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Facebook marketing is super easy. All you need to do is create a business page on Facebook, and wait for visitors to flock to your page. Well, if you believe that, then your marketing strategy is definitely going for a toss. Not to be dramatic, but Facebook marketing is an art that you have to master before you expect overwhelming engagement on your Facebook page.

It’s a simple equation, you see.

Awesome content = increased audience engagement.

If you are planning on creating a Facebook page just to promote your products or services, then you are not offering anything different to your audience. They probably already see thousands of advertisements and promotions every day. So, you have to think creatively and offer them different content – something that is more relevant and personal.

Attract your audience
Facebook gives you loads of opportunities to catch your audience’s eye. You can change your cover and profile picture to something that will instantly appeal to your audience. Although this isn’t exactly textual content, it is visual content that has the potential to bring more visitors to your page.

Here is an example of a cover photo that Costa Coffee – a popular British coffeehouse – has put up which is in tune with the holidays.

These are the kind of images that will pull your audience towards your page, and also help you promote special offers subtly.

Post awesome content

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Now that you have attracted visitors to your page, you need something to keep them there. This is where good content comes in. You should at least post 3-4 times per day on Facebook to keep your page lively. But make sure that you pay more attention to the quality of your posts, rather than the quantity of posts. Don’t spend time crafting boring, promotional posts for Facebook. Since it’s your own Facebook page, you have the liberty to be creative and experiment.

You don’t always have to stick to serious content. If you think you have a good sense of humor and you can generally make people crack up easily, use your talent! There are a lot of brands out there that use humor to gain more engagement. Old Spice, for example, posts really funny content that almost forces their audience to comment, like or share it. And most of the times, the content is not even promotional.

Timing is everything

Once you start creating content that speaks to people, you should start thinking about promoting it the right way. There is no point creating good quality content if no one is going to see it.

Unlike Twitter, content on Facebook doesn’t get completely washed out. So, there is your opportunity to get the most number of people to view and read your content. There are specific times during the day when your content is more likely to get a lot of eyeballs. On Facebook, the optimal time to publish new content is between 9am and 7pm – more specifically between 1pm to 3pm. Also, the best days to publish content are Thursdays and Fridays.

Get answers from your audience

Instead of answering questions from your Facebook fans yourself, you can open up the conversation to other followers to boost audience engagement. In fact, you can get really helpful tips or suggestions from them. This is something that The Natural Parent Magazine does on a regular basis. They open up the forum with questions from their readers, and let other Facebook fans share comments on them.

Announce upcoming events

Promote any live events, giveaways and more through your Facebook page. If you have a large fan-base on Facebook, they are surely going to see your post and spread the word. Here’s Taco Bell’s post about their free giveaway.

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These events and giveaways create a lot of excitement among your fans and they will keep coming back to your Facebook page for more such events. You can target various demographics every time you host a content, event or giveaway, and increase audience engagement.

Create contests around your products 

A great way of getting people excited about your product is by coming up with contests that involve the product. You want to make it easy for your audience to participate, so something as simple as like to win could really work well! Remember to add image captures of your product looking great on the contest to get maximum engagement.

These are a few sure-fire ways you can get more engagement on your Facebook page using good content. The kind of engagement you get depends on the kind of content you publish. As parting words, remember that consistency is key. Post content regularly, and keep it interesting. This way, you can hold on to your loyal fans and gain more as you go.

Note: This article was originally published on  Nov 12, 2015 and has been updated since with additional information.

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