Many people think that they are well versed in Facebook because they have a personal Facebook page. While this gives you familiarity with the platform, it leaves you lacking in the skills you need to run a successful business page that increases ROI.
Why is it better to have a business page on Facebook?
Let’s start at the basics. Facebook runs their platform to support two broad audiences – people looking to connect with their personal network and businesses looking to connect with their current or potential customers. They have designed two separate types of pages to satisfy both audiences. What does this mean for you? As a business, you want to ensure your customers are getting the information they need from your page. A personal page let’s you capture updates and pictures, but it doesn’t present them in a way that is captivating and coherent for your customers. A business page not only presents your business information in an easy-to-consume format but also has many features that help you promote, advertise, and engage with your current and potential customers.
What are the benefits of having a business page?
We could wax poetic about the benefits of Facebook’s business page for many blog posts, but we have whittled the list down to what we consider the top five benefits:
You can target your audience
As a business owner, you know how crucial it is to get in front of the right people. You can spend endless money and time talking to new people but if they aren’t the right people, it’s wasted effort. Through advertising and apps, Facebook’s business pages let you target potential customers by geography, likes and interests, characteristics and more to ensure you are speaking to the right people. You can get your message directly to the people you want to talk to.
You can do more advertising and promotion for less money
Through Facebook ads, you can reach your target audience and generate engagement with your page for just cents a like! Traditional media, such as television ads, radio, or newspapers, costs thousands and thousands of dollars and don’t come with the guarantee that they are even reaching your potential customers. Setting up a Facebook page is free and there are no monthly or annual costs to run the page. There are also many free apps and plug-ins that you can leverage as well. Your costs to maintain your page can be kept minimal with organic content you create yourself. What does this mean? For a low cost, you can effectively market your business to a prime audience in a way we couldn’t dream of ten years ago!
You can build your brand quickly and effectively
The marketing and advertising landscapes are changing constantly with advances in technology and the advent of new platforms. To stay in the mind of your current customers, and to get in front of new ones, you need to find a way to build brand awareness in this competitive and crowded arena. The flexibility and adaptability of Facebook’s business pages let you connect with your customers in a less formal and prescribed way than traditional media, which increases brand awareness and provides the opportunity to build brand loyalty. Being active on the Facebook page and being responsive to customer needs and questions, help grow your loyalty significantly faster than other forms of engagement.
You can access easy-to-understand analytics (and act on them quickly!)
Facebook’s pages have built in analytics, called Facebook Insights, that you can access anytime. You don’t need to pay for Insights, and even better, they are simply presented so that you don’t need to hire someone to interpret them for you! You can find out quickly if your customers are reacting the way you want to your latest post. You can what times of day your customers are interacting with your page. You can deep dive into the demographics of your followers! These analytics can help you make sure that the content you are providing is getting the reaction you want, helping to increase your ROI.
You can increase your web traffic
We have talked about the incredible targeting capabilities of Facebook pages, now imagine being able to port those new leads directly to your website! Content, links and images can direct people back to your website to provide additional information, drive them to your online sales page, or give them more context on your business. Using a balance of entertaining or informative posts, along with posts that direct back to your website, creates a formula for success.
Okay, one more because its too good to not list!
You can engage with your customers in real time (not weeks or months after they are interested in learning more about your business)
This builds off #3. In a world where million of businesses are competing to be heard, you want to make sure you have a voice. Through the Facebook business page, you can have two-way conversations with your customers, provide follow-up to questions or concerns, even nip problems at the bud before they develop into customer service nightmares. We all like to know we are being listened to when we feel we have something to say, and your customers are no different. Join the conversation and create relationships instead of just transactions.
Interested in learning more? Stay tuned for our next blog post on do’s and don’ts of Facebook business pages.