The One Thing You’re Doing Wrong With Your Facebook Page (And How to Fix It)

by Jennifer Good | January 21st, 2013 6:00 AM | 1 Comment

Facebook

It’s always been interesting to me how basic practices get lost when we first forge into new areas. One area where this has become a growing problem is social media. The best way to understand how important of an issue this has become is to take a look back at older marketing methods.

Even just a few years ago, if a company wanted to do some marketing to generate new business, they’d do something like create a Yellow Pages ad or maybe focus on creating new brochures. They’d spend a significant amount of time and energy crafting the perfect marketing message to make sure they were getting a significant return on their investment. Since you only had so much space to talk about what you offered, the space was used as wisely as possible. You also only got one shot at it, so it had to be right.

Today, with social media being such an easy entry point to generate new interest in your company or brand, it has become a crucial element of marketing. This is great. It’s inexpensive and incredibly effective. The downside, however, is that the average company on Facebook isn’t spending that time thinking about what they are saying. They just post an update and hope for the best.

On an analytical level, they realize it’s a marketing tool, but since it’s a new platform they forget to use basic marketing rules. Facebook and Twitter are filled with countless examples of companies who just post whatever comes to mind. Then they wonder why no one is following them or sharing their content. You would never dream of creating a brochure for your company without thinking it over and figuring out if what you were printing was going to get the maximum result. You wouldn’t create a sales pitch without making sure it would actually result in sales. This same viewpoint needs to be extended to social media.

To make sure your messages are getting results, you need to realize two things.

First, it’s a marketing channel. That means you need to use it to deliver your brand message and boost your company image.

Second, since it’s a content-based channel, you’re also now a content publisher. That means you need to think like a magazine editor. When it comes to marketing on social media, your viewpoint shouldn’t be about pushing your sales messages, but rather about what types of things your customers would be most interested in reading. What messages are going to get them excited and willing to take action and share? Yes, you need to translate your social media followers into real revenue, but it’s crucial to realize that unless you speak the language your customers are speaking, your messages are never going to even reach them, let alone sell them.

In theory, this is all well-meaning advice. So what about practical application? To give you an idea of where and how to start, here are five core tips for truly making the most of your Facebook Page.

#1 – Use Smart Headlines
Do you know what sells a magazine? It isn’t the actual content inside, it’s the headlines. More attention is given to crafting the perfect headline than you can probably imagine. As a content publisher, you have the same responsibility to make sure your headlines grab attention and speak to your audience. Even a sub-par article can go viral if it has the right headline. If you’re not sure where to start with this, take a look at some popular magazine websites. What are their headlines? Some good places to start include:

 
#2 – Use Photos
Photos on Facebook get a higher engagement rate than text alone. Even if you are promoting a link on your site, it pays to include an engaging photo with it. The more engaging the photo, the more interactive people will be with your post. That means it will be more viral and your message will be exposed to even more people. You should always have a healthy mix of posts, but making sure you take the time to find images that will resonate with your audience will reap you tremendous rewards. Some good examples of this being put into practice include:

 
#3 – Right Time of Day
Location, location, location – it’s a common phrase that you may not expect to be applicable to your Facebook posts. However, your goal is to have your posts shown to the max number of people possible. That means making sure it’s being posted when your audience is actually on Facebook. If your audience is other business owners, chance are posts at noon are going to go largely unnoticed. However, they are probably most likely to check in on their Facebook first thing in the morning or later in the evening. Having your posts show up during those times of the day increases the likelihood of them being seen. You may not know right away the best times to post, however, after a week or so of monitoring you should be able to determine the best sweet spots for your audience.

#4 – Frequency Matters
Out of sight, out of mind is an important adage to remember when it comes to social media. People are busy talking to friends, reading posts from other brands on Facebook, playing games, etc. If you only post a few times a week, they are going to forget about you. You need to become a part of their daily routine, and Facebook is an excellent tool to achieve that. When you post funny pictures or information your audience wants to see, you become more than just a company they could interact with. You become a brand that they look forward to engaging with.

#5 – Make Sure You Interact
When you play the role of publisher, it’s easy to think the job is done after you’ve hit “post.” The real masters of Facebook realize the job is never quite done. If you’ve done all this work to make sure your messages are getting the interaction they deserve, you have to make sure to follow things through. That means making sure you respond to comments on your posts. Answer questions customers may have. Handle bad comments or reviews people may post diplomatically. People respond better to brands that they know have real people behind them. Being active with your customers on this platform is a great way to show this.

 

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  • Howard Jordan

    I was new to FB, and had been a member for years with barely using it. I actually hated the thing everyone else loves about it. Staying in touch with family and friends. If you don’t have a baby-chances are you know someone who does. Now picture a gazillion baby pics. A few are fine, but a day to day chronology is scary. This is what happened that changed my mind a bit about FB. I started following a celebrity I liked from Buffy the Vampire Slayer. Silly, yes, but true. She mentioned a grass roots documentary project she was starting, and asked me to help promote it. She opened a FB group and I joined. I helped spread the word pointing people to her funding portal. Well, anyway, I ended up splintering off from her page to start my own group. That was about a year ago, and since then I compiled 2900 members. That isn’t even a lot for a group on FB! What I found out is there is a lot of power and fun doing groups and pages there. Infinitely more fun than my personal page which I visit now and then. I’m really too busy with the darn groups now. There is so much that can be developed for fun and business. All the things you said are true about what you need to do on social media.