Of all the social media sites we are active on (Instagram, Pinterest, LinkedIn, Facebook and Google+), none get as many questions as Facebook. People all over the internet are still trying to figure out the best way to maximize this following. How do we get more followers? How do we turn followers into leads? Are we posting often enough? Too often? The questions are seemingly endless.
Your Facebook following is an incredibly powerful tool to have at your disposal, and we’re going to discuss how you can milk it for every ounce of value.
First things first: Let’s get that business page settled
Before we get into specifics, let’s ensure your Facebook business page is good to go. Both the profile photo and cover photo should be high resolution shots of your logo or other company signage – we want your page to be easily recognizable to customers. Additionally, fill out all of the spaces provided for extra details, filling in things like address, hours, contact information, etc. This page should act as a one-stop shop for customers, so they can use the page to get in touch with your company or get any details they might need about the business or your products.
Now what do I do with that following?
For starters, they need to see every new piece of content you produce. So any time you post a new blog article, site page, content offer or landing page, you should post a link to it on Facebook immediately. This will not only drive traffic, you might even get a lead from Facebook this way.
Speaking of that, there’s no reason you can’t generate leads on social media. Our recommendation? Create a landing page specifically for Facebook followers. That way, you can create a message specifically crafted for them, and evaluate the kind of response you get from Facebook campaigns. This landing page should have a content offer that’s provided free of charge – as long as they supply contact information in exchange.
Finally, don’t forget the market research potential you have with Facebook. Curious about features on a new product? Post a photo on Facebook and ask for feedback. In case you haven’t noticed, people LOVE to mouth off on social media, so expect to get some lively responses! Don’t be afraid to use Facebook as a sounding board for your company.
What if my following isn’t growing?
Then you might not be active enough on Facebook. You see, social media is very momentum-based. As your following grows and you increase your activity, more people will start to stumble across your page or see it in their “Recommended Pages” links. And as more prospects begin to “like” your page, it will only grow more popular.
So aside from posting those links all the time, make sure you’re also posting non-promotional things. For instance, post a question asking your customers what they’re planning on doing for Thanksgiving. Or, did you have a holiday business party? Take some pictures and post them. It really doesn’t matter what the content is, as long as you’re making an effort to entertain, enlighten or inform your followers. And in our experience, followers love the non-promotional stuff more than anything else.