6 reasons why your Facebook Page business page may not be working effectively

Here are six questions that will help you understand what needs to change so you can finally get the results you’re looking for from Facebook

1- Is Facebook the best platform to reach your target audience?  

If your target audience is not active on Facebook, no matter how hard you try, you’re not going to engage with them there. You need to be clear on who your target audience is and which social media platform they spend most time on.

Checking if your customers are on Facebook according to their age is a good starting point. You want to invest your time in the platform they use most. If you’re selling to businesses for example, LinkedIn is the place to be. If you’re selling to young people, Instagram or TikTok is often a better fit than Facebook.

2- Is your post and page engagement low?

Like with all social media platforms, engagement is key. The Facebook algorithm doesn’t show what you post to everyone who likes your Page. It shows your posts to a small number of people first. If people engage with your content (like, comment, watch…), it gets pushed out to more people in your audience. The higher your engagement, the more Facebook will push your content. That’s why creating really good content is key. It’s also important to use all of the features that Facebook offers including posts, stories, lives, messenger, Facebook Shop, and donate, if it’s relevant to your business.

3- Is your content up to scratch?

Posting high quality content consistently is key, both to please the algorithm (and get more eyes on what you’re posting) and to provide value to your audience. The best value comes from content that is educational, entertaining or inspirational. It’s better to post less often but higher quality content, so aim for posting around three times a week. You also need to prompt engagement. The best way to do this is simply by asking for it: ask an easy direct question, ask people to caption a photo or to share a post... Content like quotes, memes, fill-in-the-blank also do well when it comes to engagement.

4- Is your content always asking for the sale?

If you provide valuable, engaging content regularly, your audience will get to know you, like you and trust you, which is what social media is all about. But some content is key to generating sales and it’s important to make sure you post it regularly on your Facebook page. This includes: promotional content (telling people about what you sell - don’t assume they know), social proof (sharing testimonials of happy customers), and addressing objections (addressing what could hold people back from buying from you). This will make a big difference in increasing your sales from social media.

5- Are you doing Facebook advertising right?

Facebook advertising is not a quick fix. If your content is not up to scratch, your ads won’t perform well. If you want to run your ads yourself (rather than paying an expert to do it), take time to understand how ads really work. Boosting posts randomly isn’t going to get you results. Setting your ads up correctly includes installing the Facebook pixel onto your website.  Pixel is a piece of code that helps you track conversions from Facebook ads, build target audiences, optimise future ads and re-market to people who have taken action on your website. Before you set up your ads, identify your goal: do you want to increase awareness, consideration or convertion? Remember to take your audience on a journey starting with awareness and finishing with conversion (asking for the sale when people don’t know you yet is rarely going to work). When you’re working on awareness, use look-a-like audiences to reach people who will be interested in your brand. The look-a-like feature lets you upload a list of people who are already interested in your brand. Facebook then finds people who are similar and targets them with your ads.

6- Are you learning from your analytics?

It’s essential to look at your FB analytics (called Insights) at least once a month. Check your recent posts and see which performed best in terms of reach and engagement. What do the high performing posts have in common? Post more of this kind of content and less of the kind of content that performs poorly. When you use your insights to adapt your content for the month to come, this means you keep improving what you’re posting. Make sure you check how your competitors are doing too and get inspiration from their content. You can do so under the “Pages to Watch” section in your Insights. It compares the performance of your Page and posts with similar Pages on Facebook.

Like with other social media platforms, posting varied, consistent and high quality content on Facebook will help stay ahead of the game. That requires investing time and energy into it so it’s better to focus on a few social media platforms and do them really well, rather than spreading yourself too thin. Just like with the rest of your marketing activities, you’ll get the best results if your Facebook efforts are supported by a strong marketing strategy, including a deep understanding of your target audience. If you need advice about how to maximise social media for your business, speak to us at Taylor Communications