Facebook Fan Pages are easy to come by. Successful fan pages, however, are not nearly as common. It cannot be taken for granted that everyone who starts a fan page knows what to do get their page off of the ground and gain popularity. With so many fan pages just sitting there with few likes and virtually no real marketing momentum, it is clear that businesses need direction when it comes to their social media strategy.
The first and most important thing you can do for your Facebook Fan Page is to get an easy-to-remember URL that matches your business brand. This way, your fans will be able to easily remember how to get to your page, and your URL looks good for outside marketing purposes. Having a random mix of letters and numbers in your URL will make you look like an amateur, and most of your fans probably won’t try too hard to remember it, making it unlikely that they’ll use it to return to your fan page. It is important to note that you do need at least 25 fans before you can claim your custom URL.
Next, you want to make sure that your page looks great when people visit it. Nothing makes people click off of a fan page faster than having no profile picture or timeline header. If your page is empty, it very well may make people question the legitimacy of your business, and people that write you off right away like that will miss the opportunity to really get to know your brand. Make sure that your page prominently displays either your logo or something that helps people understand who you are as a business. You also want to make sure that people can see all of your information, such as your address, phone number, owner/employee names, and any photos of you, your staff, or your business. All of this adds to the professional look of your page and lets people know that you are indeed a real business that is ready to connect with your fans.
Another thing that you can do to ensure your Facebook Fan Page success is to make a plan to update your fan page as often as you possibly can. These updates will show up on your fans’ news feeds (and email inboxes if they have notifications turned on for your page), so constant updates means that your business is constantly in your customers’ faces. As Marketing 101 tells us, the more you have your brand in front of people, the more likely they are to remember you the next time that they need or want something that you have to offer.
However, don’t just go on posting random things just so you can have fresh content on your page. You definitely want to make sure that everything you post is relevant to your business and your fans in some way or another. It’s fine if you post the occasional random thing because it’s interesting or cool, but don’t make this a habit. Doing so will lead to confusion about your brand, and you will surely lose the interest of your fans who identify with your brand.
With that said, you definitely want to find ways to keep your fans engaged with your content. One of the best ways to do this is to give them something to look forward to on a daily or weekly basis. This could be something as simple as a “tip of the week” or as big as a weekly giveaway of something valuable. Don’t be afraid of experimenting to see what attracts fans and keeps them coming back to your page. Whatever you decide to do, make sure it is valuable to your fans. Who knows? You could be the one to give them a tip that really changes their lives or helps them in some small way!
Finally, make sure that your interaction with your fans is as personal as it would be if this were your personal profile. The reason that businesses use social media is so that they can connect with their audience on a more personal level. Your fans and customers want to interact with a real person, not just a faceless entity. Give them what they want. Talk to your fans like they are your next door neighbors. Listen to their questions, comments, and concerns and respond the way you would want someone to respond to you. This kind of personal attention is what will keep your fans coming back for more. People, by nature, want to work with those that they know, like, and trust, and this is the best way to foster that type of relationship with your fans.
The biggest thing to remember is that your fans are expecting to be able to connect with you through your Facebook Fan page in a way that they cannot just buying your products or using your services. Use your Facebook Fan Page to build real relationships, and don’t forget to give your fans other ways to learn about you or get your content – such as a blog or website. When you begin your Facebook Fan Page journey with the premise of genuine, ongoing connection, you are destined for success with your social media efforts.