The Facebook business page continues to evolve into a stronger business and marketing platform, with features added and improved upon throughout the year to better help you capitalize on the 1.65 billion monthly users and the 50 minutes a day they’re spending on the social media channel.
The page has come so far so fast that not only do most marketers not notice the new tools, but they also haven’t figured out how best to utilize them. For example, what are you doing to encourage people to “check-in” at your business or organization’s location? Likewise, are you revisiting your in-person event strategy now that Facebook Events are dominating user timelines?
The following 7 marketing goals all rely on new and improved Facebook business page features. While they’re simple goals that no marketer is unfamiliar with, you may be surprised to find out how much more effectively you can accomplish them by using the social media channel’s new suit of tools.
7 Ways To Capitalize on Facebook Business Page Features
- Promote Events
Facebook recently made the public “events” that users create far more prominent within a typical person’s newsfeed.Once a user clicks “interested” in an event, it’s then shown to all of their friends. If those friends click “interested” as well, it’s disseminating once again, all without any “boosted” payments.Universities, nonprofits, community attractions and more can create tons of free promotion and connections with new audiences by organizing events and promoting them on Facebook. The impact of Facebook events may even prompt you to add more events or sponsored/co-hosted events to your public relations strategy.
- Encourage people to “check-in”
When a Facebook user “checks-in” at your location, all of their friends see that they’ve been there, and their name is then added to an ongoing list of visitors that displays on your business page.This is more than free promotion – it creates a communal feeling around your business.If your location is visitor-friendly, consider on-site signage or emails encouraging people to “check-in”, even offering merchandise or discounts for those who do so.
- Send prospects to a landing page:
Under your Facebook business page’s cover photo is a blue button, which should be used to push users to your most important landing page, like a newsletter sign-up, “about us” page, or a high-quality video.Consider using the button to support whatever marketing goal is most immediate. For example, if you’re starting a short-term fund drive, make the button link to a donation page. Or, if your organization recently received really great press, link users to that article.
- Encourage Customer Reviews:
People don’t typically review businesses and organizations on Facebook, yet the “reviews” section is prominent on the business page.This is your chance to outdo competitors.Consider asking customers and brand advocates to leave a review directly after they’ve had a positive experience, like attending an event, completing a program, or partnering on an initiative.
- Motivate people to “Follow”:
If someone “Follows” your page it means your posted content appears on their timeline (whereas a “Like” only shows the user what interests their friends have in common).As more and more Facebook users catch on to the fact that a “Follow” means your content appears on their timeline, they will only “Follow” your business page if you do things like provide them with interesting videos and articles, promote deals and discounts, and reveal upcoming events.Communicate your value by making posts or adding messaging into your emails and other social channels that say something like, “Follow us on Facebook so you won’t miss out on any deals or awesome upcoming events!”
- Use cover photo as an advertisement:
The very first thing people see when they get to your Facebook business page is your brand’s profile picture and cover photo. Think of it like the visuals on an advertisement.A ton of smart marketers are using the cover photo to advertise special events, current fundraising efforts, new exhibitions and more. As long as the photo is high-quality and matches your brand, it’s totally okay to use it as an advertising opportunity.
- Use Messenger for customer service:
Facebook Messenger is a vital part of the the social media platform’s future.In many ways Messenger is becoming a channel of its own, where users can talk, share, and create content with their friends.Facebook is even working on a tool that will automatically answer commonly asked question for businesses; but in the meantime, Messenger is a useful – and growing – way to respond to customer concerns, or even have an open conversation about the brand and product.
Facebook wants its social media to be everything to everyone, which of course includes a marketing platform to businesses. They will continue to add and tweak the business page tools (there’s several we didn’t even cover) and make it easier to turn Facebook users into customers. Eventually, they probably want the business page to be your new website. But we’ll fight them on that one.
It’s highly important that you continue to build a marketing strategy around Facebook’s updates. Regularly check out your business page to see what’s changed, keep track of what is working the best. Most importantly, look at the page through the eye of a first-time visitor to glean audience impressions (to do so, expand the three dots next to the “share” button under your cover photo, and click “View as Page Visitor”).