Chances are, you’re already using Facebook to reach your current and potential customers. Although the platform is a great way to get eyes on your website, promote sales, and engage with your audience, your efforts may not be as fruitful as they could be if you’re using it incorrectly.

Are you using Facebook in a way that will help you best connect with your audience? Ask yourself the following questions to find out.

Do I have a plan? When you use your personal Facebook account, you may intend to catch up with old friends, share pictures of your vacation, or discuss a hobby with like-minded people. Similarly, you should have specific goals when you use your organizational Facebook page. Whether you want to encourage customers to share their experiences with your brand, start a debate, or publicize your white papers, you should tailor your posts to the goals you set.

Do I know the best time to post on Facebook? Creating Facebook posts with specific goals in mind is an effective strategy, but if no one sees them, it’s just as good as not doing anything at all. Study your metrics to determine what days and times generate the most engagements. Once you have an understanding of when your audience is most active, you can schedule your posts around those times.

Am I using clickbait? A strong, eye-catching title can definitely get attention on Facebook. But if you’re using provocative and misleading headlines (clickbait) that have nothing to do with your content just to get people on your page, they will feel manipulated. Using clickbait will only chase away your followers and turn off potential new ones. It’s best to create engaging titles that are relevant to your posts.

Am I choosing the best photos? The old adage tells us that a picture is worth a thousand words. While using photos can increase your shares and likes, you need to make sure the images in your posts convey the right thousand words. Choose photos that tell your brand’s story in the most effective way and add a caption to drive home the point.

Do I have a good balance between marketing and sharing information? While you want to use your platform to market your company’s products and services, your audience will lose interest if you’re flooding their timelines with ads. Only about 30 percent of your content should be explicitly promotional. The rest of the time, you should be making posts that provide value to your audience in some way…directly or indirectly related to your brand.