How I reinvigorated engagement on a Facebook page that was dying.
I’ve been working with one of my clients for well over a year. When I started working with them, they had little to no engagement on their Facebook page.
They weren’t sharing articles, interesting graphics, videos, or much of anything consistently.
Over the past 12 months, I worked diligently to ensure that consistency and posting were reinstated and the traffic was being driven from Facebook back to the website.
Overall traffic increased over 400% in the first month. The following month it evened out and continued to improve on an average of 23% month over month for an entire year.
This was great, but there was still an issue: The Facebook page was not receiving any quality engagement. We have a lot of people that were clicking on to the website links shared to our Facebook page, yes, but that did not result in any on-page engagement.
When Facebook changed their algorithm regarding business pages back in February of this last year, it shook the social media world. Business pages were no longer going to be showing up on the user’s newsfeed unless they had engaged with it within the last 30 days.
For business pages which have thousands upon thousands of followers, the average engagement rate is about 3% of those followers. That’s not a lot of engagement. So for business pages to suffer even less engagement, it was just going to be an issue I knew a lot of my clients would not be able to handle.
Still, though we forged on and continued to increase our posting shares on a daily basis throw in a couple of exciting graphics here and there, and re-share some of the more popular videos that were posted to the Facebook page. This helped with engagement a little bit, but it wasn’t enough.
In October of this year, I had enough with the lack of engagement and serious commenting on our Facebook page, so I did something pretty drastic.
I stopped posting consistently for an entire 30 days.
I know, what you’re thinking; “Why in the hell would you do that?!”
Let me explain.
Traffic on the website did drop, yes but it was still on average 44% above the previous years’ traffic to the page. What I did next was I ensured that more text-based posts were being shared instead of links.
I also created a couple of different positions that had more to do with actions that people could take, then comment on, as well as share their success stories. I started giving the audience more of a voice.
The client that I’m testing this out with has a lot of really high-quality content and a lot of really great quality followers. I wanted to make sure that we were able to hear the voices of the listeners more and also capture their opinions on the subject matter we were discussing.
Here’s how I executed this part:
For seven days I only posted one time per day. These posts consisted of providing people with steps to take towards improving their overall finances. The action items were simple to execute even for someone who’s financing were a mess: the engagement rate and the sword.
We averaged 17 likes per post and approximately 12 comments per post. This was 100 times more engagement then we have been receiving on any other social media posts throughout the past 12 months.
I then evaluated the success of engagement rate comparing text posts to posts with links — social media posts that focused on providing people with an opportunity to share their personal story increased the percentage of engagement overall.
Many of the post links were still utilizing the same content that we were taking and sharing in the form of text posts.
So now that we have reinvigorated our engagement rate and increased the number of people visiting our Facebook business page on a daily basis, we can now incorporate a healthy mix of links, text, and graphics, to help reinforce our brand’s message.
I’m excited to see what kind of results will experience from the past month’s work going into 2019.
Mind you; I’ve done all of this without the help of Facebook ads. You don’t need advertising to execute an engagement strategy on Facebook. Sure, it helps, but it’s not the end all be all for Facebook business page management.
What are some ways you’ve been able to reinvigorate engagement on your own Facebook business page? Add your feedback and the comments below.
Working with Sarah has been such an incredible learning experience. It’s provided me the tools and support I’ve always needed to get next level with my business.Terese Brenneman
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