If people aren't engaging with our posts, should we lose some of the crowd and start again?
We have a Facebook site for our mentoring/coaching organization. We have almost 7,000 likes but our posts only reach 25-50 per post. Our posts are daily and are all about positive things our target market can do to help themselves. The age group and demographics we want to reach are usually those that are engaged on social media, but we still see little activity.
Here is an idea. Sometimes you have to change the narrative to engage people. It could be what they are reading sounds the same to them. Give them a reason to share your postings.
I don" think so - you have to take care of them then try to activate them with new information which attract them -widen your subjects with good information which you feel they are in need of , concentrate on certain subjects in order to attract new clients , Its not difficult to do so ,How to attrac them .
If people aren't engaging, you have to work backwards and figure some things out. You also need to define some elements and concepts that might not be obviously connected on casual observation.
My initial response is to not change anything until you get a better grip on what you're doing right and wrong now. If you weren't getting any results, I'd say try something completely new. But without knowing what is consistently happening and to what degree and why, the little that you do get might be better than nothing as a basis for doing better.
Are you converting any traffic/inquiries fro your posts at all? If so, on what timeline - how many posts on average does it take? Are you focusing on trying to convert off of single-idea posts or is thee a sequence of info you share that guide a reader along a path and invites/lures/requires them to read again and again?
Do you plan anything like that?
What type of clients with what types of interests are you getting? Are you surveying any clients to learn why/how they decided to step forward with you? Are there additional topics/help they need/want that you haven't communicated an ability to provide for them?
Most businesses think linearly, focused on getting more of the one thing they think they need - new customers. As a result they overlook what can often produce even more revenue AND generate new clients, too.
By considering how to more effectively 'leverage' your new and existing clients you can often profit more than by a focus on new business. Are you leveraging the business you do get to get even more? How do you maximize the initial transaction? Any tiered service/pricing? Have follow-up products/services as an up-sell/add-on or after the initial sale?
Do you have a formal referral program or just hoping for whatever the wind blows in the door? Formal programs produce more predictable results and some can even be turned on and off like a light switch.
More to your question, you don't state what your target market(s) is so it's unclear as to how focused your content is for those personas. An "age group" is not a well-defined target market. Being a motivational speaker/mentor/coach can have many, many focuses and very few businesses have one big generic persona as a target market.
Now, with all that in mind (and other issues to consider) how well-targeted is your content for those you are trying to reach? How do you make that determination? Are you testing different approaches, headlines, etc., to different types of personas, or just blasting general info to a general market?
Are you segmenting any aspect of your marketing? Different personas may have general shared interests, but every niche has it's own specific set of problems to solve and issues they are concerned with. Different demographics in the same niche have different problems, too. So a 16 year old and a 35 year old might have similar issues on the same specific subject, but likely different issues, too. That's quite a wide-ranged age group.
Because the web has made so much more info available to people, they now want it more specialized, too. If you don't deliver, they go elsewhere. Generic info is easy. Specific is more rare and the scarcity makes it more valuable.
Specificity helps in engagements, conversions, and segmentation, but also trust. And trust is a big part of the engagement/segmentation equation.
The more specific your content is to a person's needs/interests, the more magnetized and attracted they can become to your content. This approach can also help you to set up systems to better segment your market - attracting prospects and specifically nurturing them by persona/group with appropriate info. A younger person often has different discretionary spending and financial priorities than an older person. Are parents part of your target group?
In other words, you might want to better define your content creation strategy. FB reach is definitely affected by engagement or lack thereof. You seem to be blaming it on the crowd.
How do you plan on 'losing some of the crowd' if you are measuring the crowd by page Likes? What makes you think you have them to 'lose' is they aren't engaging with your content?
Page Likes are a poor measurement of anything more than a one-time acknowledgement of getting someone's attention unless you can connect them to additional info. A page Like followed by repeated post Likes by the same person needs to be looked at on a closer level per what I covered earlier. You don't have to analyze every page or post Like, but if you don't have anything definitive besides guessing, you've got to look close enough at a sampling of "Likers", to find out who, what, when, why, etc.
Do you have conversion elements built into your content/process? Are you looking at who responds, engages or converts to see if they are the same people or of a similar persona/demographic?
Most businesses in a similar situation don't know enough about what's going on to be able to make good decisions. They are often either too lazy or not sure of how to proceed. Seems like you might need some help figuring out what's going on in more detail and then get some guidance on how to proceed once you have a better understanding of the situation and why it's under-producing for you.
You might have noticed that I really didn't get into how transparent your content is in revealing the value differentiation of your services. If you blatantly or subtly promote services it can impact eagerness of readership to follow your lead - not always good, not always bad. Social media is not about sales. It's about building individual relationships.
Without reading your content and seeing how it plays out over time, it's hard to judge how effective it is. Your content creation schedule and editorial calendar should provide a big picture of how it all links together and reinforces the whole effort. Does it have continuity?
The perceived value of your content is a factor and people who are actively pursuing a solution. Many often know if you're regurgitating common info or giving them something fresh because they've been researching or considering different alternatives and have already been exposed to various approaches.
Restating certain known concepts is good because it helps position you amongst your peers in the category and level you want to be considered. But there does need to be a certain level of clear differentiation between your offerings and your competitors if you want to be one of or the better choices.
Without knowing more, I would be hesitant to tell you to back away from Facebook or whether your reach of 25-50 is good or bad, or what other social to pursue.
From my perspective, the more questions I ask, the more I know. The more I know, the more I can predict. The more I can predict, the more I can control.
I can go on and on as there are other questions regarding when and how often you post, what type of content mix you produce (text, video, infographics) and why, etc., but hopefully what I've shared provides some additional ideas to consider.
A very wise social media expert once said to me, "You're sucking the social out of social media!" In other words, all my posts were marketing. So now I'm sure to post fun things as well to show my personal side.
You have already received some great advice. I also took a look at your pages, you need to add a little fun and motivation to the mix. When you are giving articles to your fans, give your opinion and then ask for theirs. Personally, I get likes on articles or news I share, but few comments. I can also offer the latest news and get little engagement. Assuming you know who your ideal customer is, focus more on them and less on Facebook. (And no being generic either. I had one lady tell me her customer was anyone on the internet that wanted pretty pictures) If you have to go back and sit in their shoes awhile, do it. What does that fan want to see? What is valuable to them and helps solve their problems? Let that person know they are valuable to you and then show it. Last but not least, do not post without adding a call to action. I do a lot of "real honest" answers and then ask them to share with a "Your Turn..." Remember, people sometimes need to be directed, so ask for the comment, like and share. As engagement increases, so will the reach. And always make sure what you are sharing is of value and create some yourself, not just a constant "swipe" from somewhere else.
Go a bit out way in sharing your content in other groups that have similar interest and check the timings when to share your post because people who you connect with should also be online when you share. Schedule your post with specific timings which you can know by using some SM marketing or analytic's web page or app which shows you how to manage your Facebook page .
You might think about changing the way you present your content and consider the platform. FB doesn't show me every post from everyone, but rather from the people I engage with most. LinkedIn and G+ show everything to everyone, but both have visual and text elements. As far as content goes, are you delivering a catchy headline? Think about the articles you read. Do you read them because you think the content might apply to you, or because the headline made you curious? Or both?
Wynelle, it may be time to re-think your strategy and marketing mix. Organic reach on Facebook business pages has been steadily declining. And from my readings, it doesn't look like it's coming back to the levels it once was. Facebook wants you to "pay to play".
That doesn't mean to abandon your FB page all together, it just means that you need to find alternative methods for reaching your target.
Yes, start over with a renewed purpose and focus. Your conversion is too low to be of any true significance.
Whilst its good to use Facebook for some businesses, perhaps yours is not one of them. Use FB to add posts but drive the reader to your website for the real content. FB is cutting back on amount of people who read posts, or see them in first place, so try promotional posts - which FB now wants.
Try LinkedIn ad Twitter instead?
BUT drive readers to your website!!