How to Craft the Perfect Facebook Post: Advice from Gary Vaynerchuck’s Jab, Jab, Jab, Right Hook

The truth is, most businesses struggle with Facebook.

We all know that Facebook has a massive user base…

“One out of every five page views in the United States is on Facebook.

Let me say that again: ONE OUT OF EVERY FIVE PAGE VIEWS IN THE UNITED STATES IS ON FACEBOOK.”

– Gary Vaynerchuck, Jab, Jab, Jab, Right Hook

Clearly it should not be ignored.

The problem is, getting traffic to your Facebook page can be as much work as getting traffic to your website. If not more.

This is why the majority of Facebook page likes come from ads.

And even though it is the most familiar social network, most marketers just don’t understand it. This gives the rest of us an opportunity to do better.

So how can we use Facebook effectively? It all comes down to engagement.

Why Facebook Engagement Is Important

As Facebook continues to grow, the amount of information that gets shared daily has spun out of control. Facebook created their EdgeRank algorithm to deal with this reality.

Instead of cluttering our newsfeeds with thousands of boring updates, Facebook tries to show us only the information we’ll be interested in. They want us to have a pleasant experience so we’ll keep coming back.

But there’s another component to EdgeRank. In an effort to increase their ad revenue, Facebook has limited the number of people who see a brand page’s posts. We don’t know a lot about how Edgerank works, but we do know that a single brand page post is typically only served to 3-5% of its audience. This means that if you have 200 fans on Facebook, only 10 of those fans will see your updates.

However, when a page post generates a lot of engagement, Facebook will value it more highly, and it will show up in more newsfeeds.

Engagement is measured by the number of likes, comments, and shares a Facebook post receives. While click-throughs are great for making sales, they don’t factor in to Edgerank.

When you have an engaged audience, not only will more of your fans see your posts, but more of their friends will see your posts too.

How to Get More Engagement On Facebook

1. Make Your Post Visually Appealing

The only way to get noticed on Facebook is to use a great image. Images are more interesting and they stimulate more engagement. They’re also much more noticeable on a mobile device. Whenever possible, use an image.

Bonus tip: If you use images on your website, make sure they at least 1200×627 pixels. This way, when someone shares your link on Facebook, a large version of the image will show up on top of the link instead of a small thumbnail on the left.

2. Keep the Copy Short

Facebook users don’t want to read. Posts with long text don’t get much engagement. Keep your copy interesting and concise.

3. Use a Single Call to Action

Not only should copy be concise, but it should be obvious. Make sure there is only one call to action per post. Be clear on what you want your fans to do. Should they answer a question, share the post, or click on the link? Make this self-evident and never ask more than one question.

4. Don’t Make Your Fans Work

Links should always clickable (not in an image) and go to the correct webpage. If you’re talking about a specific product, don’t just link to your website, link to the page where that product can be purchased. You’d be amazed how many marketers screw this up. (I was shocked.)

5. Be Interesting 

It goes without saying that your posts should be interesting–particularly to your target audience. If your post is interesting, it will stimulate engagement. Whether it’s an amazing photo, a witty comment, or a really useful link.

Know When to Sell On Social Media

“The key to great marketing is remembering that even though you’re all about your brand, your customer is not.”

-Gary Vaynerchuck, Jab, Jab, Jab, Right Hook

Not every post should be a sales pitch. Jab, Jab, Jab, Right Hook also means Give, Give, Give, Ask. The more you give up front, the easier it will be to ask for the sale down the road.

By being a source of entertainment and value, you will position your brand as a trustworthy authority. When the time comes to make a sale, your community will be glad to help you out.

Finally, don’t be afraid to experiment. Gary learned all of this from years of testing, and experimentation. The majority of marketers don’t keep up with changes to social media. If you pay attention and keep trying new things, you’ll be miles ahead of the pack.

Gary’s latest book goes on sale today and I highly recommend it to anyone who uses social media for business–whether you’re an expert or you’re just starting out. Jab, Jab, Jab, Right Hook is packed with case studies and actionable advice for for all the big social networks. Plus you’ll be learning from the best in business.

It’s the kind of book you’ll want to keep on your desk and reference often.

PS. Do you use Facebook for your business? I would love to learn from your experience. Tell me about it in the comments below!

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{ 15 comments… add one }

  • Rohan Jayasekera November 28, 2013, 1:28 am

    Speaking of Gary Vaynerchuk, he just gave a nice video compliment to the Toronto tech community that Casandra is part of: http://www.youtube.com/watch?v=Jz1L8_TnL64

    Reply
    • Casandra Campbell November 28, 2013, 1:43 am

      That is so nice and inspiring! Thanks for sharing this Rohan. I’m pretty proud to be a (small) part of the Toronto tech community with you.

      Reply
  • Lily-Ann MacDonald November 28, 2013, 3:34 am

    Hi, Casandra …

    I appreciated this post – as pertains to my coaching business, I’m not particularly Facebook savvy … I post a weekly notice when I’ve uploaded my coaching article, and I post what I think are inspirational graphics when I come upon them … but apart from that, I don’t have much of a strategy.

    On my personal FB page, I engage with family and friends – but that’s quite separate from my coaching practice … although I let them know abut my articles, as well. But apart from that, I use my personal page as a link to the people I care about.

    I’m sure there’s a more dynamic way to utilize my business page, but I’m only able to take small bites of that apple, rather than trying to swallow it whole. There’s so much to learn, I’m already feeling inundated with ‘things I simply can’t succeed without knowing!’ … and sometimes I feel like I’m chasing a moving target.

    But this article has put a nice little summary in front of me, and it’s been a good reminder to filter my efforts through those pointers. Thanks for sharing them!

    Cheers,
    Lily-Ann
    http://stepoutofthemist.com/articles

    Reply
    • Casandra Campbell November 28, 2013, 3:43 pm

      Hey Lily-Ann,

      Thanks for stopping by! I’m glad this article is helpful. I definitely recommend the book if you’re struggling with social media (and even if you’re not). Gary does a really great job of breaking things down into manageable chunks. He also includes hundreds of case studies so you can see exactly what he’s talking about.

      It sounds like you’re off to a good start already. The tips above will help you optimize your posts for better results. If you’re wondering what to post, simply post content your audience will like. :-)

      Reply
    • Laura Vermont December 3, 2013, 10:55 pm

      Lily-Ann, you may want to create a list of post ideas for your Facebook page. It can be overwhelming when you ‘need’ to post something but have no idea what to post. The way I work around this is by keeping a separate list of post ideas. I find that some days I have a lot of inspiration, whereas other days I’m having trouble coming up with anything. So when I’m being inspired, I write it all down, and then I just use it over time (I schedule it, which you can do via the Facebook scheduler, or via Hootsuite).

      Cassandra – Good to hear you think Gary’s book is great! I ordered it and can’t wait for it to arrive …. (which takes a while, as I’m in Australia) . To answer your question: yes, I use Facebook for business. I actually really enjoy engaging with my audience on Facebook. It’s such a fun and easy way to get to know your readers!

      Reply
      • Casandra Campbell December 3, 2013, 11:32 pm

        Good idea Laura! I keep an idea tab for content ideas!

        You’ll be happy you decided to wait it out for the hardcover. It’s a very nice book with lots of visual content.

        Reply
  • Jenny Spring December 5, 2013, 12:57 am

    Great article … Thanks

    Reply
  • Sonia December 8, 2013, 6:05 pm

    Great article. You’ve given me a few new ways to engage my audience. thanks!
    Sonia

    Reply
  • Phillipa Kiripatea December 12, 2013, 8:56 am

    I actually find that shorter posts now don’t get as much engagement as longer posts.
    When I post quite long posts, that are usually tied into a personal story but relate to my clients, I get way more engagement than when I post shorter snippets.
    I guess that may be that my ideal client and audience likes longer things and will take the time out to read a post that is long, as long as it has a message behind it that will help them.
    I find that with my videos and interviews too, I get more engagement on my longer interviews than with short 15 minute ones.

    What it comes down to is, who is your ideal client and what is it that they want?

    Reply
    • Casandra Campbell December 12, 2013, 8:26 pm

      Great point Phillipa. It’s so important to know your audience and test!

      There are definitely some Facebook pages I like which are very successful with long updates. Some topics and ideas just need more words.

      Reply
  • april December 13, 2013, 1:35 am

    excellent and easy-to-follow advice, casandra – thank you. i will have to check out gary’s book.

    Reply
    • Ryan James January 7, 2014, 7:30 pm

      Defiantly check it out. It honestly is the only “advanced” social media marketing book you’ll ever need.

      Andrew Macarthy has an awesome book as well. I would say it is more geared towards beginners but it has a ton of useful info for any level. http://andrewmacarthy.com/

      Reply
      • Casandra Campbell January 7, 2014, 7:56 pm

        Thanks Ryan! I haven’t read Andrew’s book but it looks great for beginners.

        Reply
  • Theressa December 19, 2013, 9:54 am

    What I find interesting is that all of these tips also apply to writing content for your blog!

    I’m putting Jab, Jab, Jab, Right Hook on my reading list!
    Thanks for another great post Cassandra
    See you in 2014!

    Reply
  • Fred December 19, 2013, 1:02 pm

    Casandra,
    FB is such a strange media outlet. I’m always amazed at what get a response. There are times I’ll post something I think is highly valuable and important information and it get’s very little interest. Then I’ll post a simple comment about something off the wall and my FB pages light up. So I think your comments about experimenting with your post is very important.

    Reply

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