There are endless possibilities on what to post on a Facebook Business page. You can be funny, casual, emotional…you can offer tips, services, and products. But what makes a business page actually work? How do you get good results with a Facebook page? And by good results, I don’t mean sales. If you get sales out of your Facebook page, that’s fantastic, but in general, a Facebook page is there to bring brand awareness. It’s another tool to connect with your audience and show them who you are.
A successful page has interacting fans, likes, shares and comments. Is it possible to have that? Yep. Here are eight things you should do to make sure your Facebook Business page works.
1. Don’t overpost. There’s too much going on already.
It’s time we all apply the quality over quantity concept in our Facebook pages. If you’re on Facebook, I’m sure sometimes you might feel overwhelmed with the number of pictures, videos, quotes, jokes, ads, and stories we are getting. If you have something to say every day, go for it. Otherwise, offer content that is worth to be seen, and shared, even if it’s 2 or 3 times a week, every two weeks or once a month—whatever is applicable.
Remember, we’re talking about Facebook here. Twitter, Instagram, and e-mails are a whole different story.
2. Post something that will cause a reaction.
It’s no accident that Facebook has six options to react to a post: Like, Love, Laugh, Wow, Sad, and Angry. A lot of business owners and marketers are unhappy with the lack of engagement they are getting on their Facebook page. It is actually quite simple. You have less than 3 seconds to grab someone’s attention. If your post is boring or not interesting at all, people will just move on to the next one. Use pictures, GIFs, videos, and Facebook Live and make things more exciting.
3. Have a budget to use in your Facebook posts.
I remember back in the day, around 2010, that every time you posted on your Facebook page, 80-90% of your fans would see it. That quickly changed, as more and more pages were created and Facebook had to add filters to make sure people would see their friends posts more than business content. So now, if you want to be seen, you have to pay. Simple as that. Sometimes $3 is enough to be seen by 300 people. If you think about it, it’s pretty cheap and you can choose to be seen by fans or specific people based on their location, interest, religion, job description—you name it. It’s the best target audience tool we have available so far.
4. Have someone do professional designs for you.
As I mentioned, you have less than 3 seconds to grab people’s attention, so why would you post something that is not visually attractive? Just like you’re an expert in your business, there are people who will create a design or a video that is both beautiful and effective. A bad design can hurt your business by making you look unprofessional, cheap, disorganized, and sloppy. I once heard someone say that design is like wrapping. If you don’t know the product and the package is a mess, would you buy it?
5. Offer content from other resources.
It’s your page and you should be talking about your business, right? Yes… and no. If you sell chocolate, you could also post an article published by BBC that talks about the health benefits of chocolate. This is called content curation and it’s a vital part of offering good content on your Facebook page. You’re an expert in what you do, so people should count on you to read about things that are related to your business but not necessarily a product or service you are selling.
6. Interact with your fans.
If people respond to your posts, make sure you talk back with them, instead of only “Liking” what they said. It’s important to show that you appreciate their participation, engagement, input, etc. The same thing goes for upset customers or clients. You should never ignore a complaint. As frustrating as it can be, you have to deal with it. Ignoring it will only make things worse.
7. Keep things real.
If you are a small business, don’t pretend to be a big corporation. At the end of the day, the quality of your product and your customer service are the things that really matter. Of course, you should showcase your strengths, not your flaws. But don’t try to be someone you’re not. Show them the best real version of you.
8. Hire a social media person or agency.
If you’re completely dry, make sure you follow the tips above, but, really, if you have a marketing budget, make sure you hire some experts to take care of your page. It could be a freelancer, or an agency like KIAI. What good professionals will do is to take care of the strategy, the plan, the content, the design, the ads, the interaction with the fans, and, mostly, they will analyze and understand numbers, results, and trends so your page can keep growing. This work is no joke, and it’s very time consuming.
Research says that 73% of customers will take a look at your online presence before buying from you. Let’s make sure they find a professional, good looking Facebook Page.
Daniela Torres is the founder and Creative Director of KIAI Agency Inc. With over 12 years of experience working as a journalist, press officer and graphic designer, Daniela is a brand strategist that has been leading design and marketing projects for multiple industries. She’s also the author of the book “Build Your Brand – The 10 essential steps before launching your business”.
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