You either have a Facebook account, or you’re one of those people who thinks avoiding it is taking a stand against ‘following the herd’. But let’s face it, whether or not you’re not on Facebook, nearly everyone you know will be.
And consumers expect that nearly all businesses will be on there too.
On any major social network, the customers who are already aware of you will be searching for your business – perhaps they want to find out your latest deals, opening times, contact info, or just read the latest reviews. They’re going to be surprised or disappointed if you’re not on there. They need to be able to find you whether it’s for questions, praise or complaints.
More importantly, potential customers need to be able to discover you. People ask for recommendations on Facebook all the time – but no one can link to your Facebook page if it doesn’t exist.
So don’t ignore this social media giant. Just get involved. It has over 1.49 billion users. Yep, that’s in bold because it’s a HUGE number.
Create a page for a business or product and make sure you get the basics right:
Business information: Can customers easily find out what you do, where and when? Do you need to give them prices upfront or is it better that they speak to you directly first? Can you sell directly on the page?
Design: Choose a good profile picture and decent cover image. Branding is important. You need to get across what your business does and ensure it’s good quality. A logo helps. Refresh it occasionally with a new image.
Post: You can have a static page for information only if you want. It won’t do an awful lot for your business, but at least it means you’re represented on Facebook. But you can get so much more out of it if you’re prepared to put in a little more work. Regular posts (whether text or pictures) will go out to a number of your page ‘likers’, reminding them that you’re there and bumping up your brand awareness levels. You know your audience best. What would they like to see? Informative posts, funny ones? Funny informative posts? Pictures of the latest products? If you have a website, you can link to it with every post, increasing traffic there, too.
Customers like seeing active businesses that engage with their clients. Think about it. If you research a company to do Project X for you, and there’s been nothing new on their page for months, wouldn’t it make you doubt them a little?
Add a call to action button: On the right-hand side of your cover image, there should be a button that says ‘Create call to action’. It does what it says on the tin, so press it now. Choose from Book Now, Call Now, Contact Us, Send Message, Use App, Play Game, Shop Now, Sign Up, Watch Video. Anything that makes it easier to turn a prospective customer into a real lead has to be taken advantage of.
Consider advertising: If you want to pay for ads on Facebook, you can specifically target local customers or customers interested in particular topics. This gives you relatively inexpensive targeted advertising. As much as it would be nice to have 1.49 billion likes, you should be more interested in the users who have a genuine reason to use your services. Otherwise it’s just a waste of traffic. We wouldn’t say it’s essential to pay for Facebook advertising but it could be worth considering once you’ve been set up for a while. Whatever you do, start small and pay attention to how successful it is before investing any more.
Get data: Finally, if you have time it’s really worth looking through ‘Facebook Insights’ which are – surprise! – a bunch of insights into how your page is performing, showing the reach of your posts and the international make-up of your followers. There is lots of data to capitalise on if you want to.
Get to it!
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