It is the privilege of the greats to have multitudes of opponents. It was no different in the case of Facebook, over which black clouds have accumulated many times. After the storm, however, the sun always came out. Mark Zuckerberg’s “baby” bravely defends against attacks, remains the industry leader and still has a significant advantage over the peloton. The huge scale speaks in its favor. There are 2.5 billion recipients around the globe. Each of these people is your potential customer. In such circumstances, having a corporate profile should be the responsibility of the modern entrepreneur. Before you start building your brand, however, it is worth getting to know the most important features and functions of this medium.
The statistics speak for themselves:
– 39% of users follow the fanpage to receive a special offer,
– 57% of consumers declare that social media influences their purchasing process. 44% of the same respondents described Facebook as the most influential platform,
– 26% of people who responded to the advertising message purchased a product.
The possibilities are at your fingertips. There is nothing else but to try your hand. How to conduct business activities on Facebook? Below you will find the most necessary information and practical tips.
There are two forms of collective profiles on Facebook:
– A discussion group is based on communication between people who have something in common. People can have a passion, place of residence and profession. In other words, groups are sometimes created, for example, by owners of Opel cars, residents of the same housing estate or people working as computer graphics. The common denominator keeps all members consistent. This is where you can share information, photos, videos or files.
– A website (or fanpage) is a key tool to promote a company, brand, person or initiative. Success is measured by the achievement of a vast base of committed fans. For this purpose, the administrator should focus on creating intriguing and valuable content on a regular basis. Additionally, the development of the website can be driven by the display of advertisements via Facebook Ads.
Company on Facebook – how to create an account?
Each user can set up a fanpage on Facebook. The entire process consists of just a few steps. Just follow these tips:
– Select “Create” at the top of the site on the right.
– Define the nature of your business.
– Enter the name that your Facebook page will adopt. At this stage, you can still choose a working variant. You are able to make changes at any time.
– Choose categories that precisely define what you do. This way, you can increase the visibility of your website for your visitors.
– You can add photos or temporarily hold off the decision. The choice is yours.
How to set up a Facebook fanpage?
The newly created website looks unprofessional and does not inspire the trust of the recipients. Therefore, you still need to enter a number of information to increase your credibility. Start with the following:
A. Graphics are the foundation of visual identification. Therefore, be sure to upload a profile photo and a background photo. What criteria do you have to meet?
B. The form of the profile photo depends on the nature of the business.
– In the case of a company, brand or initiative, it is worth designing a simple and clear logotype. Bet on symbolism and create a creation that is easily remembered and unambiguously associated with your business.
– If you are building a personal brand, you can promote yourself with your face. Photography should be professional, but at the same time it is worth to include some attributes that you use at work. For example, if you are a professional dancer, capture your image while dancing on the dance floor.
C. The background photo can take the form of graphics, animation or a movie. Use this space to precisely define what you do. Remember that the background photo should not be set once and for all. We recommend a seasonal approach and changing the outfit at least once a quarter. What to put in the cover photo?
– Introduce yourself. Build a sentence or three short slogans that will contain the following information: who you are, what you do, what value you provide to customers and followers.
– Present your latest achievement or the most important point of the offer. In this way, we displayed the latest guides or another service in our portfolio.
– Tell me what you are up to. It can be a teaser of a new collection of clothes or an announcement of events in which your brand will take part.
– Create an aesthetic “wow effect”. It is worth using animation with this concept.
– It’s worth putting a CTA here. This way, users get to know your expectations.
D. A dedicated URL can be set by selecting “Create Page Username” below the profile picture. Enter an uncomplicated, easy-to-search phrase in the provided field. After this operation is done, just enter “facebook.com/ selected_url” in your browser to get directly to your fanpage.
E. Check the Information tab and write short notes in the information and description section. Tell me what you do. Identify your most important products or services. Also mention achievements and values. Formulate concise and concise sentences.
F. It is also worth telling about your brand in the Our History section. In this case, opt for a looser form. Do not bore your readers with a mass of dates and names that they will not remember anyway. Instead, try to arouse excitement and interest. To do this, use anecdotes and personal reflections. It is supposed to be a text with a soul from which emotions and authenticity emerge. After making the last stop, just try to put yourself in the recipient’s shoes and make a good judgment whether you might skip reading after the first two sentences.
G. The key issue is also providing recipients with their contact details. Start with a phone number, email address, and website. It is also worth adding the company’s address. The more information you provide, the more credible you will become in the eyes of users. This cannot be underestimated. If you expect users to trust you with their money, you need to earn their trust.
H. Facebook allows you to link to accounts on other social media platforms. If you are already active on Instagram, Twitter or another medium, you can put such a mention on your profile. As a result, you can gain new followers.
I. Select 3 categories that accurately define your product or service. This way the page will be more visible to the audience.
J. Just below the background photo, it’s a good idea to embed a contrasting CTA button to trick users into interacting with your page. In this way, you can encourage to book an appointment, make contact, obtain information about the website, make purchases or download an application. Thanks to this, recipients know perfectly well what they expect from them. Contrary to appearances, such a direct message can work wonders.
K. The above elements constitute the necessary minimum that must be taken into account for the website to function efficiently and not to deter recipients. However, it is worth trying to fill in all available fields. The more information you include, the better the results you can expect.
Content on Facebook – types and formats of publications
Facebook allows you to create posts with a varied structure. The foundation of each publication is a description, which usually consists of text and emojis. In addition, you can add multimedia in the form of graphics or video materials. There are several types of publication:
– Statuses are text posts without multimedia. A wall of text devoid of graphics can discourage users from interacting. Therefore, this type of publication, by default, arouses the least interest.
– Links refer to an external website (they take the form of a thumbnail with redirect). They can be accompanied by a description and an emoji. An interesting variant is also the carousel, i.e. a post composed of several “tiles”. Each item has a different photo and they all lead to the same destination.
– Photos enriched with description in the form of text and emoji. The content may include a link with a redirect to the website. It is worth considering this form as an alternative to the default link posts. You don’t have to limit yourself to one photo. You can create an album of several creations.
– Videos posted from a computer or mobile device. Users definitely prefer to watch rather than read, which is why video is the most effective format on Facebook.
– Live broadcasting is considered the most engaging way due to its spontaneous nature. Chat users can chat with the creator in real time.
– Accounts are temporary publications that disappear after 24 hours. They can take the form of photos, videos and posts. After your access has expired, you can view your materials in the archive of stories.
As part of the posts, you can also:
– mark geolocation,
– define your mood,
– mark the product,
– redirect to the store, encourage you to participate in a charity event,
– invite people to view the profile.
How to effectively run a fanpage on Facebook?
Any brand can start working on social media. Ba! She should even do it. Due to the low entry threshold, many daredevils try their hand. However, creating an extraordinary fan page is only the first step. The biggest challenge is to assemble an informed and committed community. Here are a handful of tips that will help you stand out above the average:
Breathe soul into your posts
Most of the fan pages in social media are run without an idea. They mirror the content on the corporate website. Let us take an example. The administrator enters the “About us” tab on his company’s website. He then copies a taken out of context saying that 15 years ago the owners moved from LA to NY. Finally, he puts this information on his fan page and ticks off the next published post in his schedule. Sorry, it doesn’t work that way. Such information has absolutely no value until you add an interesting narrative to it. In this case, it is worth trying to expand the message. Describing a story from the life of the brand will work much better.
Speak in the language of benefits and emotions
Suppose you run a lighting store and want to present an office lamp. You mention its economic advantages. The statement that a lamp is energy-efficient is just a feature from which you must derive benefits. Add a note that the customer can save $ 20 per month. This is a tangible benefit that can persuade the recipient to buy. Our agency faces similar challenges on a regular basis. For example, we have created the Paraphrase-Online.com Campaign Manager system to help you effectively manage your advertising budget (feature). Such information has little value for our recipients. That is why we mention that the described platform allows you to increase costs up to 32% and reduce costs by an average of 15% per year (practical benefit). Then the potential client can calculate how much money he will gain in his wallet. It is also worth mentioning that such a solution guarantees stabilization and reduces uncertainty (emotional benefit).
First, you need to present your product so that your audience can find out what they will find in your offer. However, do not stop at presenting features that can be seen with the naked eye. Everyone can see that white is white and black is black. Instead, play around with associations. Write that your volleyball may turn out to be your best friend on a desert island (By the way, where is Oscar for Wilson for his role in Cast Away?). Make yourself known as a man of flesh and blood. Show that you are not just a calculating salesperson, but have distance and sense of humor. Wink at your audience and put a smile on their faces. This is one of the most effective ways to arouse sympathy and build relationships with your users.
Each fanpage is different
Many myths have arisen in the marketing industry about the universal timing and frequency of publishing that produce the best results. Of course, no one will prevent you from familiarizing yourself with these conclusions, but take them with a pinch of salt. The most important thing is to only speak when you have something interesting to share. Do not use force to produce shallow posts, because some blogger decided that 30 publications per month is the best practice. On the other hand, do not delay the implementation of innovative concepts, for fear of a decrease in coverage caused by violating the time window between publications. Quality will always defend itself. If your post is so interesting that it immediately arouses above-average commitment, then any strict rules cease to matter. In addition to a creative approach, we recommend experimenting. Post different types of content on different days of the week and at different times. After a few weeks, check if you see any rule in the results that is worth following.
Follow up on current events
References to holidays and other high-profile events are a great way to place your products in a specific context. This is what Coca-Cola did, which over the years has been associating the public with Christmas. As a result, in many homes, the popular drink is presented every year on the festive table, right next to traditional dishes. In a similar way, you can create a need and immediately propose a solution. Holidays are a season full of various festivals. During concerts, you take photos, record videos, and the energy inevitably escapes from the battery. In such conditions, it is rather difficult to find an outlet to which you can connect the charger. Thus, a capacious powerbank should be an integral part of your inventory.
The average bread eater thinks marketing is one big hoax. It is hardly surprising if he is bombarded with messages of dubious value. Imagine if someone offers a pencil that fits your individual needs. It is suitable for a variety of applications, is durable and is considered an absolutely unique product. What is the conclusion? Absolutely nothing. Now let’s take the same pencil, but it will be designed for sketching technical projects, it will last for 3 months of daily use, and it also has an unbreakable stylus. We know something now. Pouring water could work at school or college. In marketing, you cannot afford to throw empty words.
Ask fans for their opinion
Many creators assume an attitude that can be described as the curse of professionalism. They believe that all their actions must be buttoned up and the audience should applaud it without reflection. We propose a different path. Are you preparing to change your company logo and are still hesitating between two projects? Ask your fans for their opinion. They will definitely help you make the right choice. This way, they will feel that you take their opinion into account, and you will generate commitment that will allow you to increase your reach.
Invite to the discussion
An active community is the greatest value for a fan page. You can’t expect users to speak up if you haven’t asked them for their opinion. Communication must work both ways. Therefore, make it clear that you are counting on the answers. For this, you can share a meme with empty bubbles and ask fans to suggest some lines for the heroes. You can also encourage them to tag friends or suggest an exchange of anecdotes from school years. There are plenty of ways.
Take, but don’t forget to give as well
Many companies build a very selfish narrative. Still just “me” and “we”. In such communication, product posts are predominant, which are to directly encourage sales. It is worth finding a compromise and giving something from yourself. They don’t have to be contests or other forms of giving away. In real-life marketing, people often expect just a little attention and interest. Tell us how your brand improves the quality of consumer life. Show the backstage and invite them to discussion.
Organize gray cell training
Mental gymnastics and a bit of healthy competition are a great way to get a community moving. You can ask to solve a puzzle, math, word game, etc. It is worth constructing the task in such a way that the individual elements and the solution are somehow related to your brand. For example, let the rebus lead to the slogan “Free Shipping”, which is hypothetically a standard in your company.
Bet on movies
We mentioned above that video materials are easy to read and therefore generate more engagement. Accordingly, you should focus on this format. Many people refuse to create their own recordings because there is a misconception that such activities require full professionalism. Nonsense. The manicured and directed scenes are associated with classic television, which is gradually becoming a thing of the past. On the Internet, naturalness and naturalness are more important. Films made in cottage-style conditions are considered to be more authentic. To create, all you need is a smartphone that supports Full HD resolution. In addition, you need to start thinking about your video material in a broader context. You don’t have to make a new movie from scratch every time. You might as well collect a few photos and present them as a slide show. Such content can be easily and effectively assimilated in the course of daily duties.
Play with form
Users prefer interactive content in an accessible form. Therefore, you have to respond to their expectations. How to do it? Let us take a few examples. You’ve organized a corporate event and have dozens of photos to share with your fans. Don’t expect anyone to wade through all the photos if you put them in one at a time. Creating albums makes sense only if you periodically include one creative with it, e.g. every week. A collage arrangement will be a much better choice. To do this, design one graphic that you will divide into several segments. Then you can insert several photos in one go and they will all be noticed. An alternative solution is to create the so-called carousel, i.e. a creation composed of several photos placed next to each other. The user can view all available photos by clicking on the side arrows.
The content posted on your fanpage must be beneficial for the recipients. It does not necessarily have a material dimension. It will also be of value to make you smile or facilitate some embarrassing activity. Let us focus on the latter aspect. As an entrepreneur with a lot of experience, you must be an expert in your field. Sharing knowledge is one of the best ways to establish your position. Suppose you are a personal trainer. In this situation, you can post tips on how to perform complex exercises. It is worth making a permanent series on your fanpage out of it. Thanks to this, you will get your audience used to the fact that they will find you a handful of practical advice every week.
Be a source of inspiration
Utility has many names. In addition to practical tips, you can also become an inspiration for your fans. These are all the tips that can potentially improve the quality of life for your fans. For this purpose, you can put a motivating quote to take care of your physical condition or provide a photo of the arrangement that can be used during renovation. Inspiration is also a very clever form in which you give at the same time, but you can also camouflage the desire to benefit a bit. Present a ready idea for styling, and let its key element come from your store by accident.
Show a human face
A company that downplays the importance of a positive image will appear to be a group of self-determined careerists who care only about money. Show that you value other values. Maybe on Mondays after work, employees regularly play football together? Maybe you are used to bringing your dogs to the office on Fridays? Show off on your fanpage!
Track trends and react to them
The life of a Facebook publication is extremely short. Important events have 5 minutes of publicity, and then their popularity begins to gradually decline. In this situation, you have to act spontaneously. If information begins to spread virally across the web, try to link it to your products or services. There is a good chance that your creation will be in the mainstream and will be noticed by many recipients.
Contrary to appearances, statistics do not have to be boring and repel recipients. It all depends on the form you choose. It makes sense to juxtapose numbers with objects that are easy to imagine. Don’t expect commitment when you boast that your employees produced 14,000 kilometers of cables in the past quarter. As the number looks abstract, users may not know how to rate this result. A much better solution would be to say that the length would be long enough for the cables to reach from United Kingdom to Australia in a straight line. Then you can quickly imagine the scale of this undertaking. Always present complex concepts with commonly known circumstances, but if you want to publish a post with raw data, you should prepare an infographic. Information presented in the form of visualization is processed by the brain as much as 90% faster than plain text. Thus, users learn the message more efficiently, and the message will remain in their memory for longer.
Tell a story
Why are para-documentary series on television so popular? After all, the actors are lousy, the scenario is naive, and the production is not very high-flying. The answer is simple. By its very nature, storytelling is more engaging than many other ways of narrating. The recipient may feel that he is part of the illustrated events. Commitment is half the battle. From this position, it is much easier to move on to consolidating brand awareness.
Create thematic cycles
Social media is full of extremes. Finding a balance between various concepts is the key to success. On the one hand, users like to be surprised, so you should constantly raise the bar by creating the most original solutions. On the other hand, recipients warmly accept repetitive actions. Therefore, it is worth running thematic cycles on your fanpage, which will always appear at the same time or at least on the same day. You also need to take care of creating a coherent visual identification and finding a complex issue that will not be exhausted after a few episodes. In such a convention you can embed, for example, recipes, practical advice on doing strength exercises, etc. The constant thematic cycle gives fans a reason to visit you regularly.
Show off your achievements and important events
As children, we learned that bragging was rude and inappropriate. Then social media came out and all the science went to the woods. However, you can boast in a good tone, which is not vanity. It’s about showing you the way to your goal and the fruits of your hard work. Let us leave files of banknotes, luxury cars and gold-studded interiors to the creators of music videos. We are going more towards presenting a favorable financial result, a new office or an employee who has successfully made it through the recruitment. Transparent entrepreneurs will always enjoy greater trust.
Build up tension
Are you preparing something special for your fans? If you provide complete information only on the day of the premiere, you may waste a significant part of the potential hidden in the planned action. Instead, try to build up tension. Publish posts where you will gradually reveal more cards. Many users will wait with bated breath for the solution of the puzzle. This way you will get much better results.
Appreciate your audience
As we mentioned before, a committed community is the most valuable asset for your fan page. You should thank the fans for any interest they show. If they share their thoughts or photos, make it clear that their opinion is valuable to you. First of all, you need to remember about it when users showed a lot of activity under some initiative or when you exceed the next threshold of page likes. Then create a dedicated creation in which you express your gratitude.
How to find the best audience and customers on Facebook?
Find out who belongs to your target group
First, you need to find out who your audience is. Universal messages may turn out to be completely wrong. Therefore, it is worth personalizing the message. You can get the data from Google Analytics connected to your website or check the Facebook fan page statistics. Take into account the age, gender, education and interests of your fans. Thanks to this, you can precisely respond to their needs.
Get closer to your fans
Creating the so-called person is sometimes underestimated by marketers. This inconspicuous method, however, allows you to precisely adjust the language to the characteristics of your audience. The whole operation consists in dividing your target group into several most important segments and listing their most representative characteristics. To do this, use the knowledge you gained in the previous point using analytical tools.
Match the style to your expectations
Not every publication has to meet the expectations of the entire community. When planning your monthly schedule, create some universal creations that can reach everyone. Beyond them, lead a personalized narrative. In this way, you can build a closer bond with representatives of particular groups. Based on previous experiences, adjust the type of communication that will be comfortable for both parties. Answer a few questions for yourself:
– Unofficially or officially?
– Enthusiastic or reserved?
– Loose or serious?
– Youthful or mature?
Once you have dealt with these doubts, you will know how much you can afford to discuss with each audience. You must also be aware that online savoir-vivre rules are more flexible. Most people call themselves “you”. Even if you are addressing a mature audience, you don’t necessarily have to be protective and stick to conventions. It’s more about professionalism and creating factual publications based on reliable sources. Certainly no one will be angry with you if you call him by his name, but at the same time you open your eyes to some very important issue or present a point of view that touches on the problem from a completely different angle. Everything is a matter of feel.
In the case of looser topics, the situation is much simpler. Then you can indulge yourself, treat fans like buddies, share memes, and even use slang.
What are the benefits of Facebook for your business?
Thanks to Facebook activities (both organic and paid):
– You will increase brand awareness in a mass audience,
– You will lead to an increase in sales results,
– You will get traffic to your website,
– You will warm up the image of your brand,
– You will be in constant contact with recipients,
– You will build a committed community,
– You will strengthen relationships with customers.