Generating Facebook Engagement

More and more businesses are arriving on Facebook everyday.

They set up their page and sit back and wait for hoards of people to drop by and ‘Like’ them. As they watch their numbers increase (hopefully) they start to feel pretty pleased with themselves.

But there’s a problem. All the ‘Likes’ are from employees, friends and family. What happens when those sources run dry? Where do you get your new ‘Likers’ from?

Facebook marketing – ‘Likes’ aren’t enough

Although the ‘Like’ button is there for people to show they use/enjoy your brand (and it probably makes you feel all warm and fuzzy), its buying customers you want to attract.

Having a Facebook business page takes a bit of effort – just like all your other marketing streams. If you want people to ‘Like’ you, hang around and bring along their friends, you’re going to have to do some work.

1. Newsy

Just like your newsletters and marketing materials, the content on your Facebook page has to be kept up dated.

So whenever you publish a new blog, have an event to promote or a new product/service to shout about, post it on your Facebook page.

Your fans want to be the first to know what’s happening so don’t disappoint them.

2. Be real

Even though your Facebook page is for your company, your fans want to engage with a real person. Don’t hide behind your brand. Stand up and voice your opinion and speak on behalf of your brand.

3. Talk don’t shout

The wall of your Facebook page isn’t just there for you to shout from. You want to encourage two way conversations with your customers so make sure you listen to them and reply to their comments (good and bad).

4. Chat

Closely aligned to number 3, encourage your fans to contribute to your page. Ask for their opinions, stories – even run competitions to boost engagement.

You want to cultivate a sense of community so make them feel welcome, listen to what they have to say and talk to them.

5. Tell them what to do

As I mentioned earlier, ‘Likes’ are all well and good but you’ll also want to encourage your fans to buy from you. Therefore it’s vital to have a call to action on your Facebook page.

You could ask them to sign up to your newsletter or for a report. Perhaps you could write a short piece about one of your products/services and insert a link to take them to the relevant page on your website.

Whatever you do, make sure you interact with them, build trust and then help them spend money with you.

6. Have a plan

It’s very easy to think you must get a Facebook page (because everyone else has got one) and just dive in without thinking.

That’s a recipe for disaster. Before you begin make sure you have a plan in place. Understand how you’re going to use the page, how and when you’ll update it and draw up a policy on how to interact with your fans.

Facebook is a great way to interact and build trust. You can use it as a forum to provide information or even as a customer service tool to help your customers get in touch with you.

But before you start make sure you have a plan so you understand what you’re doing and why.

Do you use Facebook in your business? If so why not leave a comment and tell us how you’re using it and your experiences.

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1 comment so far ↓

#1 Debra Stang on 06.24.11 at 10:45 pm

Thank you for this advice. I’ve been struggling with how to turn the 700+ people who like my writing page into actual customers. This has given me some ideas.

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