When creating your Facebook business page, the second most critical consideration is what to post (the content, personality and message your page will convey). The first most critical consideration? Figuring out how you will get followers to read your content. If your Facebook page is filled with interesting posts and information, yet you have no connections, your page will not accomplish its aims.

Ask yourself why someone would want to connect with your business on Facebook. Do you think they are looking for you to sell them your wares? The truth is that if people think you are selling to them on Facebook, they will not connect with you. You can reach out to your clients, friends, alliances and prospects again and again inviting them to join you, but you will be disappointed with the results.

The key is to “sell” the inherent value of your content (information on your upcoming events, market updates and timely information). You could offer a free download of a valuable white paper or article. You could share the personality of your company by posting pictures of your staff, pictures from your client appreciation events and links to the best videos you can find on financial topics.

50 “likes”

Did you know that a Facebook page is not searchable until reaches 50 “likes”? Higher-level advertising strategies (promoted posts) cannot be accessed until you have more than 400 “likes.” We believe that 100 followers is a great place to start, and 400 followers should be your next goal. But the best reason to focus on acquiring followers is social. It shows that others think enough of your company to hit the “like” button, that the content you share is actually seen, enjoyed and appreciated.

The last thing you want is to have only three people who “like” your page. What will prospects think when they see that only three people have bothered to connect with you? Invite your friends and connections via email to join you as you share a wealth of thoughtful posts, pictures and videos. Invite them through Facebook’s “Build Audience” tab as well. But however you invite them, make sure you tell them why they should join you. And make your social-media experience a positive one.

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Maribeth Kuzmeski is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. For more information, go to www.redzonemarketing.com.