Facebook provides a convienent way to communicate with your customers and to attract new ones on their social media network. Here are the most important Facebook Fan Page Tips to follow when creating and maintaining those relationships with Facebook Fans.
Make it Easy for Your Customer to Become a Facebook Fan
Drive customers to your fan page from your website, newsletter, network or Facebook Ads. A Facebook Fan Page should be considered an additional touchpoint to current and future customers. By encouraging current customers to become a Facebook Fan, your company will then be able to communicate to them through a new channel. With a Facebook Fan Page, not only do you have a new way to communicate with an existing customer, but you will have a powerful vehicle to access new customers through the Facebook Fan Page social network.
Don’t make it hard for your customers and fans to Like your Facebook Fan Page. Your customer is more likely to become a Fan from your corporate website, newsletter or another social network than searching for you on Facebook.
Create a “Call to Action” to Like the Fan Page
It’s an unfortunate mistake to get a customer to your Facebook Fan Page and then have them leave without ever Liking your page. Create a strong “Call to Action” to get them to Like your page on their first visit.
On the Britney Spears Fan Page you are presented with her latest music videos, but you must Like the page before you can watch them. On the BMW page, a large arrow points to the Like button and says “Click on the above button to Like BMW”. Contests and coupons can encourage Liking your page; tell visitors about special offers, contests and first looks at new products to encourage them to be Fans.
Promote Contests, Coupons and Giveaways
A contest is a great way to entice customers to join and participate on a company’s Facebook Fan Page. Your contest could be a treasure hunt, best Fan photo or best story relating to a product or your company. Just remember to require the participant to Like your Facebook Fan Page to take part in the contest.
Coupons can motivate people to Like your page and tell their friends too. You can even use the Coupon as a vehicle to gather an email address if the proposition is attractive enough. Evaluate the ROI of the coupon relative the lifetime value of the customer, i.e. you might break-even or lose money on the first transaction but be profitable over the entire period of time the customer has a relationship with your company. You can even give away products. On the Coca-Cola Fan Page you can send any of your friends a free cola.
Map Out a Schedule for Posts
Not all companies are created equal. If you are a camera company you can get away with posting a new photo every day to your Facebook Fan Page. They’ll appreciate it and it will inspire them to create their own photos with a camera from your company. But if you’re a soft drink company, it’s not likely that you can post daily and have it be interesting for a hundreds of days.
Design a posting schedule that is right for your company and fans. The last thing you want is to have them Unlike your page because they’re annoyed with your posts. You have to balance top-of-mind awareness with having your fans longing for your next communication. It’s a trick to get it right.
Create a Resource
Make your Facebook Fan Page a one-of-a-kind resource. The Fan Page is a great place to include brand specific photo albums, videos, music or audio, information, events and more. Take advantage of the Facebook Apps that have the potential to expose your company or brand to your fan’s network. Think “viral resources”, i.e. what resources can you make available on your Fan Page that not only delivers welcome value to your Fan, but also motivates them to share. You can even let your Fans upload their own photos and videos about your product or company.
Create a Unique Page Image
The very essence of Facebook is the face associated with a user or Fan Page. It’s important to be creative, to understand your brand and to make the Facebook Profile Photo the most compelling image on your page.
This image is associated with each post on your wall and it’s the first thing most people see when the see your page. Don’t simply display your company logo. This is the face of your brand. It has to convey the positive and compelling emotion of your company.
Schedule Events on Your Fan Page
Facebook has good support for events on Fan Pages. For example, if you’re a musician you can invite fans to a concert or an artist can invite fans to a gallery showing. If you’re a politician, you can invite fans to a Town Hall or speaking engagement. Events are not only a great way to engage fans but are displayed to a fan’s friend network.
Even in the virtual world you can schedule a Webinar to be viewed by a world-wide audience. You can invite your fans to a product launch event online. Don’t forget to be creative when it comes to events. If you offer a bonus to R.S.V.P. to an event, you’re ahead of the game.
Ask Questions
Questions are a compelling vehicle for creating a conversation with your fans. If you ask the right Question, you can expand virally into your fan’s network. The Question app behaves similarly to a Facebook share function. When one of your fans answers your Question, it then posts on the Wall of the person who answered the question to be viewed by your fan’s friends.
So if you’re a musician and you ask a Question to fans on what their favorite song is, not only do you gather valuable market data, but you get the fan engaged as well as their friends. Anybody that answers the Question can then follow the Question and even receive updates on answers from other fans.
Conclusion
Be creative when it comes to your Facebook Fan Page. It complements all the other ways your company communicates with your customer. Utilize the strengths of a powerful social network and make it fun.