1. Use split testing in Facebook advertising.
Aaron Chavez, co-founder of Media Maven, explains one of his favorite ways to hyper target his following for his business is to use Facebook advertising. Chavez says this is the best way to pinpoint the exact follower for your brand on Facebook. "After testing all other popular ad platforms we've found that no other platform produces as high of a return on ad spend compared to Facebook."
Facebook advertising allows your brand to locate the follower who wants exactly what you have. One of the functions of Facebook ads is how it allows you to use split test messaging to find the best message that resonates with your followers. If you want to reach people in Montana who like to fish, love kitesurfing and enjoy drinking tea, then you can target them and only them with an offer.
In order to split test your ads, write two Facebook posts you can compare against each other, changing only one or two concepts within the post so you know which one is which. This way, you completely understand what the motivation is within each posting.
In the example below, PostPlanner used the same link destination, yet it changed the wording just a tad in order to see its followers responses.2. Continue to share quality content.
If there’s one thing your brand should always do on Facebook (and everywhere else) is to share quality content. Joel Contartese, digital marketing expert and brand strategist, says, "Facebook is a game of give and take. Sharing high quality content which is both educational and informational is key to maintaining a healthy relationship with your audience."
When your brand continues to share quality content consistently, which helps your market, you build trust within your community.
It’s important to remember even the little things like this on Facebook because, even though these people may not be actively purchasing a product or opting into your email list, they are consistently engaging with your brand. It puts your business top of mind with your target audience.
Jay Baer, author of Youtility, confirms this idea when he gave an example of the Geek Squad in his book. He shared how the Geek Squad continually shared ideas and tips about how to fix computers every day. A friend of the CEO came to him and told him he was giving away great information for free by doing this, and how they should be charging for it. But, the CEO of the Geek Squad understood if they continued to give quality information to their market, sharing how their audience could fix their computers, the day would come when their audience couldn’t fix their computer -- and those people would come to the Geek Squad because they were building trust every time they shared valuable content and tips.
Ian Anderson Gray from Seriously Social understands not every post he shares should be about his brand, but about how he can help his followers. Gray reports an 80/20 consistent sharing method for the best results -- 80 percent other people's content and 20 percent his own branded content. It helps further engagement and conversation and keeps his audience connected to his company.