Using Visual Marketing to Achieve High Facebook Engagement [Case Study]

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The average Facebook page has an engagement rate of 2% to 5%. This means 2-5% of the total “likers” on the page are liking, commenting, sharing or interacting with your content.  What if I was to tell you that it is possible to achieve more than 100% engagement on your Facebook Page.  Would you be interested? 

This post shows how we worked with our Client Know Your Midwife (a group of Private Midwives) to use simple, clever visual marketing strategies in order to achieve just that….and more.  With a recent engagement rate of more than 300% – you will want to find out why!  

Visual Marketing | Facebook Engagement | Know Your Midwife | Socially Sorted | Social Media Sunshine Coast
Midwives Rock. Especially these Midwives. With the use of powerful, engaging images, we were able to work with the team at Know Your Midwife to gain more than 100% engagement rate on their page.

The Client:

Know Your Midwife has been established for approximately 3 years as a Private Midwifery Practice.  Recently they launched their new program, The Circle of Care and Socially Sorted joined their team as their social media consultants.

You may have read about Know Your Midwife before if you follow our blog, as I have mentioned their use of social media previously,  here and here.  It was also mentioned recently on major social media blog, Social Media Examiner.

The strategies mentioned in this post and in the links above have helped Know Your Midwife to regularly achieve engagement rates of more than 100%, despite still growing their total number of “likes”.  Note the “people talking about this” total below.  It is more than the total number of likes.

Visual Marketing | Facebook Engagement | Case Study
Know Your Midwife (a Private Midwifery Group in Australia) are growing their Facebook Page quickly with clever but simple visual marketing strategies.  Note their “People Talking about This?” – at 563, it’s higher than their current fan count of 394.     But wait, there’s more…
The Strategy:

Our approach with Know Your Midwife as has been very visual.  We have had a lot of success using visual marketing (particularly images) for:

  • the launch of their new antenatal, birth and post-natal program (the Circle of Care)
  • engagement on their page
  • special announcements
  • sharing important messages to grow support for private midwifery in the wider community.

Images are easily viewed, liked, commented on and shared on Facebook.  And our content material for Know Your Midwife (focusing on babies, pregnancy, birth, midwifery, parenting and associated topics) has been very popular with the parenting community.  We also used a lot of “inspirational” quotes and pictures.

Hitting more than 300% Engagement:
While regularly achieving engagement rates of more than 100%, we recently had a massive spike in the “People Talking About This” to get a massively high Engagement Rate % that was sustained for a period of a few days:
Know Your Midwife - Engagement Rate - Visual Marketing
With just 318 “Likers”, Know Your Midwife managed to achieve 341% engagement with over 1085 people “Talking about this” – more than 3 times the total fan base.
How Did Engagement Reach More than 300%?

A combination of things!

  1. We made a concerted effort to post regularly, and to ensure that posts were engaging, interactive, shareable and very very visual.  Mums and Mums-to-be respond well to visual images about pregnancy, babies and parenting on Facebook. This part was a no-brainer.  Our engagement increased as a result of this.
  2. We responded regularly as a team on the page.
  3. We posted on the pages of other sites, joining in on the conversation.
  4. We created some custom, original shareable images and quotes that would allow the fans of Know Your Midwife to spread the word – and it worked. More than we expected!

It was the custom images that created the most viral engagement on Facebook.  This was primarily the reason for the jump in engagement to more than 300%.  By viral engagement I mean the type of engagement you find when you wonder why your “People Talking About This” count has tripled!  For us, we found the answer, by clicking on some of our shareable images and finding these results:

Midwives_Rock___Know_Your_Midwife___Facebook_Engagement___Socially_Sorted
This simple visual image was shared 59 times with many more likes and comments on the pages of people who shared it. Engagement Juice for Facebook!

And another image that was shared 55 times:

This_Beautiful_Woman___Facebook_Engagement___Socially_Sorted___Visual_Marketing_
This image was designed to be interactive with the personal profile of the person who reposts (with the arrow pointing at their profile picture). Designed to be shared, it worked well with more than 55 shares, and many likes and comments.
With this type of success using visual marketing, we will definitely be continuing to produce original content that shares messages which resonate with the likers/supporters of Know Your Midwife:
Midwives_Deliver_24_7___Facebook_Engagement___Socially_Sorted___Visual_Marketing_
This image, although receiving less “shares” had a lot of likes and we will repost it again for a new audience in future weeks. Great images should be repurposed!

What does this mean for other Small Businesses on Facebook?
  • Find out what your target market or community likes to share – what types of posts, images, content gets passed on to their friends and friends of friends.
  • Create images to reflect what your community wants.  Images can be used to convey blog content, quotes, inspirational ideas, tips, Frequently asked questions.  They are only limited by your imagination. Remember that if you can tell a story using an image, you are more likely to have your message shared on Facebook.
  • Don’t dismiss “spikes” in engagement.  Any high engagement rate (even if just for a day or as a result of one post) should be welcomed by a business.   Engagement is a large part of Facebook’s EdgeRank Algorithm. Put simply, the more likes, shares and comments your content receives (both on your page and on the activities of friends and friends of friends), the more weight Facebook will give to your content.  The flow on effect of this is that Facebook is more likely to send your content out on to the newsfeed of fans.  So even a short-term spike in engagement can be great when you have content to follow that you want your fans to see or engage with. It might be an event coming up, or a webinar or a product lauch.  Getting great engagement first is a bonus.
  • If you have a post that is doing well, being shared and attracts likes and comments, consider Promoting the Post for a small fee on Facebook.  This will help to push the post out to even more people. We didn’t do this in the example above, but it would be something we would consider in future.
  • Go back to images that worked well and repost them (using the link to the image).  Remember that not all of your community/likers will see all of your content, so reposting a great image again after some time passes, will attract more engagement.  Use what works!
  • Use images to build up your edgerank on Facebook – especially if you have a product launch or event coming up.
Now It’s Your Turn!

Have you used visual images on your Facebook Page? Have you posted up an image that has been shared many times (or attracted many likes and comments?).  Post the link to it in the comments below, or even better, come over to my Facebook Page and post the link on my wall so that I can see it!

 

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Donna Moritz

Visual Social Media Strategist at Socially Sorted
Donna is the founder of Socially Sorted, the Business Category Winner of the 2014 Best Australian Blogs Competition. Donna helps businesses, bloggers and entrepreneurs use visual social media and content strategy to get more reach, referrals and results in their business. She is a contributor to Entrepreneur Online, Social Media Examiner and Social Fresh, and has been featured in Forbes, NBC and Yahoo.
  • http://twitter.com/AhemProductions Angela Hemming

    Fantastic post! This line really stood out for me: “if you can tell a story using an image, you are more likely to have your message shared on Facebook.” Ay-MEN!

    • http://www.sociallysorted.com.au Donna Moritz

      ha ha thanks Angela! And yes, a picture tells a thousand words, especially on Facebook!

  • http://www.facebook.com/PeterPriceAU Peter S Price

    Thanks, Donna! This article really opened my eyes to ways I can encourage my followers to share my posts on Facebook. I tried it for the past 2 weeks with 2 simple graphics, and my traffic has gone through the roof! The latest post has been seen by over 200,000 people in just 6 days, starting with just 150 page likes.

    • http://www.sociallysorted.com.au Donna Moritz

      You are so welcome Peter – I am so excited about your results! Brilliant stuff! Thanks so much for sharing!

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