What better way to meet your potential clients than Facebook, given its widespread reach across all age groups? Many businesses understand this and have set up business pages on Facebook to promote themselves.
However, just as with any other promotional strategy, Facebook marketing too needs to be well researched, executed consistently and should allow customers to learn more about your brand or business. Now how would you go about it?
Know your customers’ information needs
If you are going to get people to like your business page on Facebook then you need to understand the reasons why they might. Generally people will only connect with you in order to learn something, to get a deal/promotion or be entertained. You need to make sure that your page does something from these areas.
Use your other promotional strategies to understand what your customers’ are looking for. For instance, encourage customers to drop feedback for your products and services in your retail outlets or via email.
Once you know what kind of information your customers are looking for regarding your business or if they need additional information from your experts, you can use this to your advantage and make the best use of your Facebook pages.
It gives you a better idea of how to write for your pages and keep them popular. Filling up your pages with information you wish to give out and focusing solely on your potential demographic is what your website is for.
A more interactive platform like Facebook needs to focus on keeping visitors engaged with your brand and other pertaining activities rather than replicate website-like content. You need to have a mixture of images, video, conversations, etc.
Keyword research and analysing search behaviour
Investing your best efforts in fishing out keywords typically used in your market will help you formulate keyword rich content.
Finding the right keywords to use in your pages means helping your customers or even prospective ones spot you easily. For example, if you offer catering services, are visitors more likely to find your pages while searching for ‘south Indian caterers Hyderabad’ or ‘multi cuisine caterers Hyderabad ’.
This information is usually available with webmasters. Keyword research tools can help you find this information. However, you have to apply the thumb rule of web marketing to understand the value of your keyword research findings: evaluate your content and your findings, formulate your own hypotheses, test it and repeat it if you don’t see any results till you are successful.
It’s easy enough to pick out keywords based on the search volume or by going with Google’s suggestion. You may be successful, but to be sure, you will have to manually review the total search experiences mirrored in a Google AdWords data set.
Next, you must classify these keywords in behavioural categories ranging up to 10 categories. Breaking down the keywords into these categories gives you a better understanding of what customers are looking for and how you can use only those keywords that are applicable to your products and services. You can model your content strategy accordingly as well.
Creating blog posts on your website and promoting these posts are an essential part of keeping your Facebook business page active. It lends a personal touch to your brand, and also gives you a better platform to address your clients or visitors.
That’s not to say, you can pretty much pen anything about your business and cross your fingers hoping your readers like it.
You must find the information gaps that you’d like to fill and also those that your clients are likely to benefit from. So how can you get visitors interested enough in your blogs to stay put and even go through your blog archives? Here’s how:
- Build trust with quality content and not redundant information
- Detailed content
- Regular and consistent blogs – weekly, fortnightly or monthly
- Ensure a clean and striking design
- Excellent quality visuals and other uploads
- Include links to other creditable sources
- Allow scope for conversation through comments
- Reliable, expert information that doesn’t leave visitors questing your authenticity
Share images and videos
Videos and images are an integral part of the information shared on Facebook. Statistics reveal that Facebook users upload around 300 million images a day. Since these images and videos have a powerful impact when delivered with your content, make it as effective as possible.
You can begin with your profile picture and cover photo. Since the profile picture will appear alongside all your comments and posts, it would be wise to use your business or brand logo.
Your cover photo too has to be of excellent quality and relevant to your product or service. It would be best to have it shot professionally rather than choose one from popular image searches. It lends more authenticity to your pages.
Other images and videos or their links that you share with your visitors are often passed around and if they are good, tracing them back to you is an advantage. You can also connect your Instagram account with your Facebook business page to share videos and images more conveniently after editing them.
Images and videos have a huge appeal as it allows viewers to better relate to the content. Making sure your content is supported by equally good quality images or videos can add to your blog’s popularity.
Presentations / slide share – a much underused tool
If you thought that presentations and slide shares belonged only in conference rooms, think again. These formats allow visitors to quickly flip through the content and use it as reference material for their personal use too.
While explaining procedures or giving step by step instructions for DIY procedures, slide shares can be quite handy allowing you to incorporate images or photos where needed.
If your content has stats, charts or graphs that need to be presented, there’s no better way to do it than using slide share presentations which offer a variety of other content enhancing options too.
10 ways to market your Facebook page
Once you have your content strategy and its effective delivery in place, it’s time to figure out ways to market your Facebook page. Here are a few ways you can go about it:
- Start small – You can start small by getting friends and family to visit your page and like it. An average Facebook user is said to have around 130 friends. So with their encouragement, you are likely to find more followers right off the bat.
- Keep it real – The difference between your Facebook page and your website is that your Facebook page should reflect more of your brand’s personality. So loosen up and start connecting with your audience.
- Email – If you’ve already established a list of email contacts, it’s a great place to start. You can introduce your Facebook business page to your existing customers by including an invitation in your email signature. Also, if you’ve had clients sign up for your mailing list, you can also send out mails encouraging them to join you or ‘like’ you on Facebook for more immediate updates and interaction.
- Websites and other common forums – Your website should include the Facebook logo and link, also referred to as the Facebook Page Badge, so that visitors in your website know you are available on Facebook as well. If you are looking for a Facebook badge, log onto http://www.facebook.com/badges/page.php.
- Business cards, menus, flyers – Like email signatures, promoting your Facebook page through your business card is also an excellent idea. You can also opt to convey your message through other modes of printed promotions like flyers, menus, banners, etc.
- SMS marketing – As part of your SMS marketing campaigns, you can also include a link to your Facebook page. With the increased use of smart phones and android phones, you are likely to get visitors faster than any other medium, especially if you time and compose your messages well.
- Get on other social networking platforms – Bear in mind that other social networking sites have good visibility too. So make sure you either have links or Facebook badges in other platforms too.
- Offer incentives – Most of us tend to respond better to online invites if we are offered something in return. Likewise with inviting visitors to your Facebook page, you can offer them free ebooks or discount codes to encourage ‘likes’ to your page.
- Post regularly – This is by far the most important among promotional strategies: updating interesting and informative blogs on a regular basis will keep your visitors ready and tuned in for your next post. On the other hand, if you were to let your page remain stagnant and inactive for even brief periods, it could adversely affect your branding. The worst you can do is be negligent when it comes to your page: it is called a social networking platform for a reason.
- Encourage interactions – When you have visitors leaving behind comments, stay on top of it and ensure a swift reply. It’s pretty much like returning a customer’s call or replying to his email: your timely response can make all the difference. This communication is essential if you want visitors to come back to your page on a regular basis.