Putting up a Facebook Page is easy. Click on the Create A Page button, and it walks you through a few screens to add content.
The challenge comes from turning your page from a stand-alone, no one knows you’re there Page, into a Page that brings in new clientele every day. After working with Facebook steadily for a couple of years now, I’ve discovered there are four key steps that will help you move from a Page know one knows about, to a Page everyone raves about.
Use The Features
One of the reasons Facebook is so popular is its user friendliness. You can check in on your desktop, laptop, tablet or smart phone. You can use your browser window, or use an app. Phones, cameras and video equipment now come with “push one button” technology that allows you to go from concept to sharing in a matter of minutes. And in today’s me-society, that’s powerful stuff. Everyone is a reporter. Everyone stays connected.
With Facebook features, all of this is easy.
It may seem overwhelming at first, but most features can be enabled and used in a matter of minutes. Start with the basics. Then commit to trying something new everyday.
“I’m scared to post anything. I know it will be there forever, what if I make a mistake?”
I had a client ask me that recently. So we talked for a while. We had just set up her page, and she had 25 people liking her page – most were friends. With 25 friends, they will be forgiving. So I had her start out small. She photographed a few images on a hike, and sent them to her Page with a simple caption. She included photos of a conference she attended, and learned to tag the people in the photographs. And she made a couple of “mistakes” – spelling errors, and incomplete thoughts. But she learned, and is now much more confident about posting. And her friend base is growing in the process.
Develop A Strategy
What if I asked you what your marketing strategy is? What would your answer be?
I’m betting you would have a variety of ideas in place.
- Advertise in the local magazine every month.
- Monthly mailers to my client base.
- The local bridal show.
I’m sure you have a number of campaigns and tools in place in order to keep clients coming in all the time.
Now let me ask what your Facebook strategy is? Hmmm…
Yep, that’s why most businesses fail at Facebook. They open up an account because it’s free. They put up a Page because they read and hear that’s the thing to do. Then they wonder why they aren’t getting customers that way. Really, it’s just too confusing, right?
A strategy keeps you focused and on track. If you find a competitor that has 2,500 likes, make that your new target goal. It gives you something to shoot for. And along the way you’ll learn a ton of new ways to bring in potential customers.
Your Facebook strategy should contain three things: design, content and promotion.
Your Facebook Page design has a lot of options. You’ll start with the standard navigation – wall, info, photos, etc. Then you can build customized tabs that speak directly to your customers.
On our Facebook Page, if you’ve never Liked our page, you’ll be taken to our Special Report tab which requests you to Like our Page in order to release a special PDF, The Secret Guide To Photography Success. It’s been a very successful campaign, and has allowed us to add thousands of fans over the past few months.
If you don’t know how to design special pages, or would love to create specialized galleries to show off your photography, it’s easier than you think. There are many apps available to help you put together galleries – do a simple search. And for a small price, you can create a customized look that will put you miles ahead of your competition. There are many Facebook templates out there that can give your Welcome page more pizzazz. I love the Photo Shot Facebook template that allows you to combine images with words.
Or how about the Royal Interior Facebook template? It’s a great tool perfect for product, commercial or fine art photography, and makes your work stand out from the crowd.
Even with a dynamic Facebook Page, your photographs aren’t enough. The purpose behind Facebook is engagement. It’s all about building relationships. This is where you need to focus your attention.
As your fan base begins to build, share with them content – tips, resources, quotes and questions about things that are important to them. In 5 Easy Ways To Improve Your Facebook Page, I give you several tips for becoming more authentic with your Page.
While it may take some getting used to, spend your first few weeks building up “the Facebook habit”. Schedule time every day to add content. I work with my social accounts the first thing in the morning, late afternoon, and any time I find myself with a few spare minutes waiting for a prospect or a customer.
If you have trouble remembering to do it, write in into your schedule.
Test, Track and Measure
Facebook does provide a variety of statistics and tracking tools.
Start by monitoring the number of people Liking your Page. This is a good indicator of how relevant your Page is to your target market. If people like what they see, they will Like it.
You can also look to your posts, updates and comments as well. When people like a post, or make comments, your post will automatically show you how many impressions and the percentage of people that provided feedback.
And remember, the most important thing for success on Facebook is communication. If people are posting, sharing and communicating with you, they are happy. And they will also encourage others to become more active as well.