Why Page Likes Don't Matter - The Content Experiment

Why Page Likes Don’t Matter

Starting a Facebook page has long been a good way to start establishing an online presence if you’re on a budget. You can start a page in just a few minutes and with no money down, compared to the several weeks and thousands of dollars a website will cost you.

But once started, many business owners become obsessed with their page “likes” numbers—to the point where they start buying them. I’m here to tell you that it just doesn’t really matter how many page likes you have because there are so many other things that are more important on your Facebook page and beyond.

[bctt tweet=”It just doesn’t matter how many page likes you have on Facebook. What matters is engagement.” username=””]

Engagement, Not # of Likes

Thought I see them less often than before, occasionally someone will post a “like tree” in a Facebook group I’m a part of. The post asks others to like their business page and to post a link to their own so everyone who sees the post can like them back. It’s a “like for a like.”

This drives me batty because it simply doesn’t work. Sure, your page likes grow quickly, but those new followers actually hurt your page more than they help it. Why? Facebook measures the success of your page based on engagement—people who like, interact with and share your content.

When you’re creating posts for Facebook (or any social platform, for that matter), do so with your audience in mind. What will really resonate with them? What will stir up some comments and feedback? The more engagement you have on your posts, the more of your audience will actually see said posts.

[bctt tweet=”Write your social posts with your audience in mind to help build engagement.” username=””]

Providing Valuable Content

Providing valuable content on your Facebook page should be your number one priority. But it’s not all about you and your content. Believe it or not, there are other experts out there who do exactly what you do or who work in complementary businesses. Sharing curated content, content from others, tells your audience that you’re not just out to make a sale.

[bctt tweet=”Sharing curated content, content from others, tells your audience that you’re not just out to make a sale.” username=””]

You genuinely care about providing value and information to your audience. You do your homework and are knowledgeable about your industry and the industries you work with on a regular basis.

Groups Making a Bigger Impact

Many business owners are moving away from posting on their business Facebook pages and marketing in groups instead. This is an effective way to reach a larger audience and be able to market to a very targeted population. And, even better, Facebook groups are a great way to connect with others and build your own support system.

If you have a unique angle or offering, it might even be worth starting your own Facebook group. Like the online world in general, the FB group world is fairly saturated—and growing daily. Make sure you have something unique to offer your audience and that you offer (and encourage) value-added posts and sharing. Not only will you attract your own ideal client, but you’ll also brand yourself as an expert in your industry and grow a community of like-minded business owners.

Now, if you’re truly concerned about Facebook page likes (you shouldn’t be, but hey—to each his own), you can use Facebook Ads to target your ideal audience, rather than buy from a generic pool. However, they still need to pull the trigger and “like” your page. And you still need to get them to engage with your content. One content pro talks about how he grows his likes, and alternatives if ads aren’t for you.

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