Facebook is one of the most popular social networking websites with 1.35 billion monthly active users. With time, the need for promoting your business on Facebook has grown to a massive degree. For e-commerce entrepreneurs, Facebook has become an integral part of marketing. If you own a business and want to pursue Facebook marketing to generate more sales and improve customer/client relationship, it is essential that you carefully manage your Facebook business page. This article is all about better managing your Facebook page. Regardless of which category of products you are selling through your online shop, it is always best to know these basic tips on Facebook page management. So let’s take a deep dive into it!
How to Better Manage Your Facebook Business Page
Starting with the most important topic, first, which is optimizing your page for Search Engines, such as, Google, Bing, Yahoo etc. The objective is to rank your Facebook page higher on these search engines. If you have a physical outlet, would you place it somewhere where your target customer could never reach? No! Why would your Facebook page be an exception? Remember the 5 simple things while optimizing your Facebook page.
Choose the Right Name: No matter how easy it might sound to you as the owner of a business, picking the right name for the page is never so easy! There are some business owners who become overly tactical while choosing the name. You need to understand that Facebook is a social networking website and the users are humans. They can sense whether a page has something of value to offer them or it is just after traffic flow. With that said, your page name must represent your business, rather than a set of keywords you think will attract new sales. At the same time, you cannot just avoid keywords and stuff! Search Engines like Google put more emphasize on the first word/term or the page’s name. Pick a name that represents your business and attracts only the people that means worthy to you. Don’t choose quantity over quality. Only fans that are interested in your product or service can generate sales.
Utilize Your Page Info: While optimizing a website for Search Engines, you put a metadata. The place given for describing your page works the same way for your page. Have a list of important keywords that matters to your business and try to put them in this section. You should fill out all information such as short description, long description, company overview etc. A short description is the most important of all.
Provide Contact Information: It is also very important to provide your phone number, physical address and website URL to your Facebook fans. While creating the page, you are asked to insert these information. Who’d trust a business that is accessible enough to its prospect customers or clients? Moreover providing contact address increase your chance to perform better in local searches.
Mind Your Posts! Your S.E.O. efforts are not just limited to the name, description and contact info, the content you post and the caption you put have a strong impact on your S.E.O. How? The first eighteen characters of your captions, status updates work as your metadata for Search Engines like Google. So when you post an image or a link with a caption, or a status update, always choose something that well describe the content, your business, and your page. Including a direct link to the website is a good habit.
Like Other Pages for Your Own Sake: It is important to like other pages in your industry. This way you are sending a message to the Search Engines that your page carries some importance and has the possibility to be popular. When you like other popular pages and link those to your posts, your chance to be found on Google increases to a good extent.
What, Why, When and How to Post?
Don’t Just Over-sell: Nobody likes a person who keeps talking about himself! Similarly, your facebook page should avoid constantly promoting your products to the followers. The trick is to follow the 80/20 rule. 80 percent of the posts should be about something that matters to the Likers. It will depend on the industry you are in. For example, a company that sells organic vegetable can promote health issues, create awareness against cancer, talk about the importance of organic foods as the best cure for cancer etc. rather than always talking about what it sells. But it is also important to talk about your product or service. Only 20 percent of the posts can be related to your business, in your case, your e-commerce website.
Captions are Important: As described previously, captions are important for your S.E.O. performance! There’s more to it. A thought-intriguing caption always leads to higher CTR (Click Through Rate) If you are even a little bit of familiar with Facebook insight, you have knowledge about the importance of engagement. To increase more engagement, there are many ways to encourage the fans to communicate with your page. One idea could be to ask questions. For example, a shop that sells mobile phones can ask its Facebook fans a quick question: “What is your favorite brand in 2014 for mobile phones?” This question encourages the fans to automatically respond. Understand that, we, as humans, love to talk, you just need to ask the right questions. Another way to ask question is to use “fill in the blanks” “I’d love to have ___ flavored ice-cream, this summer!” As DanGerella of Hubspot shows, certain types of questions get more engagements. There are more ways to use caption as a powerful tool for Facebook marketing. Contests like “Caption it!” are very effective to boost up engagement. Another idea is to talk about old fads. These types of captions with appropriate images leave the fans nostalgic. We all love to see, hear and talk about things that remind us of good old times! For example, you can post an image about a “Floppy Disk Drive” with a caption: “Lucky to have used this in my childhood!” This is just an example. You could be more creative with the technique. Note that posts with emoticons drive engagement to a great degree, as Buddy Media says posts with emoticons receive 52% higher interaction rates and have a 57% higher like rate, 33% higher comment rate and 33% higher share rate. Use them, but carefully! 😀 is the best emoticon you can ever use! Don’t use :o)
The Power of Images: They say “A picture is worth a thousand words!” On Facebook, a picture is worth a thousand likes! I mean it! Photo posts get 39% more interaction than others. Human brains literally love to see things than read them! A strong, effective photo can generate more sales than a boring description of the product. According to Kissmetrics, photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts. Our emotions are directly linked to what we see. As an expert Facebook page administrator, you need to use this and know how to do this! As Facebook says “Bright, colorful images depicting human interaction are particularly successful. These could be photos of a seasonal menu, in-store event, new products arriving or people enjoying their experience with your product or service.”
Shorter is Better: As studies show shorter posts get 23% more interaction than longer posts. Keep it below 80 characters and you can get 66% more interaction than your longer posts will get. Amazing, isn’t it? If not keep it below 250 characters, and you still can get 60% more interaction. According to Jeff Bullas’s study of retail brands on Facebook, 40-character posts received 86% higher engagement than others.
When to Post: Engagement rate on Facebook is not always constant. It goes up and down with the number of people online. The time is not the same for all regions on each day! If you know who your target audience are, find out when they are most active on Facebook. You can find this out from Facebook Insight. Additional information is always available on Google.
A Content Calendar: If you are serious about Facebook marketing, you need to create and maintain a content calendar. You can use Microsoft Excel or Google Spreadsheet to keep the record of the date, time, category. Caption, link, image/video of your upcoming posts. A content calendar is important to create at least a week before you actually post them from your page.
Be Responsive: When you receive a comment on a post, always, always reply to it in a professional tone within 1 hour. Try to respond in an hour and not later than 24 hours. Every page on Facebook has the chance to receive negative comments. In this situation, never try to defend yourself. You can gain more respect from the other users based on your way to handle negative comments. The key is to stay positive, supportive and humble. Always remember that complaints are good for your business to improve itself. Stay respectful, haters will stop hating, if not respect you in return! Do not ignore a negative comment, do not remove it, this will only enrage the poster of the comment. Humbly reply to it in a helpful manner. This way you can prove yourself to be a genuine business with high values.
Fake Likes? No, Thanks! This is something you should always remember. Buying hundred thousands of fake likes is not the real Facebook marketing. It is a total No-no! Fake likes generate a very high number of fans, but no real interaction on your business page. This brutally harms your S.E.O. You lose the ability to examine your Facebook insight.
Now that you know how to better manage your Facebook business page, make the best of your social media strategy. Never stop learning as digital media keeps changing every day, every moment! Social media examiner has published some great articles on Facebook marketing.
This article has also been published my personal blog.