In our last post we gave you 13 Critical Reasons Why Your Business Should Be on Facebook. Now it’s time to get down to the nuts and bolts of creating content for and managing that page.
First things first: your profile photo and cover image. Your profile picture is at the top of your Page and is used as your thumbnail for all posts, so it needs to be something your fans will associate with your business. Your profile photo should be your logo. Easy enough.
The cover image is different; you can get creative here. Pick a photo that will enhance your page, that says something about your business and that shows viewers what you do. You want it to make people stay on your page long enough to “like” it.
It seems like common sense, but you must comply with Facebook guidelines for your cover photo. If you get caught violating their terms, Facebook could take down your Page.
The “About” section is one of the first places people look, so include lots of useful, helpful information. Tell people what your company does, why you’re different, what you sell, your website URL, what times you’re open, your NAP and any other details. Keep it casual, friendly and informal.
Use your targeted keywords (“kitchen cabinets”, “kitchen design”, “kitchen remodeling”, etc.) to help boost your local SEO rankings.
In our business, images aren’t just a part of your content strategy, they should be the great majority of your content strategy. Images make posts visually stimulating. They can spice things up.
Most people have a limited attention span. When there’s a long-winded post with nothing but text, it turns them off. Images break up the text and hopefully, keep their interest.
Research suggests that viewers prefer to see pictures of products without people, making it easier for them to visualize living in the completed kitchens or other living spaces shown in the photos.
On Facebook, videos now outperform photos in terms of reach. Now is the time to start incorporating video into your social content strategy.
Personal photos give fans a peek into your “real” world. They want to know there’s a live person behind your company.
Personal photos humanize you, your business and your page and will get you to more Facebook fans.
How about a couple photos of your company picnic? It doesn’t get any more real than that.
Instead of posting only one photo, post a collection of related photos by creating an album, a slide show, a carousel or a canvas. Facebook makes it simple.
When you’re thinking about what to post, remember the three “R’s”: keep posts Real, Relaxed and Relevant.
Post regularly if you want people to keep following your page but don’t post endless updates about the same thing.
Also, posting only occasionally sends the message that you’re not serious about your page.
Best practices say to keep your posts short — between 100-119 characters.
People today have an eight second attention span. Eight seconds. Not much time to get their attention.
Here’s an example of a post that would work well for your kitchen design business. One blogger posts a question each week with a photo and a question to encourage reader comments.
She gets lots of “engagement” as people not only rate the room as requested, but write comments about what they like and don’t like. See any potential here?
Storytelling is one of humankind’s most basic forms of communication, and it works on Facebook, too. When people are told a story, their brains try to process and experience the events.
We highly recommend Before-And-After stories. Get fans to “experience” the thrill of the conversion in a Before-and-After story.
What is Evergreen Content you may ask? Evergreen content consists of posts you’ve already put on Facebook that have timeless appeal and aren’t trendy. Evergreen content will keep providing value to your audience, won’t get old and stays relevant for at least 6-12 months.
Again, your “Before-and-After” posts come into play. They don’t age and new fans will not have seen them. You can re-post and generate new interest.
When you respond to comments on your page, your fans see that you’re paying attention. It will make them feel important to you (which, of course, they are).
Facebook lets people know how quickly you respond – or not. Here’s an example of how Facebook lets people know about your response times.
It’s not a secret. Getting Facebook fans requires time, patience and dedication. It’s a long-term commitment.
Focus on regularly providing relevant and compelling content. Continue building your page and maintaining strong relationships with fans.
And remember the ultimate goal: those not buying today will know about you when they need to make a purchase in the future. Your Facebook page contributes to your efforts to keep your business top-of-mind.