Facebook is an inexpensive and effective tool to help market your small business, especially if you can create posts that generate conversation and lots of attention. Here are a few tips for creating a great Facebook page that will help your small business or non-profit organization shine.
- Before you post anything, ask yourself these questions: Is my post useful? Is it entertaining? Is it inspirational? Is it informative? A great book for any small business owner to read to improve their Facebook strategy is Likable Social Media. (Purchase on Amazon here: Likeable Social Media, Revised and Expanded: How to Delight Your Customers, Create an Irresistible Brand, and Be Amazing on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and More)
- Don’t use your Facebook page solely as a means to announce closings. Customers don’t appreciate browsing on a business’ Facebook page and just seeing a listing of closings. Yes, sometimes, you have to post closings on Facebook, but it shouldn’t be a daily or weekly occurrence.
- Have a Facebook strategy. Take a day each month to plan and schedule your Facebook posts. You could create consistent themes, such as Motivation Monday, sharing recipes on Tuesdays, Jokes on Fridays, etc. One client we work with shares a Funny Friday post each Friday, which has been popular among fans. If you don’t have time to keep your Facebook page updated, hire some help. Hire a high school student. Hire your kid. Make it somebody’s job. (KRJPR can help as well!)
- Post engaging photos with your posts. Statistics show that posts with photos attract more than twice the amount of engagement as those without photos. If you aren’t a good photographer, hire one, subscribe to a photo service like Adobe Stock or use Canva (free and paid subscriptions available) to create Facebook posts.
- Videos are also effective at engaging Facebook fans. You can create a simple video with your phone, or create videos using your existing photos and copy with the free Lumen 5 service. We made our first Lumen 5 video for Facebook in about 30 minutes. The Orthman Community YMCA has done an excellent job of using video. They make a video nearly every Friday to share about upcoming programs and events. It not only keeps their members informed, but it helps members to get to know the Y staff and feel more connected.
- Keep your brand consistent on Facebook. If your brand is vibrant and colorful, create vibrant and colorful posts on Facebook. If your brand is old-fashioned, keep your Facebook posts the same.
- Avoid sharing your political views on your Facebook business page. Politics can be deeply personal for many, and you don’t want to risk alienating customers due to a potential political difference in opinion.
- Contests are a great way to generate new Facebook fans. Give away a product, offer a sale, etc. Just be sure you are following the official Facebook rules for contests.
- Share content from other Facebook pages that would resonate with your customers. Sharing is caring on Facebook. When you share another page’s post (ensuring their name is still on the post), they will generally be happy that you are helping them out, too. They may share your Facebook posts in return.
- Think about your message and content instead of just slapping up some copy. What’s the difference between these two posts: “Sign up now for youth soccer! Deadline is today!” or “Your child will learn important character values like teamwork, fair play and discipline in our youth soccer program. Sign up today, so your child doesn’t miss the opportunity to be part of this valuable learning program.”
- Take advantage of Facebook ads and boosts if they make sense for your business. Facebook boosts can be purchased sometimes for a little as $10, and you can target specific audiences with specific interests or in specific towns. Recently, a food truck from out of town was coming to our town. Their only advertisement was Facebook ads targeting people in my town. I saw the ad several times, many people shared it, and the food truck had a successful day in our rural town. Facebook ads do work!
- Don’t put something out on Facebook and assume that everyone knows. Facebook and social media are just a small part of your overall advertising plan. Although Facebook is effective, it should also be combined with other forms of advertising for the most effective messaging (newspaper, radio, direct mail, email, etc.)
- A few of our favorite Facebook pages: Grant Hinze Dentistry (KRJPR client), The 308 Boutique (good mix of product and funny), Lincoln Police Department (love how a police department page infuses humor into their page!)
