17 January 2019
Content on social media is super important and plays a double role: your business’s first impression to potential customers and a pillar of your marketing strategy.
When someone looks at your content, they’re already making assumptions on what kind of business you run, the value, and the quality. All of those things determine whether someone hits the “Like” and “Follow” buttons on your business Facebook page, and whether they become a loyal follower or not (by unfollowing).
Follower count matters too. If you think it’s irrelevant, you’re probably going to be stuck for gaining more sales. Another thing potential customers look at when they come across your business Facebook page is your follower count. To them, it shows how valid your business is, how good your product or service is, and the quality of the content you are sharing.
Let’s say you’re selling handmade notebooks and planners. You may think that all you need to do is upload images of your product, and just by seeing what you sell, someone will buy it. That can sometimes work out, but more often, especially on social media, people are usually just browsing and you need something else that will hook them in.
In reality, people don’t want to be bombarded with your product (as sad as that sounds). When people are on social media, they are looking to follow pages they connect with, and pages they want to see more content from. So even if you are just selling your handmade notebooks and planners, you also need to become a content creator and sharer.
Simply Business’ Social Media Community Manager, Jackie Dunn, shares some really valuable insight behind the importance of consistent content:
“Creating relevant content for your business on Facebook primarily begins with understanding your customer. If you’re creating content surrounding a particular product, it’s not enough to share aesthetically pleasing images of it; you need to be able to show customers how this product can fit into their lives. This allows them to realistically visualize using your product/service.”
It can be overwhelming, especially if you don’t consider yourself “creative” or “a marketer,” but you can still make it happen! You also might be assuming that all you need Facebook for is communication with customers, but you’re missing out if you don’t use the rest of its tools and opportunities!
“It’s true, Facebook and other social platforms are where conversations are started, so consider this your opportunity to show your customers who you are. Be as authentic and on-brand as possible. This doesn’t mean sharing heavily branded content, but rather defining your brand voice and reflecting that in all of your social posts,” says Jackie Dunn.
If you are new to this, no worries — everyone starts somewhere! And if you have been trying to operate a Facebook business page for a while without getting any results, it’s probably time to re-evaluate your content (and marketing) strategy.
Check out some tips below to ensure you are creating the best and most effective content on Facebook.
Clean up your logo
Your small business’s look and design are super impactful — even if it’s as small as an icon/logo. Colors, shapes, and styles create an emotional response in someone — even if it’s subconscious — and it can be either appealing or a turn-off. In this modern day, people are responding more positively to simpler, cleaner, and sleeker logos.
Here’s an example of the Simply Business logo on Facebook:
As you can see, it’s very simple, yet the subtle ombre and font differences make it eye-catching. And it is really good paired next to content with more colorful and detailed images, such as one of our Facebook posts:
Even with the busy imagery in the photo that our graphic designer selected, our logo sticks out, yet it is also a cohesive complement. Which leads to the next point: make sure you stick with the same theme for your images.
Pick a theme for your images
Selecting images to maintain a brand “look” can take some time, but it’s worth the extra effort. “Consistent design through your social channels will help both you and your customers better identify your brand,” says Mik Vance, Senior Manager of Design at Simply Business.
He adds, “If there is a style of photos or graphics you really like, continue to ensure that future posts also look like it. There are a lot of distractions when scrolling through a feed, and yours can stand out better if it looks like your brand and no one else's.”
The type of business you run will determine the types of images you select. If you are a painter, you’ll probably feel inclined to post images of your favorite paint tools and “before-and-after” images of different projects you’ve worked on.
However, you also don’t want to limit your images to your exact job. People don’t want to be looking only at paint tools. Think about the larger industry your trade falls under. For the painter example, your trade falls under the home and real estate industries. Look for images of beautiful paint jobs or images of a home that emphasize the colors (and make sure you credit the image source). By doing this, your Facebook followers will feel inspired and think about repainting a room or two in their homes.
If you are posting an announcement or a reminder of your services, you should consider selecting an image of a beautiful home. This ties in perfectly with what you are trying to sell — a beautiful, repaired living space. The more images you can share that represent daily life, the better!
Though images are great, sometimes less is more. Don’t underestimate the power of a simple graphic. Maybe you want to make an announcement about your store having limited hours during a holiday week. You don’t always need to find a fancy image to capture your audience; in fact, it may be better to keep it really clean and simple.
Download a free app, such as Canva, where you can create a simple infographic with just text. It’s also smart to pick a color scheme so that anytime you post a simple infographic, it is cohesive with the rest of your posts. The safest colors to stick with are white, black, and gray, but you should adjust the color scheme to match your company and the story you tell.
Make content match your mission
Since your content is helping you to portray your business’s story and values, it’s good to reexamine your mission statement (or create one if you don’t have one). Let’s say you’re a landscaper, and your goal is to provide the cleanest and most vibrant look for a client’s home. Make that clear in your mission statement, and then choose fonts and colors (and graphics) in your posts that match it.
Instead of going for bold neon colors or a dark gray range, choose white as your standard post background and then play around with a few soft colors in your font. The font itself should match the fact that you work with florals, plants, and grass, so an earthy color palette is probably most fitting with your mission statement. When clients see a clean, simple, yet beautiful theme with your content, they’re more likely to trust that it is what you actually deliver with your service.
Date & Time consistency
One other point from Simply Business’s Social Media Community Manager Jackie Dunn is all about timing — aka, how often you post and what time you schedule your content to upload:
“While there is no way you’ll ever be able to combat Facebook’s ever-changing algorithm, there are tools that can help you to remain as consistent as possible. For instance, Facebook’s Insights tool allows you to see when the most optimal times are to post. You’ll likely have to tweak your posting time from week to week, but begin referring to this tool to help determine your posting strategy.
How often you post is also likely to change, but the sweet spot is generally anywhere between five and 10 times a week. If you don’t have enough content to support this, you may need to adjust your posting frequency, which is perfectly fine. It’s better to focus on the quality of the content than the number of posts. Consequently, if you can post just two or three times a week, make sure your content is of high quality and that it appropriately reflects who you are as a brand.”
It will help a lot if you create a content calendar so that you know what you already have planned to post and when to post it.
Above all, don’t worry too much about posting something all of the time; what matters most is the quality of your content over the quantity!
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When she’s not writing for SB, Pauline runs an intuitive healing business... and is still writing as she types up psychic readings! As she was raised by entrepreneurs, she knows what it takes to be a small business owner.
This content is for general, informational purposes only and is not intended to provide legal, tax, accounting, or financial advice. Please obtain expert advice from industry specific professionals who may better understand your business’s needs. Read our full disclaimer
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