Does your business have a Fan Page on Facebook, yet? If it doesn’t, these statistics will convince you that creating a fan page is well worth your time.
- Facebook has more than 400 million active users.
- 50% of active users log on to Facebook every day.
- The average user spends more than 55 minutes per day on Facebook.
- The average user is connected to 60 pages, groups, and events.
Facebook is a platform that you can use to connect with your audience. Facebook allows huge brands and indie business alike to strengthen their online identity and increase their interaction with customers through the use of Fan Pages.
And think about this: While you can’t expect all of your customers to visit your shop every day, you can expect half of all users to log on to Facebook every day. Creating a Facebook Fan page, therefore, has the potential to play a large part in your online marketing strategy.
Anyone can build a fan page in under 10 minutes. Upload a picture or two, copy and paste some company info, and you’re done — right?
Wrong. The fan pages that are doing it right are the ones that are actively engaging their fans. These pages generate creative content, promote two-way communication, have active discussion boards, and post a variety of videos and images.
Here are 4 great ways to add value to your Facebook fan page.
1. Showcase your Products
As the administrator of a fan page, you can choose which tab is seen first by a new visitor.
You might create a landing tab that welcomes users to your Fan Page and describes your company and designs. You can also create a custom tab that displays your latest and greatest products.
On their “New Blik!” tab, you can see how the Blik company has set up a pseudo-shop, which showcases pictures of their new line, along with product descriptions and a “Buy Now” link to their e-commerce site.
2. Offer “Fan Only” Deals
Using Facebook’s customization tools (specifically the FBML app), some companies have created tabs that display different content to Fans and non-Fans.
This functionality allows for some exciting promotional scenarios. You can create a custom tab to encourage visitors to become fans by offering valuable “insider” information. Or, you might entice visitors to “like” your page by offering a coupon code for “fan eyes only!”
The T-shirt company Teesey Tees has created this coupon page. When you click the “Like” button, this graphic changes to reveal a “secret” coupon code which the customer can use to save money on their next purchase.
3. Provide a Valuable Resource
If you want to encourage interaction on your Facebook page, you must provide value beyond your marketing message. If you update solely about product announcements, or post so often that your status updates take over your fans’ Newsfeeds, then your Facebook updates turn into noise.
You don’t want your business to be like that friend random guy from high school who’s always begging you to join the Mafia or take care of his FarmVille pigs.
Social strategy on Facebook is like social strategy on any other site: produce quality content and encourage community interaction. You can share links, respond to comments, encourage others to share links, provide a venue for group discussion, and answer customers’ questions.
Anthropologie’s fan page, for example, has a custom tab that answers FAQs.
They also have a tab that contains a mini-website about their new blog, The Anthropologist.
You can use Facebook’s tools to turn your Fan Page into a resource for your customers, too.
4. Engage your Fans
Status updates are an important aspect of any fan page because they promote dialogue between you and your fans. Interesting community discussion gives fans a reason to keep coming back to your page. You will be able to better engage your Facebook audience by participating in the conversation, reaching out to potential customers, and providing value beyond your sales copy.
Keep your content varied, fun, and interesting. You might share videos one day, and photos the next. You can post excerpts of blog posts, links to useful articles, and press mentions. You can update your status with news and events, and ask thought-provoking questions.
When you provide valuable content, Facebook users are more likely to “Like” your content. And, when users “Like” your content, that action is then broadcast in the Newsfeeds of their friends. The simple “Like” button enables your fans to spread the word about your business, for you.
Do you have any tips to engage your customers on Facebook? What are some ways that you add value to your Fan Page?
And if you are looking for someone to help you design and implement those custom tabs — give me a shout! I have some really great ideas on how we can make your Facebook Fan Page stand out and attract customers.
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{ 10 comments… read them below or add one }
I wanted to how businesses should use Facebook, and now I know! Great, helpful post. I was wondering, though, how the last example is different than a blog. Wouldn’t a lot of this be redundant and/or time consuming?
Hi Angela,
The last example is like a condensed version of a blog. There might be a little overlap in content, but I think that’s okay as long as you are still providing value.
Some people might prefer to stay on Facebook, and might not take the trip over to your blog. So, updating your Fan Page can be a way to reach out to those people.
You’re right though. Even a “free” platform like Facebook costs us in time.
Thanks for your comment!
Great tips! Just wondering though, what application does Blik use for their selling page (if you know)? I haven’t been able to find it!
Hi Savannah,
It’s likely a custom app.
There is a company called North Social that sells a similar app. It’s $29 a month, though.
However, I don’t see a reason why a simple store-type tab couldn’t be accomplished through FBML. I’m working on a demo layout myself here.
I’d love to get your opinion.
Thanks, that’s what i figured but thought might as well ask. Yours looks great!
this is very helpful! I have a fan page and sometimes struggle to figure what to post. I try to vary the type of post: new product feature, blog entry, interesting link, press. I am still figuring out who my audience is/wants so I can better target them. I have not yet included fan-only deals but will definitely consider them for the Fall season!
Sarah, I like your new tab! I am lucky enough that Etsy has created the My Etsy fb application, so it’s easy and free to have something similar!
Facebook is my second biggest source of traffic to the shop (after Etsy) and I believe it’s totally worth the time investment!
This post is GOLDEN.. definitely will be saving it… AND USING IT!! What a great reference!!!
Great post! I make jewelry just last month set up a new website, facebook page and blog. I’m very new to the world of facebook and blogging so your information is very helpful. Starting Oct 1st I’ve been running a give away for people who “like” my facebook page to try to build some traffic and recognition. Do you have any suggestions how I can get more people to know about the giveaway to get them to sign up? Help from anyone would be greatly appreciated!
I have the structure for a good FB page, but so far it’s only been used for “look what I made” kinds of posts. I need some other content to get people to interact more on my page. Your suggestions are excellent. Thanks!
I finally have an idea of what I am supposed to be doing with my fan page. Thanks so much for sharing yours. What is the etsy fb application?
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