According to statistics released by social media giant Facebook in September 2014, they had 1.35 billion active monthly users. To put it into perspective, that number represents nearly one out of every five people in the world. If you’re a marketing or sales manager who is trying to help small business owners grow their brands online, you already know that setting up a Facebook business page, or Fan Page, is an absolute must. But, aside from potential exposure, why is it so critical, and what are the best practices? Here’s a look.
Why Facebook for Business?
Aside from the potential to expose your business to nearly 20% of the world’s population, there are many other factors that make Facebook ideal for any businesses marketing strategy. Here are just a few:
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Facebook pages drive traffic to your website
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A business page on Facebook opens up another avenue of exposure for your business
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Improved SEO
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Real-time connection with consumers
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Strengthens public relations
When done right, a business Facebook account can lead to an ongoing gold mine of exposure, leads, and conversions. However, in order to maximise the ROI of time and resources you spend building and launching your business Facebook page, there are some guidelines you should follow as you create and maintain it. Follow these Facebook tips for businesses, and, over time it will yield measurable results.
Don’t Forget Brand Connection When Posting
When deciding what to post on a business Facebook page remember that it should never be treated as a personal page. Quite literally, everything that is posted there represents the business (and developing brand), including photos, videos, memes, links, and infographics. What that means is that each decision should be made with the desired brand and consumer demographic in mind. For example, a video of silly cats may be entertaining and cute, but it wouldn’t make sense to post it on a clothing retailer website. The video may be benign, but consumers may get confused about its relevance, and how it fits the retailer’s image. The same video would be ideal for a pet rescue organisation’s Facebook page because its subject is linked directly to the organisation’s identity.
Don’t be Redundant
Social media users thrive on variety, so give it to them. When maintaining a business Facebook page, it’s wise to mix it up. So, intersperse blog and article links with relevant industry-related visuals, such as how to videos, pictures of company staff (a personal touch), and Facebook-only offers. Followers prefer content that stays fresh and varied.
Quality vs. Quantity
Many businesses find that over-posting has the opposite desired effect, in that it turns followers off. Timelines that are continually spammed with pointless updates get annoying very quickly, and it is a quick way for a business to lose fans. Instead of worrying about staying on people’s radar by over-posting, take more care in assessing the quality of, and strategy behind, what you post. Followers are much more likely to read, engage in, and share value added posts.
What NOT to Remove
The list of items not to put on Facebook should include at least one tip on what NOT to remove from Facebook. That is, comments from disgruntled readers or customers. Unless a comment contains obscenities, threats, or includes personal information about you, your family or employees, consider leaving it posted. Instead, spin it into a positive for your business. Respond to the comment in a professional, respectful manner (never make it personal), and work toward problem solving. The better you handle a customer’s complaint publicly, the more social points you’ll earn and the more brand loyalty you’ll build.
In addition to the tips listed here, Facebook also offers their own tips for holiday posting, many of which can be utilised the year round. The takeaway is that Facebook can be a boon for business growth, but there are guidelines to follow in order for that to become a reality. By utilising the tips listed here and those offered by Facebook, a business’s online presence can grow by leaps and bounds.
Article by Leanne Mordue
