Facebook has three tools (pages, ads, and groups) that can be used by anyone. Each of these options has its own purpose, and they can be combined for greater reach.
Facebook pages are similar to profiles, but for businesses, organizations, and public figures. Users can “Like” a page, which means they’ll automatically receive updates from that page in their news feed. Users also have the option to “Like” a page but not follow it. (Users also can follow some profiles.)
While profiles require a mutual relationship between friends, pages can be liked by anyone, without a requirement for the page creator to accept a fan. They also don’t have a restriction on the number of friends/fans they can have (unlike profiles, which are limited to 5,000 friends).
Advantages: Pages are free and easy to set up.
Disadvantages: It can be hard to get a foothold and build a fan base with a page.
Facebook offers a fantastic targeted advertising platform. You can create ads targeted at specific geographic areas, ages, education levels, and even the types of devices used for browsing. Facebook also lets users close ads they don’t like and “Like” a page right beneath an advertisement:
Advantages: Ads have powerful targeting parameters.
Disadvantages: Ads can get expensive, depending on your goals.
Facebook groups are similar to discussion forums, but with additional features that pages and profiles have (like a wall). You can create groups related to your industry or product offerings as a way to reach out to potential customers.
Advantages: Groups are free and have high levels of engagement.
Disadvantages: Groups can be very time consuming.
How to Market with Pages
Facebook pages are the simplest, easiest way to get started marketing with Facebook. They’re free, relatively easy to set up (at least in their basic forms), and incredibly flexible. There’s not much of a downside, either.
Unfortunately, many companies don’t use them to their full potential; or worse, use them badly. These guidelines will help you avoid making those mistakes.
Profile Photo and Cover Image
Your profile photo should be your logo. Simple as that.
The cover image is a different story. It’s really up to you to decide what to put here. Some use photos of employees, while others use fancy artwork and put their contact information in the cover image. Pick a photo that will enhance your page and draw the eye of your visitors.
The “About” section is prominently placed right below your company logo. This is your chance to tell anyone coming to your page what your business does.
Make sure you put good information here, telling people what you’re company does, why you’re different, and other interesting details. If you can, take the time to write it specifically for your Facebook audience. You can copy the text from the “About” page of your website or blog, if you’re in a pinch. Be sure to fill in all of your data under “Basic Info.”
Just remember to keep it friendly and informal. A casual tone usually works best on Facebook. Here are a few good examples:
HubSpot tells us what they do and gives a contact method:
WP Engine shares what they do and the number of customers they have, which helps establish credibility:
You also may want to put your hours of operation in the About section.
Tabs are the little squares that sit to the right of your About section. Here are ESPN’s tabs:
Facebook allows you to use up to 10 application tabs, known to Facebook admins as the “Favorites” section. Photos and Likes are required tabs. You may move the Likes tab wherever you wish, but Photos must remain as the first. Your top tabs are set to a limit of four.
Think about what the priorities are for your visitors. If you’re a physical store, you may want to make a tab for location. If you host webinars, perhaps you could use the Events tab to let people sign up and join your webinars. Social media is about engagement, so the more (and the more closely) you get your fans to engage with you, the better marketer you will be.
Post Useful Information to Your Wall
What you post to your wall will show up in the news feeds of everyone who has “Liked” your page, just as it does when you post something to your personal profile.
So, make sure what you’re posting is useful to your fans. Don’t post endless updates about the same thing, and don’t post too many updates, clogging the news feeds of your fans.
Here are some ideas for the kinds of things you might want to post to your wall:
Links to articles related to your company or your industry
Links to your blog posts
Coupon codes for fans to save on your products
New product announcements
Links to online tools your fans might find useful
Again, make sure that your posts are useful. Also, don’t post more than a few times each day unless there’s a special event going on.
Ask Your Fans Questions
Getting your fans involved with your page is a great way to inspire loyalty.
Asking questions in your updates gets people involved, but on their own terms. What you ask depends largely on your product and your niche, but asking open-ended questions usually garners the best responses. Asking opinions on a new product idea or project can be a good way to convince your fans that your company cares about what they want. Getting more engagement on a post may also help you reach the top of the Facebook News Feed.
Spam is one of the quickest ways to lose fans. If you do nothing but send out promotional blurbs about your company, without ever adding anything of value, then you’re going to have a hard time getting and keeping fans.
Before you send out any update, ask yourself if it honestly adds value to the conversation. If not, don’t send it.
Study Your Statistics and Results
Facebook offers some really great analytics for pages. Pay attention to them. If you see a big surge in fans (or a drop off), look at what you’ve posted recently and see if you can figure out a reason for the trend. Then, post more of that kind of content (or less, if you’re losing fans).
source : https://blog.kissmetrics.com/