Although many small businesses aren’t keen to jump on the
Facebook bandwagon, it is imperative to embrace this part of digital marketing.
Using purely traditional methods of advertising is not effective enough
anymore. Whereas newspapers, television ads and radio support one-way
communication, social media creates a two-way street. People can acquire
information about your business, whilst also commenting and creating discussion
on your updates and events.
However, many small businesses have been bombarded already
with reasons why they should get
Facebook. The problem now is how to
utilize your Facebook page to its best potential. And it has LOTS of potential.
Here are 5 ways to make the most of Facebook:
Manage your profile
Establish a business account if you don't already have one.
Ensure your 'About' section is succinct and engaging, differentiating your
business from other brands. Ensure to put your website link in your 'About'
section.
There is a strong correlation between amount of content
(notes, links, photos, videos) and number of followers. Therefore make sure you
have a large gallery of photos, images, videos and blog links permanently and
easily accessible on your business page.
Keep your Facebook page active
Creating engaging
posts encourages more people to 'like' your page and improve your chances of
being shown in News Feed. Posts should NOT always be promotions as this
detracts followers. 80% of your posts should be social and entertaining (yet
still relate to your business or products).
Posting relevant links to your page is particularly
engaging, as Facebook now enlarges the URL image and title. Uploading photos,
images and videos with your status is also eye-catching and more likely to show
on News Feed. Keep posts between 50 and
150 characters; simple and succinct is more appealing.
Link Facebook to other platforms
Merge your other online marketing platforms with Facebook
and Twitter. Have your website URL permanently on your Facebook page, and often
include it in posts. Ensure you have the Twitter and Facebook logos (and any
other social media platforms you use) linked on your website. You can download
applications that enable you to stream your Facebook page onto your website,
making it even easier for your customers to access event updates and
discussions.
You should
try to combine your online platforms, such as if someone asks a question on
Twitter, you could create a detailed blog post on the issue and link it to
Facebook.
Build your Facebook following organically
Reach out to your established networks and spread the word
about your Facebook page. Link your Facebook page to your emails and blogs, and
print it on flyers and business cards. NEVER buy likes, as this can negatively
impact the likelihood of people seeing your content. Create offers and
competitions that are only accessible by Facebook followers, and highlight this
in email campaigns. Quality fans are more engaged and are more likely to share
your content.
Be Responsive
Always acknowledge customer interactions, sooner rather than
later. Within the hour is best, within 24 hours vital. Negative comments on
your Facebook page? Acknowledge in public, solve in private. Facebook is an
amazing resource for businesses gaining feedback, and customers gaining answers
and results.
Facebook is a huge force in how your business is marketed.
Take advantage of it! Just remember though, don't put all your eggs in the
Facebook basket. Make sure all your online social and digital media platforms
combined create an incredible marketing strategy.
Right. Now all you to do is try to remember that password for the Facebook page you haven’t visited in months...
If you have any questions, feel free to drop me an email (info@digity.co.uk) or call: 01189 100 012.
Chris Lunn
Director
Digity, Online Marketing
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