example, if you’re a mortgage broker, you’d sound like a broken record talking about interest rates all day long.
When you craft posts, think local and industry adjacent. Post examples can include:
- Upcoming events in the area (including virtual events)
- Great weekend sales or local deals
- Photos of events you attend
- Blog posts on how to save money
All of these topics help you solidify you as a well-rounded professional and encourage followers to look to you as a trusted source.
Tip #3: Brand Your Business
Similar to content style, making your Facebook business page personal is key to mastering how to write good Facebook posts. This can be tough for some people because they feel exposed, but this is the type of content that softens a professional image to make it more relatable.
For example, now that many people are working from home, it’s a great time to get your pets involved. Post a photo with a caption about what your furry friend thinks of the new normal. People will like these photos, comment on them, and begin to engage with you more socially.
This kind of idea might sound cheesy, but it helps show your human side. Being seen as both a person AND a professional is a way to build loyalty and confidence with your network.
This post from OutboundEngine showcases something important to our business that has nothing to do with revenue. It’s OutboundOutreach, an internal volunteer group that organizes our monthly volunteer opportunities.
Tip #4: Set The Frequency
How much you should post to your Facebook page is a topic of much debate. There are tons of studies, some often contradicting the other, with “ideal” times to post.
It’s easy to fall into the categories of 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. Our advice is to post a couple of times a week, making sure that you include a mix of content. Use photos and videos, interesting blog posts or articles, and the occasional self-promotional posts.
Tip #5: Be Conversational
Remember that Facebook was exclusively a social network before it became a place for businesses to connect with customers. With that in mind, when people are on Facebook, they expect to find socially engaging content, conversations, and topics they can relate to. Remember this as you focus on how to write good Facebook posts.
Don’t be afraid to ask questions as status updates. Make sure you respond to comments, questions, and concerns. Even if they are negative, it’s important that you show your Facebook followers that you’re listening and that you care.
Facebook is meant to connect you to your prospects and clients, and ultimately help to brand your business as a relatable, trustworthy entity that people seek out when they need your services.
Tip #6: Listen To Your Audience
Sometimes listening to your audience means listening for clues 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 engagement, try different content. They’re sending you lots of feedback both directly and indirectly. Pay attention to these results and it will significantly help the success of your posts.
Like many things small business owners have to do outside of their comfort zone, posting to Facebook is tough. If you get stuck and need help, we can certainly do the work for you. Our professional writers will create content for you and our software will automatically post it for you.
If you do choose to go it alone, remember that practice makes perfect. You’ll be teaching others how to write good Facebook posts in no time!