Have you ever been to one of those yard sale Facebook groups? The one’s where there’s 40 posts in a row all about selling? Everyone has an item to sell and it’s chaos. You go in and it’s just a wall of sales from top to bottom. Those posts make sense in a group like that – it’s a glorified yard sale. The more posts a group like that has has, the more likely it is that you’ll find a used Throne Chair for $1.
Whereas this is appropriate for a yard sale group where you have thousands of sellers, this strategy doesn’t work in a sales group where one person has a product to sell, and everyone else is a buyer. The last thing you want is for your customers to come to your group or page and think you’re a yard sale.
- It sets the expectation that you’ll sell everything cheap
- People engage less, because if they don’t see what they want, they simply won’t engage
- They won’t come to your page/group unless they have something specific they’re looking for, which will be rarely.
That’s not what you want for your business! You’re trying to build a thriving community of engaged shoppers. If your page is crickets, and no one’s shopping, then your first step is to make sure your business page or group doesn’t look like a yard sale.
Are you running a yard sale group/page?
To see if your page looks like a yard sale, head over to your business page and scroll down 3-4 times.
- How many sales posts did you see?
- How many value added posts?
- Were there any posts solving your customer’s problems?
- Is there any content designed to truly get to know your audience?
If you’re like most business owners, you saw WAY more sales posts than any of the others. If you want your business to grow, that needs to change stat.
why sales posts are so prevalent
When business owners first open their doors, there’s a ton of support from their friends, family members, and community. They’re excited about your new venture, and go the extra mile to promote you to their friends. This transferred trust means that to sell your product requires very little marketing groundwork.
After 3-6 months, this enthusiasm tempers, sales become harder, and finding new customers becomes a challenge. Fearful of declining sales, business owners feel a stronger sense of urgency. This shows up as posting more and more sales. Gradually, the business that was once bustling and full of energetic activity becomes quiet except for the posts you make.
And then, as is human nature, because what we’re doing isn’t working, we double down on it. We can’t help ourselves. Stanford researchers have done multiple studies that show that once people make an impression about something, it’s hard to break that connection even if it’s wrong. Which is how you end up with a wall of things to sell but no personality. Because back when it was the new hotness, posting more got more sales.
If you’re running a page or a group that doesn’t engage no matter what you post, then confirm that you have the right target audience selected, and that you’re using the pages/groups feature as intended . If both of those are square, then check to make sure you’re writing posts designed to activate the algorithm.
On your business page you don’t want to overdo your posts anyway, so one post a day is more than sufficient. You can go as high as 2, but more than that will start to negatively impact your algorithm. One post every other day, alternating between personality and promotion will work fantastically as well, but you don’t have to overdo it there. Your business page will be how your future customers are introduced to you, so make sure you have a wide variety.
Algorthmic signalsThe key here is to just make sure there’s a way for someone to learn about you within the first 2-3 scrolls. You can post as often as you’d like in your group if people are engaging. If they aren’t, then
- Post premium content when your group is most active.
- The best way to get people to want to stay is to keep it active. If there are posts that are gaining a lot of traction, respond with questions to keep up momentum.
- Remember your job is to be the expert. Provide your audience with tips for how to use your product, important news from your industry/field, life-hacks that will appeal to the audience.
- Don’t keep posting the same type of content if no one engages. If you’ve posted 1 personality post and 5 promotional posts and no one has commented on any of them, it’s time to take a step back and troubleshoot.
- Your customers usually see your content in their feed not in your group. Always start with your most engaging and interesting content before you start posting items for sale. If they see it in their feed and engage with it, they are more likely to see your promotional posts show up.
Lack of engagement comes for 2 reasons. Either your audience isn’t seeing your posts or they aren’t interested in the content. You have complete control over both those things.
- Use keywords to make sure Facebook shows your content to the right people
- Create a target audience profile so you know who those people are
Once you know who you’re selling to and how to get the content in their feeds, the sales will be a natural consequence.
Accelerate the Process
You don’t have time to experiment with ideas that don’t work. You need to reverse this sales trend now. I’ve put together a special training for entrepreneurs in your position that will walk you through the entire engagement process step by step.
Entrepreneurship is not a solo sport, so why try to do it alone? Join a community of women whose primary purpose is to hit their goals on their own timeline. For business owners who are done with FOMO, doing all the things, and throwing spaghetti at the wall to see what sticks. Design your marketing funnel from the ground up, focusing on the specific tools that do something for your business, instead of simply giving you something to do.
Let me know what you think!
Did you know you can comment as your Business Page or yourself? When you do, it will automatically put your comment in your feed as a post! A quick and easy way to get content for your audience.