It’s no secret that many brands have “caught on” to the benefits of having a Facebook Brand Page. Companies big and small have committed to putting their time, money, and efforts into building a community of engaged followers and have provided some really strong content for them to enjoy. But what about the hundreds of thousands of brand pages that look like virtual ghost towns? How does a company that invests into this great marketing tool build a community from a vacant page? Here are a handful of quick tips to help you get started:
Effective marketing campaigns reach their audience in several ways through multiple channels. Simply having a Facebook contest to complete strangers, and friends & family, will not accomplish your goal of populating your ghostly brand page. Integrating a Facebook campaign with email and paid search campaign can provide exponentially higher returns on investment for your marketing budget.
2. The Human Touch
People are on Facebook to connect with people. So if your brand wants to make an impact on its audience it can’t feel like there is a robot on the other end of the page. Facebook users want to interact with people, make comments, share stories, and discuss things they’re passionate about. Guide your audience with real world stories about the people in your company as well as your customers. Encourage them to share their own stories and jump in on the discussion like a real “friend” would. Speak to them like you would a friend, not a revenue target.
I know it’s not a real word. But in this context a Chameleon is extremely adaptable to changing environments. Your marketing should do this as well. Of course this doesn’t mean changing your brand or key messaging, but it does mean that your social activities should be aligned with how your customers want to interact with your brand. The last thing a consumer wants to do is work for content. Make sure it’s easy to find, accessible across devices (desktop, mobile, etc.), and relevant to what people are talking about NOW on their social streams.
If you don’t know what your customers are talking about on your social streams, you need to start monitoring the networks. A great tool for this is Hootsuite, but you can certainly find the one that suits you best.
4. Think Beyond Your Friends List
Friends and family are great for supporting your ideas and referring others to your brand. But it can’t stop there. I started this blog by highlighting how many thousands of brand pages have little to no activity or active “Likes”. 9 times out of 10 it’s because marketers can’t see beyond the list of friends they have on their Facebook profile. The reality is, your friends are just like you. They want to “like” brands they are passionate about. Although they may want to help you out and lend a “like” to your business, do they really care? Are they going to help you get real world customers by liking your page?
In many cases this doesn’t happen. Instead focus your marketing efforts on the types of people who actually care about your business and who would be real life customers. A brand page with 100 loyal and active subscribers is exponentially more likely to drive revenue than one with 1000 friends who are just trying to “help out a friend”.
Putting it All Together
This is by no means an exhaustive list of how to improve your Facebook brand page, but it is enough to get you started. By digging down to the source of your unpopular page you should be able to gain some valuable insight as to why no one is clicking the “like” button. If the purpose of your brand page is to drive leads and purchases of your products and services, then start here and draft a strategy that attracts the right people to your page and gives them a legitimate reason to stay. It’s that simple.