What kind of content are you posting on your Facebook page?
More importantly, is it getting any engagement?
If you’re using Facebook for your business, you may or may not be having much luck with post engagement. That’s because organic reach for Facebook business pages is pretty low.
Obviously, Facebook is a business. And they’d prefer that you spend money on ads within the platform to advertise your business. They’re not about to make it easy for you to advertise for free.
That’s why I suggest using the platform to build a community around your business—and promote that community as much as you can by making sure your website and other social channels have a link to your Facebook business page.
You should also link your business page to your personal Facebook page (which gets a much better organic reach). Share some of your posts from your business page to your personal Facebook page. It helps people get familiar with your business.
But here’s where I’ll give you a word of caution: Facebook prohibits you from using your personal profile solely for business purposes.
That means if your personal Facebook page has nothing but promos for your business, that’s a no-no—and you’re running the risk of getting shut down.
But you can use your personal Facebook page to speak to your friends AND clients. You can use your page to share client stories, blog previews, and business tips—if you’re doing it from the position of a private individual and not as a business.
Set Your Intent
If you’re using Facebook as a marketing tool (and I really hope you are), you have to know what you expect to get from your effort. What are you trying to accomplish?
Personally, I like to use social media to be…well…social. I like to share photos of my life and funny things my kids say on Instagram. Sometimes those photos and stories end up on my Facebook page, too. For me, that’s part of building my brand awareness. I want my clients to know who I am and what I’m about. I want them to know I’m someone they can relate to.
They can also see the quality of my work from reading the posts on my Facebook page.
Have you identified the goal of your Facebook page yet?
According to one survey by software company Sprout Social, marketers’ social media goals were as different as the types of businesses surveyed. Some said they wanted to increase brand awareness or boost community engagement, while others wanted to grow their brand’s audience or drive web traffic.
Without knowing what you want your Facebook page to do, it’s hard to plan content for it.
Then you end up where I was a couple of years ago: just not posting anything.
Share Content Worth Reading
Once you know what you’re using Facebook for, it’s time to come up with good content to help you reach that goal.
For most of my clients, they want to use Facebook to boost their brand awareness. They want people to know them for what they do, and they want to be seen as a leader in their industry.
For that reason, I create content for them that focuses on education and engagement.
Here’s what’s tricky about creating engaging content: It’s not the same across the board.
For one of my clients, the posts I create that ask a question are the ones that always see a higher engagement. For another, it’s the videos I post that get the best response.
That means you’re going to have to try out different types of content and do some detective work. Post several kinds of content for a couple of weeks and see how they perform. Which posts get the most likes? Which ones moved people to comment?
Let the data dictate where you go from there.
5 Types of Content
Have you ever come across a Facebook page where every post is a promotion post? Or a quote? I have. And I always wonder if it’s intentional, or if the person behind the page suddenly realized one day that they hadn’t posted in a while and just threw anything up on the page to make it look active.
I’m not gonna lie: I’ve done it. I’ve opened up my business page and noticed that the most recent post was from 4 months ago.
In a panic, I threw a quote into a design on Canva and whipped it up on my Facebook page—only to realize the 4 posts beneath it were also quotes I’d posted out of desperation over the last year. Oy!
Last winter I decided my fly-by-the-seat-of-my-pants posting schedule was definitely not working. I was terribly inconsistent with my social media, which didn’t look good to anyone who stumbled across my page looking for help with their own.
Plus, a stagnant Facebook page leaves people scratching their heads. If the last post I see on someone’s Facebook page is from 2019, are they even still in business?
That’s not so great for brand awareness.
So, I started using the system I’d been using for my clients for a number of years: a post rotation.
It’s evolved quite a bit since the early days of my business when I was offering social media management. Back then I only cycled through 4 types of content, and to be honest, it wasn’t all that good.
Now I cycle through 5 types of content: blogs, promotional posts, value posts, photos (or videos), and engagement posts. With this format, all of my posts achieve my goal of building brand awareness.
More importantly, this system has kept me way more consistent. In fact, I don’t think I’ve missed a Facebook post in about a year. If anyone comes upon my page, there’s always recent content. There’s no doubt I’m still in business.
Think this system might work for you, too? Here’s how I do it:
If you have a blog for your business (or your business is a blog), coming up with this type of content for your Facebook page is going to be really easy. This type of Facebook content will also inadvertently double as a promotional post, since you’re linking to a blog on your own website.
If your business doesn’t have a blog, though, be aware that curating this type of content can take quite a bit of time. And you should always make it clear to your audience why you’re sharing the blog with them. If you just throw a link up on your Facebook page with no context, no one’s going to read it.
Tell your followers what you liked about the blog, what they can learn from it, or why you think it would be valuable to them.
If you’re running a business, I’m going to venture a guess that you’d like people to know about your business—and spend their money on it.
Putting promotional posts on your Facebook page seems like a no-brainer.
But here’s my advice when it comes to creating promotional posts on your Facebook page:
Promote the end result (or transformation) of buying your product or service.
That means you should never post something like this: “My new book, ‘Manifesting the Life You Want’ is available on Amazon now!” Click the link to order your copy.
Would you click that link? I wouldn’t.
Even if I’m interested in learning how to manifest a life that I want, there’s no incentive for me to click and buy the book.
Do you know what would get me to click the link?
A post that talked about where I am and where I could be if I learned manifestation. A post that I could identify with. A post that gave me the feeling that I was missing out on something because I don’t manifest the things I want.
I don’t know the first thing about manifestation, but I sure do like the idea of manifesting a better life. And do you know where I could learn about it? From that book.
That’ll get me to click.
Think of a promotional post as a mini sales page within your Facebook page. It doesn’t have to be long, but it does have to reach the reader on a personal level. It has to promise the reader something that will change their life for the better.
I call these value posts, but I’ve seen them called educational posts, too. The purpose is the same no matter what you call them: to give the reader something they can use right now. It could be providing them with a tip on how to do something or explaining how something works.
I follow a virtual assistant who sometimes posts tips and shortcuts for Excel. And more than once those tips have taught me a simpler or quicker way of doing something that used to take me a long time. Saving time by knowing how to do something more easily is super valuable to me.
Value posts demonstrate your expertise without trying to make a sale. The whole purpose is to give your followers something without asking for anything in return. Then, when they do need to hire an expert, they’ll remember all the great free advice you gave. They’ll remember you.
What skill, technique or method can you teach your audience with a value post on your Facebook page?
If you’re stuck for ideas, think of questions you’re often asked or a skill or software you’re really good at. If there’s one thing I’ve learned, it’s that a lot of the things I do every day are things other people don’t know about (but would love to!)
Photos and Videos
Okay, I’m going to preface this by saying it’s good practice to include some sort of visual element with every Facebook post. That could be a photo, a video, or a gif.
But what I’m talking about here is when the photo or video is the post.
On my Facebook page, I don’t write a lot of text for these types of posts because I use the image or video to tell the story. This post is the perfect example.
Photos and videos are probably the easiest content to come up with. Think about it: How many pictures are on your phone’s camera roll right now? There’s a goldmine of content there!
But your best bet is videos.
There’s a reason more than 500 hours of YouTube videos are watched on the platform every day.
People. Love. Videos.
In fact, according to a study by growth consulting agency Insivia, mobile video consumption increases by 100% every year.
If you’re like me, the thought of stepping in front of the camera makes you a little weak in the stomach. That doesn’t mean I don’t post videos. I just don’t post videos of me (yet!). But I do share videos that I think my followers will enjoy or find useful. Sometimes I post them for pure entertainment, like this one.
One last thing about posting videos: Facebook doesn’t like it when you take people off their platform, so try to post natively to Facebook if you can.
Engagement will improve your reach, plain and simple. If you can boost your engagement, you’ll get more eyeballs on your business page.
When people engage with your Facebook posts, that engagement fuels Facebook’s algorithm. It identifies you as someone who has posts people like, so your posts show up more frequently in their feeds.
I like to use really simple engagement posts. Most of the time, I post easy questions people don’t have to think about much to come up with an answer. And the question has to be one practically anyone could answer:
“What’s your favorite movie?”
“How many masks do you own?”
“Would you rather go camping or take a cruise?”
These survey-type questions are fun and they’re inclusive, which is why they’re effective. Everyone has an opinion! The first time I posted one, I was floored by how many people answered the question.
Test and Tweak
Whatever you’re posting, it’s important to keep in mind when it’s most likely to be seen. If you know that your followers are online in the evenings, post in the evenings. When you post at a time people are more likely to see your content right away, you increase the chance they’ll interact with it.
Experiment with posting different types of content at different times of day. Think about when your audience is online, not when YOU’RE online. And remember that not everyone is in your time zone.
Give yourself time to test out different types of content and then post more of the content that gets the best engagement to use organic reach to your advantage.
One of my favorite Seinfeld episodes is the one where Jerry and George are trying to come up with an idea to pitch to NBC for a sitcom.
Jerry insists the show has to be about something, otherwise no one would watch it. But George says it should be a show about nothing.
And if you’ve ever watched an episode of Seinfeld, you know that’s exactly what it is: It’s a show about nothing.
It’s also one of the greatest TV Shows of all time, according to TV Guide.
Why am I telling you this?
Because a lot of people have told me they don’t have much luck with their email marketing. They want to grow their list and use it to drive more traffic to their business. But they keep getting hung up on what to put in their emails.
So they just don’t send anything.
I have a sneaking suspicion they’re waiting for something phenomenal to happen so they have something worthwhile to write about.
But how many phenomenal things are going to happen to you in a year?
Honestly, if I had to wait for something phenomenal to happen, I might only send out an email once every six months. And that’s probably being generous.
Your Life Is Pretty Amazing
Much like a Seinfeld episode, not much happens around here.
Except that plenty of stuff happens around here. And plenty of stuff has happened all throughout my life. Not “phenomenal” stuff, but stuff that I’m pretty sure would be helpful to other people. I know for a fact I’ve got a lot of stories that are pretty darn entertaining.
And as a human being living on this earth today, I know you have a never-ending supply of stories, too.
Why aren’t you sharing them?
If you’re like me, you might hesitate to share stories that shine a light on your shortcomings. After all, as a business owner, aren’t you supposed to look polished and professional?
Well, sure. I like working with people who have it together enough to get the job done on time. But I also enjoy working with people who have a sense of humor and can admit their mistakes. I’m not perfect; I don’t expect anyone else to be.
I’ll tell you something else: The greatest lessons I’ve learned in life have come from failure—mine and the failures of others.
Stories Reveal Who You Are
I’ve also learned a lot from hearing other people’s stories.
Back in the mid-2000s, I took a job at a mental health magazine. The publisher had schizophrenia.
Back then, I knew very little about mental illness, and even less about schizophrenia. I wasn’t sure what to expect from my new boss, but he seemed like a nice enough guy with a good business that had been around for several years.
As it turns out, I learned more from that job than pretty much any other I’ve ever had. And it’s not because of the work I did as the editor-in-chief.
In the six years I spent there, I learned so much about mental illness just from hearing the stories of people living with it—my employer, included.
I gained a deeper understanding about mental health issues. I felt empathy for people dealing with a mental illness, and even grew insight into my own mental health.
To this day, mental illness is still one of my favorite topics to write about. There’s far too much stigma surrounding something that affects an awful lot of people.
So, what’s my point?
Your stories matter. The ones you think no one cares about because they aren’t “phenomenal”—there’s a lesson in them for other people.
My boss would tell me all kinds of stories about his life before being diagnosed with schizophrenia. He’d tell me what it was like when he was in psychosis or share anecdotes about his recovery. To hear him tell it, you’d think it was nothing. No big deal.
Because to him, it wasn’t. It was just his life.
To me, though, those stories were fascinating. They told me a lot about the person he was and the person he became. And so many of his stories have stuck with me over the years. I often think back to things he’s said and they inspire me in my own life.
Your Stories are Important
Just as my former boss’ stories continue to inspire me, your stories can inspire others. They can teach others. And maybe even more importantly, they offer a glimpse into who you are.
Sure, it’s great when you can tell everyone about a big win, but I also find it beneficial to hear how someone failed at something. If it saves me from making the same mistakes, bring it on.
There’s also value in simply telling a story that shows your human side. You might not think sharing a story about the volunteer work you do for your church means much to anyone, but to a client who values working with faith-based business owners, you’ve just set yourself apart.
You wouldn’t believe the hidden gems lurking in your stories. And telling stories is the Number 1 way to make a connection with other people. They unite you by revealing your values, your history, and your experience.
What seems ordinary to you might be extraordinary to someone else, so don’t dismiss your stories about “nothing” so quickly.
Hey, it worked for Seinfeld.
Maybe you’ve been thinking about hiring a copywriter for a while, but you’re not sure if the investment is worth it. After all, you’ve heard the good ones cost a fortune.
Yes, there are copywriters out there who charge thousands of dollars to write sales pages and blogs. It’s reasonable to assume you’re not just paying for their copywriting ability, but for the years of experience they’ve cultivated to master their craft. They do it well, they work with high-end clients, and they demand a fee to match.
That doesn’t mean you can’t afford to hire a copywriter at all; it just means you need to find one that’s a better fit for your budget. But you should expect to pay for a specialized service, because that’s what copywriting is.
If you’re still on the fence and not entirely sure hiring a copywriter is worth the investment, here are 7 great reasons to add one to your team:
1. They can find the right words. Do you ever feel like you know what you want to say but you just can’t quite put it into words? Copywriters are masters at writing copy that perfectly captures the message you’re trying to get across. Plus, if you hire an industry-specific copywriter, they’ve got the experience you need to understand your niche and market.
2. They can spell the words right. It’s a common complaint among people who never excelled in English class: “My spelling is terrible.” Good news! Most copywriters DID excel in English class and they know which “there,” “their,” or “they’re” to use so you don’t look illiterate to people reading your content.
3. They have no emotional ties to your business. Part of the reason business owners struggle with writing copy is they have an emotional attachment to it. It’s difficult to separate how you think people should feel about your product or service from how they actually feel. That makes you less objective. Also, because you know so much about your business, it’s easy to forget your customers don’t share your extensive knowledge and may not understand the language or jargon you use. By hiring a copywriter, you’re setting up a system that fixes this: Your copywriter first needs to understand your product or service in order to effectively write copy about it.
4. They know persuasive language. If you’re not great with words, writing persuasive content will probably be pretty hard. Knowing which power words get an emotional response from readers (or viewers, in the case of videos) can make all the difference between sounding like an authority and sounding sleazy. Copywriters don’t just write words; they write content that persuades people to take action.
5. They know how to repurpose content. A well-written piece from a copywriter can be transformed into dozens of pieces of content. A copywriter can easily convert a blog into a collection of social media posts, a video script, and even infographics and lead magnets. This can save you hours of work trying to come up with these pieces on your own.
6. They write original content. Copywriters are experienced writers; that means you can expect plagiarism-free work from a professional who knows how to research and write copy properly and legally. The last thing you want to deal with is being hit with a lawsuit for copyright infringement because you pieced a blog or article together from information you found on the internet.
7. They free up your time so you can do other things. There are things you have to do yourself, and there are things you can outsource. Hiring a copywriter frees up your time to do things in your business that only you can do, like setting budgets or making important connections. By outsourcing your content creation to a copywriter, you’re maximizing your time: You can take care of things that only you can do while a copywriter is moving you toward your content marketing goals.
There’s literally no business that wouldn’t benefit from hiring a copywriter. When you leave content creation in the capable hands of a copywriter, you’re able to grow your business with valuable content that will draw traffic to your website, your social channels, and even your brick-and-mortar business.
If you’re looking for an experienced copywriter to join your team, Penbridge Communications offers 25+ years of copywriting and content creation experience. Click here to set up a time to talk with me.
One of my favorite things to write for clients is their About Me pages. Not because they’re easy (umm no, they definitely are not!) but because I think your About Me (or About Us) page is the most important one on your website.
Sure, your homepage might get more traffic (after all, that’s where your visitors land when they enter your URL), but your About Me page is the one people choose to view first. Everyone wants to know who they’re dealing with before they even think about hiring you.
One of my favorite quotes from author and motivational speaker Simon Sinek goes like this: “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”
Did you catch that? It’s not what you do that gets people to hire you.
There are a lot of people out there who do what you do, and I’d wager some of them even do it better than you. But when you tell people why you do what you do, they see you as a person who cares about your work. And that’s pretty powerful.
That’s why I think your About Me page is so important. It’s where you sell yourself, what you value, and what you believe.
It’s About You Helping Them
I’m going to take a step back for a minute to clarify that an About Me page is not actually about you. Maybe you’ve heard that before, or maybe not.
Your About Me page is where you talk about how you can help your customer. (So I guess it’s kind of about you. It’s about you helping them.)
That means your About Me page is not the place to brag about yourself with a never-ending list of accomplishments that don’t matter to your clients. (I think it’s great you’ve been recognized by the local Chamber of Commerce as one of the city’s 30 under 30, but what does that have to do with me?) Nor is it the place to ramble on about your collection of job titles over the years. (I really don’t care that you spent four years working as an “information advisor.” I don’t even know what that is!)
What it is the place for is bragging about the results you’ve got for your clients, the problems you solve, and the way your business supports the people you work with.
So don’t just slap up a few photos and a mission statement and call it a day. Milk the potential of your About Me page! Use it to make a connection with your reader. Tell them about who you are, how you got to where you are, and why you’re in business. If you have a team, do the same for everyone on the team. People want to know about the people they’re dealing with. Who’s running the business, and how does it operate?
Must-Have Elements for Your About Me Page
Now that you know what your About Me page should do, what, specifically, should you be putting on this prime piece of online real estate?
Here are the key elements every great About Me page has:
An introduction – This includes a charming or intriguing headline that lets the reader know right away this is where they’ll find an answer to their problem. From there, you can talk about the challenges they face (and how you can relate) or tell a story that lets them know you understand whatever it is they’re struggling with. And don’t forget to actually introduce yourself by name!
A section on what you can do for them – Here’s where you can shine a light on your experience with empathy. If you’re a nutrition coach, talk about your own struggles with diet and exercise and what you learned from it that you can put to work for them. If you’re a contractor or tradesman, talk about how you can make a client’s home more comfortable, attractive, or functional.
An idea of what they can expect when they work with you – This is the perfect place for your mission statement. It’s also a great spot for testimonials from happy clients who will sing your praises for you. Don’t underestimate the power of reviews; people pay close attention to what others say about working with you. In fact, marketing agency BrightLocal’s Local Consumer Review Survey for 2019 showed 91% of consumers are more likely to hire a business because of positive reviews, while 82% of consumers will think twice about working with a business that gets negative reviews.
An incentive – No, this isn’t a kick-back for working with you. The incentive for working with you should be the promise of something better for your client. A health coach may deliver strategies that will get their clients in the best shape of their lives; a contractor can build you a warm and inviting space for you to enjoy the company of family and friends. Use this section to talk about the transformation you can bring to your clients’ lives. Where are they right now and where do they want to be? Your About Me page should tell them how you can get them there.
A call to action – A lot of people forget to tell readers what they’re supposed to do when they get to the end of their About Me page. Do you want them to book a discovery call with you? Follow you on social media? Read your blog? Your call to action (CTA) doesn’t have to be “Hire me!” In fact, it probably shouldn’t be. But you need to have some sort of CTA, otherwise people have no idea what you want them to do next.
Stay on Top of It
Although I didn’t list it as one of the key elements of your About Me page, I also think it’s smart to include something that gives your reader a glimpse into who you are.
On my own About Me page, for example, I talk about my love of Seinfeld and my secret desire to have a pet hippopotamus. Are either of those facts relevant to what I do? Of course not. But anyone who comes to my page and reads this: a) gets an idea of my sense of humor; and b) probably knows I’m a little on the silly side. For people who appreciate Seinfeld humor and silliness, this makes me stand out. And your quirks will make you stand out, too. Don’t hide them!
Above all, remember that your About Me page (like every page on your website) is not a one-shot deal. Go back and revisit the page periodically and update it to keep it current and relevant. Your experience has grown, your focus may have shifted. The photo you used when you started the site in 2007 is outdated. As an added bonus, keeping your About Me page up-to-date shows you can stay on top of things and that you’re committed to keeping current.