To market your business successfully on Facebook, you need to understand Facebook’s unique opportunities, and how it differs from other media. Just as you wouldn’t run a radio ad on television, you shouldn’t market on Facebook the way you’d market in a magazine or on your website.
So what can you do to promote your business on Facebook?
- Optimize the Cover Photo – There is an entire branch of analytics known as eye tracking and it’s dedicated to tracking and reporting what people look at on a web page. Most people spend the majority of their time on the top 1/3 of the page (many times without even realizing it). When someone visits your page, the cover image is prime real estate and an opportunity to set up a lead generation campaign in Facebook. Including the logo on the right helps prospects recognize signs and other advertising around town.
- Post Regularly – Unlike traditional media (such as magazines or television), or other online media (such as web pages), social media sites are built for frequent updates. Statistics show that around 50% of all Facebook users check their page at least once a day, and they need to see that you are regularly posting new material. Some guides recommend posting at least once a day, but the core principles are to post when you have interesting content, and to judge how often your audience wants to hear from you.
- Find Out the Best Time to Post on Facebook – If you’re looking to see what your fans engage with the most — and when to post it on Facebook— you can utilize a third-party service called Edgerank Checker. This time-saving application grades your fan page and determines the following key factors:
- Most effective day of the week to post content
- Popular keywords that drive engagement
- What type of media is best for your audience
- Encourage comments and reply quickly – Encourage other Facebook users to respond to your posts or to post their own comments about your business or a topic that’s of interest to them and you. When they do post, respond quickly – within 24 hours is best. Failing to respond will weaken your Facebook friends’ willingness to engage with you, and they will gradually drift away.
- Use pictures and videos – Pictures and videos are a major element of Facebook’s appeal. Use them frequently to keep your friends engaged and entertained. Get interactive with offers, contests, games, surveys, etc. People like it when Facebook is fun, and when it delivers something that they can’t get any other way. Research shows that discounts and giveaways are the most popular reason for a customer to follow a business’s Facebook page. Likewise, contests and games can be used to liven up your page. Facebook can also be used to distribute customer surveys. If you do this, make sure that you keep surveys short, and provide a survey link that users can easily click, ignore or share with their friends.