We've no doubt you've mastered Facebook as an individual – but using Facebook as an influencer is a completely different animal. With the algorithms changing regularly and paid posts laying waste to organic reach, here's how to make your Facebook page work for you.
In our experience, some bloggers don't bother with a separate page for their blog, opting instead to use Twitter and Instagram as their primary networks, and to promote their blogs from their personal page on Facebook.
It's up to you, but this tactic is probably a mistake – it's a missed opportunity when it comes to brand awareness, and also fails to recognise the immense promotional possibilities that come from a user-base as extensive as Facebook.
By posting on Facebook as your blog, you are creating much more shareable content – plus, simply by having a page, you make it much easier for readers to tag you if they're re-posting content they enjoy. So don't hobble your own chances of going viral (every blogger's dream…) by opting out.
This probably goes without saying – but you'll need a Facebook account in order to set up a page for your blog. From there, simply create a Fan Page under the Brand segment, and scroll down to add your blog as a Website.
You'll want to name the page the same as your blog, for searchability- and make sure to add a description and a picture. Though you might think of this page as a way to promote your blog content, remember that people are just as likely to stumble upon your Facebook page organically, so you want to make sure they know what they've found.
As an influencer, you're no stranger to a bit of a hustle – and in order to surface your page for possible new fans, you'll want to garner as many followers and as much engagement as possible. To start with, make sure to “Like” your own page – this will mean it surfaces on your friends' Facebook feeds, and you'll probably find yourself with a few followers without doing much at all.
Post links to your blog manually
Lots of third-party apps will post to your Facebook feed automatically when you publish a new post on your blog – but avoid the temptation to cut this corner. The apps have clever algorithms, but you're still likely to end up with cut-off images and over-long blurbs, neither of which are appealing to click on.
When doing this manual posting, remember a couple of simple rules:
Offer a teaser. A question, a quote – anything that gives your reader a reason to click through!
Always add an image. Images = clicks. It's just how it is.
Delete the URL. Once Facebook has imported the blog teaser, you can remove the original URL,which makes your content look much tidier.
Mix up your content! Experiment with links to posts, questions, video – you'll soon get a feel for what resonates best with your audience
Reply to everything
Even the shortest comment on anything you post is an important engagement, and the more you respond to your readers, the more likely they are to come back. Ask questions, start conversations, show interest – make it clear that your blog isn't just a one-way dialogue. This makes your readers feel valued and also (if you're feeling commercially-minded) increases your engagement rates, which is very interesting to brands.
Boosting your posts
Putting money behind your posts is a good way to better reach your existing audience, or broadcast your post to a bigger audience.
You can grow your audience quickly, you can use very specific targeting, and you don't have to spend a huge amount of money to see great results. Check out what this guy did for proof of some great results from adding spend to posts.
You can hamper your organic reach by using paid posts, therefore shelling out cash for clicks you might have been able to get organically.
Below, the different ways to monetize your posts are detailed. “Boosting” an existing post is much easier than creating a specific ad, and it is also cheaper – however, some people argue that boosting posts is largely ineffective since Facebook automatically optimises these posts for engagement rather than link clicks. It will take some trial and error before you discover what kind of paid Facebook posts, if any, work best for you.
Types of posts
The easiest way to boost a post is by clicking “Boost” on an existing post, and adding spend. These promoted posts will target your blog updates to your fans, and their friends. It's worth assessing how a post is performing organically before adding money – watch how it performs for 24 hours, and if it looks like it's resonating with your audience, go ahead.
The other way to put money behind your content on Facebook is by creating an ad, which enables you to target specific, interested people directly. Images used in Facebook ads cannot contain more than 20% text so keep that in mind when crafting your post (this is a useful tool for checking, it's surprisingly hard to judge it by eye!)
You can choose how you want your money to spent – pay-per-click will keep your costs low and effective. Remember that the more you refine your targeting, the better you can reach your desired reader. Ensure that your images are eye-catching and your links correct to get the most bang for your buck. And remember to A/B test your content – put a few pounds behind a few variants of each post, and turn off the ones that are performing the least well after a couple of hours.
Even small-scale influencers know the importance of data these days – and Facebook makes it easy to track how your posts are doing, so you can hone your strategy.
When looking at the insights that Facebook provides you with, pay particular attention to:
- Engagement: which kind of posts get the best engagement from your audience?
- Time: do morning posts perform better?
- Demographic: who is looking at your content? Who could you better target?
As with your personal Facebook page, it can be nice to share content from others on your blog page – but follow these tips when doing so:
- Share sparingly: Your reader is there for your content, so flooding them with external links might distract or annoy them.
- Explain why you're sharing: Add a caption that makes it clear why you consider this content to be relevant or interesting. This puts a personal spin on external content, and keeps it “on brand”.
- Tag people: It's always a nice idea to tag the author or subject of the content you're sharing – this lets them know that you've shared it, and might make them more inclined to reciprocate.
Basic good Facebook behaviour
As with any social platform, there are rules and best practice for using Facebook as a blogger.
- Respond quickly! As covered above, replying to and engaging with your readers is your top priority. Doing so efficiently makes it look like you care about their opinions and their feedback.
- Don't post too much: If you bombard your readers' feeds, you risk being “hidden” from their timelines (truly a fate worse than death for the click-hungry blogger!). Test the waters with regular posting – you'll soon see where there's a drop-off in engagement.
- Share things about your life: your readers will be interested in the ups and downs of your existence – it's up to you to gauge how much is too much.