We've heard it said: Every brand needs a Facebook business page. If you're going to take the plunge, do it right! There's nothing worse for brands than a dry desert of a Facebook page. Think of it as an opportunity to give customers (correction - people who are bored at work) the great content they crave. Be human. Make good offers. Here's 8 tips to get you started.
1. Ask yourself Why, What, Who, and How.
Don't just create a business page because you think you should have one. Sit down and plan a strategy. Ask yourself, why am I creating a Facebook business page? What do I hope to gain from it? Do you want to increase reach? Educate? Increase sales? Then, consider your target audience. What do they want to hear, and how should you say it?
2. Look your best.
Facebook lets you choose two images to represent your brand: a logo, or profile image, and a cover (banner) image that displays at the top of your page. For the profile image, choose a simple logo and be sure to upload it at the recommended size: 160 by 160. As for the banner, think epic, panoramic. This is NOT the place for text (and Facebook only lets you upload images with 20% text visible max). Think of the banner like an intimate window into your business, like inviting the customer into a store. What do you want them to see?
3. Post regularly, but not too much.
When customers visit your Facebook page, do they hear crickets? On the other hand, posting too much is overwhelming, and if customers feel bombarded by calls to action, they may unfollow your posts. If you're just starting out, try one solid post per morning, and one solid post per evening. Most of all, post at a regular interval. Customers love reliability. Be the brand who's always there with great content when they sit down with that first cup of coffee in the morning.
4. Understand the platform.
Read about Facebook's algorithms and make sure you know the ins and outs of measuring engagement. Some posts simply don't get seen, but there are ways you can fix that by using Page Insights. Here you can find data about the type of posts that do best: photos vs. links vs. offers, for example. You can also track the overall likes of your page and see how they rise and fall based on what you're posting.
5. Respond to comments.
Don't leave people hanging! There's no better engagement than a real discussion. Studies show that the majority of brands totally ignore their customers on social channels, that many of their questions and comments go unrecognized. Be the brand who does it better!
You should link to your Facebook page wherever you can. It's not intrusive. It's only really a small icon at the bottom of your business card, email newsletter, website, etc. And don't forget to cross-link your business page with your other profiles on Facebook. In this regard, a little can go a long way.
7. Invest in advertisements.
Facebook offers a plethora of ways to advertise, starting as small as "boosting" your posts directly from your page, to targeting ads across the site where potential customers will see them. Don't forget to think of the calendar when planning your ads. A great event could be the gateway for customers to find your brand in the first place, not the other way around.
8. Be valuable.
Keep in mind the 80/20 rule: post 80 percent original content and 20 percent promotional. Take a break from posting links and offers and give your customers a slice of life, fun fact, or picture of the day. Don't forget to entertain. Most people look at Facebook at work. Post something that shakes them out of their mid-day boredom and makes them want to connect.