If you are like most business owners, you are aware that having a presence in Facebook is good for your business exposure, but you might not be quite sure how to make it work. One thing is for sure: with hundreds of millions of users, there is a great chance your ideal client is on Facebook, so it makes sense for your business to be there and find a way to connect with them.
Since we come across quite a bit of business owners who ask what type of page they should have, what groups are for, and whether to boos a post, let’s start with the basics and break down the different components of Facebook and how each works, so you can have a better idea of how to use them for marketing.
There are basically 5 different components
1. Your personal profile
2. Facebook pages
3. Facebook groups
4. Facebook ads
5. Boosted posts
1. Your Personal Profile
This is your personal Facebook page and has your personal information, as much or as little as you want it to have, and you want to set it up so only people you accept as “friends” can see it. This is were you post personal status updates and pictures, and where your friends can comment on your posts and write to you publicly. The “friends” who connect with you and see the updates from your profile are often family members, old high school friends, acquaintances from church, and such. Although your profile can be used for marketing, it will give you limited exposure, like for example you will be limited to 5,000 friends, and you your page has little chance to get “discovered” by your potential clients. In addition, your business posts are likely to annoy your personal contacts, who are only interested in your personal activities and want to see photos of your cat, or your latest family trip.
2. Facebook Pages.
Facebook pages is were you create a page for your business, and you want to fill out the information completely, so visitors can see what you do and where you are located, etc. You also want to have your logo and a properly designed branded cover photo to give the best impression possible. Business pages provide marketing tools and benefits not available for personal pages, such as:
– Pages and posts are indexed on Google. This means that if someone searches for your company on Google your Facebook page will appear on the results.
– Facebook pages comes with analytics through their “Insights” section, that provide you with information about how many people are visiting your page, what posts are they most interested in, their demographic profiles, and much more.
– Pages has an event section, where you can publish and promote an event you are holding, including full details such as date and time, tickets price and a link for them to purchase the tickets.
– Integration with other applications. You can integrate your Facebook business pages with 3rd party applications that allow for you to have people sign up to your mailing list, run contests, and much more. This is a functionality that you do not have with your personal Facebook page.
3. Facebook Groups.
Facebook groups are created for the purpose of gathering people around a particular topic, interest or cause. They have to be created through a personal profile, not a business page, and you can join and interact through your personal profile as well. They can be open, so anyone can join, or private where people interested in joining request to join and the group owner has to grant access. So, say you are a yoga teacher wanting to market your local studio on Facebook. You could create a Facebook group called “Fort Lauderdale Yoga Lifestyle”. At first you would invite friends and clients to join and eventually people interested in yoga would find the group and send requests to join. You would post tips, have people post their questions, share articles from your blog, announce new classes, etc. This is a great way to build credibility and trust, and as the group grows you will have an audience ready to listen to your advise and eventually convert to clients.
4. Boosted posts.
Every time you post something on your business page you see the option to “boost” your post. What this does is show your post to everyone that has liked your page as well as their friends, so your post gains a lot more exposure that just the 2% or so that Facebook is doing these days. The cost is very reasonable, but unless your fans are at least 90% your target audience, which is rare, boosting a post is not the best way to spend your ad dollars. Typically people who have liked your page are a mix of friends, clients, competitors, vendors, among other non- ideal-prospect type of people.
5. Facebook ads
This offers you an extremely useful means of advertising, where you can select the people who will see your ad based on the criteria you determine, at a very reasonable cost, and great ROI. There is a scientific approach behind getting these ads to work and if you don’t have the time or inclination to learn it, it’s best to have a professional set them up for you, so you get the most of them.
There you have it! I hope this clarifies what each type of page is and how to use Facebook to your advantage. And we would love it if you visit our page here and give us a like! If you have any questions, or need help setting up your page, or designing a professional cover, we’re here to help. Do Contact us, we’d love to hear from you!