Four Ways Businesses Can Succeed on Facebook

Five years ago, Facebook was regarded as strictly social, and not a place to go for news or business information. Today, in addition to all of the photos, conversations, games, and activities for which users come to Facebook, they also expect to see engagement from businesses and industry news.

Users can “like” certain businesses, which means those business’ updates and activities will show up in the users’ news feeds—similar to the way their personal friends’ posts do. Businesses can also pay extra so their posts can be seen by more people, making it a win for the business, for Facebook, and for those able to see their content.

Smart businesses can turn their presence into an excellent marketing tool, allowing customers and potential customers a peek into the more personal side of the business with behind-the-scenes photos of the work environment, news about products, demonstrations and customer service items, along with contests, coupons, and more.

Not sure where to begin? It’s easy! You simply have to decide what’s best for your audience. Here are a few tips to get started.

1. Be Different
Because anyone can put up cute photos or organize giveaways, the more informative sites offer more value. Distinguish yourselves from the competition by offering something valuable to your audience and talk about what you know. Decide what unique offerings you have and put those front and center. If you have a local pet store, for example, showcase photos of your four-legged customers enjoying a free treat in your store. This will demonstrate happy customers and your staff going the extra mile to please pet parents. Supplement that with information about what to look for in good-quality dog treats, and warn against certain ingredients to avoid.

2. Be an Expert on What You Know
A comic or funny photo is great now and then, but don’t forget that your ultimate goal is to garner more business and customer trust. Make it a priority to post with the intention of gaining credibility from your audience and being seen as an authority in your industry. Look at other reputable companies and see how they’re setting a good example. On LifeLock’s Facebook page, for instance, the company posts helpful, relevant tips about safety and security, which enhances the knowledge of their customers and followers.

3. Engage, Share & Link
While it’s helpful that you create your own valuable content and share news about your business, don’t make the mistake of making your Facebook page one big advertisement. By doing this, you run the risk of your audience unliking your page after they get tired of your repeated advertising filling up their news feeds. Instead, intermix your marketing-related posts with shared posts from others in the industry for variety. Furthermore, show that you are interested in interacting with your audience by answering questions and engaging in their conversations.

4. Post Regularly
Part of Facebook’s strategy is to encourage businesses to pay to promote or “boost” themselves to reach more eyes. Because of this, not all of your followers will see every one of your posts. The more you post, the better your odds are of being seen by more users. Tread lightly, however. You want to walk the fine line between being informative and being annoying. Tailor your post frequency by experimenting how your audience responds to different numbers of posts throughout the day as well as different post times. Generally, a good rule of thumb in recommended post frequency is twice a day, seven days a week, around 10am and 3pm.