Ah, Facebook. My old friend. I won’t lie, I must spend a good hour or so on there everyday. Probably more. (Mostly business of course…)
How about you? Do you have a small, at home business with a Facebook fan page? Yes? Good job! And if your business doesn’t have a page, you need to create one!
For many years Facebook has been a godsend for micro and small business owners. You put up a page, get a heap of likes without too much effort, post your stuff for sale and watch the cash roll in. In fact, many small businesses have been running their whole show just on Facebook and doing really, really well!
But it’s not so simple anymore. Facebook has changed the rules.
Perhaps you have recently created a new business page. You uploaded a pretty header and have been posting your beautiful handmade content regularly hoping that people will buy, buy, buy. Instead, you get crickets. After the initial rush of your family and friends liking your page, it has died down from there and you aren’t getting likes let alone sales.
I hear so many Facebook questions – Why aren’t I getting more likes? How can I get more engagement? How can I get my fans to buy my stuff?
Do Facebook Likes Actually Matter To Your Business?!
In this post I wanted to explore if likes are actually important to your business, how to get more engagement and if that will contribute to sales!
Most of us know how Facebook works, we see a page that interests us, we Like it which then lets Facebook know that we want to see more content from that page in our newsfeed.
Did you know there are actually two kinds of Likes?
1. Untargeted Likes – these are likes on your page from people who don’t really care about the subject matter. They may be family and friends who felt obligated or spammy likes from fake profiles that you paid $5 for on Fiverr.
I made a huge mistakes with one of my business pages by running an advert without choosing my targeting properly and ended up with Likes from hundreds of spammy and fake profiles.
2. Targeted Likes – these are people that liked your page because they are interested in what you have to say, who you are and what you do. These are the fans that have clicked like because they were curious about your page and wanted to see more.
I run adverts for the Craft A Business page to get more Likes and these ads are targeting a very specific group of people right down to age, sex, family status, interests and geographic location. Which means that the fans I get are interested in my subject matter.
Which one of these Likes do you think is the most powerful like to have? Which fan is more likely to engage with you? Yep, number 2. You could have 1 million likes but if they are spammy and untargeted you will still have no engagement and no sales.
TIP – make sure that you are focusing on getting the right kind of likes on your page.
Having a heap of facebook likes looks impressive but is it actually going to translate into engagement from your fans?
It used to be pretty clear cut – more likes = more people on your page = more comments, shares and likes (e.g engagement). If your engagement is super low the most likely explanations are;
1. Facebook has changed the rules. Have you noticed that when you post something on your business fb page it will show you how many people have been reached by that post. This is called engagement and these days if you want engagement then Facebook wants you to pay for it. They are a business after all.
Did you know that if you aren’t running averts then the posts on your page only appear in less than 16% of your fans news feeds. Sometimes it’s even lower and only 2-3% of your fans will actually see what you post. Obviously if no one is seeing your posts then no one is commenting, sharing or liking!
2. You have a huge audience but they don’t exist. If you have a page full of fans which aren’t targeted they are probably not going to be interested in your posts, even if they do happen to see it on their news feeds. That is, assuming these people are actually real….
TIP – If you fell into the ‘buying likes, woohoo look how many I got’ trap that I fell into and your page is a big mess of untargeted fans then maybe you could start again? I’m not saying to go ahead and delete your page right now, just something to think about.
To put it simply, low or untargeted likes and low engagement aren’t a recipe for business success on Facebook. If you are lucky you might still be getting sales from posting your items directly to your page but at some point you will have to think outside the box to keep the money coming in.
The key is to think about how you can improve your audience experience and increase their interaction with your page and your business in general.
Here are some strategies to help get you back on the sales merry-go-round
- Share your posts to your local Facebook community pages. Make sure you keep your posts interesting and don’t share so often that it becomes annoying
- Use Facebook to drive your traffic to your website, Etsy or Ebay stores or;
- Use Facebook to drive people to your email list signup!
- Set up Facebook ads (well targeted of course), maybe $5 a day, to get some more likes on the page to help increase your engagement.
- Use relevant hashtags when you post your items
- Keep your content relevant and interesting for your target audience
So yes, likes are important to your business but make sure you are getting the right kind of likes and then do what you can to keep them engaged.
How about you? Have you noticed your Facebook engagement fading in recent months? Or have you noticed that you don’t get updates from the pages you Like as often as you used to? Although the Kardashians seem to sneak their way onto my news feed all the time….