Everyone wants a successful Facebook page. But how do you make a page successful?
What is a Successful Facebook Page?
First, let’s define what a successful Facebook page is.
In my mind, it’s a page that already has or is gaining real, new, highly engaged fans all the time.
Anyone can go on Fiverr.com and buy 1000 fans for their page, but these fans are not genuine and will not make your page successful. (In fact, it can hurt it, so don’t try it!)
So, how do we find real fans then?
We give the fans that we have now, something interesting. Very interesting!
How Does Facebook Measure Interest?
Facebook rewards you for posting interesting content.
When users interact or engage with your content, Facebook rewards you by showing that content to more of your fans (and sometimes their friends).
This is all you need in order to acquire more fans and therefore meet the above criteria for creating a successful Facebook page.
Let’s be clear about the term “engagement”.
Engagement is simply people clicking on, commenting on, sharing, liking, viewing, watching, loading, opening, playing with, thinking about (well, okay, maybe not thinking about – but give Facebook enough time and they’ll probably be able to measure that as well) whatever you’re posting.
Finding Engaging Content
One of the best ways to find engaging content for your page is to see what your competitors have come up with for their pages. Don’t waste your time looking through all their content, though. Skip straight to the stuff with the highest engagement.
With Postradamus, for example, you can find hundreds of Facebook posts from a specific page, and sort them by engagement. This can be done directly at the Facebook website as well, it’s just a little harder to do.
Using that data, you are armed with all of the tools necessary to come up with your own content that will be highly engaged with, taking all of the guess-work out of it and saving you a lot of time and frustration.
Monitor Page Analytics for Best Results
While you may be tempted to post everything that comes to mind, never forget the #1 rule of content marketing – content is King.
If you notice certain types of content are not making the cut, don’t use them again. Posting content that does not yield engagement will ultimately hurt your strategy, even if you manage to throw in a diamond every now and then.
Facebook page stats have been tremendously improved over the years, and they now give you all the information you need to determine what your audience likes versus what they don’t like. Use this information wisely.
If you’re creating engaging content, engagement should come naturally. Right? Wrong.
Don’t underestimate your role in the grand scheme of things. When your audience feels “welcome” on your page, when they feel they are listened to, when they feel that the spotlight is on them, they will engage with your content – naturally.
To make your audience feel all of these feelings, encourage the interaction.
You don’t have to reply to every comment on your page, a simple “like” will do. Make your audience aware that you are reading what they’re saying, and that you appreciate their interest.
The more “at home” they feel with your page, the more engaged in its success will they become.
Building a successful Facebook page may seem like a complicated process, but it really boils down to one simple formula.
Post content people are interested in.
Yes, it really is that simple. In fact, this is the cornerstone to all content marketing. Even Google organic search result positions are determined in part by how interested users appear to be with the search results.
Post interesting, engaging content, stay on top of your analytics, interact with your audience, and they will return the favor.