Every brand on Facebook is on Facebook for one reason -- to (eventually) get more business. Getting more business from Facebook means different things to different types of businesses. Different brands will have different objectives, such as driving in-store sales, increasing online sales, launching a new product, building awareness, or promoting a mobile app.
Regardless of the objective, there are a few stepping stones that precede turning fans into customers. You have to first build an audience on Facebook, then drive inbound traffic to your website, then turn that traffic into qualified leads, and then nurture those leads into customers.
This post is all about the very first step in this whole process: building an audience of fans who actually have an interest in what your company sells. If you recently set up your Facebook page or could simply use a few pointers on how to get more Facebook Likes, this post is for you.
Scroll through the SlideShare presentation below, or read through the tips at the bottom to learn five ways to grow your fan base.
(The content in the SlideShare presentation is borrowed from one section in a longer, free guide on How to Attract Customers With Facebook, so be sure to grab your own copy to dig deeper).
1) Make sure your Page is properly filled out with searchable information.
After you’ve created your Facebook Page, make sure the About section of your Page includes:
- An overview of what your business has to offer
- A link to your website
- Any other information that will help prospects understand your business better.
All of this content will be indexed by search engines, helping you attract more Fans to your Page.
2) Invite existing contacts to Like your Page.
Chances are you already have existing customers, friends, and family who would be more than willing to connect with your business on Facebook if you simply asked them to. Whether in person, via email, or via Facebook, try asking for Likes (Fans) and positive reviews.
Within the Page Manager section of your page under the “Build Audience” menu, you have the option to invite your personal Facebook friends to like the page, share your page with your Facebook friends through the News Feed, or upload a list of email contacts to encourage existing contacts to connect.
Use at least one of these options as long as you’re cautious about over-promoting to uninterested connections.
3) Incorporate Facebook into your online and offline communication channels.
Making your Facebook Page as discoverable as possible includes promoting your Facebook presence using what marketing channels you already have, and removing any barriers for existing contacts to like your Page.
If you have a physical storefront, place stickers in your front windows promoting your Page and include your Facebook URL on your receipts.
If you have a website, blog, or email newsletter, use Facebook’s various social plugins -- especially the Like Button or Like Box -- to get people to Like your Page on the spot and without having to head over to Facebook.com.
4) Create value.
Creating value really comes into play with the content you create and share with your fans, and how you interact with them (more on that here: How to Attract Customers With Facebook).
If you’re in tune with your buyer personas, you’ll have a good idea what types of content to publish. If not, or if you just need some inspiration, consider spending a week taking note of the types of content in your own News Feed that compels you click, comment, or share. What inspired you? Use your observations to inspire future posts.
5) Pay for new Likes (Fans) using Facebook Advertising.
One of the ad types that Facebook offers is a “Page Like Ad” that contains a call-to-action to “Like Page,” and can appear in the News Feed as a Page post or as a display ad on the right hand column of the News Feed.
If you’ve exhausted your existing contacts and want to reach people who don’t know about your Page yet, but would be interested in hearing from you, you can use Facebook’s granular targeting capabilities to reach your ideal buyer persona(s) and grow your audience.
Bonus Tip: Don't stop there.
There's plenty more to learn about cultivating a Facebook audience that can yield new business opportunities. Be sure to check out some of our other resources on Facebook-related topics:
- How to Create a Facebook Business Page That Doesn't Suck
- 25 Ways to Get More Social Media Followers
- Facebook Says These Are the 15 Best Brands on Facebook
- 10 Mistakes Brands REALLY Need to Stop Making on Facebook
- 4 Ways to Stand Out Better On Facebook's News Feed
- Facebook Cracks Down on News Feed Spam From Brand Pages
And, of course, grab your own copy of our updated guide on How to Attract Customers With Facebook to dive deeper into using Facebook for customer acquisition.