Every time, without a doubt, I have a conversation with someone about Facebook Marketing they always ask “What the hell do I talk about on Facebook?” I think this stems from the early days of Facebook where people were literally talking about what they had for breakfast! In case you were wondering I had eggs on toast… but I’m sure just like the 1 billion users on Facebook you don’t actually care what I had for breakfast.
Facebook Marketing + Content Marketing has evolved over the years and there are now so many things you are talk about and can share on Facebook. Once business owners know this strategy for creating content they are never stuck about what they are going to talk about on Facebook.
Content, whether it be written, images, videos, quotes, blogs or newsletters is how you attract, connect, engage and convert your reader. Without content this process doesn’t happen. Providing great content allows you to find, reach, inspire and connect with potential + current clients.
I teach all my clients the four types of content they can share online and once you know this it will be super easy for you to create content your clients + fans will love.
The four types of content are:
Ideally you should mix up the type of content you are sharing, aiming for 80% of your content to be Attraction, Business + Engagement whilst only 20% Converting. Let’s cover each type of content along with a sample from Facebook.
The goal with attraction content is to ‘attract’ new fans/follows/potential clients to your community. The idea is that if you are providing relevant content it will be shared, resulting in more visibility for you and therefore more fans.
In order to create ideal Attraction Content you must have a crystal clear vision of who your ideal client is. Once you know this person ask yourself: “What else is happening in their life right now which isn’t related to my business?” From here you can start to draw content which they will be attracted it.
If your ideal clients are women in their late 40’s who run their household whilst working a corporate 9 – 5 job then you can share tips + hints + strategies on beauty, health, fitness, dealing with teenages etc. Whilst this content isn’t relevant to your business it’s very relevant to your ideal client and they will be grateful and remember you for it!
Attraction Content Sample – Quote by Skinnygirl Cocktails Australia
175 Likes + 28 Shares + 3 Comments
The second type of content is Business Content. I know it’s called business content but it’s not actually about your business! Confusing I know. Many business owners just jump onto Facebook and talk about themselves + their business + their products and services. But no one ever jumps on to Facebook and thinks to themselves “what can I buy today?” We are on Facebook to socialise not be sold products and services.
Therefore when sharing Business Content you need to think broader and deeper than just your business. The goal is to provide content which positions you and your company as the expert, as the go to person. It’s about building your BelieveMe Bank so that when people are ready to buy, you are the only choice.
The easy way to create this content is by asking yourself…. “What questions are my customers asking about my business + products + services + industry?” Instead of answering these questions from a sales approach, answer them from a place of education. You will become the resource. Provide them with tips + hints + videos + articles etc.
Business Content Sample – BNI Australia
Engagement content is really my favourite type of content. I love that you can, within a few seconds, create a great conversation with multiple people all sharing their opinions + thoughts + views. And it’s super easy to create this type of content.
Any of the other types of content can be transformed into Engagement Content by asking yourself “How can I encourage a response from my audience?” The easiest way to ask them! Ask them a question, or ask for their opinion.
Engagement Content is really important because engaged fans are buying fans and that is the reason you are marketing your business on Facebook. Particularly on Facebook, engagement is super important. It’s super important because the more your fans interact with your updates, the more of your updates they will see. This means that when you are ready to use Converting Content they are going to see it.
Engagement Content Sample – Natalie Alaimo International
7 likes + 43 comments
The goal with converting content is moving your audience to the next step with your business. What the next step is will vary based on your products + services + prices + location, but most importantly it will vary based on what your sales process is. Here at Natalie Alaimo International most of our selling is done via our weekly newsletter. Yes we provide great value tips, however it’s the platform we use to tell our audience about new products + workshops.
Therefore our main goal it to move our fans off Facebook and encourage them to join our email list. From time to time we also sell products directly from Facebook. These are generally lower priced products and services and don’t require the same level of trust as the higher priced products.
Converting Content should never be about the hard sell, remember people are on Facebook to socialise, not buy from you. If you have created all the other content correctly then people will want to move to the next step with your business and the Converting Content will help them.
Some ideas to move people to the next step are; awesome information pack, newsletter, free report, free coaching session, free webinar, step by step blog posts. There are heaps of possibilities. Remember to keep your converting content to about 20% of the content you share.
Converting Content Sample – In Spaces Between
So what’s next? Now that you know about the four types of content, spend 30 minute brainstorming ideas for which content you can share on your Facebook page. Aim for 10 ideas of each content type, this will give you enough content for at least a months worth of updates on Facebook. Do this once a month and your content is sorted!
If you want more ideas like this + a helping hand to get your content sorted, why not join me in the Ask Natalie Academy. Coming up on 23rd October is Effective Facebook Marketing Workshop Series which is included when you join the Ask Natalie Academy.
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