Facebook fan pages is a nifty little value-added service that allows businesses and organizations to build an interactive page inside the Facebook ecosystem to engage with their existing or potential customers.
Fan pages are a great way to reach consumers without resorting to direct email (spam) or hit-or-miss mass snail mail (spam in paper form).
Since users make the decision to connect with your company, marketing messages will be anticipated not disregarded. For those people who add themselves to your fan page, they typically expect to see at least a little advertising come their way.
Why Does Your Business Need a Facebook Fan Page?
Face it: your prospects are on Facebook whether you like it or not. Facebook is the most popular social network, and with over 800 million users, it can serve as an important marketing tool for any business.
A Facebook fan page is more than just another way to connect with prospects and customers online. Your Facebook fan page can:
- Drive more traffic to your website
- Build your email list
- Sell more products/services
- Announce special offers and promotions
- Announce events
- Share news
- Provide value to your prospects and customers
- Share photos and videos
- Get feedback from clients and prospects
- Improve your relationships with your prospects and customers
- Improve Search Engine Optimization
- Facebook fan pages are public, so it allows you to communicate directly with your “fans”.
- When a person joins your fan page, it’s published in their News feed – this gives a viral quality to your fan page.
- You have access to more than 500 million active users who log onto Facebook regularly and spend an average of 55 minutes per day on the site.
- Facebook is now the 2nd most visited site in the world after Google.
- And Facebook fan pages are free!
Plain and simple, Facebook offers a huge potential to profit and grow your business.
This article walks you through the five steps required to create and profit from a Facebook fan page. The steps include:
- Step #1 Define Your Facebook Page’s Goals and Purpose
- Step #2 Identify and Research Your Audiences
- Step #3 Plan Your Facebook Page
- Step #4 Create Your Facebook Page
- Step #5 Maintain Your Facebook Page – A Long Term Plan for Profit
So let’s get started!
Step #1: Define Your Facebook Page’s Goals and Purpose
It’s a simple question – “What do you want to accomplish with your Facebook page?”
Yet the answer isn’t always so simple.
Ultimately you want to use your Facebook page to make more money, get more customers and grow your business. Perhaps a better question is, “How do you want to use your Facebook page to grow your business?”
Don’t worry, you’re not expected to know the answer right now. However, before you begin creating your fan page it’s important to have a direction – to have goals.
As mentioned earlier, there are several things your Facebook fan page can accomplish, they include but are not limited to:
- Traffic generation
- List building
- Selling products/services
- Announcements and promotions
- Content and value
- Building a community/strengthening relationship
In fact, Syncapse.com surveyed 4,000 people who “Liked” the top 20 brands with Facebook pages. They found that someone who has “Liked” a brand spends an average of $71.84 more each year on that brand’s products or services.
A little story about turning fans into paying customers
Company ABC created a Facebook fan page, example. Their audience is strongly represented on Facebook so they went all out and hired someone to maintain their page for them. They created a custom Facebook page that offered a ton of valuable content, promotions, news items and interactive tools and applications. They even included a Q&A page and a page where Facebook fans could learn about products, services and buy directly from the page.
When a fan made a purchase they also tended to post a note on their profile about the great new product they purchased from Company ABC. The company gained more fans from these mini reviews. Company ABC was able to increase their monthly sales by 10%. This ABC company can easily be you.
If selling products or services on your Facebook page isn’t your goal, you’d rather build your opt in list – you can do that, too.
Before move onto the next step, spend some time brainstorming what you want to accomplish with your Facebook fan page.
Step #2: Identify and Research Your Audience
Okay, after you brainstormed your Facebook fan page goals, you are anxious to get started planning and creating your page.
But wait, not so fast yet. Before you create your page you want to make sure your audience is represented on Facebook.
You want to make sure you are planning and creating a page that will generate the profits you want.
Go through the motions of creating a Facebook ad, when you use this method, you will be asked to choose demographics for your ad – the number shows you how many people your ad might reach. This is where the number of your potential audience for your fan page as well (In fact, later, once your page has been created, you can create an ad to promote your fan page.)
Take a few minutes to jot down who your audience is for your fan page. Then spend some time on Facebook making sure that they’re present and that your efforts will be profitable.
Step #3: Plan Your Facebook Page
Once you know your goals for your Facebook page and you are comfortable that you have an audience, it’s time to get into the fun stuff – planning your Facebook page.
What tabs do you want on your Facebook page?
You can create a number of tabs by using different apps. Each one will be designed to help you achieve your goals.
For example, a Welcome tab is a common choice for any successful Facebook page. You can adjust your settings so that’s the first page anyone sees when they come to your Facebook page. Other options include:
- Opt In tab
- Product tab
- Questionnaire/Survey tab
- Information tab
And so on. As you are planning your Facebook fan page, consider what content you can offer that will give the most value to your prospects and visitors. Provide content that:
- Is relevant to your industry
- Is insightful or entertaining
- Motivates people to interact, comment and take action.
Add tabs that offer value to your prospects and customers. For example, if you are a professional coach you might have a tab that offers assessments and quizzes.
If you are an information marketer, perhaps one tab will be dedicated to “reviews.” Contests and sweepstakes are also a great way to motivate people to take part on your page and become part of your community.
Create an outline for your Facebook page. It should includes all the tabs you are going to have on your page.
Note that you don’t have to create all of them before you launch. Part of creating an engaging page is adding content and that includes adding new tabs as your page grows and evolves.
Start with a plan for what you want to launch your page with. Make sure your page and later tabs support your goals. For example, if your goal is to build your list you’ll likely want:
- Welcome page with an opt-in form
- Info/About page
Once you have your plan, it is time to get on Facebook and start the creation process.
Step #4: Create Your Facebook Page
Visit- create page section and enter your log in information in the upper right hand corner. And then follow the step to choose a category for your Facebook page. You’ll also be asked to enter your page Name.
Experts strongly recommend using your name, not the name of your business. This is because people are looking to connect with other people on Facebook, not with companies. Once you have created your Facebook fan page, you will need to add photos and information to make it a page that Facebook users will want to visit again and again.
Again, use your own photo rather than a logo or business graphic.
You have already planned your page, so this step should be fairly straightforward. Simply add the tabs you have planned. You can play with the wording and the copy on the page. It’s all a draft and not “live” until you publish it.
To add a welcome tab, click on the plus symbol and search for “Welcome” in the drop down menu.
Once your page is ready to go, it’s time to publish your page. Your Facebook fan page is not yet live until you click the “Publish this Page” link. You can edit your page at any time by simply clicking “edit page”.
** It should also be noted that you can outsource this project to a professional or a service. There are a number of social media and Facebook experts that create custom fan pages to help you meet your profit goals.
Step #5: Maintain Your Facebook Page – A Long Term Plan
Your work isn’t done even after you have launched your page. There are three primary functions you need to look into to make your Facebook page a profitable success.
1) Network and Connect
You’re going to want to let people know you have a Facebook fan page. Share links from your fan page on your profile. Invite friends, prospects and connections to become fans.
Consider hosting contests and promotions to drive traffic to your Facebook page. Promote your Facebook page on your email signature, on your homepage, and in other social networks that you’re a part of. Integrate your fan page into your existing marketing tactics and strategy.
2) Consistently Add Value and Content
The best way to generate and maintain interest in your page is to consistently add fresh and valuable content.
Post links, create discussions, publish pictures and content. Post surveys and have fun with applications.
Don’t forget to also publish promotions and special offers.
Get creative and generate excitement for your page and your business.
3) Study Your Results
Finally, it is important to stay on top of your page to make sure it is meeting your goals. Facebook provides a wealth of information to help you stay informed with their Insight tool. You can analyze:
- The number of interactions you have had with fans each day or week.
- The number of comments you had on your posts.
- The demographics of your fans.
- The tabs, content, or applications that receive the most interest and interaction.
Of course you can and should track your success as well. If your goal was to build your lead list, are your efforts helping you achieve your goal? If your goal is to send traffic to your website sales page, what is your click-through rate? How many of those clicks are converting? Create a plan to:
- Network and spread the word about your fan page.
- Consistently add value and content to your Facebook fan page (Consider hiring an administrative assistant to manage your page.)
- Analyze the results and build on your success.
Facebook fan pages are an exceptional tool to do a number of business building goals. Whether you’re driving traffic to your website, building your lead list or actually selling products or services on your page, the result is a boost in profits.
So remember to create your goals, research your audience, plan and create your page to support your goals. Once your page has been published, create a long-term plan to maintain it by consistently adding valuable content, networking with users and fans and tracking results. Profits will naturally result from your dedicated efforts.