It’s been happening for quite some time now, but the commitment to a company Facebook page is shrinking. The algorithms are a constant struggle and just trying to get people to see your posts is getting harder and harder. It used to be trying to get people to like your page was the goal, but now getting the people who like your page to even see your posts in their feed is a battle. Is it even worth the effort? Do I even need a Facebook page?
This post is for you if you:
A. Never created a Facebook page for your business.
B. Have given up on using your Facebook page for your business.
If you were standing in front of me right now I would have my hands on your face and be staring you straight in the eyes as I said those words: You need a Facebook page. You really really do. I don’t care how much you hate it. You need it. And if you aren’t convinced, I have about 1000 more words below to convince you otherwise.
If you haven’t created one yet:
Your profile could be marked as spam and/or deleted by Facebook if you use your personal Facebook page to share about your business.
Your Facebook friends are your friends, but they don’t all want to know about your product or service. Also, Facebook doesn’t like fake profiles. If your Facebook personal page looks more like a business page than a real life human, they can shut down your profile. On top of that, do you really want customers to able to see everything you’re posting? A personal profile is just that, personal. Your customers don’t want to see photos of your niece’s birthday party when they really only care about your product.
You’re not reaching your customers.
If a person likes your product or service, it’s much harder to connect with you on a personal page. First, they have to actually find you, which is already somewhat difficult. Then they have to friend request you and wait for you to approve it. By then, they may not care about you any more. Their interest was peaked when they first initially searched Facebook for you, having to wait for a friend request to be accepted is an annoyance, not an excitement builder.
You also have to take into account the people who want to like your products on Facebook, but are turned off when they have to friend request you. They are also giving up privacy by sending you a friend request. They may love the pottery you make, but they might be uncomfortable knowing you can stalk their profile. Remember, business involves answering your customer’s needs, and not just with your product, but with how they can interact with your business. Gaining your customer’s trust is important, and asking them to give up a bit of privacy to friend you on Facebook can get in the way of building trust. I’m not saying everyone is paranoid and afraid to friend you on Facebook, but it’s important to take into consideration.
There is a cap on how many Facebook friends you can have.
That means, once you reach the maximum number of friends, you have to start deleting people. You’re either going to be getting rid of friends or people who like what you do. What if you delete someone who is truly invested in your work? How do you think they’ll feel if they realize you deleted them?
You might miss messages from customers.
When a person who is not your Facebook friend sends you a message, it get sent into a “Filtered Messages” folder in your message requests. You don’t receive a notification. You could potentially have message from people interested in working with you and you would never know. To check your filtered messages:
- Click the message bubble on the top bar of the page.
- You will see Message Requests, in light grey letters.
- Click it and you will see Filtered Message show up.
- Click filtered messages and prepare yourself, because it’s almost alway a shock.
Your friends still aren’t seeing everything you post, so it’s the same issue as with a business page, but you’re missing out on analytics. Analytics are incredibly valuable. With analytics, you can see how many people not only see your post, but also click on it. You can view demographics, engagement, growth, and more. It’s not something you want to miss out on.
And if you think you should give up on your page, remember:
Literally everyone and their mother are on Facebook.
Literally. Even if your page’s posts only reached a small portion of your followers, the fact that it exists is important. How many times have you googled a business and found its Facebook page as the top result or right below their website? Because everyone is on Facebook, they expect every business to be on it too. A Facebook page gives credibility to a business. Consumer trust is huge part of growing a successful business and the last thing you want to do is give a sketchy vibe.
Facebook is also the one place where you can literally reach everyone. The ability to target your ideal audience and the ease with which they can share your content is invaluable. Just look at your newsfeed, or even your own notifications for a second. How many times do you see people tagging each other in articles so they’ll read them? How many articles or posts do you see being shared in your feed? A huge amount of content posted on peoples’ profiles nowadays are shared content. Not posting your content on your business’s Facebook page is missing out on being shared.
Facebook advertising is a great resource for reaching your customers.
Have you seen how Facebook ads work? You can target everything. EVERYTHING. If you want your ads to reach a 26-year-old female that loves dogs, shopping at Target, speaks English, lives in a specific zip code, AND is friends with someone who likes your page…you can. Once you get over how terrifying that is, it’s a great advantage to your business. There are very few advertising opportunities that put you directly in front of exactly who you want for a reasonable cost. And, like I mentioned before, literally everyone and their mother are on Facebook.
It connects people to your website and keeps you relevant.
You can’t possibly update your website as often as you update a Facebook page. You’re probably not posting new products every day or even publishing a blog post daily on your website. But with Facebook, you can share whatever you’d like and direct people across your website. It’s where you can share the blog post you published months ago but is still relevant. It’s where you can remind people your sales page still have a few items left. You’re sharing “new” content, but don’t have to put in all that time to create it.
So, How Do I Fix This?
Set up a Facebook Business Page if you don’t have one yet.
Go to the main Facebook page, where you see your friends’ posts etc. Look to the left sidebar and scroll until you see “Create Page”. Click it and you will be prompted through the process of creating a page. If you want a detailed post with photos walking you through the process, this post is perfect.
If you are the only person in your company, use a photo of yourself as the profile picture. And be sure it’s a photo that is a good quality image that looks great at any size. Use the cover photo to showcase your products or services, and be sure it fits with the imaging you use on your website. Canva is a great resource for creating images for your Facebook page. They have templates that are appropriately sized for Facebook as well as all other social media sites and then some.
Be sure to fill in all the information. Don’t leave your mission statement blank, your website address, nothing. Fill in all the info. When people look through your Facebook page they want to find that information and it looks unprofessional if it’s not complete.
Once you’ve completed your Facebook page, don’t be afraid to post a couple posts. You don’t have a bunch of followers yet, so no harm in stocking up a bit on your timeline.
Tell everyone about your new page! You can invite Facebook friends to like it and share the page on your wall. Don’t go crazy and repeatedly post and invite people to like it, but make it known your page exists.
Use Facebook as a tool to connect what is happening in your business. People like your Facebook page because they like you and your business. They want to stay connected. This is where you can fail your business. If you aren’t keeping your page updated with relevant information to your audience, you aren’t going to make it into their feed. Here’s a few post ideas for you:
- New products
- Behind the scenes images
- Latest blog post
- Old blog post that is currently relevant
- Other peoples’ posts that provide useful information to your ideal audience
- Something funny
- Quick tips
- Inspirational quotes or images
- Ask a question
Have I convinced you yet? Leave a comment if you have any questions. Or maybe you disagree? I’d love to hear your thoughts. Be sure to pin the post on Pinterest to save for later and to share the information with others. Also, if you’re convinced you need to be better utilizing your Facebook but don’t have the time, I can help.
For more tips, follow Winn Creative Co. on Pinterest.
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