Many companies struggle with their presence on Facebook. Even though a detailed profile, along with a great cover image is mandatory for a successful Facebook page, it is not enough. People have to have a strong reason to like your page and return periodically for more information. They won’t come just because you’ve build it. Once your Facebook page is up and running, you should focus on content.

Answer the following questions to get more insight into the type of content you should post on your company’s Facebook page:

  1. What is my audience actually looking for?
  2. Why would they be on my page at all?
  3. What does the user need more?
  4. What information do they typically search for?
  5. What trends or events might influence them?

As you can probably tell, the key for a successful content strategy is utility. Offer what people want and need when they want and need it. You cannot have a great rate of engagement and traffic on your company’s Facebook page without a thorough understanding of your target audience and potential customers. Online marketing is guided by the same basic principle as the offline one. The more you know about your audience, the more chances to offer what they look for.