One of these clients (a fitness instructor) has been mystified why her Facebook page isn't getting her any business.
Easy. It's awful.
The top three things she's doing wrong....
SAME OLD, SAME OLD : All she posts is class dates/times. 'Circuits is at 6:30pm today - who's in?' (note: content changed to protect anonymity! I also corrected her poor punctuation, but that's another story...). So, your current clients already know the class is at 6:30. You future ones probably do too (hey, you told them that last week, remember?). So why tell them? And why repeat it week-on-week-on-week? It's BORING. Also, if this is what's on your page, and I'm not a fan yet, why would this cause me to become a fan? Worse still, is when the 'who's in?' post gets zero likes, zero comments - what's that saying to your future clients?
BEGGING FOR LIKES : All but one of her 'likes' are her mates (the other is me...). They already know what she's up to. Having a good page has nothing to do with the number of likes it has (you can buy 1000 likes for $5 after all....). Having a good page is about reaching the people that don't yet know about you. And begging for likes, is, well, a bit desperate isn't it? Do you need likes? NO, as long as people are seeing it and are interested in what you say. Why don't you have people seeing your stuff? Because your content is DULL (see above). It also annoys your mates - especially if you then share your page status to your personal timeline (a pet hate of mine, more on that another day....)
IN JOKES/ODD STUFF : 'Well done crew, you rocked the Fred interval and showed Billy who's boss' (OK, so I've made that up. But you've seen this sort of thing, haven't you...?). Is this going to make your future client think 'Wow, I need to know who Billy is'? Is it? Or is it going to make them keep on scrolling?
She's also started using one of these things that trawls social media and selects articles based on categories. Seen those? But she clearly doesn't read the articles that get selected, or she'd have (possibly) censored the recent one on ladies reducing their belly fat by taking part in lots of oral sex (oh, and you have to swallow, in case anyone was wondering...)
If you want to engage your target audience, then you need to work on creating stuff that makes them identify with your brand. That makes them log in and think 'ooh, I wonder what interesting links Clare has put up today'. And not have them wonder exactly why you've got something random on your page, because you can't be arsed to check the content yourself...
Of course, she's doing a whole load more than this wrong. Don't even get me started on posting pictures of disgusting looking food plus a recipe to replicate the evil looking slop. Or badly considered selfies (selfies full stop are questionable IMO). Or publicly announcing how unpopular her classes are 'Aerobics cancelled today due to lack of numbers' (really? does nothing about that ring 'bad advertising' bells?)
And, hey, I'm not perfect with my pages. But I get decent reach, and have more clients than I know what to do with. Go figure.
So, go and revamp your pages. Go and take a long hard look at them from the perspective of that client you don't yet have. And change it to make them want to look at your stuff. As a cute meerkat once said, Simples...