Facebook (3)

By Richard Fletcher, online coach

There’s nothing more frustrating than setting aside the time to create social media content that you believe will help boost your business, and getting next to no engagement. This can happen even when you feel like you’re doing everything right: you come up with posts that you’re sure will appeal to your customers, and you use a scheduler to ensure the posts are published at the best times for maximum reach. But when you check back later, you only have a couple of likes and no comments.

If this has happened to you, then it’s likely you’ve felt the disappointment and self-doubt that usually comes with it.

There’s no need to feel defeated though. Content for Facebook and other social media platforms can be tricky to get right, but there are ways of posting that will help you to build interest in your business and start earning the big bucks. Here are my top tips.


On Facebook, the aim of the game is to get as many likes and comments as possible. Because of the way the algorithms work, the more likes and comments your post has, the wider the audience the will be. This also does amazing things for your social proof, because posts that have high engagement don’t just attract more eyes – they make the business behind them look more attractive and encourage other people to engage.

So, to improve your engagement, sometimes you have to get a bit creative. Take my coaching business as an example. While posting exclusively about my business might seem like the obvious way to go, one of my more successful posts was about something else entirely: eggs.

Eggs are in no way related to what I do. But something occurred to me one day as I was cooking an omelette: that, despite using eggs for years, I had no idea whether I was supposed to keep them in the fridge. So I decided to ask Facebook. Sure enough I got plenty of responses, and even a couple of new clients signing up to my programmes.

People like being asked to share knowledge on social media, because it allows them to show off something that they know and you don’t, and to be seen more widely on their social media account. This in turn increases your own audience, and tips Facebook’s tricky algorithms in your favour.

Another way to bring in the likes is to give your audience a platform to vent from. A good example would be, if you’re a fitness coach, asking “what are the most annoying habits you see at the gym?” All gym-goers have something that grinds their gears, and will usually delight in getting it off their chests when given the chance.

The engagement you get from these sorts of posts will show Facebook that people like your content enough to interact with it. The more high engagement your posts are, the more Facebook wants them to be seen. This is great exposure for your business, and means that when you post about what you have to offer, your content will be pushed to the widest audience possible.


Value isn’t found in repeating the same things that other people are saying. To stand out on social media, you have to be unique. So offer your audience something they need – or, better yet, something they didn’t even know they needed until they saw your post. It’s also important to keep it relatable.

For a retail-based business, you could post a video showing people how you hand-make your products or how your products can be used. If you run a restaurant, you could post recipes so people can try your delicious food at home. Try and keep your value posts as relevant to your business as possible, and make sure what you are offering is tangible and of obvious benefit to your audience.


If you are going to make statements about your expertise, you need to be able to back them up. You can tell people that you’ll help them improve their sales volume, but unless you have tangible results that prove it, the claim is virtually meaningless.

I recently posted that I had been experimenting with different ways of getting results for my clients faster. I then went on to say that a client of mine had tried one of my new techniques, and it had netted him five sales calls in one day. My audience is now seeing that credibility post, and they want to see those results for themselves.

However, not everyone is in a position to make these sorts of posts. When you’re just starting out and your client list is small, you may need to try a different tack. Try offering your product or course at a discounted rate, so that you can build your pool of resources and give people an opportunity to see for themselves just how good you are. This will encourage reviews and help you to start building your credibility.


A promo post is a call to action: “If you want to know how to do X, I can teach you. Want to know more? Then click here for more details.”

These draw on techniques used in credibility posts, and tend to be very successful. I recently posted on Facebook about a client who helps people overcome emotional and financial blocks, and can identify the source of those blocks in thirty minutes. I outlined his methods and the results he had been getting, and then asked “who’s interested in knowing more?” Twelve people have since commented on that post and, so far, one person has signed up. More will undoubtedly follow.

In some cases, it’s not possible to give specifics because of client confidentiality. Here again though, some creative thinking can help you overcome this obstacle. You can explain in the post that you have to keep anonymity, and then remove any identifying information from their story. Just make sure you always ask the client if they are happy for you to use it, whether it includes identifying information or not. Alternatively, you can always ask your clients to send you a Facebook message with a testimonial and blackout their face and name.

It’s important not to get caught up in limiting beliefs – there is always a way.