How To Create A Facebook Content Plan For Any Small Business
Facebook is the #1 social media platform in the world for very good reason, it’s a hybrid of everything you need as a small business owner looking to leverage the vast advertising options and business tools that Facebook provides.
In return it just wants one simple thing.
GREAT ORIGINAL CONTENT THAT IT’S USERS LOVE!
The more of that you create, and the better it gets viewed, received, liked, shared or commented on, the better.
Now Here Comes The Tricky Bit
Building your business & your brand on Facebook is NOT about you.
It's not about your business.
It's not about your services, products or latest offers.
It's about YOUR target audience (that just happens to BE on Facebook every day) and what THEY LIKE.
And Here's The Even Trickier Bit
The way in which most small business owners view Facebook is usually either:-
a. It's a complete waste of time.
b. There is no measurable ROI (return on investment)
Here's The Ultimate Challenge Bit
How you build a Facebook page that actually IS about your target market AND is geared up to driving high quality leads and sales for your business is a balance that is very rarely achieved by small business owners without a LOT of testing and measuring, winning and failing until you find a unique blend of:-
a. A balance of content that resonates with your target audience that you know will DELIGHT them in some way day after day, week after week.
b. Plus a balance of being able to deliver strong Direct Response Marketing Calls To Action that actively engage people in either directly with your offers or by recommending you to friends and family from the bond you have successfully built with them over time.
So How Exactly Do You Do That?
#1. Be Original
When it comes to Facebook post ideas originality will always make you stand out and when you develop your own brand and style nothing can be more effective in attracting more eyeballs to your Facebook page, more readers to your content and be actively growing your Facebook business page all at the same time.
If you haven’t grasped Facebook pages for your business just yet, don’t worry there is a lot to learn but when you start thinking about it as part of your overall business strategy you’ll soon find it becomes fun and easy to do.
Running out of ideas or things to say on Facebook is a common fear that can really hold you back from starting your Facebook business page and then staying consistent with it.
The ones that stay consistent with it are usually the ones that grow their business via social media.
Here are some easy ways to make Facebook post ideas simple, easy and fun to do.
#2 Decide On Which Type Of Facebook Posts You Are Going To Focus On Creating
**Remember these will be posts your target market will LIKE.
There are over 28 types of Facebook Post Ideas listed inside my free Social Media Posting Strategy Cheatsheet ranging from motivational quotes and text status updates to case studies and webinars and pretty much everything in between.
If you are a solopreneur or small business owner one thing’s for certain you can’t do them all.
The best way to start getting more likes, shares and comments on your Facebook page updates is to narrow your focus and do some really well.
(If you also have an INSTRAGRAM account you’ll quickly notice the difference that a higher organic reach than Facebook gives you when it comes to feedback on your beautiful creations).
It’s better to do 2 brilliant focused updates per day than 10 random updates that will inevitably be of less quality or relevance and will potentially do you more harm than good.
Start by deciding on a mix of Facebook post ideas that you are going to create for example:-
- Motivational quotes (shareable valuable content)
- Engaging posts (asking questions, fill in the blanks, did you know facts etc)
- Expert tips (custom made expert tips with your brand, image or logo)
- Promotional offers (special offers, discounts and bundles for your products and services)
- Blog content (your latest articles, plus old blog posts with recent Opt In Offers included)
- Video content (Facebook Live videos, webinars or workshops)
Then commit to creating them in your brand and your style.
#3 Make Them Original And On Brand
You do not have to make all your Facebook post ideas “on brand” to be effective but you will want to create everything with your styling, your branding, your face or your logo on somewhere.
Whether you use certain colours on your website or you use the same image you use on your Facebook profile you really want to put a little time and effort into creating Facebook post ideas that are totally unique.
The people who are standing out online right now are the ones using their own words as tips, quotes and though leadership style sayings.
Use CANVA.com to create Social Media updates like this for your business. Brand yourself as “the go-to expert in your niche” as the saying goes, how you do anything is how you do everything and to stand out online you need to take that extra step that others aren’t willing to do.
#4. Divide Them Into Three Category Types,
Is It Useful?
Is It Engaging?
And Is There A Call To Action?
The smarter you get about using your own blogs, quotes and videos as your main content on Facebook and across all your social media platforms the easier it will be to create content that has multiple functions.
A video that becomes a podcast that becomes a blog is just one piece of original content re-purposed.
In the main there are only 3 types of content you need to focus on when you are creating your Facebook post ideas.
Useful content like Podcasts, Blogs, Video Tips, Training, Tutorials, Webinars etc
Engaging content such as Facebook Lives, asking questions and answering FAQ’s.
Promotional / Calls to action such as special discounts, offers and Holiday specials.
How many Facebook page updates you do every day will depend on your time commitment and your niche but best practice for most Facebook business pages is typically 1-3 posts per day every day.
Consistency is king!
This is an overview of the types of Facebook post ideas to focus on with the “is it useful” content bucket being the most important.
Think about mixing up your Facebook post ideas to create a variety of updates like this:-
Monday – motivational quote + text status update + video tip
Tuesday – Blog post + expert tip + question
Wednesday – Personal update + call to action + free webinar / training
#4| Let A Top Brand Or Facebook Page Show You The Way
Find and follow some of the top Facebook pages in your niche as your page and study everything they do.
Facebook business pages allow you to do this in a simple way inside your page INSIGHTS and it can give you a great overview on how you are doing in terms of page likes, posts and engagement.
Engagement is what you after on your page and Facebook wants that for it’s end users too so it pays to pay attention to people who are extremely good at it!
(Hence my mentor for learning all about social media for business was indeed Sandi Krakowski – her engagement is insane!)
If you are still sitting on the fence with Facebook business pages for your business and how many updates you should or should not be doing, what type of content gets the most engagement, whether or not you should grow your page likes one thing is for 100% certain, if Facebook business pages “didn’t work” not one of the these entrepreneurs or brands would be using them!
Not only does following other Facebook business pages give you an incredible insight into what others are doing by regularly visiting their pages and leaving comments can really boost your own brand awareness too.
To do this effectively post everything as your page not as an individual.
#5| Look At Your Page Insights Every Week To Check What's Working
Every week look at your own page insights and make adjustments to your strategy.
If things are in the red focus on why that might be and work on that area of your business. One simple switch can make all the difference for example one switch I recently made was to ask more questions to increase engagement.
As you can see I am still working on growing my reach and increasing engagement (just like Sandi taught me).
- Look at the content that gets the most engagement on the FB pages you watch and figure out why.
- Is it original content?
- Is it inspiring?
- Is it a video?
- Is it a certain design or colour?
Then ask yourself how you can do something like that for YOUR business?
* Word to the wise never just COPY what they do, it doesn’t work that way, what they are doing is being themselves and inspiring people in their own way.
For example Sandi uses religion a lot, if that isn’t you don’t bring it in to your business.
Or another example would be The Female Entrepreneur Association, which focuses on branding in Carrie’s inimitable style and delivering inspiring updates aimed at female entrepreneurs. If that isn’t your target market it’s not really going to help you build your audience or your business.
#6 | Bonus Tip!
When you set up FB pages to follow like this you can click on the page name from your insights and find out which were the to posts this week on any of the pages!.
This one was the top one this week for the Female Entrepreneur Association proving once again that positive messages are one of the reasons we ALL love Facebook whether you are an entrepreneur or not.
Compared to the doom and gloom of the Newspapers, TV News and everyday life Facebook is a breath of fresh air when you follow pages like this!
The key thing here is to “be on brand” as much as possible, stay on the positive and inspiring side of life and above all BE ORIGINAL which is easy when you just be yourself.
- Plan your social media content for the week (or month) ahead. Be strategic with it.
- Make your updates original, on brand and focus on engagement.
- Divide everything you do into 3 content buckets, Useful, Engaging or a Call To Action.
- Watch other Facebook pages as your page and study the insights. Learn from top influencers in your niche, invest in them, their programs and watch what they do.
- *Also follow Facebook pages managed by top companies, such as Starbucks, Dove, Nike & Red Bull. See what's popular & integrate it into your page content mix.
- Every week make it a habit to tap into your Facebook page insights to see if you are making progress.
To your online marketing success!
Diane Cossie, Creative Online Marketing
P.S. While you're here, why not download a copy of my Free Social Media Cheatsheet! It will help