I’m not going to lie; I don’t have much experience with Facebook. Honestly, I’ve always just kind of rode along, never really caring. Pinterest is my game.
So, when a client offered me $120 to manage three groups (which is in-fact cheap, as I would soon find out), even after I told him I’m not much of a Facebook expert, you can imagine my excitement.
I may not know Facebook, but I do know marketing, and what drives people to make purchasing decisions . And I know dogs, very well in-fact; I’ve been studying Canine behavior for over 15 years. This client just happened to be a dog expert and adventurer.
So, I figured (such were my ignorant Facebook ways) this would be a piece of cake! Well, let me show you my first post.
The owner of this group cares for three Siberian Huskies and one Husky/Malamute mix; much of his media programs involve his dogs. So I figured I would just reveal one new factoid every day around noon (the time of the day when Facebook traffic is heaviest, in general) that most people don’t know about.
Well, these posts did OK, and the owner was pretty impressed.
Guess What Happened?
I thought ‘Woof Driver Unleashed‘ was a big Facebook group; I had no idea! He was so impressed with my informative posts (though they didn’t do so well; I’ll explain why soon), he asked me to co-manage a group called ‘Shiba Inu Lovers‘.
If you’re a dog lover and Facebook fan, you need to check this out! With 75,000 likes, and an avg. weekly post reach of 245,000 – this group is HUGE! And for me, barely knowing Facebook strategy at all…. this was exiting!
But There Was A Problem.
My informative, engaging posts would do pretty well. Some did very well, like the post above. But none were exceptional.
No, the other woman co-managing the account would post these pictures of dogs and babies, or dogs performing cute poses… and they would continuously dwarf mine! My well thought out, well researched content would get buried by this cute, adorable, mindless nonsense!
Why, Do You Ask?
This is where knowledge of marketing and human psychology becomes paramount! Her effortless post did so very well because they stirred up emotion! Where as my content was highly informative for a little Facebook post, it did nothing to induce any kind of emotion.
So… I asked Myself…
How do I create informative posts while stirring up (positive) emotion at the same time? Sure, I can create hundreds of these describing the horrible ways many people out there treat dogs, but the key is to remain positive (and that complicates things).
And it came to me, like a million bricks. Rescue posts! I had written several inspirational ‘dog rescuing human’ articles in the past with fantastic reviews; why not give this ginormous audience a shot?
The results will astound you.
This post is HUGE! Believe it or not, it has been a total of nine hours since I posted this. See how it completely dwarfs the two posted by the other co- group manager that day? Sure the comparison post I presented above did well, but it has also been floating around for 3 days.
That isn’t even my most inspirational material; far from it. With this new discovery I’ve stumbled upon, there is no limit to the growth potential!
So… Let’s Recap.
- Engaging material. Don’t just make your viewers think, but make them Want to think!
- Produce an emotional response. People often make purchasing decisions based on emotion.
- Hashtags are good, but don’t use too many, and DON’T USE LINKS! Facebook restricts the reach to outbound links; trust me- I see it on a daily basis. When you compare a reach of 500 to a reach of 20,000 continuously, there isn’t any question.
- Use good quality, high resolution images if possible.
- If your going to post video, download it first before uploading via this tool. That way, you can avoid using outbound links.
- Who are you posting for? Design your Facebook posts with your target market in mind.
- The time of day you post makes a HUGE difference. When are your viewers most likely to be on?