As the third-most popular website in the United States, Facebook attracts 2.2 billion users per month. Considering the variety of free and low-cost advertising options offered by the social media powerhouse, making the most of your Facebook business page is too good an opportunity to pass up.
Of course, there’s a good chance that your business has a Facebook page already. (If not, no worries — Facebook has a handy guide for this initial step.) But there’s also a good chance that you think about your Facebook page as something like an online “directory listing,” providing your customers with a convenient way to find basic information about your business, such as your location, phone number, and business hours. While it’s true that Facebook does help both past and potential customers find your business, it can do so much more, including:
- Provide instant, automated responses to common questions
- Drive traffic to your online storefront
- Promote sales and special events (beyond simply making posts about them!)
- List and promote job openings
Here’s some tips on how take advantage of these opportunities and create an engaging, lead-generating Facebook page:
1. Instant Recognition
Your Facebook page functions as a “brand ambassador” — as such, it’s important that customers instantly associate your page with your brand. Your page’s profile image should clearly and proudly display your logo, and your cover photo should also help promote your brand. This doesn’t necessarily mean that you need fancy, flashy graphics. For example, take a look at L.L. Bean’s Facebook page:
A simple profile picture that clearly displays their logo and a cover photo that tells their brand’s story. (For more insight on the importance of branding, check out this post with tips on telling your brand’s story.)
2. Accurate and Accessible Information
If someone visits your Facebook page, there’s a good chance they’re interested in your products or services! As such, it’s crucial that you provide your customers with the information they need to contact your business or stop by your physical location. Be sure you have accurate information listed for all of the following sections:
- Phone number
- Website
- Physical address
- E-mail address
- Hours of operation
Keep in mind that many of the visitors to your page may not be familiar with your business and want to learn more. Facebook pages include a number of sections that help new visitors get to know your business, such as:
- “Our Story” section
- Business categories
- Products / services offered
- Reviews / testimonials
By giving your visitors a strong sense of what your company is about and the quality of the products / services you offer, they’ll feel an increased sense of trust in your brand and are more likely to become a customer. Your Facebook page may be the first impression your company makes on a potential customer, so don’t underestimate the power of a professional and informative page!
3. Don’t Just Post — Post Smart
It goes without saying that you should regularly post content on your Facebook page. But remember, Facebook’s algorithms ultimately determine where and how often your posts will be displayed in the news feeds of your followers. Here are some basic rules of thumb for ensuring your posts are as effective as possible:
- Visual content is a must. Your posts should at least include a quality photo or graphic, but if at all possible, find ways to include videos in your posts. Facebook gives highest priority to posts with video content!
- Define your target audience to ensure your posts reach the right people. Facebook allows you to set such criteria for your audience as age range, interests, geographic location, and more — here’s a guide on how to get started. Just be careful not to make your target audience too specific, or your posts may only reach a handful of individuals!
- WHEN you post can be as important as WHAT you post. Facebook sees spikes in activity on Wednesdays and Thursdays from about 12:00 PM – 3:00 PM, so its best to post around those times. Facebook makes it easy to schedule your posts in advance, so you can create your posts whenever you have time, then schedule them to automatically post at those ideal times.
- Post with purpose! Remember, at the end of the day, Facebook is a sales and marketing tool. Your posts should encourage customers to visit your business — perhaps by including “Facebook-only” special offers or highlighting your best deals. While there’s nothing wrong with a “feel-good” post or two, be careful not to fill your page with “fluff.”
Following these three principles will get your Facebook page on the right track and position your business for social media success. Facebook continues to roll out now features and services for businesses, so as your social media presence grows, continue to explore your options and develop clear plans for how to utilize these tools.
We’d love to have a conversation with you to develop some ideas and recommendations for how your business can make the most of Facebook — contact us today and let’s get started!
