You’ve just set up your company Facebook page – now, how do you drive traffic there? How do you build the number of people who “like” your page?
This one seems obvious – adding a profile and cover image to your new business page will likely be one of the first things you will do. But rather than adding any image, make sure it is relevant to your business. A common option for your square profile picture is your company logo. Since this image shows in people’s newsfeeds each time you post, it not only gives you a chance to show off your new logo, but it also reinforces your brand. For your cover image, a large image without too much detail works well in this space. Some companies will add text to these images to take advantage of this static space that is always visible when users visit your page – adding their Twitter handle, vanity URL to drive traffic for marketing campaigns, or bullets on their products and services.
It’s important to use the correct size images – we recommend using a graphic designer to have the images sized correctly. Incorrectly sized images will become blurry or stretched, or Facebook may not accept them.
Really think about your audience when posting content to your page. If you have a fitness studio, you should post any class schedule changes, new class updates, special workshops and events, promotions, and other studio news to your page. You should also promote marketing campaigns and social media campaigns on your business page. Social media campaigns are a great way to increase the number of people who like your page, since liking your page and commenting on your content can be a method of “entering” the contest.
People liking your page are likely interested in healthy living, and would engage with posts on healthy recipes, fitness tips, benefits of exercise, technique tips, ways to distress, and more. We recommend a mix of self-promotional posts and general interest posts. By incorporating general interest (in this case, health related) people will come to your site for more than just studio updates, and your page’s engagement levels will rise.
How to optimize your posts:
Create a calendar of content, so you can balance the number of posts you are creating. You want to be able to get a sense of how it feels to be a fan of your page – are you silent for ten days, then posting four times a day? Or are you a more predictable poster, with posts every other day? There are differing opinions on the best time to post, and it depends on whether you are a B2B or B2C company, and who your customers are. In general, posts later in the week (after Wednesday) have more engagement than early in the week (Monday and Tuesday).
Engage with those who like your page, as well as other businesses. You should comment on their posts, and also share the posts of other businesses when it is content your audience would care about. For example, a fitness studio could share an article written by Health Magazine on the benefits of yoga, since this topic is appropriate for their audience.
Depending on your goals and content, it may be worthwhile to budget a reasonable amount on Facebook ads. You can target people who like your page and their friends, or you could choose custom filters. If a fitness studio was promoting a new workshop on meditation, you could target women within 10 miles of your studio, who are interested in yoga and meditation. You can set the maximum budget (as little as $5) and the number of days you want your ad to run.
We recommend keeping track of your progress to better understand which types of content your audience prefers. We provide reporting to our clients on a monthly basis. It is important to understand what times of day your audience is most engaged, what types of posts resonate, and what content is most interesting to your readers.