Facebook marketing New Zealand

How to build a Facebook audience

Whenever I deliver training on Facebook I am asked the same question – what do I post on Facebook?
Typically, this question is posed with significant angst. They know they need to be active on
Facebook and they intend to but every day as they sit in front of their screen and wait for inspiration
from above, they think of nothing. Nada. Zilch. And the more they agonise over the problem the worse
the block gets. It seems a never ending cycle of frustration and failure. 

I should say right now – I love that question.

Not because it obviously is a cause of gnashing of
teeth but because there is an easy fix. In the next few paragraphs, I’m going to give you some ideas on
Facebook content and behaviour that I know works. It’s worked for us, and for many of our clients. I am
confident that it will work for you too. But before I get stuck in with the five or so points I need to address the biggest, hairiest issue of all. This is at the heart of most of my clients’ concern.

You don’t have to always be on topic.

Let’s say you’re a baker and you have a Facebook page for your clients and to raise profile and attract
new customers. When new customers walk into your store, you don’t always talk about bread to them.

Facebook marketing New Zealand
A baker doesn’t always talk only about bread! Img: CC Pexels.com

You greet them, you share news and chat and sometimes a joke or two. In fact, it would be very rude if you only ever talked bread AT them, and somewhat peculiar. You chat, you have a conversation, you listen to what they have to say, sometimes you might sure other news or thoughts or jokes that your
previous customers have shared with you.

You build a relationship. And in so doing your prospective customer feels comfortable, and in time is more likely to purchase from you. In time they may even be wowed by your incredible bread and tell everyone they know about it, but first, before any of that good stuff can happen, you build a relationship.

It’s the same on Facebook and other social media. It’s not called social for nothing! You build
relationships first, way before you even consider any sale. As part of that relationship building, you listen
to your customers, you might even share what they have to say. You might even have some fun.

However you go about it, you don’t just talk bread.

There’s an underlying psychological truth in this behaviour – people don’t buy from brands, people buy
from people. People they can trust. So the very first step before you even start working on the list that
follows is this – don’t just post stuff about your business, your products, or your people. Focus instead
on building a relationship with your customers.

love digital marketing
People don’t buy from brands, they buy from people. The best thing you can do for your digital marketing is to show your passion. Img: CC Pexels.com

How do you do that? Here are a few great ideas that we’ve found very successful.

1/ Know your audience

Who do you want to reach out to on Facebook? What age, gender, demographic, geolocation? But more
than that, what mindset does your typical/ideal customer have? Are they a gluten free? Do they believe
in saving the planet and reusing paper bags? What sort of things do they find funny, or interesting? Who
are they? This information is called psychographic information. It’s become a far more useful way of
segmenting our audience.

2/ Don’t cast a wide net

There’s a big misconception about Facebook and that’s you need to have as many likes as you can
muster. This is simply not true. In fact, the more likes you have the more disadvantageous it might be to
your profile raising efforts on Facebook. If the majority of your likes on your page are not engaged with
your posts or your page or are (God forbid!) bought fake likes, the result could be a serious dilution of
your reach. Every time you post and don’t receive any engagement Facebook’s algorithm kicks in and
reports back that you are not being successful in your posting endeavours, and this means ultimately
that the next time you post it will be served to fewer and fewer people in your audience ‘pool’. It is
considerably more effective to have a smaller engaged audience who will share your posts and
organically increase your page likes.

3/ Be a curator of good stuff

Most of us are swayed by the authority that comes from someone truly knowing what they are about. We
learn to trust people who seem to be ‘in the know’ and who are well connected. Be that person. Share
good information. Not just about your business, or your products but other things too that are of
interest to that target audience. You should actually look to share 3:2. Share 3 posts to every 2 posts you
write about your own stuff. Another advantage of sharing is that you also bring your page to the
attention of others outside your audience. It’s a win-win.

4/ Share the funnies

Part of relationship building that is highly effective is sharing funny information. Sometimes this can be
an amusing gif or a funny story. This sort of kitten humour is the backbone of social media. You can’t go
far wrong in sharing a Thank God It’s Friday post with your audience.

5/ Ask me anything

Well, not me, but your page likers. Ask them anything. Try and get engagement. People love being
involved in making decisions. Use your Facebook page to share polls or to debate ideas.

6/ Follow the well-connected

If you come across someone who is well-connected in the tribes you want an introduction into, then, by all means, follow their page. Or @ them in comments on your page. Don’t be greasy about it, but done
genuinely and meaningfully this will help to build your reach, and with the added bonus of giving you a
listening post right in the centre of the tribes, you wish to work with.

7/ Create a meme

With the creation of Canva and other free tools, it can be really easy to create a meme. Find a quotation
that means something to you and then find some free imagery and hey presto an instant meme. Canva
even has post frames and ideas that you can use. What could be simpler?

8/ Vary the length of your posts

Don’t always write blog length type posts on Facebook. Mix it up a bit with picture posts, and memes
and gifs and shorter posts. Throw in some polls. Add in a question with a fill in the gap. Like – ‘___________ is our biggest social media problem. Get your audience to fill it in.

Be adventurous with your content and vary it.

9/ Feature your people

Use your Facebook page to help your audience get to know you and your team a little better. The baker
might talk about how he got into baking after a successful career in banking. OR he might say
congratulation his assistant who has just had a baby. Or he might even say ‘Congratulations Team New
Zealand’ or some other topic worthy information. The point behind all of this is to give insight into the
people behind the brand. Remember – people buy from people.

10/ Another day another theme

If you’re really struggling to come up with content you can break up your week into regular slots based
on themes. It could be instruction based on your brand – our baker might talk about how he freshens
day old bread, or how to make croutons, for example. Make it ‘news you can use’ (or rather your page
likers can use) and make it a fixture on your calendar. In this way, you can build an expectation around
what information you will be featuring each week and those who are interested will start showing up for
that download of news you can use.

There are much more tips and tricks we could share about working on Facebook and how you can use
social media to build your profile, but these ten, and the big one at the beginning (use social media to
build relationships) are the key principles you need to remember when you are first getting started.

And don’t forget, if you need help creating a posting plan for Facebook we can help. We create social media plans that will help to direct your Facebook marketing, and we can even post on your behalf. Let us know if you’d like to talk with us about Facebook marketing.

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