In order to make a Facebook business page - or at least one that will actually benefit your bottom line - you’ll need to spend some serious time and energy building that page into a valuable industry resource.
The Facebook platform is full of lonely business pages that sit idle, occasionally receiving an update about the goings on in their particular business environment. We’ve all come across them, pages that have a post history with several weeks or even months in between bland and boring articles.
I’ll tell you right now that if that’s all you have planned for your page, you’re better off without one.
In the 10 Key Points below I’ll explain…
Whether or not you make a Facebook business page is up to you. You just need to decide if you’re ready for the commitment it takes to turn a Facebook page into a valuable marketing asset.
Let’s see if you still want to dive into the Facebook community after you’re done reading.
Making a Facebook page for business just to have one is a waste of time. Some businesses feel that they need to be a part of the Facebook community because they’ll be behind the times or missing out on something if they aren’t.
To a point that’s true, but if you don’t know why you want to create Facebook page, I’d skip it altogether. An idle page creates a far worse impression than no page at all. Instead, try to understand how your business could/would benefit from having a Facebook page.
To make a Facebook business page requires that you first outline what you would like to accomplish with your new asset, as well as how you plan to go about doing so.
To be fair, both are possible, but let’s make one thing clear. If you are only looking for short-term benefits from your Facebook page, you’re going to have to pay for them. The short-term benefits I am talking about come from the ads you will run to promote your page or your website.
Even so, you’ll need to create a page that gives potential customers a good impression of what it means to do business with your brand.
That means taking the time necessary to share content, post updates, and interact with your audience. Leaving people hanging on an idle page will do more to hurt your brand image than anything else. Be sure that, even if you’re willing to pay to play, you have the time and resources to keep up a good impression.
Speaking of paying for ads, do you know enough about the people you’re selling to that you’ll be able to target them effectively on Facebook? Have you created your customer avatar? Do you know your customers buying habits?
The power of Facebook marketing lies in your ability to target your audience effectively. That said, if you don’t know enough about who you’re targeting, you can blow tons of money trying to find out. You can’t (successfully) target everyone, so be clear as to who it is you want to reach long before you create a Facebook page for business.
This question is one to consider carefully. Many brands decide to create a Facebook page and interact a great deal early on, only to let their page fall to the wayside once they:
Do you get my point, the excuses go on and on…
There needs to be a designated team or team member in your organisation who is entirely responsible for your Facebook page. There must also be a set cadence with which they post to your page in order to deliver consistent value to your audience.
The potential to build a community around your Facebook page is very valuable, but your community will drop off quickly if you neglect to provide them with the consistent value they had come to expect from your brand.
If your organisation already creates regular blog or video content, you won’t need to think very hard about whether or not you’ll make a Facebook business page.
If you create valuable content on a regular basis, Facebook is a great place to share that content. You can work to build a community around your Facebook page by promoting your content to the right audience.
A great way to do this is using a Social Media Calendar…
Many small businesses seem to think otherwise, but Facebook shouldn’t represent your sole digital marketing tool. Whether you’re creating a Facebook page to make the most of Facebook ads or looking to build a community, the resources you allocate there should represent part of a larger marketing machine.
For example, You will find that promoting content on Facebook can generate a lot of engagement, especially on your best pieces.
You need to take advantage of that engagement by retargeting those that view your content with ads for your downloadable offers, which provide even more information/value around the topic.
This way you are nurturing these leads through the buyer’s journey and on the interest, they have shown in your content.
The same can be said for any ads you run. If you show ads that drive people to your website, you’ll want to make sure they see a landing page or popup with your downloadable offer for which they’ll gladly give you their email address.
That way you can send valuable content directly to their email inbox, along with insider information, discounts, and promotions.
This question may have been better suited a little higher on the list, mainly because many brands are under the impression that they can use Facebook as a free place to market themselves. While this is essentially true, the Facebook landscape is VERY crowded.
If you wait for your organic reach to build you a massive following and a highly engaged community, you may be waiting a LONG time.
Instead, spending money to put the right ads or the right content in front of the right audience will dramatically improve the rate at which you’re able to meet the goals you set for your page (remember those?).
While Facebook ads deliver a measurable ROI, the return on the investment generated by building a following and engaging with your audience is far less exact. You may spend a great deal of money over a long time span before the community you’re building starts driving conversions.
If you make a Facebook business page, be ready to invest plenty of time and money in your eventual success.
I have walked you through several valuable insights in this post already, some of which may even have you feeling like your brand is ready for its very own Facebook page.
Before you get started, I want to be sure we reflect on a few important questions for a moment.
These are all important questions to answer before you move forward with any new social media account, especially Facebook. The rapid speed with which the Facebook community moves means that you have to understand how users interact with content well before you ever create your first post.
Once you make a Facebook business page, there’s no taking breaks or playing the blame game missing your goals. It’s time to take charge and take consistent action until they are achieved.
I don’t want to sound like I’m out to crush your dreams, but Facebook never has and never will be a marketing machine that you can turn on and walk away from.
The platform is always changing, sometimes dramatically. Not only does Facebook implement changes in its own delivery structure, the way we as human beings consume content and interact with it is always changing.
Say you make a Facebook business page. You have followed all of the advice I’ve laid out in the post, set goals, created a strategy, and you understand who you’re targeting. You find your advertising successful AND you’re building a community around your page.
Then one day your ads begin to show a lower and lower return. Not only that but the engagement on your posts drop off significantly.
It sounds a bit dramatic, but things like this happen every day to experienced Facebook marketers. The key difference between those that are successful and those that are not is whether or not they are willing to do what’s necessary to optimise their strategy and get back on top.
This may sound like a funny question but Facebook (and digital marketing as a whole) is a world that revolves around testing. Marketers with the most successful Facebook pages are those that are continually experimenting to determine:
To make a Facebook business page successful, your team will need to take risks and try new things, systematically determining the best way to reach your target community. Always be testing and you’ll always be optimising the way you reach your audience.
“Should we create a Facebook page?”
It’s something our clients ask us all the time.
However, the problem you should be looking to solve is how to make a Facebook page for your business that will provide long term value to your industry and become a part of your multi-faceted marketing machine.
Your customers are on Facebook, there is NO doubt about that. What you need to determine is whether or not you have the time and resources to allot to this, potentially, powerful marketing tool.
Things we need to begin:
A Facebook Strategy
A content planner
Know your target audience
Humanise Your Company
An action plan
Research your content and list your ideas
If you need help with all of the above, download our workshop here https://louisaashforth.co.uk/courses/social-media/ using coupon code FACEBOOKSUCCESS for a discounted price of £19