So you’ve made sure your business has a page on Facebook and you’re posting regularly – but are you using it to its best effect? And did you know that visual content is five times more effective in engaging followers or random visitors who have chanced upon your page? Whether it’s a photograph or video, images add impact and communicate immediately.
Easy ways to create visual content
But before you start worrying about how to generate all this exciting visual content, let me reassure you that you don’t necessarily have to do that much. Social media sites are all about communities, so you can ask your customers to contribute to your Facebook page by posting photographs and videos that are relevant to your brand.
It’s the ultimate endorsement strategy – the customer who is happy to post a wedding photograph thanking your for the cake stand they bought from your online shop is, in essence, telling all their Facebook friends and your Facebook followers that yours is a great shop and you’ve just made a bride very happy. People like that.
This will also drive more organic sharing and increased traffic to your website as well as your Facebook page. Empower your followers to share their images and more will follow.
Smartphones and tablets have made it even easier to share a moment – think back to our hypothetical bride, she has a million things to do on the day, but a simple snap of her wedding cake on your cake stand is effortless to upload.
Respond to user-generated content
It’s important to remember to respond to any content that is added. Maybe that bride was let down at the last minute and you saved the day – a few words to say how delighted you were to have helped shows that you care about your customers and the service you provide.
Here’s another idea: ask customers to show how they’re using a particular product. Introduce a hashtag so it’s easy to share on Twitter too. But don’t forget to check that no-one else is using that hashtag on other social media sites such as Pinterest and Instagram.
Don’t leave everything to your followers. Listen to what they’re saying and notice which posts they are sharing – in short, discover what engages them and then follow their lead and give them more on the same theme.
Images also provide an opportunity to show a different side to your business – a behind-the-scenes moment or a “this is how we did it” movie that gives real insight into what you do and, importantly, your love for it.
(Copyright © 2014 Sarah Orchard)