Is your Facebook Fan page getting you the results you envisioned? Some people believe that creating a business page and adding the occasional post will be enough to attract visitors. If you’re doing this, you are really missing out on the true potential of Facebook to increase sales and improve your business. (Just starting out with Facebook? Check out our Facebook 101 article.)
To make the most of Facebook’s incredible marketing opportunities, you should be frequently revisiting your Facebook business page to see how it can be improved. Here are some tips on creating great content, and also some technical tips that will get you more traffic.
Tip 1: Be the Expert
If you own a business, you are already an expert in your field. What information do you have that customers may find interesting? For example, say you own a pet-sitting business. Have you read any interesting articles on ways to relieve stress in pets? Can you create a list of items every pet sitter needs, such as a vet phone number and authorization to charge their account? Even sharing some funny pet sitting experiences (and how you professionally handled them, of course) can entertain and educate at the same time. Don’t make the mistake of undervaluing your expertise and what you have to offer.
Tip 2: Have a Contest
Contests are hard to resist. The idea of getting something for nothing is a great way to attract people to your page. Once there, make the contest easy to understand and enter. People will not spend a lot of time on this, so don’t risk making them frustrated! Keep it simple.
Some companies have links from Facebook to their websites where entrants can fill out information and then enter, or require people to “Like” their page before entering. If this seems too difficult from a technical standpoint, don’t worry. You can simply announce that the first 20 people to send you a message via Facebook email with their address will be entered to win an item (don’t skimp on the item to be won, or few people will bother to enter). Or you could have a photo contest that viewers vote on. Use your imagination and keep it within your skills and time constraints. Whatever you do, though, make sure the rules and deadlines are clear and easy to find. Angry people will not become customers!
Tip 3: Take Advantage of YouTube
YouTube is one of the most popular websites on the Internet. It’s also a great place to post content for your Facebook page. When a YouTube video is embedded on your Facebook Fan page, it can be viewed on your Facebook Page and, more importantly, it can be shared with others with just a click of a button. (To learn more on how to use YouTube for video marketing, please see our article, The Secrets of YouTube Marketing.)
Tip 4: Post Updates
People are more likely to do business with you if they know you and like you. Customers want to feel like they’re dealing with a person as well as a professional company. Facebook is the ideal place to combine both. Post updates about your business, but also relevant personal information. In the pet-sitting business example mentioned above, you could announce that you have hired an experienced pet sitter to join your company, give some background on that person’s qualifications, and maybe post a picture of the two of you with some of your pet clients! It shows your business is growing, that you care about whom you hire, and that you want to keep your present and future clients informed because you care about them, too.
Tip 5: Try Reviews
One of the easiest ways to create content is to review something that’s already out there. Reviews of new products, a book or article you read or a documentary you saw are all great ideas and will generate interest in your target market group. Maybe you tried out a new kind of cat toy and wanted to let consumers know the pros and cons. Or perhaps you saw a dog training video and want to share it with everyone. Remember to stay positive, even if you have a negative review. For example, If a product falls short of your expectations, be clear as to why, rather than just slamming it. You don’t want to present yourself as a negative person or difficult business owner.
Tip 6: Tag Your Photos
Did you know that you can tag a photo with a Facebook user’s name? You can either tag the photo directly, or tag a comment by adding @username in the comment text. This will notify the user that they have been tagged, and they will be able to click over to your content. They will probably also share that content with friends and family! BEWARE: do this appropriately. Randomly tagging people who have nothing to do with your content is SPAM. What’s appropriate? If you had a charity car wash for a pet rescue group and you took photos, tagging the people in the photo, or thanking (and tagging) them in a comment is an example of appropriate use of this tool.
Tip 7: Use the Business Info Page Wisely
When you set up your Facebook business page, you should have noticed a space to describe the business. Make full use of this! It’s free advertising. Write an engaging, concise description with an idea towards your marketing message. Put in your website, Twitter account, phone and email if appropriate, and any other way users can contact you or view content from you. This section can be found on the left hand side of most pages under the Info section.
Tip 8: Use Keywords
Facebook limits the places where you can place a large amount of text. This makes keyword SEO difficult. However, in the About section (under the Info section) you have 250 characters in which to describe your business. Make sure this is loaded with your top keyword phrases. It’s a small thing, but it could help drive traffic to your page.
Tip 9: Consider a Custom iFrame
What’s an iFrame? Basically, it’s something that allows you to embed an HTML document into another HTML document (a web page inside a web page). This means you can import a website page into your Facebook Fan page!
You can use an existing HTML page from your website, or create a new page using HTML editing software such as Dreamweaver. There is also a WordPress plugin called Facebook Tab Manager that is popular with WordPress users. There are numerous tutorials to help you add the new content to your Facebook page. It may seem complicated at first, but don’t shy away from this! It creates an amazing opportunity to integrate your Facebook page with your website and expand your marketing options.
Tip 10: Get an Easy URL
You may have noticed that when you create a Facebook page the URL (the www address in the browser’s address bar) is a long string of text and numbers. This makes marketing troublesome. To overcome this, you need a simple URL that you can share with customers. Luckily, if more than 25 people “Like” your page, you can go to www.facebook.com/yourbusiness to get a more user-friendly URL that will make it easier for customers to find you.
Spend some time with your Facebook Fan page and educate yourself on the things you can do. Try things out and see what kind of response you get. It’s a rare opportunity to actually experiment in marketing without it costing you anything! Don’t have a Facebook Fan page yet? No problem. We can create one for you. Click here for more information.