Social media has become an important part of any business's marketing strategy, and a Facebook page is a necessity for any business who wants to gather a bigger customer base. That said there are some definite do's and do not's when it comes to managing a Facebook page that all owners should be aware of in order to provide the best possible customer experience.
Tip #1: Pictures Are Worth 1,000 Words
Images engage viewers, period. Whether it's an adorable puppy, a movie poster, or just something funny, pictures will make people stop scrolling and take notice of what they're looking at. As such it's important to select eye-catching cover and profile images, and to make sure that whenever possible posts are accompanied by pictures that will catch viewers' collective attention.
Tip #2: Brevity Is The Soul of Wit
Facebook is full of long, rambling statuses that bombard viewers with too many facts; don't be that business. Keep every status you post tight and focused, convey a message, and ideally make sure that a viewer doesn't need to expand the post to see the entire thing. Lastly, experiment with how often you post. Twice a day is a good start, but more or less might be better depending on how much fresh news you have to share.
Tip #3: Don't Be Shy About Buying Ads
Facebook offers users the ability to pay to boost how often a post is seen, or to directly buy ad space on the website. While small businesses rarely have the budget to buy ad space, it's a good idea to experiment to see whether or not Facebook's ads bring in enough traffic and followers to make them worthwhile.
Tip #4: Use Video
Pictures are worth 1,000 words, but videos might be worth a million. If you have a good video for your business that will engage followers and persuade them to follow your page then embed that video right on your page so all your visitors can see it. Pictures get more traffic than text, by and large, but video gets at least as much if not more traffic than pictures.
Tip #5: Include A Call To Action!
"Uncle Sam Wants You!" is a great slogan, but without the "Join the armed forces today!" underneath it isn't as effective. A call to action delivers a specific thing a reader should do, and if they're engaged that call to action is likely to push viewers over the edge into doing just what they're asked. If you don't provide a call to action then readers will quickly lose energy and go back to scrolling.
Tip #6: Insert a Share Button
Facebook's infamous Like button is ever-present, and while likes are important it's even more important for viewers to share your posts and pictures in order to get the most traction possible. As such if there isn't a share button in an obvious place on your page it's a good idea to fiddle with the layout until there's an obvious, one-click sharing solution. Even better, include a call to action telling your readers to share!
Tip #7: Post As A Business
In addition to being able to create a page as a business, it's also possible for you to post on Facebook as your business instead of as an individual. As such you should post to other pages as your business to offer insight and advice, answer questions, and when appropriate to spread news about your business. The more you socialize, the more connections you'll make, and the more followers you'll reel in.
Tip #8: Regularly Check Your Updates
Facebook has a feature that notifies you when there's been a like, a share, or a message sent to your page. This is a lot more convenient than in the old days where a business would have to log on every hour or so to check page activity, but ignoring notifications can be habit forming. Make sure you check them quickly, and handle any issues before they snowball into something bigger.
Tip #9: Use An Analytics Program
Programs like Google Analytics are a huge boon to small businesses who want to know which kinds of posts draw the most engagement and interaction from their audiences. If a small business can narrow down what kinds of posts get the most attention (special discounts, event photos, new video posts, etc.) then it can start focusing on honing its efficiency.
Tip #10: Target Your Page
It seems obvious, but every business has a target audience. A business that specializes in providing local gutter cleaning for Northwest Indiana obviously isn't going to work too hard to market itself to clients in Beverly Hills, California. A small business needs to focus on who its audience is, and make sure that its page is geared toward that target audience. The more specific the content is, and the more people from the target audience who see it, the more effective the page will be in attracting and engaging followers.