So you want to use Facebook to create interest in your business, build traffic and generate sales, but you don’t know where to start.

Well, with over two billion monthly active users, Facebook is the number one site for driving conversions, so you’re definitely in the right place. Your customer base is out there waiting: you just need to know how to reach them.

This week, discover our top ten ways to create engaging Facebook posts for your business.

1 – Get your visuals right
It only takes 2.5 seconds for us to decide whether we’ll engage with a post or not. Just 2.5 seconds. So in order to break up passive scrolling, use eye-catching visuals to grab users’ attention. Go for bold or contrasting colours to really pack a punch. Think mint green and rose fuchsia. Be consistent in your typography and aim to use a scheme in keeping with your brand identity. If you’re unsure, Canva’s colour wheel tool is a great place to start.
When sharing images, avoid using photography with copyright license. Sites such as Pixabay and Unsplash are packed with royalty-free imagery you can use across multiple platforms, free of charge. For maximum impact, stick to one image only. Any more than 2 will lessen the effect of the content.

2 – Deliver concise copy
Reading online is a much slower process than it is on print, so keep your content sharp, simple and direct. Whoever your audience, talk in their language. If you’re a professional B2B corporate affair, maintain a formal tone across all posts. However, if you’re selling children’s shoes, you can afford to be more playful with your copy. And remember, to successfully maintain and build your brand identity, be consistent. Avoid sending out conflicting messages by changing the tone or style of posts.

To elicit emotion, use emojis where appropriate and relevant. (Rumour has it that posts which include emoticons receive up to 30% more engagement that those without.) But always avoid slathering your posts with emojis as too many can distract users from the original message.

3 – Remember a call to action (CTA)
Whether it’s a blog or a social media post, you’re writing it for a reason. Do you want users to click the free download? Sign up to the newsletter? Enter the prize draw? Or click directly to the product or service on your website?

Strong imperatives will drive this connection. Try: discover, enter, sign up, subscribe, claim, join, start, apply or get. If relevant, include one clear link at the bottom of the post to ensure simple and easy navigation for users.

4 – Share unique videos
Facebook loves original video content of 3 minutes or more in length. They actively prioritise videos with strong originality, where the content and editing is unique. Facebook want users to engage with your videos and watch them from start to finish. So consider sharing a tutorial, demo or interview, and try to hook users at the start of the video. Remember to give the video a clear title and easily identifiable tags to further improve its reach.

5 – Create urgency
‘Hurry, only 3 pairs left.’ ‘Limited stock remaining.’ ‘Reserve your place now.’
Build a sense of urgency in order to stimulate curiosity. Make your audience believe there is momentum around the post: they won’t want to miss out.

6 – Speak to your ideal client
Think of your ideal client. Where are they? What are they doing? What are they buying? What do they need? What do they want to know more about? Create posts which suit their needs, or blog posts which answer their pressing questions. Teach them or instruct them. Have them in mind whenever you write or share content.

7 – Entice and engage
You’ve only got 2.5 seconds to stop their scroll, right? So start with a simple yet engaging hook. This is usually a question, word or phrase your audience can relate to. Think humorous, descriptive or informative. (Just remember to keep all content consistent with your brand identity.) Why, who and how question starts have proved to be the most popular.

‘Deal alert.’ ‘So pretty.’ ‘How could you resist?’

8 – Share positive vibes
The same way as humans are naturally attracted to positive people, we feel safer and more secure when surrounded by positive thoughts and mantras. So try to always share uplifting content across your business page.

9 – Validate
When users engage with your content, respond to them. Make them feel valued and worthy. Start by inviting them to like or follow your page. And remember to regularly share content which explains who you are and what you do.

10 – Analyse and assess
And finally, set aside time in your week to analyse your business’s Facebook posts. Which worked well? Did the long or short form copy get the most attention? What were the visuals like? What times were you posting, and which times received the most attention? (The pandemic has reshaped our social media behaviours, and optimal post times vary considerably. Start by experimenting with posting between 1pm and 3pm on Tuesdays through to Fridays, although you may find your key engagement time differs.)

Once you’ve assessed the analytics, you can plan future posts more effectively. And feel free to recycle old posts and rework evergreen content. Try and change one feature at a time in order to work out what your audience responds to the most.

‘I need to improve my business’s social media presence, but I just don’t have time.’

If you’re keen to invest more time and energy advertising your business, but simply don’t have the time, then the team here at The Cheshire Business Directory can help.

We get local businesses seen and heard using a range of on and offline advertising strategies. With a loyal social media following of over 130K, we can promote your business to thousands of potential customers, every single day. There’s an advertising package to suit every budget, so get in touch to discuss your vision, and let’s make it a reality.

Come and join the ever-growing list of businesses from right across Cheshire and Greater Manchester who are already proud members of Cheshire’s finest business directory.

For a no obligation discussion about your business’s advertising strategy, or to discuss how The Cheshire Business Directory can help you, contact Kerry on 07501 896 445.

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