Twitter is a popular platform, but Facebook is the social media site that pushed the envelope on making social media a large part of many consumers’ lives. Find out how you can use the site and its marketing tools to attract and convert new customers.
As of June 2014, the site has 829 million daily active users, and 654 million of those users access their Facebook profiles via a mobile device, according to company data. With the site netting a large share of the market – especially after it acquired Instagram and the photo-sharing site’s unique users – you can maximize your business’s branding strategy if you take advantage of Facebook’s marketing tools.
Utilizing a business page
Facebook has pages devoted to business uses. These pages are free to set up and customize. You can use the profile image and banner features to post logos and other brand images to the page.
The feature also allows for status updates, including text, link, video and image posts. If you have a new sale flyer, for instance, you can post it on the page to inform your customers.
One of the key functions on a business page is the free analytics tool known as “Page Insights.” You can see how many Facebook users are subscribed to the page, view charts and graphs tracking that data and see which posts had the most engagement. This information is also displayed below the page’s posts, including how many people see them and how many interact with them.
If you use Facebook’s advertising services, which come at a price and post targeted ads on users’ profiles, you can track how well your ad campaigns are performing using Page Insights.
Effectively using Facebook for branding
Facebook provides many avenues for a business to engage users. Here are some tips to use the platform to your advantage:
- Give subscribers information. Facebook allows you to list a lot of details about your business, including location, hours and website information. Provide this data so users can find other ways to engage with your business.
- Engage subscribers. Users may ask questions or post comments about your business on the page. Don’t leave these messages unanswered.
- Post interesting and relevant content. If you own a business of electrical contractors, a video of a cat playing the piano may not be best for your brand image. While it is important to post often, ensure your content relates to your business. Use Page Insights to get ideas about which posts are performing well with your audience.
As with any customer-facing materials you put out, remember that it’s a reflection of your business. This comes with two caveats:
- Don’t be afraid to let people in and show off your business’s personality. Do you throw fun events at work or take part in charitable giving? Take some action shots and have a good time with it.
- That being said, you do want to protect your business’s reputation. Don’t put out any potentially offensive material. Generally, it’s better to err on the side of caution here.
Potential customers, the competition, suppliers and others can pull your business credit reports without your permission or knowledge to get a “true” look at how things are managed. Make sure you always know what they’ll be seeing.
This article was originally written on October 21, 2014 and updated on November 14, 2016.
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