Courtesy of Kaitlyn Ytterberg
These days it seems like most businesses have a Facebook Page. Your florist has a Facebook Page. Your plumber has a Facebook Page. And your competitors definitely have a Facebook Page. With more than 900 million users, businesses today cannot afford to miss out on the increased brand recognition that stems from a sound Facebook presence.
So, what makes a great Facebook Page? Is your business doing it right? How can you maximize the impact of your social media strategy? Listed below are 5 basic, yet key elements to get you started.
1. Define goals
What is it that you want your Facebook Page to accomplish? To drive traffic to your website? Generate more readers for your blog? Improve interaction between your business and your current customers? It’s important that you understand the underlying goals for your Facebook Page so that you can tailor your entire strategy around these objectives.
2. Create your page
Once you have determined objectives for your Facebook strategy, set up your official business Page. Facebook’s new timeline layout offers more versatility than previously and tremendous flexibility to personalize a Page that reflects your brand and enhances your identity online. Include all of the important information that you will want visitors to find, including photos, website address and hours of operation—and don’t forget to update regularly!
3. Integrate with current marketing strategy
There’s no reason your Facebook Page should function as a separate entity from your existing online marketing strategy. Instead, integrate your Facebook Page with all of your other online channels to maximize its influence and reach. Syndicate all content going through your blog with your Facebook Page to keep both sites fresh and your messaging consistent. To promote your Facebook presence, add a “Like Us” button to your website, and make sure your Facebook URL is included on all of your print collateral such as business cards, brochures and newsletters.
4. Have a content strategy
Facebook is certainly not a “set it and forget it” tool, and once you’ve created your Page, you need to have a strategy in place that will keep your business focused and help you get new Likes. Appoint one person in your company to oversee all of your social media initiatives. This person will be responsible for all activity on your page, keeping it maintained and in line with your brand messaging. Additionally, mapping out what type of content you will be sharing on your Page a few months in advance can be helpful so that you always have relevant ideas on hand to keep your Facebook Page active.
5. Track, measure, refine
As your Facebook Page grows and matures, remember to monitor its progress along the way to identify which strategies and content shared have benefited your business the most. If you’re a dentist, for instance, maybe the contest you held for a special teeth whitening promotion garnered numerous Likes and comments.
Facebook’s Insights dashboard can also help you analyze the number of Likes, visits, clicks and views your Page receives. As you learn what type of content spawns the most interest in your fans, you can focus future posts and activities around that type of content.
Whether you’re a small medical practice or a large advertising agency, having a Facebook Page today is an essential marketing tool if you want to engage customers and connect with future clients who use Facebook every day. Go ahead and get started with your own Facebook presence if you haven’t already—you and your customers will benefit!
Image credit: SLO Marketing
Kaitlyn Ytterberg is a writer for Officite, a leading provider of medical web design and online marketing. Officite specializes in Internet marketing and practice website design for all healthcare specialties, including dentists, midwives and gastroenterologists. Services span from SEO and social media to reputation management, blogging and mobile websites. Learn more www.offcite.com.