In our last post we outlined 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.
Profile Photo and Cover Image
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 good 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 (“custom cabinetry”, “kitchen design”, etc.) to help boost your local SEO rankings. <<Read the Kitchen Design Partner blog about SEO>>
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.
Post Occasional Personal Photos
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.
Post a Collection of Photos
Instead of posting only one photo, post a collection of related photos by creating an album, a slide show, a carousel or a canvas. FB makes it simple.
Post Useful and Entertaining Information
When thinking about what to post, remember the three “R’s”: keep posts Real, Relaxed and Relevant.
Post regularly if you want people to invest in your page but don’t post endless updates about the same thing. B-o-r-i-n-g. Also, posting only sporadically sends the message that you’re not serious about your page.
Best practices say to keep your posts short. Shorter posts -- between 100-119 characters -- may result in high engagement. Remember, people today have an eight second attention span. Eight seconds. Not much time to get their attention.
Some ideas for things you can post:
Here’s an example of a post that would work well for your 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?
Become a Storyteller
Storytelling is one of humankind’s most basic form of communication, and it works on Facebook, too. When people are told a story, their brains try to process and experience the events. KDP recommends Before-And-After stories. <<Example here>> Get fans to “experience” the thrill of the conversion in a Before-and-After story.
Develop and Publish Evergreen Content
.What is Evergreen Content you 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. <<Another Before-And-After” blog post>>
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 a couple examples 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.
Kitchen Design Partner is there for you if the prospect of working your Facebook page is overwhelming. KDP takes on all aspects of keeping your wall interesting and relevant. <<Check out KDP's social media management programs here.>>
How to Make It Happen / How to Get Results
Who can resist the lure of checking your Facebook newsfeed every five minutes to see what your friends are up to? You gotta love Facebook – the ultimate time waster.
You can harness that overwhelming urge every Facebook user experiences by having an active Facebook presence for your business. It takes very little time to set up and very little effort to update and maintain.
Today’s consumers expect businesses to be active on a minimum of three social networking sites, and Facebook tops this list.
If you're not on Facebook yet, why not?
We’ve come up with 13 reasons why your business should be on Facebook.
1. Facebook Is Free. Starting a Facebook business page costs exactly $0. Until you start paying for ads and post boosts, etc., it’s all free.
2. Facebook Increases Exposure to Potential Customers. 1.19 billion users. That’s “billions” with a “b.” Of course, not all of them are your target audience, but lots of them are. And Facebook can help you reach them.
3. Facebook Helps You Promote Your Services. Once you have an active Facebook fanbase (i.e., people who “like” your page), you can market your services to them with photos, videos, promotional messages and status updates.
4. Facebook Allows You to Reach A Wider Audience. You can spread your message to the friends of your friends. When your target customers see your posts, their friends see them too, thus multiplying the effectiveness of your Facebook marketing efforts.
5. Learn About Your Target Audience via Facebook. Your fans are on your page because they want to learn more about your company. You can also benefit by collecting useful information from them and about them through their likes, comments, feedback and reviews.
6. Facebook Can Drive Traffic To Your Website. If all you're doing on Facebook is getting “likes”, you're not really marketing. Start using link posts or a call-to-action to drive traffic to your site as part of your Facebook content strategy.
7. Use Facebook To Build Customer Loyalty. Educational and entertaining content will keep your followers loyal. If your fans see you being active and responsive, they're more likely to do business with you than a company with no Facebook presence or a poorly run Facebook page.
8. Facebook Lets You Personalize Your Business. Use your Facebook page to attach a face, a name, and a personality to your business. While your Facebook page may represent your company, it also lets you show the human side of your business. Fans want to know there's real people "behind the curtain." Photos of your team working are great. Pictures of your cats are always good.
9. Boost Search Engine Optimization (SEO) with Facebook. Having a Facebook page filled with content relevant to your business, and using targeted keywords (“custom cabinetry”, “kitchen design”, etc.) in your Page’s “About” section can help you boost your SEO rankings. <<Read the Kitchen Design Partner's blog about SEO rankings.>>
When people share your posts on Facebook, it means your content gets exposed to a much wider audience. More exposure means more people will be clicking on those links. And a higher click-through rate translates into increased traffic, an important SEO ranking factor.
The more ways people can find you the better!
10. Facebook Puts Your Business In Front Of Your Customers Every Day. One of the biggest benefits of having a Facebook page for your business is the ability to have status updates, shared links and videos and other information appear in your fans' news feeds once they "like" your page. If you post every day, they will see you every day.
11. Facebook Keeps Your Business Top-Of-Mind With Your Customers. By posting pictures and status updates, you can let existing and potential customers know what your business is doing, keeping you top-of-mind. Theoretically, when they make their next purchasing decision, they will think of you and not your competitor.
12. Facebook Makes It Easy For Potential Customers To Find You. When your customers see your Facebook posts, their Facebook friends see them too, multiplying the effectiveness of your Facebook marketing efforts.
13. Facebook Offers a Great Space to Get Reviewed. Many consumers say Facebook is their biggest influencer of purchasing decisions. Consumers are increasingly taking to Facebook to get opinions, feedback, reviews and advice for product and service recommendations. Your business needs to be there, be active, be social, be responsive. <<Read the Kitchen Design Partner's Blog about the importance of Reviews here>>
A Facebook page for your business can be a powerful and effective way to expand your reach and increase awareness of your services online.
Facebook provides you with the vehicle to maintain a good relationship with others interested in your design or remodeling services.
Even the smallest business can take advantage of Facebook to promote their services to a highly targeted audience, drive traffic to your website, stay top-of-mind with current customers and prospects, and ultimately, get leads and close sales.
Need some help getting started on Facebook? Or keeping your Facebook page filled with good content? Kitchen Design Partner offers assistance with social media programs. Give them a call or email to find out how they can contribute to your social media success story.
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