Facebook has proven itself to be the most accessible and inclusive interface between a business and its target audience.
Through a Facebook page, any business can aim to:
- Gain visibility
- Enhance reach
- Improve engagement with followers
- Nudge followers to become paying customers
Chances are, that if you are reading this blog post, you already understand these surface-level benefits of Facebook for business. And, what you may actually be looking for is figuring out how to make this immensely crowded, tremendously competitive social media platform work for you.
Here’s some reassurance – planned and managed correctly your Facebook page can bring in massive engagement, conversions, and even sales for your business. Even Lil Bub managed to garner over 2.9 million likes on its page!
You too can hit that mark or higher (if that’s your goal) using meaningful content and some super smart optimization techniques on your Facebook Page. For a kickstart, let’s go through the following four tips for building a solid understanding of how to grow a Facebook page.
Figure out your target audience
Remember, you don’t have to catch all the fish swimming in the Facebook ocean. The entire 2 billion lot does not belong to your target audience club. For example, if you run a Facebook page for weight loss supplements it’s an absolute waste of time, effort, and money on anybody or everybody on the platform. Your best bet would be to catch the fish that’s struggling from obesity, have a sedantary lifestyle, need to shed post pregancy pounds, etc. With these criteria clearly laid out on the table before you can start optimizing your content to fetch more following from this set of audience.
If you are thinking of running ads to promote content that’s fetching decent likes and shares, Facebook makes it super easy for you to identify who you should be targeting. The audience insight feature by Facebook is free and self-explanatory. You don’t need to Google a thing to understand how to use it.
Practical tip – Use Lookalike Audience feature that allows you to reach out to cold audiences that can make an ideal Facebook audience for you. For example, if you have an audience set who are ‘warm’ and buy frequently from you, you can check out their demographics like ‘age’, ‘industry’ etc. and create ‘lookalike segments’ to reach out to them because they are highly likely to find your content engaging and useful.
Identify your goal
A lifestyle magazine that serves content to its subscribers through a website may be looking at social media only as a platform to expand its brand reach and draw more and more Facebook users to its website. As opposed to that, a small eCommerce enterprise that sells fashion accessories through its Facebook page would want to not just attract the attention of the relevant users, but also nudge them to make a purchasing decision.
Listed are some of the goals that businesses and professionals could consider before setting up a Facebook page:
- Create product awareness
- Build a community
- Become an influencer
- Increase brand recall
- Increase your reach
- Generate or Increase website footfall
- Improve Customer Service
- Increase sales, etc.
Now, defining your goals is just 25% of the work done. Afterall, what are goals if you can’t quantify and track your performance on them. For example, how do you measure the impact of your Facebook page on ‘product awareness’? That’s why there are metrics.
Practical tip: The best thing about social media marketing is that it is data-driven. All that is required is that you are smart enough to make use of the various tools available to you. For example, if you are running an ad campaign for your home decor business, don’t fall for vanity metrics such as ‘shares’ on the image. Instead, dig deep into facebook ad funnels. An ad funnel will tell you whether likes finally converted to sales, or were they just only that much.
Post religiously but not reluctantly
You need to keep your Facebook page updated at all times. If I had to spell out a number, at least five Facebook posts must go out on your page per day. Yes, that’s a lot! And, No, you can’t post random ‘copy-pasted’ images from the internet. Be very particular and choosy about the type of content that you want to showcase on your Facebook page.
A formula that never fails to work is categorizing posts based on ‘intent’. In your Monday calendar:
One of your Facebook posts must have the intent to educate – Inform about your product’s feature set, educate them about how your cloth fabric is different, show how your accessories are one-of-a-kind using videos, etc.
Two of your Facebook posts could be to engage – Post quizzes asking your audience to participate, hold contests and giveaways, run polls, or even get people to start a discussion around a hot topic from your industry or niche.
Two of your posts could be about your new launches. Push the pricing in a very subtle way here and focus more on the product appeal. Keep your audience hooked with all the new goodies you have lined up in your store for them.
Practical tip: See some good engagement metrics on these posts? Re-target those who visited your website from this well thought out content with ads or even push notifications.
Don’t ignore the look and feel
The first impression, as they say, is the most lasting. This holds true for your social media pages too.
From as soon as a user visits your Facebook page you must be able to convey your brand personality using elements like cover photo, neat and complete ‘About us’ information, and through a layout that doesn’t look chaotic.
It’s important to give accurate information about your business/blog/eCommerce store on your Facebook page so that people can trust you to be a legit entity. Secondly, don’t use personal information on a professional/business page. Your profile picture should be your business or blog logo (not your selfie).
Practical tip: When using images for your Facebook page keep in mind that Facebook often changes the resolution and other photo dimensions. Choose one that works dispite the frequent and abrupt changes that Facebook keeps throwing our way every now and then.
Another important element on your Facebook page is call-to-action buttons. Ideally, use them just below your cover image. If you are a ‘Hotel’ or ‘Restaurant’ business, for example, use Call-to-actions like ‘Reserve now’ or ‘Book now’.
Make use of the messenger
Initiate conversations right on the platform where they begin. You don’t want your customers or readers to juggle between different platforms to send you a simple order information query. You know it is frustrating to type in lengthy emails where a message can speed up things a hundred times. Give your audience that convenience and ease of being able to talk to you whenever they want.
Note that, Facebook can now indicate how quickly a brand responds to users’ messages. That’s why if you don’t intend to be quick and prompt don’t enable this feature yet. But, with bots coming into the picture there should be no reason why you can’t be quick and prompt.
Practical tip: Use Facebook messenger marketing for taking your customer support to the next level. Ask users for the ratings and testimonials as a post purchase exercise. Notify them about personalized offers and deals through this medium. Keep them informed about their order delivery status on the messenger. All in all, skip the email hassle and use this ‘instant’ platform to the fullest.
With these five must-dos checked off your list your Facebook page is now on track. You’ll see that these little bits of effort will soon start pouring in good reward.
Additionally, you can also take up a few other improvements to ensure wider reach and engagement:
- Highlight and pin important images, posts, or content to the top of the page. Running a Black Friday Sale? Needless to say, this is the most important piece of content that you want traffic on and conversions from. Your page must have a post about your running sale pinned at the top with a big CTA that directs to the landing offer page.
- Automate and schedule your posts. The simple reason being – you shouldn’t be tied up to your seat 24/7 just because you have to publish posts five to six times a day on Facebook. Line them all up in a social media automation platform and they’ll get published exactly at the hour of the day on the day of the week when you want them to. Once you’ve created the copy, selected the image or video, and put it up on the calendar for scheduling, your job is done.
- Promote your page. Because organic is getting increasingly difficult. Run an ad to promote your page just as you would do to promote your products or blog posts that you’ve featured on your page. Choose your goal – whether it is to increase reach or improve brand awareness. The rest of the steps are quite self-explanatory in the ‘Create Ad’ feature by Facebook. Just be very clear about your objective out of the campaign you are planning to run.
Get set, go!
These tips are pretty much all you need to get started with your Facebook page. Just login and you can start right away.