Facebook is a wonderful way to grow your brand, create brand awareness and attract and engage with customers, but if your primary reason for creating a Facebook business page is because other companies have one, you need to stop and think more strategically. Marketing on Facebook is a completely different entity compared to a general Facebook profile. Learn how to make the most out of Facebook for your business with these helpful tips.
Keep Your Facebook Business Page Updated
You may think people don’t pay attention to your Facebook business page’s description or category, but that’s not the case. Providing essential business information on your page and using brand keywords will not only make it look professional but will help customers know they found the right business page. Make sure business hours, location and logos are in sync with other marketing material — any discrepancies will create confusion.
Make Your Page Worth Their Like Or Follow
This may sound odd, but a page like is no longer the golden nugget it used to be. Once Facebook incorporated its new news feed algorithm in 2013, Facebook likes lost value. Page likes may inflate your vanity stats, but it doesn’t mean your content will reach more people. Make your content valuable to Facebook fans by offering exclusive deals, giveaways and contests. Make your fans feel like they’re going to miss out on something great if they don’t like or follow your page.
Incorporating Facebook Live into your marketing strategy is a great way to boost the appeal of your page. This is a great opportunity to provide exclusive content, engagement with fans and consumers, behind-the-scenes footage, product launches and more.
Facebook has incorporated many functions to help brands get sales, including a “Shop Now” button. The challenge is, your sale conversions may be low depending on your brand. Not everybody that clicks on your ad will make a purchase. That would be nice, but you have to be realistic in your expectations.
Optimize your sales funnel by testing different ads and layouts, but don’t overlook the fact that prospecting customers want to buy immediately. Don’t have them go through hoops to get the product they want. The easier the process, the more likely a sale will be completed.
A better ROI can be achieved by promoting products that you already know sells. Did you promote a product that performed well in email marketing or a website promotion? Transfer that product to Facebook and target your core audience and those with similar interests or behaviors. Not only will this help increase sales, it can also bring in new customers.
Does Your Brand Have A Personality?
People want to connect to a brand but more so on a personal level. Your goal should be to create a community where people can learn, engage and share your brand. If you’re too corporate and salesy, there will be a disconnect. If your brand allows you to be whimsical, give it a try. Consumers are marketed to on a daily basis and can only consume so much of the advertising thrown their way. Give their eyes a break from sales pitches. Incorporate fun consumable branded content like memes, GIFs and short videos.
Quality Over Quantity
Your Facebook business page’s reach has declined over the last week. You may be tempted to boost it by increasing the number of posts on your page. This may temporarily increase your reach, but are you posting quality content or are you posting content for the sake of numbers?
Based on our findings, the most common reason for fans to unlike a brand’s page is because they post uninteresting content; the second most common reason is that they share too much content. Many businesses feel they have to post obsessively on their Facebook business page to be seen by consumers. The average user spends nearly an hour on Facebook. Combine that with the unknown amount of content from their friends and other pages they follow decreases the visibility of your posts exponentially.
Make sure your content is interesting, informative and shareable. If your posts lack quality, your fans will not like, comment or share which will organically increase your reach. When people engage with quality content, this tells Facebook your content is valuable and will more likely be seen by more people.
Experiment with posts and determine your brand’s sweet spot. Once you figure out what your audience responds well to, work around that content to achieve quality numbers.
Facebook is one of the most popular social networks around the world. There is no one-size-fits-all method for businesses, but grasping the core of Facebook for business is a great foundation for developing an effective and powerful Facebook presence.
Written By: Omar Jenblat
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