Keys to Successful Facebook Page Marketing

Written by Brandan BakiJanuary 31, 2011

Provide Cohesive Branding

Facebook has been known to limit layout and ultimately give a feel of cloned pages. The benefit in this is that people know how to navigate from page to page unlike how you could alter html in MySpace, which could cause messiness and confusion.

Facebook does give you a lot of opportunity for branding and keeping that clean, sophisticated look. Embrace that. But make your page drastically differ from everyone else’s as best as you can. Make tabs and upload as many images to distinguish your logos and brand. You’ll be surprised how tall your profile picture can be. Every inch of space that can be branded should be. Many companies design landing pages for their page so you don’t jump right into the wall.

A lot of companies are afraid of customers never going to their actual website but fear not, that’s normal. Tabs can live update your twitter and show the most recent blog posts. Quit trying to send them to your website and bring your website to them.

Be Up To Date

This is that “duh” topic. Not posting for long periods of time will kill your marketing. You need to be timely. Design posts for the upcoming week or month. Pre-write them if needed. Just don’t fall off. A week away from your Facebook page could send the impression that your company has gone bankrupt.

You should mimic your fans posting scedules. If they are interacting daily, you need to also. Think about any news site you go to. Imagine today you went to the site and read all the news. Now tomorrow you go back and nothing has changed. All the same articles are up. They must have gone out of business, right? Fans are coming back to your site to learn or see something new. Don’t let them think you have nothing to teach them.

Live Authenticity

Let your fans know who the real you is. People love humans. Obviously, right? You’re taking the time to respond and connect to these people, so keep that human voice. Jeremiah says to post in “first person, using a conversational tone.” You’re creating a relationship with people and if it feels robotic, it won’t ever grow from there.

The administrators should add their picture and real names. There are faces behind these brands and your fans want to see them. It doesn’t mean you have to post your address for that one angry fan. But let them know that you’re trying your best to fix things and their issue isn’t just going to fall to the bottom of your wall.

Participate in Dialogue

Participate in the back and forth dialogue that makes Facebook so special. This will build trust in your fans that commercials just can’t match. These people will start to feel a part of the company. They feel like their opinion matters.

It’s also an easy way to reward the fans that are promoting you. It doesn’t take much to make a fan happy sometimes. Mention how much you appreciate them right on your wall. Send them a coupon to say thank you. Be interactive directly. Not only will that fan be a fan for life but also that is huge PR when everyone sees what you’re doing. It won’t be long until they try the same thing.

And Jeremiah says this but it’s always great to remember; every time a fan interacts with you, an average of 130 people are being sent that interaction.

Enable Peer-to-Peer Interactions

Open the floor for your fans to talk and talk to each other. When you have positive fans, they become ambassadors for your brand. When you link that trusts and human interaction, fans will stick up for you. Encourage fans to help answer questions from other fans and reward them for doing it.

Jeremiah outlines the idea of a good Q and A community but reminds that you will need a live moderator. You don’t want to risk some sort of revolution. But let fans run the walls and sit back and watch like a little ant farm. I promise they will make you proud and you’ll feel a little weird not paying them.

Foster Advocacy

Word of mouth is the cheapest and best source of marketing. People trust people, not companies. Of coarse you think your products are awesome. You need people to tell other people about you and Facebook makes it just a click away.

Ask them to “like” your page and have them pass it along. Get them to post pictures and videos. Help them interact with you. Push it further with your tab by starting contests and polls. Give them a reason to be creative and express themselves. Most importantly, give value to what they’re saying and let them tell their friends about it.

If you make them think that what their doing has purpose, they will definitely pass it along. Let them be proud of their voice.

Solicit a Call to Action

These relationships are great and can do wonders for how people think of your business, but if you don’t sell any more products, then what’s the point? The final step is your call to action. Get these people to move and shake. Give that final nudge.

You’ve already started by asking them to “like” you and tell others. Now offer them special deals and discounts and start selling more products. You don’t have to shove it down their throats but you can easily make your fans feel that your page is a valuable resource. And if you are going to offer e-commerce from the page, make sure it makes sense to do so with your community. You’ve got their trust; don’t make them feel like this whole thing was a bait and switch.

If you follow these steps, you can make your Facebook page marketable and extremely successful. I think a lot of these posts are similar in the fact that it always goes back to gaining trust and being a human. These social relationships are becoming more and more popular and it is a huge opportunity for business owners.

When you start to think that you don’t have the assets to play with the big boys, remember what I wrote about Coca-Cola in Europe. You may feel like you’re just grazing the surface but this is where a lot of huge companies are ending up. So, keep plugging away. With the right game plan, you can start making huge waves.

To get even more information about all of this, be sure to check out the source of these steps, Jeremiah Owyang. You can learn so much more by reading what he has to say. Also, check out the study that they used his steps to grade. It’s truly fascinating to see how these companies are spending so much money and really falling short.

Learn from their mistakes and make yourself a step-by-step plan. Stick to it and watch your consumers become active fans of your company and support what you’re all about.


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