BUILD A LOYAL COMMUNITY ON FACEBOOK
Updated: Sep 16, 2018
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Presence on Facebook, like any other social media outlet, is about two things:
1. Connect with as many people as possible
2. Get them to interact with you on a daily basis
Everything you do on your Facebook page should have those goals in mind.
Why are both of these (equally) important?
Connecting is about building a community.
– Build online reputation and improve search ranking, particularly if you use in your profile and posts keywords people are most likely to search for in relation to your product
– Stay top of mind and increase brand awareness
– Show company expertise and though leadership
Interacting is about driving that community to action.
-Business and product promotion with the potential to drive people to your website and generate new leads and sales
-Relationship building with customers and influencers through efficient two-way communication
-Gather valuable customer feedback to tailor products and offerings
How to connect with as many people as possible
Before you start building your Business Facebook Profile…
– Are your customers on Facebook?
– Do they expect to find your business there?
If you are in any kind of consumer-facing business the answer is most likely yes. Though it is more popular among B2C marketers, half of the B2B marketers say they use Facebook whenever they launch new products.
Business Profile Basics
– Name your page after your proper business name and try to get an easy to find vanity URL like “facebook.com/mycompany”
– Choose a recognizable profile picture such as your logo or your most popular brand. Coordinate your cover photo, pinned post and profile CTA to promote campaigns
– Use the About section to give an overview of the company, description of products and services, a link to your website and contact information
Once the basics are covered…
– Let the world know you have a page: add your Facebook URL on your business card, email signature, website and marketing materials
– Leverage other social media platforms like Twitter, to post links to your Facebook page
– Encourage current customers and to like your Facebook Page
– Make sure you like and share your Page. Invite your contacts to do the same.
– When you notice that a post is getting a lot of engagement, promote it to reach even more people. When people like, comment on or share your posts, their friends are also eligible to see those posts in News Feed and that just increases your reach
How to get them to interact with you on a daily basis
Experiment with different kinds of posts. Does your audience love photos or are engaged when you share useful links? Find out by looking at your Facebook Page Insights.
– Visual content in posts is known to increase views by 94% and engagement by 65%.
– Post content users typically enjoy on Facebook: images attract by far the most likes, shares and comments. According to Facebook, images account for 75% of content posted by brands.
– Photos and videos are the most engaging types of content on Facebook so posting interesting photos and videos are a great way to get people to interact with you. Show the human side of your business. Users are more inclined to remember impactful images than several paragraphs about how great your new product is
Images are great but don’t make Facebook page look like a billboard. Post content that makes people want to interact with.
Interesting, valuable content
– Be targeted: Fewer, high-quality posts that are interesting and valuable to your customers is better than posting too often
– Strategic timing: Experiment with posting time and check the analytics to see which ones have the highest clickthrough and share rates (some say it’s posts between 1pm and 4pm)
– Don’t make everything you post a sale. Post interesting articles, showing them that you care about your clients and their challenges. Make them feel important and in advantage in this partnership
– Alternate posting survey or research data with links to articles about you and your products.
Don’t let people get bored with your page. The last thing you want is for your followers to get bored of your page and your business, and hiding you in their Facebook news feed.
Encourage the inner child
– When running contests and competitions, choose the prize wisely. The more valuable the prize to your audience, the more people you’ll get to like your page
– Use Facebook Questions to create status updates that act as polls. People enjoy short polls, and they are more likely to interact with your question than to post a comment about your new special or promo.
Choose balanced content to make sure there is something interesting and engaging for everyone.
Make them feel special
– Reward your Facebook followers with exclusive deals. “Facebook Fans Only” night with special offers not available elsewhere.
– Offer an instant discount if customers show you they connected with your Facebook page.
– Choose a particular person that always comments on your page and do something special for them to boost your word-of-mouth marketing
Integrate social media tools
– When someone asks question on Twitter, you can respond in detail in a blog post and link to it from Facebook.
– Set your blog’s RSS feed so that you automatically publish snippets on your Facebook page
– Make visitors curios to learn more and direct them to your online shop or website for more information on products or offers
Test your assumptions to see what works
– Monitor the success of your activity on Facebook, whether its the number of likes, views, comments and shares. Use tracking URLs and Facebook Insights to tailor your strategy and post more of what works and less of what doesn’t.
Try out some Advertising
– Once you built a community around your Page, look at the gender, age and location of the people who are the most engaged with your business and think of ways to continue to engage them through targeted ads and promoted posts.
– Focus on content you know already works
– Be specific about the audiences for different ads. You can create sets of ads to connect with different audiences based on their location, interests, behaviour or demographics. People are more likely to respond to a message crafted for them.
– Try out different images and headlines to see what works. Make sure your ads look good by following Facebook’s specifications such as image dimensions.
– Use Facebook’s targeting tools such as Custom audience and Lookalike audience to amplify reach
– Set your budget and measure the results of every ad. Facebook will automatically optimize your campaign so that more budget goes to the ad that’s performing the best.
Once you decide what you want to achieve on Facebook, be prepared for the commitment that comes with being “social” and a good Facebook strategy
Be ready to have one-on-one conversations
– Two-ways communication is engaging: encourage feedback and always reply to their comments.
– Be responsive: 42% of consumers who complain on social media expect a 60-minute response time. If you need more time to answer a question, let them know you’re looking into it.
TIP: Have an assigned person in the team that monitors social channels
Be consistent: Post regularly for the opportunity to connect with people and build trust.
TIP: Set a schedule for your posts to maximize your team’s efforts
Use all available tools
If it’s “Likes” you’re after, consider a Welcome Tab – when someone lands on your Facebook page and they haven’t “liked” it yet, a welcome tab invited them to do so.