Kapiti Kritters’ Facebook page is a great example of why it pays to look further than the metrics when examining the effectiveness of your social media. While it’s easy to go for click bait, if you are a small business, engaged consumers often mean more. The reason why is simple: lots of likes from people who will never return to your page are worth a lot less than people who become engaged enough with your brand to become ambassadors. Generating the kind of enthusiasm that translates into sales will always be worth more than merely a click.
So how do you generate your own Facebook following? Some might argue Kapiti Kritters have it easy as their business is selling cute animals and pet products. However, there are a couple of techniques that they use that are easily adaptable to any business:
1. Create a running theme: Most of the posts that you make on Facebook will only be seen by 5-10% of your total audience. If you are publishing posts that are not boosted (i.e. have money behind them), and mentioning your brand name, Facebook will discriminate against your page in the algorithm to diminish your reach.
One way to keep people returning to your page is to create a running theme that generates content that people want to see more of. In the case of Kapiti Kritters, this theme is Bella the Blue Tongued Lizard. They’ve captured her adventures and turned it into a recurring competition. Each week, a photo is posted of Bella in a different place, and viewers have to guess where they think she is in order to win a prize. The result? Multiple shares, tags, and precious engagement from potential consumers.
While you might not have a Blue Tongued Lizard, there is probably something that you can return into a recurring feature. Creating a sense of familiarity around this with posts timed on the same day of the week with a similar theme can help. For example, if you are a hair dresser you could have a section on how to style your hair, or a weekly reader problem. Builders could profile homes of the week. Get creative and test what works with your customers.
2. Overlaps between offline and online culture: One of the first things you should do when you get your Facebook account is to think about how you can generate content from the things in your workplace that you already do. For example, if you run a promotion, how can this be captured?
Kapiti Kritters have done this with their event “Sunday Funday with Zippity Zoo”. Here, the visit of a petting zoo to the store becomes an opportunity to capture the event. The photos are uploaded to their Facebook account with an invitation for people to tag those that they know – increasing the total reach of these photos so that they show across different users’ pages.
There are many different techniques that you can use to increase engagement. The best place to start is by thinking through what your most dedicated customers like and build from there. We’d love your feedback on how you build your page – email us at firstname.lastname@example.org if you have tips or success stories you would like to share.