Once you’ve gone to all the effort of setting up your social media accounts, the real work begins. If you thought choosing a profile picture, writing your bio and picking a cover image was tough stuff, I hate to break it to you; now you have to make sure that you’re posting high-quality, interesting and engaging content on a consistent basis.
Have no fear, though, because I’m here to help. While delivering consistently high-quality posts on Facebook is hard at first, the good news is that you will find yourself getting better and better over time.
And to help you get a head start, here are some pointers that can help you to start being more engaging and interesting right now.
Write for Your Audience
Should you be funny or serious? Professional or chatty? There’s no right or wrong answer to these questions. it all depends on your unique personality, along with the folks you most want to serve. If you’re funny by nature and love joking around with your clients who have a good sense of humor, then your Facebook updates should lean toward the funny side. That way, you’ll attract folks who enjoy (and maybe even appreciate) your style and will be a pleasure to work with, rather than the people who may prefer the no-nonsense approach and might clash with your personality.
And for that reason, it pays to keep your ideal clients in mind at all times. If you struggle to do so, then take a piece of paper and pen and profile your ideal customers. How old are they? What gender? What sort of job do they do? What are their hobbies, goals and dreams? Write these things down and give that person a name. (Yep, you’ve seen this exercise before, but have you actually done it? If not, step away from this article and grab a pen and paper.)
If you’ve already had a few clients and have one or two favorites, you can focus on them and what type of content you think they would enjoy. No clients yet? No worries. Just think of someone you would enjoy working with, maybe a current friend or colleague who would make an awesome client, and jot down their characteristics.
From this point on, imagine that every single post you write is being written for that ideal client. This will help you to find the right tone. Remember: you won’t please everyone, so focus on pleasing the right people.
It sounds obvious right? But you’d be surprised how many businesses forget this one key fact. How many times have you seen articles like The 10 Best Ab Exercises? Probably a million, am I right? On the other hand, if you’re writing things like Why Sit Ups May be the WORST Way to Build Abs, well then you just might pique someone’s interest.
When coming up with article ideas, always ask yourself: Would I read this? If the answer is an honest and emphatic NO, then keep digging until you find an interesting angle.
Now, I’m not saying you always have to strike innovation gold, because frankly, that’s not possible. Sometimes you’re going to touch on topics that have been tried and true, but there is only one YOU. Which means that even the most done topics in the world can seem fresh and new when you add your unique perspective.
Asking questions will allow you to engage with your audience, which is the ultimate goal of social media, after all. And if you question whether folks will want to answer silly questions on your Facebook page remember that most people love a chance to make their opinion or expertise known. So ask away, and then be sure to respond when people take the answer, whether that’s with a “like” or, whenever possible, a reply. Otherwise, people will quickly catch on that you’re asking questions as merely a marketing ploy, not as a chance to actually engage with them, and will start to ignore your updates. Ouch!
While you can veer a little bit, remember that the people who are following you are doing so for a reason. They’re interested in the niche/industry you operate in so make sure your content stays focused on that and doesn’t meander too far. By that I mean, if you’re a parenting coach and have a Facebook page on parenting topics, but you also have a fierce interest in all things ducks, don’t pepper your Facebook page with a bunch of random duck posts. Unless you can find a way to tie ducks into parenting advice, it’s best to save the random duck references for your personal page. Now, that’s not to say you can’t pepper in a cute, unrelated meme, joke, or update from time to time (as long as it’s not offensive, of course), especially if it helps followers get a glimpse into the real you, but for the most part, try to stay on task.
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Tammi Metzler, founder of The Write Associate, is a self-professed “word geek.” Her greatest joy is in playing with words all day to find just the right combination to get folks all fired up. In the daytime hours, this means writing online marketing copy that grabs the attention and interest of readers so that they “get” the awesomeness of the product/service in question and think “I gotta get me some of that!” After hours this often means finding just the right words to get the response she’s looking for from her husband, preteen daughter and preschool son (grin). She offers tons of resources about creating compelling marketing copy that excites & engages your ideal clients on her blog at www.WriteAssociate.com.