Stop asking everyone and their brother’s dog like your Facebook page!
I know we all like to see a large number of likes on our business pages, but that’s not necessarily going to help you. It’s not about the quantity of likes, it’s about the quality of those likes.
Basically, you want everyone (or at least the majority) of the people who like your page to be your ideal client. Think about the basic demographics of your ideal client.
Do the people who like your page fall into those ideal categories?
If you’re ideal clients are 25-40 year old female athletes in a small blue collar town who can afford to get weekly massages, then having random people you know personally from all walks of life and all around the country is NOT going to help you or your page.
You may think, “well once I get a good following, then I can focus on my ideal client.” But no, from the get-go you need to crack down on who you want to like your page. The more they fit into your ideal demographics, the better engagement you will get, and the better Facebook’s algorithms will work. If most of your fans don’t fit that ideal demographic, you’re wasting your time. Facebook has some funky algorithms, but they’re extremely effective, IF you know how to work with them.
Facebook only puts your posts in front of a small percentage of those who like your page.
Why? Because they want you to pay for ads. It’s how they make their money. As a private user, it shields you from being bombarded with junk from business pages. Frustrating for business owners? Beyond belief! But, don’t worry. There’s ways to work with Facebook’s algorithms to get the most out of your page without paying anything. And if you decide to do paid ads down the road, they’ll be much more effective.
If only a small percentage of your audience is even seeing your post, that means only a small percentage of that is engaging with your content. The more someone engages with your content (likes, shares, comments, etc.), the more your content will show up on their news feed, and therefore the more likely they are to come in for an appointment and become a regular client. So you have to make sure they’re engaging! And how do you do that? You ensure that they WANT to engage with your content. It MUST be relevant to them. There are a few reasons people engage in content, particularly sharing content (which ranks much higher in Facebook’s algorithms in valuable engagement).
#1 It makes them look smart
#2 It makes them feel good about potentially helping others
#3 It relates to a problem they’ve already expressed openly
If you notice, this means that it’s not really about who they’re sharing the content with. It’s about them! So share content that is relevant to your ideal client. It’s more likely to get them in the door, but it’s also more likely that they’ll share it with their friends and family who might be of the same demographic.
The more your audience fits your demographic, the more they will engage. The more they engage, the more they will see your content. The more they see your content, the more likely they are to become clients.
And that’s kind of the whole point, right?