Are You Killing Your Facebook Engagement?

Are You Killing Your Facebook Engagement?

Are you running a Facebook Business Page? Do you feel as though your Facebook engagement (reach) is dismal at best? We all know that Facebook keeps changing the rules on us and it is hard to keep up!

Whilst some of the struggle is because of the algorithm that is used to place posts in newsfeed, the truth is that you might be doing it ALL WRONG!

Chances are you are doing at least one of these things and being penalised by the Facebook algorithms and killing your Facebook Business Page (FAN Page).

Here are 5 things you should take into consideration if you want to increase your page ranking overall. 

1: ARE YOU POSTING TOO OFTEN? 

There is a common assumption that the more often you post stuff on your Facebook Fan Page, the more you will be seen on Facebook. This is not always true… If you are posting frequently to your Facebook Business Page, there is probably a good chance that you are not posting high quality content.

If this is not true then skip this point and go straight to the next one. BUT Facebook ranks its pages using ‘post engagement’ as a determining factor in what is deemed relevant to show in the newsfeed of your followers. So if you are posting often, and you have low engagement on your posts then you will be penalised.

HOT TIP: “It is better to post dynamic content, less frequently and get more engagement that to post low quality content on a regular basis that has a low-engagement factor.”

2: LOW ENGAGEMENT FROM INDIVIDUAL FANS

The way that Facebook algorithms work, is that they give ‘points’ to pages when they receive feedback from a particular fan (in the form of a ‘like’ ‘comment’ ‘tag’ or a ‘share’). So if someone interacts with a page, they will see more posts from that page. However if a fan rarely interacts with your posts, then you will almost disappear from their feed. Even if your fan is enjoying your posts, unless they are engaging with you, your posts will not always be seen by them. 

HOT TIP: “It is better to post engaging content, with call to actions to your audience to entice them to interact with your page.”

3: LOW ENGAGEMENT FROM FANS OVERALL? 

Low overall interaction from Fans of a page is a big RED FLAG to Facebook that will lower your overall page ranking.

Many people are of the assumption that having lots of fans on a page will automatically increase their reach. This is only the case if you have a high percentage of passionate followers that give you lots of engagement.

The key to having a good ‘page rank’ is to build your audience full of people who are genuinely interested in your business.

HOT TIP: “It is better to have loyal following of 100 people who interact with your page regularly than to have 2000 fake fans who ignore you.”

4: SPAM! NEED WE SAY MORE?

Because users can easily “hide” your posts, or “report story or spam” by clicking on the arrow next to a page post, posts seen as pure marketing spam (i.e. “Buy our products.”) are easily reported as such. Once reported, Facebook, much like Google, pushes the down the ranking of pages deemed “spammy.”

HOT TIP: “It is not going to benefit you to SPAM your audience. Your customers will eventually tune out to your posts.”

5: POST NATIVELY TO FACEBOOK

Don’t cross-post YouTube videos – Upload video files directly to Facebook. You will probably notice around ten times as much organic reach as posting YouTube video links, because the theory is that Facebook is actively trying to become known as a video site. Post natively – as in, native to Facebook, the platform bumps posts scheduled through the native facebook scheduler. It is best to schedule posts directly on facebook, and this will help your organic reach. Sometimes this will mean a little bit of double handling but it will be worth it when your audience gets to see more of your posts.

HOT TIP: “Facebook will reward you for posting and scheduling from within the platform. Do as much as possible in Facebook.”

BRANDING FOR YOUR BUSINESS

BRANDING FOR YOUR BUSINESS

BRANDING

Branding For Your Business

Kerry Schultz, Owner, Click Kreative

22 March 2016

What exactly does “branding” mean? How do you go about it and how does it affect a small business like yours?

To put it simply, your brand differentiates your business from your competitors. It is symbolic of what you promise to your customer and it is derived from who you are, what your company does and the experience you want your customers to have and at the same time establishes trust and credibility. It tells people what they can expect from you, your products or services.

Branding is one of the critical aspects of launching any business, of any size, retail or B2B. An effective brand strategy gives you a competitive edge in whatever industry you are in. 

We believe there are two major steps to building an effective brand for your business. Defining your brand and developing a brand development strategy.

Branding is not ‘just’ having a cool logo.

Project photo courtesy of Click Kreative

STEP ONE: DEFINING YOUR BRAND

The first step and one of the most important aspects of any business. Defining your brand can be likened to a journey of self discovery. It can be uncomfortable, difficult and for most business owners this phase can be time consuming.

The foundation of your brand is your logo but it’s not just that. Your website, packaging and promotional materials should be uniform in nature, integrating your logo and company colours to communicate your brand.

Your brand is derived from who you are, who you want to be and who people perceive you to be.

At the very least, defining your brand requires you to dig deep and answer some very specific questions such as:

  • What is your USP (Unique Selling Proposition)?
  • What is your company’s mission?
  • What are the benefits and features of your products or services?
  • What thoughts do your customers and prospects currently think of your company?
  • What qualities do you want them to associate with your company in future?
  • What are the key values you want to communicate about your brand?

Following on from this journey of self discovery, it’s time to make it something tangible:

• GET A GREAT LOGO: Yes, it’s true this is the foundation of your brand. Place it on everything!

• KEY VALUES: Every piece of marketing material and contact with your customers should have this underlying message.

• DEVELOP A TAGLINE:  A meaningful, concise statement that captures the essence of your brand. This should be one sentence that shoots an arrow straight to heart of your customer.

• VOICE: Create the voice of your brand. Is your brand friendly & conversational or is it ritzy & formal? The voice of your brand should be applied to everything you put out into the marketplace.

• STYLE SHEET: Create brand standards for your company. This is the colour scheme, logo placement & fonts for everything you produce. Use this when you create templates & marketing materials. It defines the overall look and feel of your brand. Be consistent with this. 

• INTEGRATION. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, signage, everything.

 

Your brand is the single most important investment you can make in your business.

Steve Forbes.

Brainstorming is another great way to nut out your brand.

Photograph by Lorem Ipsum via Unsplash

STEP TWO: BRAND DEVELOPMENT STRATEGY (GETTING THE WORD OUT)

Once you’ve defined your brand, how will you get the word out? In your brand development strategy you can map out the specific of how you want to communicate your brand out in the marketplace. The great thing about having a brand development strategy is that you can share this with your employees and contractors so it is very clear to them how you expect your company to be portrayed in their dealings with the public.

• MARKETING MATERIALS. Place it everywhere. The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.

• BRAND VALUES. What are the key values you want to communicate about your brand? Every employee should be aware of your brand attributes and every piece of marketing material and contact with your customers should have this underlying message.

• PUBLIC CONTACT. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.

• PUBLIC IMAGE: Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.

• STATIONERY: Design templates and create brand standards for your marketing materials. Use the same colour scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.

• DELIVER: Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.

• FOLLOW UP: Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.

• Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can’t do this, your attempts at establishing a brand will fail.

Want new articles before they get published?
Subscribe to our Awesome Newsletter.