Social Media and digital marketing techniques have revolutionized the way brands, charities and other organizations are able to promote themselves to potential customers and fans. Facebook, Twitter, Instagram and a whole range of other networks have created an incredible new level of interaction, engagement and ways of measuring customer insights, that was simply not possible before their arrival.
It is incredible to think that just under 15 years ago, print newspapers and the Yellow Pages were the methods most Entrepreneurs used to spread the word about their businesses. While many brands still utilize TV, radio and print for marketing, the power of social media is undeniable. Despite Facebook becoming 13 years old in February this year, making it relatively ancient in terms of social networking, the company is still by far the leader when it comes to number of users, reach and earnings.
While it is recommended to grow your brand on other networks such as Instagram, Twitter and YouTube, it is still important to have a significant presence on Facebook. The company is predicted to hit 2 billion users this year by experts which is absolutely incredible! Despite this though, many brands and organisations struggle with growing a relevant business page. Here are 5 easy ways to boost your brand presence on Facebook:
1. Make Sure Your Page Info is Fully Optimized
The About page is almost always one of the most visited sections of any company website. Too often though brands will neglect the About section on their Facebook Page which is a mistake. There are many times when Facebook users who are new to your page will want to find out more about your brand, so will click on the About tab.
Here there are a large number of different sections which you should fill out as much as possible. This includes your company website URL, address, telephone number, and hours of operation. There is also a section to tell your brand’s Story which you should make engaging. There are two benefits to filling out all of this information. Firstly it will make your brand look professional for anyone clicking there which will make them more likely to Like your page. Plus all of these keywords will make your page appear better in Google and Facebook search for people looking for companies, leading to more potential page Likes.
2. Stop selling, start creating value
Most people are sick and tired of advertising in the traditional sense. This can clearly be seen by what is happening with TV. Fewer and fewer people are watching traditional TV, because the stations are absolutely filled with advertising aimed at pushing products on people. Instead they are moving their attention to streaming services like Netflix where there are no adverts, YouTube where they can skip the adds and social networks. If your brand is simply seen to be trying to push people into buying your product or service, then people will not stick around for long, because they will easily get bored.
Of course it’s understandable that your brand wants to market a product, or organisation wants people to support a cause, but focusing your Facebook page solely on that won’t work. It is not a place to push out adverts all day long. Instead start creating value, that will make your followers want to come back again and again and share your page and posts with friends. For travel and tourism brands, your Facebook page is the perfect platform to share amazing travel experiences, local information, travel tips and advice, competitions, videos, photos, humourous posts, with the odd product promotion mixed in, but in a fun, inventive way.
Ideally you want to create a genuine connection with your followers, based on trust and added value to their lives, before they will become your customers. Once your audience sees that they are following a brand with interesting content, relevant information, a sense of humour and that will engage with their fans, then they will see value in following and engaging with your content.
3. Engagement is vital
One major aspect of social media, that many brands forget when they have a business page, is the social part. Perhaps your marketing team has stopped simply selling on your Facebook page and has started to share some great content like funny photos, engaging videos and useful blog posts. Over time you should start to notice that engagement on the content you are publishing starts to grow. This will include likes, shares and comments, plus direct messages.
It is vital that your brand team responds to these, especially the comments or messages as quickly as possible and in a human way. Avoid, generic, robotic responses that won’t lead to any further conversation, or negativity. When responding you should be aiming to elicit a positive emotion from the individual. Either they are already a follower of your brand page so this will encourage them to engage more with your posts, or this could be someone that could become a follower.
4. Don’t forget to invite your existing community
When you first start your Facebook page you will want to get the momentum started as quickly as possible. What often happens is the more Likes your page has, the more other people will want to click Like. Once your page starts getting a lot of Likes it will appear more valuable which will further encourage others to Like it. At the beginning though you are starting from scratch with your page. In most occasions though, your company or organisation is likely to have an existing community. This will include your employees, friends and family, business and industry partners, and your customers.
One effective way of encouraging these people to Like your page is to send out a friendly email with a call to action such as “P.S. Please Like our Facebook Page” at the end. This can be sent internally to all of your employees within the company and also to all of your customers and business contacts. A link to your Facebook Page (and other social media) should also be added within regular email newsletters that your brand sends out to individuals on your mailing list.
While logged into your Facebook brand page, you should also head over to the Facebook pages of your industry connections and other brands related to your company. For example a hotel or resort is likely connected to excursion companies, so head over to their Facebook pages and click “like as your company page”. This will grab their attention and they will probably like your page in return and start taking a look at what your page posts.
5. Keep Active
Some brands mistakenly believe that merely having a presence on Facebook is enough and that individuals will flock to your page. This is simply not true and also a considerable waste of an amazing potential marketing opportunity for your brand. Once your brand has a Facebook page and has started gaining some Likes, it is important to not then become complacent. If the people who have Liked your page stop seeing posts from your company, then they will lose interest and eventually quite often click Unlike.
Additionally when new individuals take a look at your Facebook page and they see your brand is rarely active, then they will very likely not bother Liking your page as it will not bring any value to their life. While there is no magic number for how often to post on your page there are many experts who advise posting between 3X a week to once a day at least. On the other hand don’t overdo it by posting things many times a day as this will just annoy the people who have Liked your page.
If you are staying Active and posting interesting, engaging and relevant content on a regular basis then this content will likely start receiving Likes, shares and comments. As the engagement level rises for your posts then your page and the activity surrounding it will then appear more often in connected individual’s Facebook Newsfeeds, thus reaching a larger potential audience, due to Facebook’s algorithms. You can easily monitor which posts are more successful or not via the Insights section of your Page. You can then optimise the posts to try to appeal to an even wider audience by altering things such as your posting schedule.
As you can see there are a variety of different ways to easily boost your brand’s presence on Facebook and this has just been a small selection of the techniques you can use. We’d love to hear of any strategies you have found effective. Let us know on social media using #RDOdigital to join the conversation.