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Last month I talked about the best way to optimize your Facebook Page to gain blockbuster results. While an optimized Facebook Page is important, your Facebook posts need to be just as good to hit home runs.

In this article I will dig deep into the theory of constructing an engaging Facebook post to really drive your message home.

1. Your goal has to be singular

Every post on Facebook should start with a clear goal. What do you wish to achieve from this particular post? Are you looking to drive people to read your latest blog post? Are you looking for customer feedback? Generate leads? Brand? Provide free content?

Whatever you wish to achieve you must also make it obvious to the prospect. If you want them to leave a comment – tell them. You want them to click on your blog post – tell them.

Check out this Facebook post by Southwest Airlines:

Facebook Post

Their goal is simple: to increase user engagement by liking or sharing their content. The message is simple and they have received some awesome results. Facebook users who scroll down their newsfeeds are not fully conscious, they will keep on scrolling until they are told to stop and take action.

Your Facebook post needs to intrust them on what to do.

2. Get them to engage

Facebook is a social media platform, the whole idea is for two or more people to engage with each other. To ensure this you need to have a clear call-to-action. One way to do this is to use the call-to-action buttons Facebook offers for certain ads, the other way is with words.

Don’t ask your customers to leave long winded essays or questions that require an in-depth answer because most of them won’t. The idea of engagement is to create a community feeling and to build relationships, you can do this by asking them for their experiences or opinions on certain topics.

Here are some ways to get the ball rolling:

Pick an option – When selling products show different colors or versions and ask followers which is their favorite.

Open statements – Create statements like “If today were my last day alive, I would …..” and get them to finish the sentence.

Caption contest – Post a funny photo and ask followers to caption it by leaving a comment. This work well as they can sometimes go viral.

Ask questions – Something as simple as asking your followers will be eating today can create a surge of engagement if you operate in the food industry, or where people will be traveling this year for leisure and tourism brands.

Here is a good example of HostelWorld asking their fans to send in pictures of their latest holiday adventures.

Facebook Post 2

Be careful of asking others to post content on a friend’s wall, this is against Facebook’s T&C and could leave you in hot water.

3. Facebook posts should contain a photo and a link

Facebook have confirmed that posts which contain links and photos perform better than FB posts that only contain photos or text. If the link you’re sharing has a picture it will automatically populate the update, if not you need to find one yourself.

Remember, Facebook users scroll down their newsfeeds, unless you have eye-catching images and links they will scroll straight past text only updates.

Now to the next question, should you use shortened links or branded links?

Well according to Social Bakers, shortening URL links such as Goo.gl or Ow.ly actually result in fewer clicks. Branded links generally work better because the user knows the site they will be redirected to. However, shortened URL generally look better and make use of Facebook post space better.

Facebook Post 3

Adidas use their own URL string and have received thousands of likes and hundreds of shares. The bigger and more trusted the brand is the more likely followers will click on shortened URL links. Keep that in mind when making your decision.

4. Less is more

Marketing Land concluded that Facebook posts that had between 100-119 characters received the biggest amount of engagement. Keep your posts short and sweet.

Picture 4

Source: MarketingLand

With only 110 characters your message needs to be compelling, actionable and informative without coming across as click-bait. If uploading videos the same Marketing Land report mentioned more than 85% of people quit a video within 30 seconds of watching it.

Sometimes it’s better to let the image do the talking and keep text short. As you can see in this example by Moz:

picture 5

5. Play the long-game

As mentioned in last week’s article about online marketing strategies, don’t end up turning all your Facebook posts into a constant stream of pushy adverts. There’s a balance you need to find with your FB posts to maximize results.

For none-sales posts, stick to information in the form of blog posts, humor that isn’t offensive and valuable news.

Here’s the Dollar Shave Club providing their followers with information related to their interests. No selling, just good ole information that people seemed to really like given the amount of likes and shares.

picture 6

6. Inspire or provoke

FB posts that tap into fans’ hearts or hit on points they can really relate to are good ways to increase engagement on Facebook. We always advise staying away from heated topics such as politics or any other areas that can head south pretty quickly.

Positive slogans and memes generally work well and are great ways to get people behind your brand. Take Cola-Cola for example, they started the #MakeItHappy revolution which has kicked off well on Facebook and Twitter.

Here’s NikeFootball who have a great motivational update that everyone can get behind it:

picture 8

58,853 likes and over 3,000 shares – talk about doing it right!

Summary

The next time your business makes a Facebook post follow these 6 simple tips to really maximize your Facebook marketing goals. Keep it simple. Keep it relevant. And ensure it invokes emotion to increase engagement.

How much effort does your marketing team put behind each Facebook post? Do you think your business is making the most of out Facebook?

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