5 Reasons Your Small Business Is Craving A Facebook Fan Page And How To Guide
Remember the old Madonna song "Cause we are living in a material world and I am a material girl"? Well, you may be grown up now, rocking a creative small business and have your favorite things you can't bear to part with but now you are definitely living in a digital world.
It always shocks us to run across a small business owner who says they don't have a Facebook page for their business. If you are reading this and saying to yourself, "it's just not worth the time or effort", let us respectfully stop you right there. Yes, the organic reach is low but we can promise there are more pros than cons to putting in the effort for a Facebook business page.
One of the biggest objections we hear from small business owners for not having a Facebook fan page is the cost for ads to promote the page and content but let's put this into perspective; do you see Coca Cola or Target running free ads on television, radio, magazines or billboards? No, you don't so why should you be allowed to advertise your products or services for free?
Let's start by addressing why as a small business owner you should have a Facebook fan page:
1. Fan pages are indexed by Google. When someone searches for you or your business, your fan page will appear in the search results unless of course you don't have one. As you can see, our business fan page is the second search and Google also pulls in any Facebook reviews. Pretty cool for your prospective customers to see right away how awesome your business is, right?!
As a small business owner why would you not want to capitalize on pulling up in a Google search?
2. Build Brand Trust. With the world wide web at the finger tips of billions of people, consumers are able to research the people and brands they want to do business with before ever contacting them and social media plays a huge role in building your brand recognition and brand trust with your potential customer.
3. Facebook Insights. With a business page, you are able to track the type of content that is best resonating with your followers so you can create more of that same fresh creative content to keep your brand at the forefront of their minds. This type of data will be invaluable for your business.
4. Sponsored Ads. With a Facebook fan page you have the ability to target your ideal client for a very minimal budget. For $20, you can target 2,000 potential clients or customers who are looking for and interested in your type of business. How long would it take you to do that face to face? Facebook ads are very cost effective compared to other types of advertising.
5. Build Brand Trust. Sure you probably have a website but how often are you changing the info on your website? There is only so much info we can convey through a website. With social media platforms like a fan page, business owners are able to provide fresh, daily content for their audience. You may only be able to blog once a month but every day you can provide value through your fan page and connect with your audience.
You can't go live on your website like you can on a fan page to immediately connect with your followers and potential customers. You can't create community on your website through personal engagement the way you can a fan page. Think about it, is anyone sharing your website's about page across social media? Probably very rarely, but they could easily share a Facebook post that resonated with them, that they found valuable getting YOU in front of their network with the simple click of the "share" button.
So now that we have addressed the reasons why it just makes total undeniable sense to grow a business fan page, let's get into the fun part.
Step By Step Guide To Setting Up A Facebook Fan Page
For Your Creative Small Business
A Facebook business fan page is tied to your personal Facebook account. You don't need to create a whole new Facebook account for this. It actually goes against Facebook's terms and conditions to have multiple accounts. Here is a step by step guide by FitSmallBusiness on how to create a fan page. The focus of this blog post is to help you properly brand your fan page and to share strategies we have used to market our own. So be sure to read this post thoroughly before setting up your page.
1. Name Your Page. Ensure that you are creating a fan page that makes sense for your brand. Are you going to be branding yourself under your personal name or a business brand name?Once you have crystal clear direction you can name your page. Facebook has restrictions on how many times you can change your page name so ensure you think this through before choosing a name.
For example, If you are creating a fan page centered around you as a personal brand ensure that your page name includes your name. My personal brand is April Williams and I also brand myself as the Creative Momista, therefore my page name is April Williams, Creative Momista.
Facebook is a search engine so if you are a coach, ensure you have that keyword in your page name if you want to pull into "coach" or "coaching" searches. For personal brands, one of the biggest mistakes we see is people not including their personal names in their pages. When someone searches for you they are most likely going to search for you by how they know you, your name. Without this piece of information in your Facebook business page name, people will not find you. They have no idea that you are branding yourself as the "One Fit Mama" so ensure that the fan page name includes your personal name so they can find you "Brandy Jones, One Fit Mama" or "Brandy Jones, Leadership Coach and Speaker"
If you are creating a page for a business name ensure you are thinking about the keywords you need in order to pull up in search results. For example, if you own a web design company and the actual name of your business is "The Creative Studio" think about how people will search Facebook for a web designer. Are they likely to search for "studio"? Probably not so ensure that you include other key words into your fan page name "The Creative Studio, Website Designer"
Keep it tight and simple, you don't want more info than is really needed resulting in a way too long fan page name.
2. Complete The About Section. Take the time to complete all of the info related to your business under the "About" tab. Use this section to share your website/blog and other social media platforms that your audience can connect with you on and find additional value. Share your business mission, story and use keywords that relate to your ideal client and the problems you solve. Spend time on this, put some thought into it. Do not use this section of your fan page to try to sell. Remember, giving value is what inspires people to follow you and turns them into a customer.
3. Profile and Cover Photos. Upload a fun high-quality image that conveys your brand vibe and style. For a personal brand a fun photo bright photo of yourself that allows your personality to shine through and for cover photos you now have the option to upload an image or Facebook has rolled out this super cool feature with videos. If you have not seen the cover video on the Sugar & Cloth fan page you've GOT to check it out (after you finish reading this blog post of course. Wink. Wink.).
4. Create Content. Follow the 80/20 rule on your fan page; 80% value that will resonate with your target market and 20% marketing your services or products. For example, a blog post sharing valuable information positioning you as an expert in your niche, fun entertaining posts that align with your brand, inspirational content to inspire your audience and conveys your core beliefs, a Facebook live video allowing you to have a deeper connection with your audience where you mentor them or give a behind the scenes look at your business.
Creating content for your audience should be fun so be strategic but try not to over think it by trying to come up with the "right" words or the "perfect" post. When you try too hard it becomes more complicated than it should.
Below are examples of posts from two of our social media clients where we gave something of value and something fun that aligns with their brand. Think outside the box, be creative because no business or subject has to be boring, not even roofing or dentistry!
Content creation for your business will be a much more fun process that will attract the results you want when you allow yourself to focus more on giving value with the expectation that growth will take time and consistency and less worrying about how many likes and comments your posts are receiving. We see too many business owners not seeing the true value of Facebook simply because a post did not receive a like or comment. Just because people are not engaging doesn't mean they are not looking at your page.
Facebook has a great new feature that shows you how many views your page is receiving. Again, just because your page did not receive a new like doesn't mean people are not paying attention and checking you out. Our Socially Tailored Marketing fan page received 3 new views in one day. What are people seeing when they come to your page? Are you active daily? Are you giving value? Or do they find that you have not posted in the last 2 months or the last year? What you say and what you don't say, says a lot.
Another great action item for your fan page is to create a welcome post and pin it to the top of your fan page (another cool feature of business pages!). This can be a video or photo but this is a great way to connect with your reader and make them feel welcome as soon as they land on your page. Or maybe you have a free resource that you are using as an email list builder, be sure to write a heart filled post and pin it to the top of your page ensuring people who land on your page can see all the awesome value you provide straight away.
4. Facebook Ads. With good valuable content that you create through a blog post, video or inspirational posts you can share that value on your fan page and target followers who will find that information useful while setting yourself apart as a leader in your niche.
A strategy that has worked very well for us on our personal fan pages is to boost blog posts and Facebook live videos once a week for $10. You don't need to spend a fortune to get results. You can also run a like page ad to attract new followers who will like your page and begin the process of building trust and rapport. A $5 a day ad is a good place to start. Run it for 2 weeks and then assess it to see if you need to make any tweaks.
5. Consistency. At a minimum, you should be posting at least 1 time per day on your fan page. If possible, twice per day is ideal. Fan pages have low organic reach and Facebook rewards pages that are consistent. If you go days and weeks without posting, your next post will have an even lower reach so it's important to keep the momentum and content going on your page daily.
To make this process easier, Facebook has an awesome built in schedule tool for fan pages. You can even download the Facebook fan page app from your app store. Carve out 30 minutes on a Sunday evening, for example, to schedule out your content for the next week. That way it's done and you don't have to think about it for the rest of the week except to check your page for comments, likes and shares (and yes, always engage with your followers. If they can take the time to like, comment and share you can make the time to reply and engage back).
Make a marketing plan and stay consistent so you don't go days without posting and you will soon have a Facebook business page worth raving about!
Were these tips helpful? We would love to hear from you so please leave us a comment and let us know how your Facebook business page is coming along. Know a hard working creative small business owner would benefit from this post? We would be so honored for you to share.
And if you found this post valuable be sure to pin it to Pinterest to easily reference it later!
Rebecca Renfrow and April Williams are a collaborative team with 15 years of combined experience in growing their own brands through social media and online marketing strategies. They now work with creative small business owners, taking pride in providing a very unique tailored approach to the social media management, web site design and marketing needs of each business owner they work with.