Welcome to the first of a 3-part series focused on utilizing Facebook for your business. Over the course of this blog series, we will delve into the power of Facebook, starting with your business page, moving into advertising, and concluding with more advanced strategies to reach your market through laser-focused targeting.
Part I: Setting up a Business Page, Why it’s Important, and Key Aspects of Use
Part II: Advertising on Facebook
Part III: Advanced Targeting and Remarketing Using Facebook and Email
Part I: Setting Up Your Facebook Business Page
Find your audience where they’re already spending time: 1.13 billion active daily users in June 2016 spent an average of 20 minutes on facebook per visit (Source: Zephoria). How many other websites do you know that have an average session time of 20 minutes! Here are some reasons why a Facebook Page is a necessity for your business and tools to help you get started:
[Show and] Tell customers about your business
Inform your customers about your offerings by filling in all of the “Page Info” fields, adding photos, videos, and posting content. Your page info provides information on when you’re open, where you’re located, what your basic offerings or mission is.
Photos and video help show customers what they’ll experience in your store, hotel, bank, restaurant, or on your tour. Make sure to have at least a couple of photos already uploaded when you launch your page.
Consistently Updated Page Adds Legitimacy
When I go to research a restaurant, tour, or product, I look to see if they have a Facebook page. Either (1) not having a page at all or (2) seeing a page that has not been updated or posted on recently leads me to skepticism about the quality of the product. A page that is consistently updated with photo, video, engagement with customers (comments, likes, shares) shows that your business is active, responsive, and ready to interact with customers.
In the marketing world, content is king. Keep current followers engaged and attract new ones with high-quality photos, video, blog posts, and shared articles.
Move Your Customers to Action
Why did you set up a Fan Page in the first place? To convert them from prospective customers to paying customers (aka to make money). Use Facebook’s call to action button to drive viewers to your website, signup for an email, call you, etc. See an example from the Travel Juneau page here.
Interact Directly with Your Customers
Live chat is increasing in popularity as a customer service and booking tool amongst businesses of all sizes. Brands around the world are starting to use Facebook Messenger to engage directly with potential customers, answering questions and moving all the way through purchase/booking. The platform has grown by 800 million since April 2014 (400% increase). Messenger is even in the early stages of using AI (artificial intelligence). Spring and Poncho are two companies already doing it.
Potential Upsides of Utilizing Chat
- It’s easier for customers already online.
- Reduces customer service expenses (customer service rep. can conduct multiple chats at once)
- Get customer pain-point feedback in real time: Customers make contact when they can’t find the information they need. Tracking your messenger data helps improve the online experience.
Our Industry is about people, so be social!
A consistent presence on social media is as much of a best practice today as having a website. If you don’t have a Facebook Business page yet, here are some resources to help you get started. Dive in and try it!
How has your business page affected your bottom line? Haven’t started a Facebook Page yet? Comment below with questions and comments.