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Despite the rise of Snapchat and the ease of Instagram, Facebook is still king when it comes to advertising.

Nearly every business – from your grandma’s hairdresser to industry giants like Red Bull – have a Facebook page, but not everyone knows how to use their business’s Facebook page to get attention from their followers The 10 Best Facebook Business Campaigns The 10 Best Facebook Business Campaigns Facebook is the holy grail of advertising. With over 1.23 billion users, it's a nearly limitless way to get your brand out there -- if you're able to get your campaign right. Read More .

Now sure, some of that is because Facebook keeps changing their algorithms and prices, making it difficult to engage your audience without paying significant amounts. That being said, there are a number of strategies and approaches for engagement that can help you to reach more people with your posts for free.

I’ve collected some of the most effective options here – these aren’t meant to be quick fixes that will guarantee every single post is a hit, but instead an overall strategy that will help you to build your page and its brand over time. After all, one or two popular posts don’t guarantee a high traffic page – only a consistent and intelligent approach to Facebook engagement can do that.

Crafting the Perfect Post

What to Post

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There isn’t a single right or wrong way to craft a post for your Facebook page, but consider using the following formats as they tend to encourage more engagement from viewers.

When to Post

Tons of research has been done into the best time to post on social media How to Get More Likes and Shares on Facebook, According to Researchers How to Get More Likes and Shares on Facebook, According to Researchers It's not easy to get likes and shares on Facebook. Sure, you'll get a few, but how do you really maximize the engagement on a post? Researchers have a few ideas. Read More , and the numbers don’t lie. You can read a technical report compiled by researchers in San Francisco,this infographic by Microsoft, or this summary by Buddy Media for detailed breakdowns, but in general you should be posting in the early evening – about 7 or 8pm – or on weekends.

Posting during business hours, which is easiest for most pages, is actually not the best idea as people generally aren’t checking their phones at that time.

How to Post

Trying to juggle the perfect content with ideal timing can be difficult, which is why using social media scheduling programs Buffer Takes Social Media Scheduling To The Next Level With Video Buffer Takes Social Media Scheduling To The Next Level With Video If you are a social media junkie, who likes to post ten times a day, then the tool you must have on your computer is Buffer. And Buffer now does video. Read More like Buffer can be a lifesaver for reaching audiences at the perfect time. You also want to be sure that you aren’t posting too many times per day – some research shows that about twice per day is an ideal number.

Finally, you want to end every post with a direction for your audience. One of the most common ways that this is done is by asking a question at the end of the post and asking readers for their opinion in the comments. Other pages find great success by asking people to “like if they agree,” “tag a friend who does this,” or “share with their friends.” If you don’t provide this direction, it’s likely your target audience will just pause to enjoy the post and then keep scrolling by. Buffer

Building Your Page’s Personality

One of the most important parts of building engagement with your page’s fans is by creating a page that people recognize, care about, and are interested in. The best way to do this is by crafting a personality for your Facebook page that people are drawn to, and that remains consistent over time.

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Some pages do very well at curating this kind of community, especially Facebook pages that are popular in the geek world 35 Most Popular Facebook Pages in the Geek World 35 Most Popular Facebook Pages in the Geek World The world's largest social network is also a way to find out what's happening around the world, get a dose of daily entertainment, and even learn a thing or two. Read More . If building a page personality is something that you think your Facebook page needs, consider the following strategies:

  • Keep your Voice Consistent: Many pages are managed by more than one person, but you want your page’s personality to be consistent over time. Brainstorm some guidelines with your team to ensure that your posts’ direction, sense of humour, and tone stay consistent across the board.
  • Interact with Others: Take the extra time to reply to comments, share other page’s posts, and to return messages that are sent to your page. This extra step helps you to build rapport with your audience, and is a great way to gain some dedicated fans.
  • Comment on Local Events: Your posts shouldn’t exist in a vacuum. Talk about current events that impact your page – whether they’re local events or industry happenings. Intelligent or humorous time-sensitive commentary on topics that your audience cares about is a guaranteed way to get some more shares and discussion happening on your page.
  • Feature your Fans: People appreciate pages that appreciate them. If someone tags your page in a positive post, share it to your fans – it greatly increases the likelihood that others will also begin interacting with your page in this way. You can also choose to put out a call to your fans for images of them using your product or ask them to post a status using a specific hashtag and then highlight the best responses on your page.

Reaching Out Through Facebook’s Tools

Of course, the best strategies for making your Facebook content truly engaging involve using Facebook’s advertising and outreach tools 5 Sites and 7 Rules To Craft More Engaging Facebook Content 5 Sites and 7 Rules To Craft More Engaging Facebook Content What makes a Facebook post engaging? Where can you find such content? Read More . Chances are you’re already using at least a few of these, but with Facebook’s constant updates there’s always something new to learn about advertising on their platform.

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Make Your Page Your Own

It should go without saying that tips and tricks that work for one page, won’t necessarily work for all pages. Much like storefronts, every page has its own niche to fill and its own specific audience, and its up to the page creator to decide what approach to take to improving their Facebook engagement.

What strategies do you find the most useful when it comes to creating Facebook content that your page’s fans interact with? 

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