Do you know what constantly amazes me? There is a huge opportunity with using Facebook for business and yet many companies FAIL when it comes to using it properly. Many get the idea that they should be on Facebook and know that it can help their business. The problem is that many don’t know how to get started or know what to do once they have a page up. They get a basic page up, upload a generic image and then proceed to spam promotions to everybody that ‘Likes’ them.
Fortunately there is hope for even the worst offenders. Optimizing your Facebook presence is not rocket science. There are a few simple strategies you can follow to “magically” improve your standing.
Here’s a list of 9 simple suggestions every business on Facebook can and should use:
1. Don’t just focus on selling. The number of businesses that think Facebook is a pure sales driver is appalling. Facebook is still a place for conversations. Informally teach your Likers about your company and your products. That way when it becomes time for them to make the purchase they will remember you.
It’s ok to offer buyer incentives at the right times. Offering a special Facebook-only discount, or free shipping, or a pre-purchase window for new products can directly lead to new customers and sales. Just remember to do this infrequently. Offering a 1-2 week sale bi-monthly, or even quarterly, is a safe starting point.
2. Post original content. Don’t just post what you hear or read elsewhere. Use Facebook to interact with your Likers and tell them about cool new product innovations. Teach them about your production process. Introduce them to the human side of your business by displaying photos of your employees at a charity event. Likers want to see new and interesting content when you make updates – not something they’ve already seen 83 other places. It’s ok to add some fun instead of always being ‘businesslike’.
3. Post Regularly. If you let your Facebook page sit dormant your company will slip out of mind for existing Likers. Worse, new Likers won’t be attracted to your page. You must post new content regularly. But how often is “regularly?” After all, Facebook is not like Twitter where you will find people posting about drinking lemonade on the porch. Remember, the last thing you want to do is annoy your beloved Likers with all-to-frequent updates. As a business regular posting in Facebook entails 1 – 2 times per day, maximum.
4. Fill out your profile and use custom tabs. Most companies understand enough to fill in the standard Wall, Info, etc. tabs. If you haven’t filled these out in their entirety, please do so right after finishing this article. However, many businesses neglect custom tabs. One of the cool components of business profiles is that you can create custom tabs. These can be used to create everything from FAQ’s to cool landing pages offering special Facebook-only incentives. Don’t limit your business to the bare essentials of Facebook.
5. Use Images. Why do businesses avoid the Photos area like its diseased? Images can show the fun and human side of your company. Show your Likers the office prank you pulled (not that we would do anything like that at Mavidea), or the facial hair competition you held. Give them a glimpse of something new you’re working on. Show them how your employees use your products. All of these images enforce the human element of your company and strengthen the bond your customers have to your products.
6. Do NOT ignore Liker comments. If a Liker comments with a question, critique, or even praise write back immediately. Doing so will clearly express your interest in what your customers have to say. If that person is irate make sure and convey your concern in your reply and, if feasible, call the troubled customer. That will show your customer that you won’t stand for their displeasure and that you too want to find a nice resolution.
7. Use company colors and themes. This is especially true if your colors and style are very well known to customers. If a visitor hits your Facebook page expecting to see a specific logo or color and gets something else that visitor will probably bounce, thinking it’s the wrong place. Be creative with image and experience, but don’t change your company’s identity just because you want to be fresh and unique on Facebook.
8. Advertise. Facebook advertising is dirt cheap, and you pay based on clicks, not impressions. You can build the number of Likers you have by creating ads that offer free shipping, a free product preview, or a nice discount to new Likers. Just make sure you have a worth-while incentive. If you don’t the ads will be soundly ignored, no matter what they promise.
9. Check spelling and grammar. It’s amazing that I even need to mention it, but I’ve seen spelling and grammar issues over and over again on Facebook. Please check your work! Using abbreviations like “Nice ta see U” on your personal page works. NEVER do that on your company’s page. End of story. So that’s it for a quick list of recommendations for your business’ Facebook presence. Now quit surfing the internet and go work on your Facebook page!
