Over the last year there has been a splurge of new Facebook pages and their owners have been busy spreading the word and working really hard to get the first hundred or so likes on there.
But once you’ve got your first 100 likes (or any number for that matter!) what are you going to do with them?
Let me tell you straight, if you have a Facebook page but you never post to it, it will do you about as much good as an old print advert in a paper! Yes people might have seen it, but since then the papers been thrown away and they’ve forgotten you exist!
There’s an old advertising adage that people need to have seen your business at least 7 times before they buy from you. Although this isn’t strictly accurate and every customer is different it is based on the average trust building process that people have. And it means that seeing your page just once when they click like on it only takes them a fraction of the way towards purchasing.
That’s not to say that clicking like is a worthless or throw-away action. By clicking like that person is giving you permission to post to them, similar to signing up for an email newsletter. But it is up to you to value that permission and then to provide value in return if you ever want that like to mean anything more!
Gaining your audience’s trust.
Building a quality audience doesn’t happen over night, so the last thing you want is to be losing them in droves! And not posting to your page will mean you lose them, not necessarily because they click to unlike, but because your posts will lose edge rank.
Wait what’s that? What’s Edge Rank?!
Edge Rank is Facebook’s algorithm to determine which posts you see in your newsfeed, it works on 3 simple principles: -
This is all about how close you are to the other person, which is why you’ll see posts from people you’ve admitted are family members no matter what! Other things that influence this are how often you click like on something they have said or how often you comment on their posts.
This one is about the type of thing that’s posted, so generally speaking a video ‘weighs’ more than a general status update however if you never click to watch videos but always browse photo’s then updates containing photo’s would be heavier for you.
The clue is definitely in the name with this one! Breaking news always ranks higher than old news! If someone logs in after a couple of days absence, they will see posts from the last hour first, then older posts from that day and they probably won’t see posts from yesterday unless they take the time to keep scrolling down and down.
What this means for building customer relationships through your Facebook page, is that first and foremost you need to show up! You need to post something from your page everyday, preferably twice a day! Or if you really can’t manage every day then you need to post a minimum of 3 times a week.
It’s a good idea to post videos, pictures and links to articles or blog posts, maybe not everyday but on a fairly regular basis. Aim to share at least one photo and one article link a week as a minimum. Remember these carry more weight with Edge Rank.
And finally you need to post things that will encourage likes or comments. This is the hardest of the three to do and the kinds of things that work will vary for each business. To get you started have a look at this post, or of course you can call me and I’ll help you figure out what’s most important for your audience!
Over to you – what do you think page owners should do to encourage trust and sales? Or if you are a page owner – what have you done that’s worked for you? Tell us all in the comments below!