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I think most of us are in complete agreement with the state of Facebook these days; it’s hard work to get any kind of organic reach, even paid advertising reach seems to be dwindling in success, and trying to get people to like, comment, or otherwise engage with your Page or posts just gets harder and harder by the day.
GrowthBadger asked a sample of 1,117 bloggers a bunch of questions about their blogs. 51% of high-earning bloggers and 53% of low-earning bloggers said: “It has gotten harder to get traffic from Facebook.”
It would appear, to many, that it’s virtually impossible to make Facebook work better for your blog, but I’m going to try and turn that opinion around today.
Sometimes, just sometimes, it pays to go back to basics; to start at the beginning and renovate things from the ground up.
That’s just what we’re going to do today, but it’s not going to be anywhere near as daunting or as frightening as you think, I promise.
If you’re bored of seeing the same number of followers on your Facebook Page, or you’ve had enough of getting absolutely no engagement on your posts and updates, it’s time to overhaul the lot.
With more than 60 million active business Pages on Facebook, according to Brandwatch, you’ll definitely want to do what you can to stand out from the competition — and it pays to make sure that your Page is attractive and informative enough to capture a potential new follower’s interest.
4 Guaranteed Ways to Make Facebook Work Better For Your Blog
Facebook is sometimes called a “pay-to-play” platform these days, requiring money pumped into boosted posts and targeted ads in order to get any kind of reach (just take a look at how many posts are “sponsored”) — but organic reach isn’t completely out of bounds.
In fact, I know a few local business and blog Facebook Pages that do very well without having to spend a penny, so it CAN be done. It’s simply a case of figuring out what appeals to your target audience.
If Facebook hasn’t worked for you, for months, there’s a chance that you’re either unlucky in the social media marketing department (I honestly think this is the case sometimes), or you’re doing something that ISN’T appealing to your target audience. If the latter is the case, you have no choice but to switch things up.
What was it that Einstein said?
Oh yeah, that’s right:
If you want different results, you’re going to have to work with a different strategy.
Here are 4 things you can tweak to start with …
1 - Cover & Profile Pictures
The worst thing you do can to your Facebook Page is skip the cover and profile picture completely. Your Page will look half-finished, and who wants to click on a half-finished Page?
Those little details DO matter, especially online.
Your cover image and profile picture should be clear, high-quality, relevant images.
Your profile picture will get seen more frequently than your cover picture does (also known as a header picture), but changing them regularly might confuse your followers.
You know how one of your friends will change their profile picture on Facebook for the first time in ages and you completely forget who they are for a moment? The same kind of thing can happen if you regularly change your profile/cover pictures: your clients will get confused and won’t recognise who you are.
I actually wrote a blog post: 15 Facebook Page Cover Picture Ideas For Florists — but the tips are appropriate for other business niches, and even blogs. If you head on over there and take a peek, you’ll find tips on the cropping issue you’ll have with cover pictures on desktops/mobile apps, free resources and templates you can use to create something that fits and is super stylish, and a lot more.
You should think of that header/cover space as a billboard; a spot to promote yourself to those landing on the Page.
Sell yourself. Tell people what you do. Show off your wares.
In case you’re interested, this is what my Facebook Page cover picture looks like:
If it’s been a while since you last updated your cover picture/profile picture, maybe it’s time to look at switching things up a bit.
2 - About
You should think about the ‘About’ or ‘Description’ part of the Facebook Page in the same way that you think about the cover picture or profile picture: if it’s not finished/filled in properly yet, the Page itself isn’t ready to be promoted to potential new followers yet.
Description = brief, 255 characters max.
Story/My Story = longer, more in-depth description of who you are and what you can offer.
You are missing a trick if you skip this section of your Facebook Page because it gives you the opportunity to tell people — readers, clients, customers, followers — more about you, your business, or your brand. There’s a lot of competition out there, so grabbing every chance you can to stand out from the crowd is essential.
Put yourself in the shoes of someone landing on your Facebook Page.
- What would they be looking for?
- What features of the Page would their eyes be drawn to?
- What would they want to know about you or your blog?
- How can you persuade them to read your blog posts, trust what you say, and buy through your affiliate links?
You have the option of seeing the Page as a follower would see it, so why not have a look at it – really look at it – to make sure you’re sending the right message out there.
- What do your words say to someone who lands on your Page with no prior knowledge of you whatsoever?
If you’re not sure what to write there, reach out to someone — me, a friend, family member, other social media marketers — and ask them what they would say about you/your blog/your brand/your business.
3 - Media
Your cover picture and profile picture are important, but that’s not where the love of imagery and media stops on Facebook. It’s a visual space; people tend to react better to images or videos than they do words.
I personally recommend adding a mix of website links, images (single + multiple), and videos if you can find the time to do it. You could also throw a cheeky little gif in there from time to time.
High-quality images are a must, and if you aren’t sure of what kind of content to create for your Facebook Page, take a peek and see what your competitors are sharing on their Facebook Pages, particularly the ones with a large number of followers.
- What posts seem to get the most engagement?
- What are they doing or saying differently to you?
- Could you take any of those tricks and apply them (not copy them) to your own strategy?
4 - Goals
If you don’t have goals, how will you know whether or not you’ve “made it”?
Take a peek at your current Facebook Page follower count, and how much engagement it gets on each post. Now consider what it is that you want to achieve. Are you hoping to get new followers? Do you want people to interact with your posts and updates more? Are you trying to make a few more sales?
You need to work out what you want to achieve — what your goals are — before you can create a plan.
If you want more engagement, you should look at your current posts and why they’re not doing the job. It could be timing, type of content, quality of content, or a number of other things. Again, compare what you are sharing to what popular Facebook Pages in your niche are sharing and see how they compare. It could be that a few tiny tweaks here n’ there could make all the difference to how successful your campaign is.
If you want more Facebook followers, you should look at boosted posts and targeted ads, or promoting your Facebook Page in other places, such as your blog, Twitter, Instagram, Pinterest, etc.
If you want more people to click on your blog post links on Facebook, you could, once again, look at boosted posts and targeted ads, but you could also look at what time you’re posting. Certain times of the day are more popular than others, and it makes sense to post when you know your followers will be online to see.
You should set achievable, attainable goals. You probably won’t gain ten thousand new followers in the first few months unless you pump a truckload of money into targeted advertising, or you buy followers.
(I do not recommend the latter at all, and you can read all about that right here: Buying Followers … Here’s Why You Shouldn’t Do It.)
If you set goals that are unachievable, you’ll just end up being super disheartened — and we don’t want that! Overnight success happens to very few people. It often takes a lot of work, a fair bit of money (in terms of boosted posts or ads), and a lot of effort and researching.
And, as a final note, if you’re wondering whether or not it’s all worth it, almost half of all marketers admitted that using social media didn’t actually contribute directly to sales figures, according to The State of Content Marketing 2019 by Zazzle Media.
If you’re spending hours and hours of your time on creating content for your Facebook Page, researching when/where/how you should post it, scheduling, and then engaging with your followers/other Pages, only to get absolutely nowhere — no new followers, no engagement, no growth — then perhaps it’s about time you looked at implementing another strategy to grow your blog.
And if you want my personal advice (as a blogger of 10 years), Search Engine Optimisation is definitely one of the best backups plans … and one of the best blogging strategies you will ever learn.
Thanks for sticking around and reading my blog post today, folks! It’s been a pleasure. Get in touch if you have questions of your own about blogging, social media marketing, content creation, or anything else somewhat related to those topics. I’d be more than happy to help you answer them.
If you’re interested in learning more search engine optimisation, why not check out a few of my other posts below?