One of the most common worries I hear from small businesses that have decided to create a Facebook page is: 'But I'm not sure what to post!'
They worry they will annoy people, clog up their newsfeeds, come across too pushy, or drive people away.
The good news is there are plenty of ways you can post on your small business's Facebook page to add value to your likers' Facebook experience, to build goodwill toward your business and to keep your audience engaged. It all depends on what type of business you have. Scroll down to find tips for your specific business type.
Business to Business services (or Brands)
(For example, a legal firm, an accountancy firm, a printer, etc.)
This type of Facebooking can be quite a delicate operation. You are basically here to build a reputation for expertise in your field (or the reputation of your brand); not to do a hard sell.
It's all about adding value. Your likers will appreciate relevant links that show you know your stuff. Eg. An office supplies service may post: 'Here's a list of locations in the metro area where you can recycle your used printer cartridges.'
- Links to complementary services your customers may need.
- Links to your blogposts, infographics and online articles.
- Information about new product lines and services.
- Questions, opinions, quotes and information that reflect your brand values.
- Entertainment: great visuals relevant to your field; celebrities using your brand.
Your Online Product Business
(For example, a handmade kids' clothing seller or a custom school bag designer, etc.)
- Warm welcomes to new likers. It's not every business that can make this work, but online product sales businesses can. These are your direct customers and you can develop friendly relationships with them. An occasional group welcome or pleasant interactions with likers will help you make them feel special.
- Regular photos of your products, properly photographed with prices and links to a checkout site in the caption.
- Questions about what your customers want from you.
- News: new product lines; new season colours; market appearances.
- Photos from fans showing people enjoying your products.
- Promotions: specials; pop up sales.
- Questions, opinions, quotes and information that reflect your brand values.
Your Local Services Business
(For example, a pool supplies shop or hairdresser, etc.)
- You are trying to get them to book, visit, or share - so incentivise. Offer Facebook specials and advance notice of special promotions.
- News: new staff; new services; industry awards; new technologies you're using.
- Reminders: your customers tend to buy in cycles but you can prompt them. 'Do you need a cut and colour before Christmas? Appointments are filling fast!' or 'The fire bans have started. Do your gutters need clearing? We have some availability this week if you call today.'
- Special opening hours information.
- Competitions.
- Questions, opinions, quotes and information that reflect your brand values.
Restaurant or tourist venue
(For example, a winery or cafe, etc.)
- Pictures of your 'experience' (a dish, the view, a coffee, etc.) with a simple description and question such as 'Happy Monday! Anyone feel like a skinny caramel latte?'
- News: a new menu (linked); an award won; a new product.
- Promotions: package deals; vacancies; kids eat free; live music.
- Reminders: Mother's Day; Valentine's Day, etc.
- Entertainment: the staff horsing around; the owner tasting the new menu.
- Images. Try to accompany most posts with an attractive link or picture.
- Special opening hours information.
- Competitions.
- Questions, opinions, quotes and information that reflect your brand values.
I'd like to hear opinions and additions to the above - this kind of topic is always changing and growing. Please feel free to comment.