Before you start posting content you think is interesting, get to know your audience and take the time to understand what content they find most valuable.

Over the last decade, social media has become an integral tool for business owners and marketing strategists, providing an insight into who your customers are and what they want. But while having thousands of followers and a top notch Facebook strategy might look and sound pretty impressive, it’s even more important to know how to convert those likes into real customers and sales – turn the ‘likes’ into love for your business and brand.

1 – Spend time developing your strategy

The secret to successful Facebook marketing is having the right strategy. So before you start posting content that you
think is interesting, get to know WHO your audience is and take the time to understand WHAT content they find most valuable and engaging. Then make sure to utilise Facebook insights and consider WHEN your audience is online to determine when the optimal post times are and work that into your overall strategy.

2 – Schedule posts ahead of time

It’s no secret that batching tasks is the most efficient way to get them done. What you want to avoid is sitting on Facebook wondering what to post, then clicking around for inspiration/cat videos for the same amount of time it would have taken to schedule a whole week of posts. If you have your content bank organised in advance and set aside time to schedule a bunch of posts at once, you won’t just save time, you will have better quality posts and therefore more engagement from your audience.

3- Create content in bulk

I’m going to let you in on a little secret, you know that Parisian brunch pic posted this morning by that blogger you follow – it was taken three months ago, and she was probably sitting on her couch in her PJs at the time. Businesses can learn a lot from the sneaky world of online content creators. Think of creating content as a separate activity to posting on Facebook. Keep your content bank organised and save buckets of time when implementing your post schedule.

4 – Grow your following, grow it more

Do you have a goal for how many page likes you want this week, this month, or even this year? If not, then set one. The next step is inviting your friends from your personal page to like your business page. Then kindly send your most supportive and connected friends a message asking them to invite their friends along and share the page as well. Take that to the next level by targeting your desired audience by using Facebook’s ‘promote your page’ tool.

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As much as we use Facebook as a business tool, we must remember that it is primarily a social media platform. You can’t be social without conversation. If you are doing all of the right things with your content and posting strategy, people will show up and start talking. But it’s important they feel appreciated, so check your page morning and night to address notifications, reply to comments and respond to messages.

6 – Branded, original content

Building trust is essential if you want an engaged audience who is likely to purchase from you. On Facebook, trust is established through the authenticity and authority of your content. If you just post other people’s content, you are missing an opportunity to develop a relationship with your audience. Your audience will be much more likely to respond to a call to action, if you create original content to inspire, educate and entertain.

7 – Be ‘besties’ with Facebook insights

Always remember – data is your friend. And how you source that golden data is through Facebook’s inbuilt analytics, which will give you an even deeper insight into who your audience is and their behaviour, so that you can post more of what they are interested in. This kind of measurement functionality allows you to experiment with different styles of post content and assess their popularity, identify what time your audience is online and keep an eye on new page likes/unlikes.

8 – Make your profile look extra foxy

Your business page should showcase your brand in the foxiest way possible. Someone visiting your Facebook page, who has never heard of your business before, should be able to get an instant sense of what your brand is about. No one gets excited about blurry cover artwork, nor does it make a very good first impression, so make sure you upload beautiful, branded cover artwork that tells your brand story, or promotes your product/service offering.

9 – Be consistent, be consistent, be consistent

When your followers scroll through their newsfeed, they should be able to recognise that it’s your post before they have even seen your page name. Every photo, artwork, font, video and meme must be consistent with your brand’s visual identity. The way you write and speak to your audience must be synonymous with the tone of voice your customers experience in an actual, offline conversation with the people in your business.

10 – Advertise to achieve your goals

Facebook advertising is all about objectives. Before starting a campaign, identify the goal you are trying to achieve and how much money you are willing to spend to achieve it. Figure out who you are targeting, where they are in the world, what they are interested in and what you want them to do when they see the ad. Always measure the progress of a campaign and refine the message until you are happy with the results.

11 – Make your followers customers

It’s all well and good to have a killer facebook strategy and thousands of likes – but how do you turn those likes into real customers? Once you’ve attracted potential customers to your page with awesome content, kept them engaged with more awesome content. You need to give them the opportunity to convert. Make them an off er in exchange for contact details. Or entice them to your website or even better, a landing page where they can claim your off er.