How To Make The Most Of Your Business Facebook Page

How To Make The Most Of Your Business Facebook Page

If you struggle to get engagement on Facebook then you need to read this! How to make the most of your business Facebook page | www.bigthinkingonline.com

Facebook has long been one of the most powerful sites on the internet,

and is definitely one of the most popular. Whether you’re sharing wedding pictures, family holidays or a cat video you found on YouTube, getting your friends to like, comment and share is all part of the fun.

 

For businesses, it’s not quite the same, meaning that in order for a business to really stand out on Facebook they have to work much harder than an individual would.

 

Even a business with hundreds or thousands of Fans isn’t guaranteed a “viral” post.

 

This is all down to Facebook’s special Algorithm called Edge Rank. In other words, Facebook has a formula that scores every item of content posted to Facebook and determines how many people who follow that person or business will see it.

 

Whilst the initial “formula” for Facebook’s Edge Rank has been talked about extensively, the truth is that no-one outside of Facbook knows the exact way it is scored. The algorithm is also updated regularly to make changes based on what Facebook see is working best, or to allow different formats to be seen more. For example, when the Edge rank system was first introduced in 2010 fewer people were posting video to Facebook, whereas now video is very popular and is something that Facebook wants to encourage more people to use.

 

Edge Rank was initially represented by Facebook to look like this:

 

Facebook Edge Rank

 

∑ – The sum of each individual story, e.g. a status update, comment, Like, tag, etc. Each of these is called an Edge.

 

u – The affinity score. This factor weighs how close you are with the person doing the posting. Facebook is more likely to give the content a higher weight if you frequently interact with the person posting, have several mutual friends, or are related.

 

w – The weight for this edge. Not all actions are considered equal in the eyes of Facebook’s algorithm. For example, someone posting on your page would carry more weight than someone simply liking a status update.

 

d – The time decay factor. As a post gets older, it’s more likely that it has already been seen or that it is no longer as relevant. Facebook remedies both of these problems by taking the age of the post into consideration.

 

So taking the Edge Rank into consideration should give you a better chance of your posts from your Business page getting a better reach!

 

Here are some ideas that you can try and put into practice.

  1. Increase Your Affinity Score

You’ve probably heard countless advice telling you to build relationships and have conversations on Social Media. Increasing your affinity score is the reason behind this. If you encourage people to reply, comment and discuss things on your Facebook page you will increase your affinity score.

 

  1. Give Yourself An Edge!

To gain a higher edge score you need to create more stories. Try and ensure that the status updates you post are questions (because then people will comment – see the Affinity point above!). This is where you can show off how creative you are, because the more eye catching, entertaining and varied your updates are, the better you will do.

 

  1. Track The Time Decay Factor

Some posts are more time sensitive than others. If you are posting about a breaking news article for example it’s unlikely to stay at the top of anyone’s news feed for long. Other posts are sometimes more difficult to judge. A good measure is often to take note of how many people have seen your post, which you can see underneath any post on a business page. If the number is stagnant, your story isn’t going anywhere, post something else. On the other hand, sometimes a post might do well for a couple of days, so leave your audience time to enjoy it before adding something new.

 

  1. Take Advantage Of TrendsFacebook Trends

While Hashtags don’t really do the same on Facebook as they do on Twitter, Facebook does now keep track of what’s trending. Again, there’s no point talking about a trend just for the sake of it, but keep an eye on the trends panel on the right hand side of the Newsfeed and if there is anything that would be right for you business to comment on then do it.

 

  1. Share Content And Mention Other Pages

Whenever you share content from another brand, try and remember to Tag their Facebook page in the post. This is a great thing to do, because not only will the other brand see that you have mentioned them, but since the end of 2014 Facebook has increased the likelihood of the other brand’s fans also seeing the post as well. This is particularly true if your brands or audiences are similar, so don’t just go tagging big name brands to try and get exposure – you must stay relevant.

 

  1. No Hard Sales

Finally, this has also been said many times, but Stay Social! Social Media users as a rule don’t want to be sold to all the time. The occasional offer or promotion is fine, but not every post. Facebook will also recognise a sales post over a non sales update and if sales are all you’re posting, they’ll make sure you’re seen by fewer people.

 

Remember, there are no hard and fast rules for getting a better visibility on Facebook – this is just a guide! You might find that a certain style of update works really well for your business and if that’s the case keep doing it – but mix it in with a few other things!

If something is working for you then let us know! 

If you enjoyed these tips and want more, then download my free e-book, 49 Exclusive Social Media Tips for Business.Social Media For Business Free Download

7 Ways To Win New Customers!

7 Ways To Win New Customers!

Every Business needs a little inspiration from time to time - so here's 7 Ways To Win New Customers | www.bigthinkingonline.com

New customers, clients or patients are the lifeblood of any business.

For small businesses in particular, keeping a steady flow of new clients coming through on top of serving existing clients and tackling the day to day running of your business can be a constant struggle.

 

So, for any business that needs an injection of inspiration as to how to continually attract those new faces, here are some of the best tactics to add to your toolbox.

 

  1. Ask Your Customers To Refer Other People They Know.

Asking for referrals is definitely something that you should be doing. If you have given a great service to someone and they are happy, the chances are that they will know more people in a similar position to themselves who may also need your services.

 

If you ask every customer you work with to refer 3 people you know, you then get a “warm” introduction to a new group of people who will already have heard good things about you from their friend.

 

  1. Follow Up With Old Leads

We’ve all lost out on a few customers in our time, but getting a no doesn’t have to mean that you’ll never get a yes. It’s always worth keeping up a good relationship with anyone who you have never quite done business with, because as circumstances and requirements change you could find that you have another opportunity.

 

Similarly, just because that person wasn’t the right client for your business doesn’t mean that they won’t know someone else who might be – referrals can come from anywhere, but they typically come if you ask for them!

 

  1. Build Up A List Of Email Subscribers.

A list of email addresses allows you to stay in regular contact with a huge number of people cheaply and simply and in a non-intrusive manner. An email list is a great way to send out updates about what your business is working on, offers that might entice people back to you and most importantly, it’s a great way for you to build your authority by offering incredible value and be seen as the thought leader in your niche.

 

The next time that person needs something along the lines of what you do, they’ll remember your details because they see your emails and know that you can help, and that you want their business.

 

  1. Be Active On Social Media. 

No matter what your business is, social media is the main place where all your customers will be online. For many people, social media is their main experience of the Internet, it’s where they see recommendations to buy, read their news and chat to their friends.

 

The trick for businesses to do well on social media is to be friendly and conversational rather than sales focused. Asking and answering questions on Twitter is a good way to join the conversation there, try searching using relevant hashtags to find topics related to your business.

 

  1. Join And Participate In Relevant Facebook Groups.

If you manage a Facebook page for your business you’ll know how hard it is to reach more than a few of your fans with any given post. That being said, Facebook is still an incredibly powerful tool for businesses and shouldn’t be ignored. Try joining some of the millions of groups there are and joining in conversations, offering relevant advice and sharing appropriate updates from your business.

 

It might take a little searching to find the right groups for you, but it is worth it. Try searching for local groups if your business is location dependent, or groups geared at business owners, women, or groups for certain hobbies and interests that your business may align with.

 

When one of your page updates does well, consider boosting it as an advert. Typically if one of your posts gets a far higher than average engagement Facebook will ask if you want to boost it. It’s worth considering, because if your core customers and fans like the update, then the chances are that an extended group of people would also like it and you can raise your profile relatively cheaply to a much larger audience.

 

  1. Write Every Blog Post As Though It Is Directed To Your Ideal Customer.

Posting regular updates to your blog is a fantastic way to be seen as an expert, and to stick in people’s minds as someone they can turn to for advice, information, and eventually when they need your service, as a paying customer.

 

The thing to remember about blogging though is that you need to be consistent, not just with the frequency of what you write, but the actual content itself.

 

If your blog topics are vastly different every time you post then it will be hard to grow a regular reader base as they will be put off by the fact they never know what they’re going to get.

 

For example, readers of this site know to expect updates about Internet Marketing related topics, such as SEO, Social Media, Web Development and Online Reputation. What you won’t see on this blog are updates about holidays, family life or what I eat.

 

  1. Make Sure Your Website Is Search Engine Optimised. 

SEO is a great tool, and you should use it to your advantage. If your site is correctly optimised, then it won’t matter if people don’t know your business name, because when they search for the service that they need, your business name will appear.

 

It’s particularly powerful for locally based businesses, because if someone searches for a Dentist in their town you only have to compete against those few other Dentists near to you in order to show in the Top 3 of the Search results. A well optimised website can help attract a steady stream of new customers.

 

So there you have it, 7 ways to get new customers! I’ll even throw in a bonus number 8… Cold Calling! It may be unpopular, but it still works.

 

Have you tried any of these tactics for customer acquisition? What has been most effective for you? 

Top Tips From Facebook’s Boost Your Business Tour!

Top Tips From Facebook’s Boost Your Business Tour!

Top Tips From Facebook's boost your business tour! | www.bigthinkingonline.com

Yesterday we attended the Facebook Boost Your Business Summer Tour.

It was a session designed specifically for small businesses who are aiming to grow through using Facebook.

 

There were plenty of Facebook Gurus on hand to answer questions on subjects like local targeting, brand awareness, driving sales online and Instagram, and there was also an introduction from Facebook’s SME Director Ciaran Quilty.

 

His talk was really aimed at pressing home the importance of mobile and video for business and he had some pretty powerful stats to back this up:

  • There are 40 million SME businesses on Facebook
  • 2 Million businesses regularly invest in adverts
  • 70% of UK Facebook users follow least one local business via Facebook.
  • The average person checks Facebook on their phone 14 times per day
  • Over 1 Billion people use Facebook on their Phone every day.
  • In the UK, 25 million people will use Facebook every day
  • 50% of Facebook users watch one video per day
  • Worldwide, there are more than 4 billion video views on Facebook every day
  • Cisco predict that by 2016 69% of internet traffic will be driven by mobile video

 

With such massive numbers, Facebook are making various changes to their mobile platform to allow greater ease of use for businesses. Many of these changes will be around simplifying some of the existing business tools so that they can be used from a phone rather than desktop.

 

Here are some of the best tips we learnt if you want to reach out to your audience:

Facebook Business Page

  • Think of yourself as a mobile business, even if you aren’t, because your customers are mobile.
  • Your Business page allows you the platform for an instant mobile marketing strategy
  • All of your business content can be delivered straight to your audience’s mobile!
  • The number of people communicating with businesses on Facebook is increasing.
  • They can reach out straight to your page – no need for an email address.
  • Local Targeting has been rolled out across the UK, allowing you to reach an audience based on a radius around your business postcode.
  • Use Your Page for Presence, Communication and Local Awareness

Instagram

  • Instagram for Business will be launching in September
  • This means Advertising and Marketing for businesses
  • Business accounts will have insights and analytics

Key Takeaways

  • Video advertising is growing in popularity
  • A video view counts after 3 seconds, Facebook suggest you have no more than 8 seconds to grab someone’s attention!
  • Start your advertising small, and scale it as you grow or based on your results.
  • Use Custom audiences to target your ideal customers
  • Use Lookalike audiences to grow your reach.
  • Use Retargeting to put your ads in front of people who have already taken action for you.
  • Remember to focus on real business results rather than Facebook likes or comments!

 

What are your thoughts on Facebook for Business? Do you use Facebook Adverts at all? Let me know in the comments section below, or come and follow us on Facebook to join the discussion there.

 

If you are looking for help with your Social Media Marketing then we’d love to hear from you! We offer a range of packages or can run and manage individual campaigns. Get in Touch!