“How do I increase the number of Likes on my page?”
This question often comes from clients who want to put more effort and attention into their inbound marketing.
If your Facebook strategy is to race for Page Likes or create engagement at all costs, even at the expense of authenticity and relevance, you must be on the right track.
Even Facebook will put obstacles in your way.
The race for Likes is over.
The truth is that your number of Likes means little if no one among those Likes is paying attention to your message and then agreeing to convert that attention into action.
When looking at performance data for your content marketing efforts, you should prioritize engagement first. What is commitment? It can be a share, a Like, a comment, a click, etc. In short, real human interaction that demonstrates interest.
Even with many Page Likes, a brand with average content will have little to no engagement. Conversely, with good content, a brand with few Page Likes can end up with attention and conversion.
Attention At buzz
I’m helping a great local brand rethink its content marketing. This brand is present throughout Quebec and has a large audience on social media. Plus, their products are excellent.
But their audience, alas, doesn’tdoesn’t engage with their content at all.
Their problem? They participated in a TV show that was very popular with entrepreneurs. Although their participation helped popularize their products, many viewers clicked like on their page without being interested in the product. Then, as engagement was still shallow despite the high number of followers, their organic reach dropped Followerspro.
Good content, good product, lousy audience (despite them).
The case of a Quebec light vodka
Here is an even worse situation.
A new Quebec vodka, which still needs to be sold and available, has created an audience of 10,000 likes on its page in a few weeks with fairly mediocre, dubious and uninviting content.
This brand has also often obtained more than 500 likes per publication… But on the other hand, it has very few comments or shares. Most of the Likes initiators are Spanish-speaking and come from outside Canada.
Unfortunately, this brand will face a significant problem when getting out of their area and converting these fake customers into sales. What’s good for vanity is never suitable for sale.
The example of a Quebec cider
A cider sold in grocery stores recently changed its strategy to engagement baiting. You need to know that Facebook penalizes engagement baiting, which seeks an interaction on a publication at all costs despite the authenticity or relevance.
When it’s well done, authentic and relevant, I have nothing against this tactic. If a real commitment is demonstrated to your values, mission and products, you can attempt to do so while respecting Facebook’s rules. There are several ways to go about it, but it’s still complicated. Facebook doesn’t like engagement baiting.
When this baiting engagement is not done concerning the brand’s authenticity and the content’s relevance, you create a big problem for yourself. This abundant commitment to you will be of very, very poor quality.
In the following example, you will understand that it is difficult, if not impossible, to filter and identify those who like the products vs. all the others. Those attracted to the post have nothing to do with their appreciation of cider. Engagement will be high, so it will appear to be a success. But when it comes time to convert, ouch!
Facebook lets you target everyone.
Why try to get commitment from anyone, including those who are not interested in your products? Facebook lets you target whoever you want in exchange for a few dollars. Since you’re already investing in content, you might as well do it well. What’sWhat’s the point of trying to acquire a low-quality audience?
Real commitment is sometimes discreet.
Here is an exciting example of a brand whose editorial approach I manage. The page was created last September. In total, around 1,800 likes on the page as of February 2019.
For each post, organic engagement is around 10%. These 1,800 are real fans of the product; they talk about it, share, and like it. Usually, organic engagement on Facebook is between 1% and 2%.
However, when we look at the total engagement statistics on the Facebook page, we are around 9200. So, 9200 people are sufficiently interested in the product to interact with the content.
Luckily, Facebook allows you to capture this audience and retarget them again with paid content.
If I choose between a page with 20,000 followers but 1% organic engagement (we’re talking about 200 people) or an interested and ready-to-convert audience of 10,000 people, which you can retarget entirely for a few dollars, what do you choose?
Create more animations on your page.
Add me fast is one of many ways to reach as many people as possible. Know that by launching your ad, you can earn just as much because you will have the opportunity to target your target. The most used tips are:
Invite your loved ones to like or share your page. If you have just created your Facebook page, you will find in the “grow your audience” menu the “invite your friends” or “invite contacts by email” section. By adopting these options, your friends can do the same with theirs, and the cycle will continue. In the end, you will get a lot of likes after several days or months.
Promote your page by copying your page URL. In this way, you will have the opportunity to aim at your target. For example, if your page concerns video games, you must enter different game groups and copy your page URL on the comments, adding advertising.
Organize competitions where the winners will win prizes. This process is the most practised. You will get more likes, and your page will be more visible to fans. The secret is that the condition of participation in the game must first be to like the page and then share it with friends.