By Jonathan Allard
Facebook is a phenomenon that has grown drastically in a very short time, and continues to do so. It was originally used mostly by college students to keep in touch with high school friends. Recent statistics prove that it has moved beyond its original use and become an incredibly powerful business networking platform. A Facebook Fan Page is a profile for a business or organization rather than an individual, and is used to build brand recognition. Even if members have no intention of buying anything on Facebook, the relationships you establish and community you build can benefit your business in countless ways. Here, I reveal 8 ways a Facebook Fan Page can help grow your business. If you’re still not sold on this (not entirely convinced that Facebook networking offers great potential to help your company grow and reach new business contacts), here are some reasons why you can’t afford to ignore Facebook as a networking tool.
1. Establishes Another Outpost for Your Business on the Web
Creating a Fan Page provides your business with another branding platform where prospects, customers, future employees, vendors, and even the media can find information about your company and the services you provide. Unlike Facebook’s personal profiles, which are member-only accessible, Fan Pages are public by default. This means that even the individuals who are not logged into Facebook can view your business page, therefore more people have access to the information you post.
Tip: If you are looking to set-up a Facebook Fan Page, Social Media Examiner does a great article on How to Set Up a Facebook Page for Business’
2. Drives Traffic to Your Website and Other Platforms
Fan Pages have no restrictions on driving Facebook traffic to websites. In fact, Facebook encourages you to link your website to your business’s Fan Page. Redirecting even a small portion of Facebook’s huge amount of daily traffic to your website could significantly improve the amount of qualified leads on your site.
Tip: Turn Facebook members into Fans, Fans into customers, and customers into Fans by cross-promoting your Fan Page and website. Link your Fan Page to your website and insert a Facebook Widget on your site to link back to your Fan Page.
3. Improves Your SEO
Google, through its new Social Search feature, and other search and decision engines are now indexing content created on sites like Facebook, Twitter, Pinterest, etc. This means your Fan Page content has the potential to generate favorable search engine results for your business and brand. By linking your Fan Page to your website, you can leverage Social Search to drive even more Facebook traffic back to your site.
4. Allows You to Engage with Your Community Easily and for Free
A Facebook Fan Page provides an inexpensive (free) alternative to implementing customer engagement on your own site. In minutes, you can have a branded Fan Page where customers and other brand advocates can post to your Facebook Wall, share photos and video, ask and answer questions, and interact with you and one another. Creating and managing a Fan Page, complete with a Discussion tab, is easier than launching and monitoring discussion forums or message boards on your own domain. A Fan Page also gives you a direct pipeline to your Fans. You can send messages to Fans all at once or target individuals by country, state, city, gender, and even age range. Using the Events App, you can even schedule special events or promotions and then send invitations to only those Fans who live in or near the town where the event is scheduled to take place. All of this and more is available free of charge to any business or brand using Facebook.
5. Provides a Breeding Ground and Platform for Brand Evangelists
Only 25 percent of Facebook members want to be sold to, but a much higher percentage are apt to sing the praises of a quality company, brand, or product to their Facebook Friends. Establish strong relationships with a number of influential members who have plenty of connections, and you gain valuable brand promoters who authentically market and sell on your behalf.
Tip: As you post updates to your Page’s Wall, or as Fans interact with your Page, these interactions appear in the Fan’s News Feed, reaching even more potential Fans (i.e., your Fan’s Facebook Friends), making Facebook the ultimate opt-in, permission-based marketing tool available online today.
6. Listening and Observing Has the Potential to Improve Your Business
In a social setting like Facebook, customers and prospects are likely to let down their guard and share information with you and others about products and services they like, good and bad experiences they have had with your business or your competitors, and their unfulfilled needs. Each time a Fan interacts with your Page, you are presented with a wealth of information.
Tip: By default, Facebook Fan Pages include the Discussion tab. Encourage discussions to cultivate valuable market data and ideas on how to improve your business.
7. ROI-Related Metrics are Readily Available
Facebook’s Page Insights dashboard facilitates the analysis of marketing and communication by revealing data related to interactions (Comments, Wall posts, and “Likes”); discussed posts, reviews, and mentions; Fan demographics (gender, ages, geographic location/distribution); and so on. These tools improve your ability to identify and target specific demographics and gauge ROI.
Tip: Use Facebook’s powerful metrics, along with information you gather from your Fan Page, to develop custom messages and talking points that speak directly to your Fans’ needs, are suited for your community’s style of engagement, and support your business’s word-of-mouth goals and objectives.
8. Allows You to Keep Pace with the Competition, Free of Charge
Still not convinced a Fan Page is worth setting up? Then consider the competition. Even if only one of your competitors launches a successful Fan Page, that competitor can corner the market on Facebook and build a following long before you do. Stake your free claim early to establish your business as the industry leader before the competition has a chance.
Take a minute right now to do a Google search on some of your top competitors and see whether or not they have a Facebook Fan Page, and are using it successfully. If nothing comes up, do not hesitate, create a Fan Page now and become a dominator in your niche. If your competitors do come up in search, study their page and see what they are doing right and wrong to better your Facebook Fan Page.
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