Facebook Challenges for Business – Your Questions Answered

By October 20, 2011Business, Social Media

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Facebook can be a challenge for any of us. As a business owner, the stakes are higher as you invest your efforts into building and marketing your business through the social sphere.

We asked Web123’s Facebook community to share their Biggest Facebook Challenges with us. As firm believers in helping small biz owners “taking on the big guys”, here are the challenges you’re facing getting your business going on Facebook — and our advice on how you can overcome them.

Getting Started:

The first step towards becoming successful on Facebook is… joining Facebook. If you’re reading this wondering what this internet fad your colleagues keep buzzing about is and you haven’t the first idea where to begin, don’t fret! The very first thing you’ll need to do is create a personal profile. (Yep, even if you only plan on using Facebook for business purposes, there needs to be a person behind it! Read this if you’re confused about the difference between a Profile and a Page on Facebook.)

Once you’ve created your Profile, the next step is creating a business Page. This will be the public part of Facebook that is completely dedicated to your business — and the part that the rest of this article is dedicated to helping you master! Here are step-by-step instructions on how to create a Facebook business Page. Too easy, right?

Looking Professional:

A few strategic clicks is all is takes to create a business page on Facebook, but one of the biggest challenges for many users is how to master the look of it. Part of building a successful business is also building a brand, so on your Facebook Page one of the most important things to do is to carry that brand image over. Keep consistent colours, style, tone throughout everything your company does, online or off.

One of the best things you can do for your business is to set up a custom Facebook design . What this does is create a compelling, visual place for your new visitors to go when they come to your Page. You only get one first impression, and for potential clients that are being introduced to your brand for the first time, a custom design is the perfect way to put your best foot forward. A landing app is a special design welcoming users to your Facebook Page that compells them to “like” your Page — thus subscribing to your updates and becoming involved with your business!

Getting Traffic:

Even the most brilliant business in the world might struggle with getting those first customers in the door when first starting, and the same can be true for many business owners on Facebook. One of the best pieces of advice we can give anyone wanting to get more traffic to their Page is as simple as this: Interact with other Pages.

There is a unique Facebook algorithm that determines which FB updates are most likely to seen by the people who like your Page. One of the most important parts of that equation is engagement — the more your Page interacts with others on Facebook, the more likely it is that your posts will be seen by the masses. Here are seven other suggestions for overcoming that “nobody likes me” obstacle and getting your Facebook Page the attention it deserves!

 

Content Strategy:

One of the biggest challenges on Facebook is figuring out what to say to your likers. It can be tricky to promote products without being pushy, or to share insight about your company developments without feeling exposed. While there is no silver bullet for mastering this from the get-go, one of the best ways to develop an effective content strategy is to answer these three basic questions:

  1. What do you hope to achieve by having a Facebook Business Page? (attract new clients, build your brand, promote your services…) Establishing clear goals will give every post purpose.
  2. Who is your target audience? Facebook offers amazing Insights about the demographics of your likers. Once you know who you’re talking to, getting the content out in the right way and at the right time will be much easier!
  3. Why should your audience care about what you have to say? We know you love your business, but the point of sharing on social media shouldn’t be just to broadcast. Try not to write for your business, write for your customers and prospective customers. What insider information can you, as an expert in your field, offer them that they can’t get elsewhere? Understanding what your audience is looking for will make it infinitely easier to post compelling content.

 

Conversions:

Last but far from least, converting likers to customers is another challenge for many business owners on Facebook. Getting people to “like” your page is one thing, but getting them to actually buy from you can be much more difficult. A full conversion strategy is well beyond the scope of this post, but there are still a few simple things you can do to increase conversions from Facebook.

The #1 mistake I see on Pages is never giving likers an opportunity to buy. Without spamming your likers, occasionally post links back to your website with products or services. Sweeten the deal by posting a Facbeook-only promotion to make sure your likers know that you appreciate them. Use clear calls to action both on Facebook and on the page you’re linking to so they’ll know exactly what to do.  Facebook Ads offer amazing insights for targeting prospective clients.

Also, tracking the sales you are getting is very important. Do you know how many of these customers might have come indirectly from your Facebook Page? Ask every sale how they heard about you, and check to see if they’ve liked you on Facebook. Your Page may be converting more customers than you think!

 

What other challenges is your business facing on Facebook? Let us know in the comments below, or join the discussion on Web123’s Facebook page

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