Like it or loathe it Facebook is here to stay. And, the longer it stays around the more loyal its fans become. There is no doubt that companies are only active on Facebook for one reason: to build more business. Certainly getting more business is a loose term, which different companies will have different objectives for and expectations of. Whether the purpose of Facebook is to get more sales, help with a product or company launch extend brand awareness or send more feet into bricks and mortar stores, Facebook appears to have the answers.
It’s no surprise, though, as it is on this channel that so many people feel so comfortable sharing intimate details and important information about themselves. And that is the primary reason so many companies are still using the social media behemoth to promote their brands through word of mouth. Let’s take a look at how the successful organizations are using this channel to build their audiences.
1. Your Company Page Should Have All The Vital Information Filled In
We thought it was obvious. But after taking a look at a number of pages out there, we discovered things like: no website filled in, no directions, no “about us” statement that gives people a reason to “like” you. You can also go further and ensure your photo gallery is up-to-date, you have shared some videos and you have visible links to your other social pages and company website.
This is the kind of content that search engines will index. It is also the kind of content that will let them know your page is active and being worked on regularly.
2. Invite All Your Email Contacts Over To Find You
You probably have a database of contacts you could connect with, and who you should let know that you are active on Facebook. Hubspot says:
Within the Page Manager section of your page under the “Build Audience” menu, you have the option to invite your personal Facebook friends to like the page, share your page with your Facebook friends through the News Feed, or upload a list of email contacts to encourage existing contacts to connect.
3. Advertise Your Facebook Page On All Of Your Marketing Channels
If you send out a corporate newsletter, your links, as well as a compelling invitation to tell people to find you, should be included. Likewise, your website should also include links to your Facebook page, as well as give visitors the opportunity to share content they like from your site on their channels of choice.
4. Prioritize The User Experience
Your Facebook page should get a lot of time and effort, just like your website. And if you want to grow your audience organically, then you should invest in that user experience and ensure it is worth it for the people you want to attract. As Moz.com explains:
Make your audience’s experience on Facebook about their experience and their connections rather than your CTR and conversion rates. Concentrate on them, and you’ll succeed. Your audience will turn into a community that thrives, grows, and supports one another. By enabling engagement within the audience, you can help increase the level of stickiness and affinity they will have to the brand, moving toward customer advocacy.
When you have great content to share or post, ask yourself whether it is something you know your readers will digest. This approach puts less emphasis on self promotion and more emphasis in adding value for the people out there.
Maybe a competition would get more click-throughs to your website than a special or promotion. Plus it is customer-centric rather than self-centered and more likely to get you audience spin-off.