7 Steps To Grow Your Facebook Page
Facebook can be an instrumental tool in strengthening your marketing efforts if you know how to leverage it in building a community. Did you know that in 2012, 67% of online adults were (are) using Facebook? We can assume that for every 10 customers walking through your doors, or visiting your site online, 6 of them are Facebook users. Additionally, this means that 6 of every 10 potential customers can be reached through Facebook. No matter the size of your geographic service area, these numbers scale rapidly.
The first step in building anything is to lay a solid foundation. With social media, you are nothing without followers. Here are 7 things you should be doing every day to ensure you reach your targeted audience and engage with customers who care about your business.
#1: Ask Your Customers to Follow Your Page
If you have a sales organization, instruct each salesperson to personally invite his or her clients to like the page. If you’re a retailer, have your sales associates invite customers upon making a purchase, and reward customers for liking the page. Already have a database of customer’s email addresses? Send them an invite to connect on Facebook. Include a link to your Facebook page in your (and employees) email signature.
#2 Link Your Website to Facebook
It is common practice to include the Facebook icon in the website footer. Sometimes it is also necessary to give reasons why someone should like your page. This can be highlighted in a blog or on a page dedicated to sharing social activity. Go a step further, and allow your customers to become brand advocates by adding the “like” plugin to web pages. This enables visitors to easily share your website’s content with their friends on Facebook.
#3 Add the FB Icon to Existing Assets
There’s a trend right now— marketers are adding social icons as a call to action in their advertising. Unless you’re a mega brand like Coca-Cola, make sure you also direct customers where to find the page! At minimum, include the page’s username or publish the URL: facebook.com/username. Don’t assume that your customers will search for your Facebook page. Even if they do, Facebook’s social search is primitive at best. You wouldn’t run an ad with a phone icon and expect your customers to search for the phone number in the phone book, would you?
#4 Engage Your Current Fans
When your fans comment, like, or share a post the action(s) trigger a social record on their timelines. These actions are subsequently published in the feeds of their friends. Publish posts that encourage fans to click like or share the post. Don’t just post and expect automatic likes or shares. Create posts that instruct followers to like or share if they agree with the content.
#5 Connect with Other Page Managers
There are other pages on Facebook that compliment your page. Work with those pages (contact the page admin) to encourage growth of both communities by sharing each other’s content. This can be powerful in establishing credibility and authority within an industry or local community.
#6 Run Ads on Facebook
Many companies possess a “field of dreams” attitude about online marketing. Just because you build a page, doesn’t mean your customers will flock to it. Facebook advertising is your gateway to reaching customers. Even if you follow the organic (free) steps above, advertising provides a reminder to like your page. It also provides an avenue for reaching new customers. We’ll discuss ads in more depth in an upcoming post. In the meantime, here are a couple ideas to consider:
- Use precise interests to target customers.
- Run multiple ads that target multiple interests, along with multiple ad copies.
- Sponsored Stories have a 48% higher CTR (Click Through Rate), according to InsideFacebook.
- People are more likely to click an ad of a page their friend follows.
- You’ll need to monitor advertising performance on a daily basis, and make changes regularly to maximize effectiveness.
#7 Understand why you are on Facebook
It is not uncommon for new visitors to scroll through past posts before liking your page. When posting, you need to understand why you are on Facebook and why your followers like your page. Whatever you think you are selling, you are probably wrong. Your reason for being on Facebook should resonate with your followers’ reason for liking the page. For examples
- If your company is a mountain bike manufacturer, you are not on Facebook to sell bicycles. You’re on Facebook to sell your brand as the authority on mountain biking, because your followers are mountain bikers.
- If you’re a real estate agent, you aren’t selling a house. You’re selling a place to live.
- Apparel companies don’t sell t-shirts: they sell lifestyles.
- A coffee shop doesn’t sell coffee; they sell moments in the day made possible by their existence.
- A doctor’s office doesn’t sell medical bills; it provides advice for living a healthy life.
People aren’t following pages to be spammed with self-promotion. They follow pages that allow them to emotionally connect with a brand or business.
Remember, people buy from people they trust. They trust the people they know and like. Let your followers get to know your business on a personal level, and they will become lifelong customers.
-Jeff Donnelly, Principal, SATORImedia