For Successful Facebook Posts, Test and Learn
Summary: Don’t assume you know which Facebook posts will successfully promote your business; instead test which posts and audiences work best.
“It’s what you learn after you know it all that counts.”
— John Wooden
A few years ago, I drove to the Detroit suburb of Dearborn to visit Thomas Edison’s original Menlo Park lab, now part of Greenfield Village, an outdoor museum built by Henry Ford.
When I got inside, I climbed the wooden staircase to the second floor and saw a long room lined with shelves that were filled with hundreds of glass jars from Edison’s 1870’s New Jersey laboratory.
A museum guide said the jars held materials Edison tested as filaments, the glowing wire inside light bulbs. Edison and his team wanted to find out which materials created light without burning out. Apparently they tested over a thousand before finding a winner — bamboo.
What does this have to do with Facebook and your business? To win on Facebook, it helps to act like Edison and test your posts. (You can also test Facebook audiences, but that’s another story.)
Testing Facebook Posts
Test which of your images and video posts work best for an audience. For our clients, we routinely create two posts and promote them to the same segment of people. Then we find the “winner,” the post the audience responded to best (though the meaning of “best” changes, depending on the goal) and promote it more widely.
One post will get more comments and reach more people. Another post will get more visitors to your web pages. Some posts fizzle. Many do fine. A few triumph.
In time you’ll learn which images, videos, and messages get the most customers to your web pages and boost sales. You’ll also learn something else– the exact images and message to put on your website (or Amazon pages) to connect with your customers.
In the end, it just makes sense to follow the lead of the Wizard of Menlo Park.