With over 901 million users, Facebook is now used by over 50% of the North American population and accounts for 1 out of every 5 page-views on the Internet. With statistics like that, it is easy to see why Facebook is every marketers dream.
The challenge is how to cut through the chatter and become a sought after resource to both your industry and target market. Facebook fan page success can be elusive.
So how do you grab the attention of your audience and compel them to make your page a daily destination? With the three C’s – Commitment, Consistency and Content.
7 Steps to Facebook Success
1. Get the Party Started
I have always been a firm believer in “givers gain;” the belief that helping others comes back to the giver ten-fold. In the world of marketing, this means giving an enormous amount of value before you throw out the sales pitch.
Try a few of these ideas to engage Facebook fans, boost awareness and create a conversation:
- Blogs/Articles You Have Written (you probably have hundreds to rotate through)
- News resources (local and national newspapers with tips, tools and how-to’s)
- Announce a sales event or promotion
- Give away a FREE e-Book or other item of value
- Offer how-to advice that save your customers time and money
- Promote local events
- Spotlight a local vendor and offer a coupon that they must opt in for on your website
- Create Top 10 Lists and break them out into daily posts
- Pick an obvious local location to film a video from and invite fans to find you. The first person to comment with your correct location wins a prize.
2. Create Your Content Strategy
Just like your blog, your Facebook fan page will quickly become obsolete if it fails to constantly offer fresh content. I suggest posting at least once per day and monitoring the feedback. Do posts containing images, videos or links receive the most interaction?
It is important to understand what the needs of your fans are and look to meet those demands on a consistent basis. You will also want to pay close attention to your Facebook insights to determine what time of day your fans are spending the majority of their time online.
According to a study by Buddy Media, there are not only optimal days, but specific times of day when your post is most likely to be seen. They also concluded that 60% of small businesses were posting during normal business hours. However, posts scheduled outside of those hours received a 20% higher engagement rate. The bottom line: try posting before 8am and after 5pm.
3. Design a Custom Page
Even though Timeline has affected an administrator’s ability to direct fans to a specific page, you can still create a custom marketing tab within your Facebook Page.
This page will be given its own unique URL which you can use in your print or online marketing. The goal is to dangle a carrot such as a special freebie fans can only gain access to on your Facebook page. This is one area where you will want to get your creative juices flowing. Determine what “item of value” will draw fans in and give them a strong enough reason to click ‘LIKE.’
4. Add the LIKE Button & Box to Your Website
Begin by creating your Like Box and then adding it to any site where you look to promote your page.
5. Find Fans
Generating business is what your page is all about and sending a mass invite to friends is not only spammy, but a waste of time in my opinion. Why market to a group of people uninterested in your product or service that will never bring any real value to your page? This is not a numbers game. It is about building a community that appreciates what you have to offer.
Here are a few creative ways to find fans:
- Visit Facebook pages where your target market hangs out. Spend time commenting and interacting within that community and bring awareness to your page. Again, this is not about being spammy and selling your product or service. It is about offering valuable feedback and building a solid reputation for both you and your brand.
- Add your Facebook page to all of your direct marketing along with an incentive to LIKE your page
- Add social icons with links to each of your social channels to your email signature
- Create Facebook Ads – Ads allow you to get extremely targeted and even hyper local dependent on who you are interested in getting in front of. For a very small budget, you can use ads to get your message in front of the exact person you want fanning your page. Start creating your Facebook ad and have it up and running in no time.
- Host an Event online or offline and drive fans back to your Facebook fan page. Once you have hosted the event, make sure there are pictures that can be uploaded and tagged. Encourage your fans to tag themselves in the photos.
- Invite fans to join through an SMS Text Message. Your fans will simply send a text message to 32665 (FBOOK) with the words “fan yourusername” in the message. Your page will need a unique username before you can use this feature. You must have 25 fans before you are able to choose a username.
6. Send a Thank You Message
A “Thank You” message might be the most unappreciated, but powerful business tool ever created. Just as we send a quick handwritten note to thank someone for their kindness, doing the same on Facebook extends that level of gratitude.
Your message should be short and sweet with two purposes in mind:
- Thank your new fan for LIKING your page
- Point out a specific item of value that they can take advantage of from your page
7. Remember the Purpose of Your Page
Never lose sight of why you created your page. The purpose of your page is to:
- Create a bond between you, your brand and your fan
- Monetize your website
- Strategically market to your nice in the exact location they spend the majority of their time
What Facebook strategies are working for you? I would love to hear them in the comments below!