Using a Facebook Fan Page is a great tool to market your business online. Some people call it a Facebook Business page but overall, using Facebook to market your business needs to be done on a Fan Page, or business page. Do not use your personal Facebook page. Just like oil and water, keep your personal life out of your business, unless of course your business is your personal life…
Now, just to quickly clarify, you need to have a personal page to create a Fan page on Facebook. And secondly, you need to act like a person when having conversations within your Fan page, because nobody really wants to do business with a machine, they want to do business with people.
The following info will help you understand the basic principles, and if you want to dig in and learn more about a specific area I have included some terrific links that will help explain things even further. Let’s get started.
What can a Facebook Fan Page do for my business?
- A Fan page allows you to have conversationswith people about your product, service or interests. These conversations (posts) should generate leads back to your business website or online offer, or bring a customer into your store where you can hopefully convert them to a buying customer.
- A Fan page allows you to serve your fan base (followers, customers, etc.) with meaningful content that gets Likes, Comments and Shares and ultimately drive traffic to your links. Links can be to your own site or to offers that you are wanting people to take advantage of.
- Posts can come in a variety of ways. You can use picture posts, text posts or promotional content.
A Facebook Fan page can increase your brand awareness, increase your sales, increase your customer base, and provide you with a database of customer information that you can use outside of Facebook. If Facebook becomes a thing of the past, you want to make sure you have gathered information such as email addresses so that you can reach out to customers beyond Facebook.
Why should you use Facebook?
Facebook is a means to gather leads, get likes, and gather Fans. Leads that can be marketed through email correspondence. You can gather leads through sweepstakes, contests and newsletter sign-ups. All of which you should be doing to engage and direct traffic to your website and offers.
Facebook is typically less expensive in terms of advertising dollars spent on getting new customers and marketing to existing customers. Compared to traditional media outlets such as newspaper, magazines, print ads, or TV commercials, and it is much more targeted. This is the key to advertising, you need to target your customer, not shoot out the widest net and see what happens.
It is free to setup the page, and free to deliver content to your fans. However, if you want to really engage with your fans, you will need to pay to play. Such as Facebook Ads, Promote Page, or even pay someone to do all these things for your business.
NOTE: Facebook posts will be seen by about 10-15% your fan base. Unless your content is high quality and super shareable, you will more than likely need to pay Facebook to boost posts and get better reach.
Just because there are 1.7 billion users on Facebook does not mean your content will be seen by all them. You do not want that either. You want your content to be seen by people who will be likely to take advantage or share your content. It’s back to qualified leads, not quantity of leads.
And last, but not least, Facebook can create brand loyalty. Most people feel they will be better served by a business that has what they want and understands value beyond the sale. Attracting loyal followers requires you to be active on Facebook. An active page will get much more response than a non-active page. In the world of online, setting it and forgetting about it, is not the plan, so be active and keep at it, to capture customer loyalty. We all know by now that getting a new customer is more expensive than keeping an existing one, and the existing ones, tend to share more content as well! Learn how to Promote Your Facebook Page.
How to use Facebook for my business?
- Create meaningful and relevant posts. Posts can be contests, giveaways,newsletter sign-ups, photos links, text only posts, just make sure that they are what your customers want to read about, and that they are quality, shareable content entries. Facebook will also allow you to schedule your posts so that you don’t have to manually post your posts! How to create a schedule.
Here is an example: If you had an HVAC company and post about how it is going to be a cold night tonight and use a picture of a shivering snowman to encourage your audience to stay warm! You have missed the huge boat.
Your audience knows it is going to be cold out. The picture might get a chuckle, but there is not much use in sharing this post. This would be an example of being an entertainer on Facebook, not a marketer.
Instead, create a post that offers them tips or helpful ways to save energy and lower their monthly heating costs. Or offer them a special on a new Wifi Thermostat to help control their home heat from anywhere. Remember…when you know what your customer wants to read about, they will likely be more engaged, and engagement is important to driving things like customer loyalty, selling products, or offering services. Learn how to engage your customer through Facebook Insights.
- It is good to post about 1 to 2 times per week. Facebook will even remind you if you become lazy and haven’t posted in a while. Pay close attention to your Facebook Insights so that you can see what posts are working, and what time is best to post. No sense posting when your customers are busy driving to work, or eating supper at home. Facebook posts do well between 1 – 4 PM and Wednesday is a really good day. No kidding. Hump day. Secondly, use the leads you are getting from Facebook either through contents, or by directing them to your website and gathering their email address through a newsletter sign-up, and use these leads to market to them in additional ways.
- Use Facebook Adsto create meaningful content and target it towards specific people that are interested in what your offerings. You can target your ads to specific demographics, age, sex, interests, etc.
- Use Facebook to literallyspy on your competitors. See what is working for them, and copy that. Period.
To conclude, use Facebook Fan Pages because they are key to generating conversations, delivering quality content, and driving engagement to your business.