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.
Unfortunately, these tools and features are all for show if you don’t utilize them with a marketing strategy.
Are you using specific tactics to encourage people to “check-in” so that their hundreds of friends can see that they did? Are you also taking advantage of the newly improved “events” feature that results in tons of free-promotion and new audiences?
If not, then it’s time to adjust your marketing strategy and build around the tools Facebook has created. The following are a few ideas of how to do so.
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, that event is then shown to all of their friends. After that, they spread like wildfire. 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 value of Facebook events may even prompt you to increase your event calendar, and sponsor of co-host other events.
- 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 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 did.
- Send prospects to a landing page: Under your Facebook business page’s cover photo is a blue button. This is a Call to Action button – and it’s a digital marketer’s best friend. This button should 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 them and their friends what interests they have in common). As more and more Facebook users catch on to what a “Follow” does to 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, “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. 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 change use it as an ad.
- Use Messenger for customer service: Facebook Messenger is a vital part of the the social media platform’s future. It’s 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, and 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”).