Building Your Facebook Page Engagement Strategy

So if you’ve been following along since last week, we’ve been setting up direct sales Facebook Pages.  As an individual direct seller or network marketer you don’t need a Facebook Page with a lot of bells and whistles, because 99.5% of the interactions that happen with your Page will occur through people’s News Feeds (Facebook home pages.)

So today, we’re going to talk about your engagement strategy.  How do you get people to interact with you through your posts? After all, that’s the first step in converting those interactions into sales and recruits.  We also need to talk about how your Profile plays into all of this.

Quick refresher for those who need it:

  • A Facebook PROFILE is an individual account on Facebook.  Everyone is allowed to have one and only one.  If you use Facebook, you have a Profile.
  • A Facebook PAGE is a business presence on Facebook.  It’s a public area where people can opt-in to receive business-specific messages from you (although it should also be chock-full of value if you want people to opt-in.)

As a direct seller, you should still be inviting everyone you work with to friend you on your Facebook Profile (and I would suggest creating a Friend List for them.)  Why?  Because this is the place where you can really get to know people.  You see status updates from your friends on your Facebook Profile on your own Facebook home page, which can help you identify who may be a good person to connect with about your business.  You can also comment on people’s photos, statuses, etc, which keeps you fresh in their minds.

With a Profile connection, people can see you as a whole person, rather than just a salesperson.  And because we’re in direct sales, we’re all about relationships.  Those are built first through the Profile.  (In fact, you can just focus on relationship-building and skip the Page entirely if you’re so inclined.  You won’t be able to post direct messages about products and the opportunity, but the relationships you build often lead to new opportunities, and you can send private messages to people when an opening presents itself.)

Now a Facebook Page is that place where you now have permission to post more specific business messages.  So you can post that occasional special, information about the opportunity, etc.  People have opted in for these messages.  But if that’s all they see go by from you in the news feed, you’ll quickly get ignored.  How does a discount invite engagement?  9 times out of 10 it doesn’t.

So you must start to think about how to engage people and get them talking.  Most people by default see the “Top News” news feed when they log into Facebook.  This means that most of the time, they’re only going to see posts that a lot of their friends have “like-d” and commented on.  Are your posts encouraging that type of engagement?

So what kinds of posts get people to comment or like?  Here are some ideas:

  • Ask questions about common experiences. For example, if you sell candles, you might post something like: “How many of you have lit your favorite candle to battle your kids’ smelly shoes?  Which one is your go-to scent?”  This post uses humor, addresses a common challenge (smelly shoes), and invites a response.  Another idea:  “How do you decide what to make for dinner when time is short?  What are your favorite recipe sites?”  What posts can you write that do something similar for your product line?
  • “Like this status if you…” Invite a specific type of interaction.  For example, “Like this status if you’re cooking Thanksgiving dinner at your house this year!”  It focuses, again, on a common experience, and asks people to respond in a specific way.
  • Offer solutions and advice.  I want my own Facebook Page to be a place people want to come to because they know their questions will be answered, and they’ll get good advice.  You can do this too.  So ask questions like, “What is your biggest decorating challenge?  Share it here!”  or “What holds you back from organizing your digital photos?”  People who have these challenges will soon learn they can come to your Page for tips and ideas, and you are also inviting them to share their ideas.
  • Share great content. One of my favorite Facebook friends regularly shares the YUMMIEST recipes.  And yes, she sells cooking products.  But when I’m stuck for an idea about what to cook…guess who I check out first?  Think about what would be really valuable to your business contacts, and be the source!

Now of course, you’ll also want to share tips, links to articles, your blog posts (if you blog), etc. through your Page.  You should try to keep your ratio to 9 value-driven posts for every 1 specific business ad.

Tomorrow we’ll talk about ways to get people to Like your Page and grow your Facebook community.  Later this week we’ll explore what to say when you DO post business-specific messages, to get the best conversion rates.

Oh, and if you haven’t done so already, go get your custom Facebook URL (your Facebook Page’s web address.)  As long as you have 25 fans, you can get one at http://facebook.com/username.  (My custom Facebook URL is http://facebook.com/jenfongspeaks.)  Then make sure your Facebook URL is listed in your Information box under your picture on your Profile, so your personal friends can find your Page!

If you are struggling to get to 25 fans, come and list your Facebook Page on the post on my Facebook Page today at http://facebook.com/jenfongspeaks.  Then go and like someone else’s Page from the post.  Let’s help each other today!

So what questions do you have about Facebook Pages, Profiles, and engagement?  What information do you need?  What ideas do you have to share?  Would love to read your comments below!

7 Responses to Building Your Facebook Page Engagement Strategy
  1. social media marketing
    June 26, 2011 | 7:02 pm

    its too difficult nowadays to get fans because fans cant suggest their friends a fanpage. Fb killed the viral growth option willingly! :@

  2. Dawn Cyrus
    January 19, 2011 | 8:19 pm

    Jennifer,

    Great article. I do have a quesiton though. When you say “As a direct seller, you should still be inviting everyone you work with to friend you on your Facebook Profile (and I would suggest creating a Friend List for them.)” Are you referring to Consultants & Customers or everyone on our page? Thanks.

    • Jennifer Fong
      January 19, 2011 | 9:21 pm

      Hi Dawn. I’m referring to people you work with in real life.

  3. Kristy
    October 26, 2010 | 10:39 am

    Thank you for the specific examples! I have heard that it is a good idea to ask questions to encourage interaction on facebook, but your examples have really nailed it down for me! Can’t wait to start using these strategies!

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