By Megan Totka, Guest Blogger
Companies have long known the benefits of creating a Facebook page and building up a following online. Things like Facebook ads increase the chance that users within your company’s demographic target know about you. For small businesses, the impact of fans on Facebook can make a real difference in sales figures. Big businesses can see the power too. In a survey done by the social media firm BRANDfog, 94 percent of respondents said that companies with social media-friendly tendencies contributed to a better brand image.
The demands of contemporary consumers are clear – companies need to be accessible in the social media world. There are a few rules that the most successful Facebook companies follow online to bring in maximum traffic.
- Non-promotion … most of the time. The popular candy brand Skittles has an astonishing 15 million fans on the social network and not because of its sweet, colorful-shelled sugar. The brand is known for its quirky, most often non-promotional posts that tend to garner upward of 20,000 “likes” each. Fortune 500 companies and one-person homemade jewelry designers can benefit from this lesson – keep promotion to a minimum. Sure, 25,000 likes on a post that has no direct relationship to your goods or services will not actually increase your bottom line. It will, however, increase the likelihood that your occasional promotional status updates make it to the news feed of your fans.
- Exclusive discounts. People love a good deal – especially if it is easy to access and use. Set up a discount schedule in order to maximize the fans that utilize each one. Use the same tips that apply to discount codes in email for maximum success. For example, pick Tuesdays as the day of the week to showcase new products, and provide a discount code for people buying those products online. Use the medium as a “sneak peek” for new products, as well as for special deals. During the holiday season, reveal any Black Friday sales on Facebook first and promote that fact in the days leading up to the release. Make customers feel like they are at an advantage by being your fan and visiting your page.
- Customer appreciation. While the best way to show fans that you appreciate them is by providing good deals on your goods and services, there are other ways too. Come up with a creative “fan of the week” contest or trivia questions to get customers involved. Reward winners with discounts, gift cards or products, and post pictures. Encourage customers to interact with your Facebook page, even if doing so results in no direct revenue for your business. Stronger relationships online are easy to formulate and have the potential for greater sales numbers.
Facebook and the slew of other social networks have made it possible for businesses to become a “friend” of clients. This opens a whole new world of opportunity for creative selling and branding. The ability to build a larger customer base more quickly is an undeniable advantage of the digital evolution. Simply signing up for a profile is not enough, however. Successful revenue growth takes cultivation and strategy – even if the end result looks unplanned and nonchalant. Customers like interaction with businesses and now feel entitled to it. Meet their needs with customer-friendly Facebook posts and initiatives designed with mutual benefit at the core.
Megan Totka is the chief editor for ChamberofCommerce.com. She specializes in small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the Web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide. Megan also specializes in Small Business Marketing.
