Many people think because they have a personal Facebook profile and know how to use it, they are capable of creating and managing their own Facebook Business page. While many can get it up and running, making sure it looks professional, functions in the best way for your business and making the most out of it takes time, knowledge and consistency.
You can’t think of your Facebook business page as being anything like your normal Facebook profile. It’s completely different and it works differently. To have an interactive, popular Facebook page that works for your business, you can’t just put down random thoughts; it needs to be structured with a set goal in mind. Always remember, everything that you put on the page represents your brand.
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Not everything needs to be a sales pitch, in fact it shouldn’t be, but anything you post must be in keeping with the theme of your business or brand. People are fans of your page because they want to hear about things associated with your business, not what political party you support or anything else unrelated.
Schedule posts at set times. There are peak times to post. It will take some time to find these for your page. Use your insights to work this out. Many marketers I speak with don’t even bother posting on Facebook until after 8pm. I think it’s different for every demographic. Evenings are fantastic, also lunchtime when people check their phones. Think about who your demographic is and how they might use Facebook.
Facebook doesn’t just automatically share your content with your fans. They have a set algorithm where they predict who would want to see your posts. It’s frustrating but you can work with it. You need to post at prime times and post great content so people will like, comment and share. If a post gets likes and comments then Facebook sees it as more “worthy” or assumes its good content so will share it more, and your future posts more.
The recent tweaks to the Facebook algorithm bumps (what is deemed to be) important post back up peoples feeds but will stop showing anything they deem to be spammy or not good content. They are trying to balance people’s news feeds with what they want to see, so they put in the updates from their friends and family they interact most with, plus the businesses that they interact with, or who Facebook have decided have good content.
We trial posting things at a set time, then I’ll analyse the results and make adjustments where needed until we find the sweet spot for that particular pages fan base.
Remember, the page and everything on it needs to represent the brand and make it appealing. It is your brand, but you are separate from the brand. You should never air personal problems on your page, but it’s also best not to put anything on there that can be controversial or misinterpreted. You want to appeal to all your potential customers.