You can expect only about 1% of your fans to return to your Facebook business page after their first like. Nothing personal, that's just how it works. The more your friends interact with your Facebook posts, the more your posts will show up in their feeds. The average post will reach about 12% of your fans.
Here are some ways to get more love out of your Facebook marketing relationship:
- Free love: Create posts that are engaging enough to warrant likes, shares and comments to move your numbers in a positive direction.
- Pay for a date: Post an ad to your Facebook page or use Facebook’s ad interface. The ad interface provides you with more control over who is going to be shown your ad. You can make decisions on demographics, likes and other variables and experiment to maximize results.
- Your winning personality: Effective posts and ads on Facebook need to go beyond merely selling the benefits of your products and services. Facebookers want to know how the benefits of what you are selling can help them meet or exceed their goals, and ultimately, how you can make their lives better. And although some would say it makes for a shallow relationship, when sharing your content, more than two-thirds will do so for reasons related to how it reflects upon themselves.* So much for love.
*Source: New York Times study on social sharing: 68% share an advertisement for themselves, to give others a better sense of who they are.