- Link your Facebook page to your website, or make Facebook your main online presence
No website yet? No problem. Many businesses use Facebook as their primary online presence. But remember, you want to build your brand, not the social media site’s brand. The solution: register a domain name (or web address) and redirect it to your Facebook page. Also known as web forwarding, you create a rule that all visitors to your domain name be directed to a web location of your choice (in this case, your Facebook page). Redirecting gives you a memorable and permanent company web address to use for marketing and is becoming increasingly popular. From the fourth quarter of 2014 to the fourth quarter of 2015, redirects to a Facebook page increased by 21 percent.
If you already have a website, make sure to include social sharing buttons so people can easily like and share your content on their social media channels.
- Share relevant content
Your Facebook page is not just a place to communicate basic information about your business to customers. You can also post about news and upcoming events, upload photos and videos, celebrate milestones, or even share links from other sources that support your business’s message. Better yet, provide a link back to your website, if you have one, to drive more traffic to your site.
One important tip: craft posts that are relevant and valuable to your followers. With the information overload that many Facebook users experience every day, the key is quality, not quantity. Remember to post consistently, for some it may be once a day or more and for others, once a week. Create a cadence and voice so that your followers will know when and what type of posts to expect from your business.
- Engage with customers
Your Facebook page is also a channel to engage with customers instantly, and in a two-way conversation. Monitor and listen to comments on posts and any customer reviews. You don’t need to respond to every message, but interact when needed. Reply to issues that you can resolve, and say thanks if it’s a positive post. With the Pages Messaging feature, customers can send you private messages. You can also send back automated or saved replies to customers who message you, and even note your average response time to questions – keeping customers informed, happy and engaged.