Face it. As a business owner your business often requires you to do tasks that you have no expertise in. That could be accounting, marketing or virtually anything that doesn’t relate to your core competency...and that’s okay. The important thing is to know that someone has your back that you can trust.
When it comes to online marketing, let's talk about some of the things that are important when it comes to Facebook for your business. Specifically your Facebook business page.
If you’ve been watching the news -- you know by now that Facebook has a lot of data on individual users. There is certainly good and bad to this.
When it comes to your business, fact is, you can leverage what Facebook knows about people to your advantage. In short, it helps you target the best potential customers for your business online. Utilize Facebook tools correctly and it can really build a strong marketing funnel that helps you generate more business.
Below are some Facebook basics when it comes to Facebook business pages and the components and terminology involved in running them successfully.
First, you must understand that your profile is completely different than running a Facebook business Page. Your Page is your business presence on Facebook; people can follow and interact with it, but they are unable to be ‘friends’ with your business the same way they can be friends with you. Your Page is essentially your online front desk, which means it is important to provide great customer service and positive interactions the same way you would in person.
Some of this may sound like mumbo jumbo, but once you’re familiar with the terms and how they work together, you’ll have the tools to build your audience and update your page like a pro.
Insights are the pieces of data collected that give you information about how people are interacting with your page. You can use this data to adjust your page to meet the needs of your audience. Here are a few examples of the information you can find in your insights and why they’re important:
Your reach is a measurement of how far your post went online in terms of interactions. See how many people saw your posts, as well as how many liked, shared and commented on them. This information will help you learn which posts get the most attention so you can create more of the kinds of posts that people will interact with.You can check the reach of each post in your insights.
Your page views consists of exactly that, page views. You can see how many people are viewing your business and what page sections they’re looking at. In addition, you can you can see your audience’s age, gender, and location. This information can help you target specific people with boosted posts and ads as well as tailor your content to meet their interests.
People and Engagement
As mentioned previously, you can see the age, gender, and location of the people viewing your page. You can also see when people are looking at your page, how they found it, and what they’re doing on the page (clicks, comments, shares, etc..). This is helpful because the more people are engaged with your posts, the better.
Here's what they'll look like on your Facebook dashboard:
Another important piece of the Facebook puzzle is its algorithm. Facebook has an algorithm, or a formula, that it follows for choosing which posts will show up in a person’s news feed. When creating posts, you want to make sure you’re not sharing content that goes against the algorithm. When posting, keep in mind that Facebook tends to prioritize the following types of posts:
- Posts that receive a lot of likes, shares, and comments. Encourage your friends to share posts too
- Videos uploaded straight to Facebook rather than shared from another source such as Youtube.
- Timely, relevant posts that deal with a trending topic
- Posts from Pages with complete profile information
- Posts that users tend to prefer more than others (photos, videos, status updates)
- Post job openings and events, the more information you provide, the better
Take the time to monitor your posts through the insights and you’ll better understand which posts are more successful and how to keep that momentum going.
If you want people to interact with your page, content is king. There are a couple of ways to generate content for your page:
- Monitor your competition. Follow other business pages in your industry and see what kinds of posts work and don’t work for them. Odds are you’ll have a similar audience and you can use that information to better tailor your posts in conjunction with your own insights.
- Follow the news in your industry and create relevant posts based around it, people often follow business pages for information.
- Don’t be afraid to show your personality, let your audience know that you know how to have fun while being professional.
Facebook Business Pages are set up to help your business thrive. Once you understand more about the ins and outs of how it works, your audience will grow.
If you’d like help with Facebook management, contact us and we’ll be glad to help.