Facebook’s once stratospheric growth has slowed, as the platform has matured and as it approaches total market saturation. Nevertheless, it is still the 1000-pound gorilla of social media platforms. With more than 2.27 billion monthly users as of the third quarter of 2018, the odds approach 100% that just about all of your customers and clients are at least a little bit active on Facebook.
You’ve got a Facebook page for your business, but how can you use it most effectively to keep engaging with your customer base and, equally importantly, attract new people to your products and services? Here are ten tips on keeping your page active and effective at buttressing your marketing efforts.
1. Post Interesting Content Regularly
Nothing is duller than a page that hasn’t been updated in months. You don’t have to post every day, but be sure to at least keep a pulse on your page. The more important thing here is to be consistent and interesting. A few quality posts—with decent follower engagement and which collectively present a cohesive message to visitors if they were to scroll through your feed— is better than many posts with zero interaction.
2. Engage Your Fans
Have giveaways or trivia contests on your page that are just on your page – “Be sure to visit our page to enter the monthly drawing for a free widget makeover!” Then have the entry mechanism be commenting on the drawing post. Not only are your readers engaging, but they’re also driving up your page metrics and increasing the visibility of your page in Facebook’s cryptic algorithms.
3. Post at the Right Times
There are lots of third-party tools that let you schedule posts (and even a built-in function in Facebook itself). Don’t drop your content at times when your target audience isn’t on Facebook. Even if you’re writing that clever blog entry at 2 AM on Friday, reschedule it to appear at 10AM on Monday. (That gives you a chance to sanity check the insights you were sure were genius at 2 AM, as well.)
4. Target the Right Users
Remember that Facebook has targeting tools to help your content reach the desired readership. Use the Preferred Audience tool to ensure that the right subset of your customers is most likely to see your updates.
5. Use Messenger
Consider opening up your business page to Messenger requests from users. This is a great way for your customers to contact you directly, and even to provide customer service through social media. Don’t do this if you don’t have the time to actually engage with customers. Nothing annoys a customer more than to be invited to communicate, only to have that communication drop into the abyss, never to be responded to.
6. Monitor Comments
Comment threads on your Facebook business page posts are a great place for your customers to interact with one another and build community around your brand. Just be sure to monitor the conversations. A misunderstanding or even a spam/troll post can escalate quickly.
7. Use Metrics
No, not the one with the inconvenient weights and measures. Your page has a lot of metrics, and you have access to those metrics via Facebook Insights. Measure the success you’ve achieved (or track the failures you regret) so that you can learn from your work and continually improve what you’re doing.
8. Publish Video
You don’t have to be Steven Spielberg to create interesting video that your Facebook community would like to see. Short clips showing your product creation process or highlighting something new you’re about to put on sale can garner interest without a huge investment of time or effort. Live videos are particularly attractive to the Facebook crowd.
9. Build Community
Remember that your Facebook fans are members of a community. Show them the human side of your business. Photos of an employee receiving an award or your team at a company picnic humanizes your operation and shows page visitors that they are connecting with people, not some faceless entity.
10. Know Your Goals
I’ve saved the most important one for last. It’s easy to start trying to turn a business Facebook page into a do-everything leviathan that ends up doing everything poorly. Rather than that, decide what your actual goal is for your Facebook page are.
Is it to provide inexpensive technical support for your products via discussion threads and Messenger channels? Are you mainly trying to attract new customers who have never heard of you before? Or perhaps you just want to collect email addresses for your email marketing efforts.
Use your Facebook business page to achieve a few specific goals rather than dabble into a little bit of everything. This will help you to maximize your time and energy and will send a more coherent message to your followers.