Anne Moss’s Strategic Insights on Building Sustainable Engagement on Facebook

TL;DR: The Easy Summary

Anne Moss discusses the importance of diversifying traffic sources for online businesses, particularly focusing on leveraging Facebook as a sustainable traffic source. She shared their experience and strategies for building an engaged community on Facebook pages, consistently providing valuable content that resonates with the audience’s interests and pain points.
Anne emphasizes creating a consistent brand voice, interacting with the community, and experimenting to find the right tone and content that works. While acknowledging the potential for viral posts, she advocates for a long-term approach of nurturing the community and providing genuine value.
Anne also highlights the costs associated with building a Facebook page following through paid campaigns.
Overall, Anne presents Facebook as a viable alternative to Google for driving traffic to content websites, but notes that it requires patience, experimentation, and a deep understanding of the target audience.

Importance of diversifying traffic sources

Anne emphasizes the importance of not relying on a single source of traffic for online businesses, as it increases risk. She shares her experience of previously relying heavily on Google traffic until 2022, but recognizing the need to diversify and find their audience on other platforms like Facebook and Pinterest.

Sustainable Facebook traffic strategy

Anne presents their approach to generating sustainable traffic from Facebook, which involves consistently providing valuable content that resonates with the audience’s interests and pain points. This includes offering tips, insights, motivation, and uplifting quotes related to the website’s niche. The goal is to establish the brand as an expert in the niche and encourage clicks back to the website for more valuable content.

Building an engaged community on Facebook

Anne emphasizes the importance of building an engaged community around the Facebook page, rather than just using it as a billboard for content promotion. This involves interacting with the audience, asking questions, crowdsourcing information, and encouraging engagement through comments and shares. She also suggests delegating community management tasks to virtual assistants while ensuring they follow brand guidelines.

Viral posts and their limitations

While acknowledging the potential for viral posts on Facebook, Anne cautions against relying solely on this approach. Viral posts often attract low-quality traffic with high bounce rates and low RPMs (revenue per thousand impressions). Additionally, sensational or AI-generated content can damage the brand’s reputation and perceived value.

Considerations for implementing the Facebook strategy

Anne notes that the Facebook strategy works best for niches or topics that are community-oriented, where people define themselves by their interests or lifestyles. It requires patience and a slow growth approach, as building an engaged community takes time and experimentation. Additionally, the cost of acquiring followers through paid campaigns can be expensive, potentially making this strategy unsuitable for some publishers.

Action Items

Diversify traffic sources for online businesses to reduce risk and reliance on a single platform.

  • Consistently provide valuable content on Facebook pages that resonates with the audience’s interests and pain points, such as tips, insights, motivation, and uplifting quotes related to the niche.
  • Build an engaged community around the Facebook page by interacting with the audience, asking questions, crowdsourcing information, and encouraging engagement through comments and shares.
  • Experiment with different types of content and tone to find what resonates best with the target audience, and continuously refine the approach based on performance metrics.
  • Consider delegating community management tasks to virtual assistants while ensuring they follow brand guidelines and maintain a consistent brand voice.
  • Evaluate the suitability of the Facebook strategy based on the niche or topic, considering factors such as community orientation and the potential for building an engaged following.
  • Allocate resources for acquiring followers through paid campaigns on Facebook, as building a substantial following can be costly.

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