“How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?”
Are you like most small business owners? You know you should be regularly posting and sharing information via social media, but you are at a loss how to begin.
Join the club. It’s a big one. We’ll discuss Facebook today – there are a number of others we’ll talk about in future blogs, and each has its’ own style and advantages. Here are some tips that should help you get started:
1. What’s the purpose of Facebook for business? Isn’t that just for people who want to talk about what they ate for lunch or how many kittens can fit in a breadbox?
A Facebook business page allows you to connect with your prospects and clients in short, easily readable segments. You can have a two-way conversation with them. They will get to know you, and providing you post relevant content, they’ll trust you.
You will build rapport, authority, and social proof by connecting with your audience in an authentic way. These unconscious ‘tools of influence’ (see Robert Cialdini’s book ‘Influence: The Psychology of Persuasion) appeal to the emotional nature of your reader – and we know that over 90% of purchasing decisions are emotional in nature.
2. What should I share?
- Short, educational information
- Interesting facts about your industry or profession
- Contests or promotions
- Recognition of customer’s achievements
- Quizzes (ex: what do you think is wrong with this tree?)
3. How Do I Write for Facebook?
Your postings should be short. Here’s what they should include:
- An eye-catching, compelling headline
- A short line or two following, that takes the reader where you want them to go
- Visuals that support your post
- Some call to action. Caution: This is not the place to be obvious about selling.Educate, entertain, and invite them to learn more. Getting readers to comment is magic.
How can you do this without being boring? Writing for Facebook is a learnable skill. If you do it right, magic will happen. Do it wrong, and people will run as if you accidentally passed gas at a cocktail party.
Here are some examples. Which post(s) would you rather read?
The Smith law firm provides our clients with 30 years of combined experience in the drafting of wills and trusts. You can count on us to give you the best service. Don’t try to do this yourself; always consult with a professional.
Do You Plan To Leave Your Money to the State?
In California, you might be doing just that if you haven’t prepared. Here’s how to ensure your hard-earned money goes where you choose:
(Link to your blog/website here)
How about these:
My Fountain Grass and Bleeding Heart are rejoicing!
I have happily shared my great experience with all my neighbors! Your landscapers are amazing. My plants are the prettiest on my street! I don’t want to tell my neighbors how easy it is – just hire ABC Landscape!”
Want to read what others have to say?
(Link to your blog article/website/testimonials)
Letter from a customer: Dear John, thank you for the great job. Your crew was very professional. I will recommend you to my friends and family.
The ones with the compelling headline and photos will always get more attention. The other two (these are make-believe companies, by the way) are boring, and are more about the company than the audience.
Your audience wants to read about themselves. You can acknowledge and address their problems and concerns, and offer information which is helpful to them.
4. Should I post links to my blogs on Facebook?
Absolutely! With a compelling headline and short sentence to ‘draw’ your reader in, a link to your blog will drive traffic to your website. If they like what they read, they may stay awhile to find out more about your business.
The goal is to get people to trust you and want more.
5. Are there things I shouldn’t share?
Don’t share your personal views, pictures, or personal stories on your business page. Remember, it is about your audience, not you.
Everything you share on the internet stays out there, lurking in the shadows, just waiting to return and bite you. If you wouldn’t put it on a banner behind a biplane and fly it over your town, don’t post it.
6. How often should I post?
Think of it like this: Facebook is like a slowly rolling train. It keeps moving. Post regularly, even daily, at different times. Don’t be afraid to share a couple of times during the day – according to Facebook, the average user spends just 20 minutes per day there. If you posted something at 7 a.m., chances are a good percentage of your audience won’t see it if they log on later.
7. How do I get more ‘LIKES’ on my business page?
- Ask for them. Share your business postings on your own personal page.
- Ask your friends and colleagues to share your business posts with their ‘friends’. If you have 150 friends, and your friends have 100 friends apiece, your reach is potentially over 15,000! If each of those shares your posts, the numbers can be astronomical.
- Use your Facebook URL often in blogs, articles, press releases, etc.
- Click ‘Suggest to Friends’ and let them know what you want them to do.
- Comment on other business pages you like.
- Place your Facebook link on other Social Media sites. You can use IFTTT (free download) for this.
- Add Facebook ‘tools’ to your website (which is where your blog should live)
- You can use Facebook Ads to promote your page – for a price
- Pay attention to Facebook Analytics – you can track what drew the most readers and focus on those subjects. It is available for a 28 day period, and then moves on, so keep your statistics over the course of a year and learn from them.
- Be patient. It takes time to build your Facebook page. Keep posting and sharing, and it will happen.
Now you’re the expert! Go grab some followers.