Everyone is an expert at social media, right? If you’ve paid attention the past few years, I bet you’ve met dozens of “experts” in the social media field telling you what to be doing for your small business. So what’s the right direction to go? Where should you spend your time and dollars to have the biggest impact?
Is Facebook the right social media platform?
There are lots of options these days for where to spend your social media time (and money!). Did you know that many small and not-so-small businesses are now doing paid social advertising on Facebook, LinkedIn and Twitter and have a social media presence on sites such as SnapChat and Vine? These platforms are great resources for helping companies engage and talk directly with their customers and to stay up to speed on industry trends.
But for many small businesses, starting with a Facebook page makes the most sense. With over 1 billion (BILLION!) active users each month, it’s the smart choice if you want to reach the widest audience and the most potential customers and clients.
Facebook allows you to create custom pages, have conversations with your customers and easily post photos and videos. It is also very user-friendly, and reaches a wide audience. Even if you don’t have a personal Facebook account, it is more than likely you know someone who does. When used properly, Facebook can be an amazing tool for generating business.
So you’ve built your Facebook page…what next?
When just getting started, it’s hard to know what kind of page use will result in the best interaction with your consumers. Ideally, you want to engage your consumers in your brand, provide a value they can’t find elsewhere, and have them interact with you, your page, and your brand regularly. That’s a tall order!
Here are some of our best suggestions for how to use your new Facebook business page to grow and interact with your followers.
1. Promote your page with contests and giveaways.
For a small fee, professional-looking apps will run your contest or giveaway, and the built-in features will encourage the contest to go viral.
Be sure to offer some great incentives for prizes. Can you provide a referral bonus? Discounts on services? The more appealing the prize, the more likely your customers are to engage.
2. Promote your page at your business and on your website.
If you have a physical office space where you see clients or customers, make sure you promote your online presence and social media accounts there. Be sure your website has the Facebook “Like Us” link on your homepage and all other pages so your visitors don’t have to search to find you.
In the age of smartphones, people can “like” your page anytime, anywhere. Instead of just putting a sign up on your door or front desk, create a reason for people to “like” you right then and there. For example, offer an instant discount if they show you on their phone that they connected with your Facebook page.
3. Post content that encourages people to interact with you.
Your Facebook page should not look like a billboard. Post content that makes people want to interact with you.
Facebook has interactive features such as “Facebook Questions,” which allows you to create a status update that acts as a poll. People love polls, and they are more likely to interact with your question than to post a comment about your new special or promo.
Posting interesting photos and videos are also great ways to get people to interact with you. Users are more inclined to look at photos or watch videos than to read a paragraph about how great your new product is. Facebook videos now launch and run even as people scroll through their timelines on their phones.
4. Pay for graphic design, photography & videography.
If you want your Facebook page to get to the next level, then it needs to have a custom look.
A welcome tab is the first step. When someone lands on your Facebook page and they haven’t “liked” it yet, a welcome tab not only prompts them to do so, but it also tells them why they should.
Using high quality photos of your office space, products and services is also a must. Videos that you use on your page should also be the highest quality that you are able to produce. Consider hiring a professional photographer and/or videographer to help best showcase your business.
5. Reward your most faithful social media followers.
If you want people to start talking about your Facebook page, you’ve got to start making your faithful followers feel special.
- Have a “Facebook Fans Only” night.
- Choose a particular person that always comments on your page and do something special for them.
- Offer special discounts, promotions and events that can only be learned about on Facebook.
This kind of stuff goes a long way, and it will really beef up your word-of-mouth marketing.
Use Facebook as a way to draw your followers back into your business and make them feel special.
Remember to keep your end goal in mind.
The goal should always be to connect with as many people as possible and to get them to interact with you every day and ultimately visit your website and convert. Every bit of content and interaction on Facebook should be done with those things in mind.
Your social media marketing should have a plan and a strategy. Accumulating lots of “likes” is nice but if you don’t continue to provide interesting content that encourages your consumers to interact with your page, they’ll soon get bored of your page and your business.
Once you reach the critical mass of followers with regular interaction on Facebook you can add an additional platform to your social media arsenal and continue to reach additional fans, followers and consumers with your messages.
What questions do you have about using Facebook for your small business? Drop us a comment below!