Facebook Tutorial Series
It’s a simple question. “What do you want to accomplish with your Facebook page?” Yet the answer isn’t always so simple. Ultimately you likely want to use your Facebook page to make more money and grow your business. But there are many ways to accomplish that and may directions to take. Perhaps a better question is, “How do you want to use your Facebook page to grow your business?”
Don’t worry, you’re not expected to know the answer right now. However, before you begin creating your fan page it’s important to have a direction – to have goals.
Step #1 Define Your Facebook Page’s Goals and Purpose
As mentioned in the introduction there are several things your Facebook fan page can accomplish. They include but are not limited to:
- Traffic generation
- List building
- Selling products/services
- Announcements and promotions
- Content and value
- Building a community/strengthening relationship
In fact, Syncapse.com surveyed 4,000 people who “Liked” the top 20 brands with Facebook pages. They found that someone who has “Liked” a brand spends an average of $71.84 more each year on that brand’s products or services.
A little story about turning fans into paying customers…
Company ABC created a Facebook fan page. Their audience is strongly represented on Facebook so they went all out and hired someone to maintain their page for them. They created a custom Facebook page that offered a ton of valuable content, promotions, news items and interactive tools and applications. They even included a Q&A page and a page where Facebook fans could learn about products and services and purchase directly from the page.
When a fan made a purchase they also tended to post a note on their profile about the great new product they purchased from Company ABC. The company gained more fans from these mini reviews. Company ABC was able to increase their monthly sales by 10%.
This story can easily be you. And if selling products or services on your Facebook page isn’t your goal and you’d rather build your opt in list, you can do that, too.
Before you move onto the next step, spend some time brainstorming what you want to accomplish with your Facebook fan page.
Step #2 Identify and Research Your Audience
Okay, you’ve brainstormed your Facebook fan page goals and you’re anxious to get started planning and creating your page. Wait, not so fast!
Before you create your page you want to make sure your audience is represented on Facebook. You want to make sure you’re planning and creating a page that will generate the profits you desire.
Often the best way to see if your audience is well represented on Facebook is to log on and start browsing. Search for friends by interest. Look at other pages that are relevant to your industry.
You can also go through the motions of creating a Facebook ad. You’ll be asked to choose demographics for your ad. This can show you how many people your ad might reach. This is likely your potential audience for your fan page as well. (In fact, later, once your page has been created, you can create an ad to promote your fan page.)
Take a few minutes to jot down who your audience is for your fan page. Then spend some time on Facebook making sure that they’re present and that your efforts will be profitable.
Step #3 Plan Your Facebook Page
Once you know your goals for your Facebook page and you’re comfortable that you have an audience, it’s time to get into the fun stuff – planning your Facebook page.
What link do you want on your Facebook page?
You can create a number of link. Each one will be designed to help you achieve your goals.
For example, a Welcome tab link is a common choice for any successful Facebook page. You can adjust your settings so that’s the first page anyone sees when they come to your Facebook page.
Other options include:
- Video Opt In link
- Product link
- Questionnaire/Survey link
- Information link
- Twitter link
And so on. Here is an example of my Facebook page sidebar.
As you’re planning your Facebook fan page, consider what content you can offer that will provide the most value to your prospects and visitors.
Provide content that:
- Is relevant to your industry
- Is insightful or entertaining
- Motivates people to interact, comment and take action.
Add links that offer value to your prospects and customers.
For example, if you’re a professional coach you might have a link that offers assessments and quizzes.
If you’re an information marketer, perhaps one link will be dedicated to “reviews.” Contests and sweepstakes are also a great way to motivate people to participate on your page and become part of your community.
Create an outline for your Facebook page. Include all of the links you’re going to have on your page. Note that you don’t have to create all of them before you launch. Part of creating an engaging page is adding content and that includes adding new links as your page grows and evolves.
Start with a plan for what you want to launch your page with. Make sure your page and subsequent tabs support your goals. For example, if your goal is to build your list you’ll likely want:
- Welcome page with an opt-in form
- Info/About page
Once you have your plan, it’s time to get on Facebook and start the creation process.
Step #4 Create Your Facebook Page
**It should also be noted that you can outsource this project to a professional or a service. There are a number of social media and Facebook experts that create custom fan pages to help you achieve your profit goals.
Step #5 Maintain Your Facebook Page – A Long Term Plan
Your work isn’t done once you’ve launched your page. You will have three primary functions to make your Facebook page a profitable success.
Network and Connect
You’re going to want to let people know you have a Facebook fan page. Share links from your fan page on your profile. Invite friends, prospects and connections to become fans. Consider hosting contests and promotions to drive traffic to your Facebook page.
Promote your Facebook page on your email signature, on your homepage, and in other social networks that you’re a part of. Integrate your fan page into your existing marketing tactics and strategy.
Consistently Add Value and Content
The best way to generate and maintain interest in your page is to consistently add fresh and valuable content. Post links, create discussions, publish pictures and content. Post surveys and have fun with applications.
Don’t forget to also publish promotions and special offers. Get creative and generate excitement for your page and your business.
Study Your Results
Finally, it’s important to stay on top of your page to ensure it is meeting your goals. Facebook provides a wealth of information to help you stay informed. You can analyze:
- The number of interactions you have had with fans each day or week.
- The number of comments you had on your posts.
- The demographics of your fans
- The links, content, or applications that receive the most interest and interaction
And of course you can and should track your success. If your goal was to build your lead list, are your efforts helping you achieve your goal? If your goal is to send traffic to your website sales page, what’s your click through rate? How many of those clicks are converting?
Create a plan to:
1. Network and spread the word about your fan page
2. Consistently add value and content to your Facebook fan page (Consider hiring an administrative assistant to manage your page.)
3. Analyze the results and build on your success.
Facebook fan pages are an exceptional tool to achieve a number of business building goals. Whether you’re driving traffic to your website, building your lead list or actually selling products or services on your page, the end result is a boost in profits.
Create your goals, research your audience, plan and create your page to support your goals. Once your page has been published, create a long-term plan to maintain it by consistently adding valuable content, networking with users and fans and tracking results. Profits will naturally result from your dedicated efforts.
Have you created a Facebook fan page yet? What have you added to make it unique?
© Moomettes Magnificents