As you read, keep tabs on what mistakes you’re currently making and which ones you are not making.
Even if some of these don’t apply to you, use these two posts to take an assessment of your Facebook Page right now in order to find what you want to change. Once you’ve done that, I want you to choose just two or three core strategies and really focus on those.
#1: Perplexed with Facebook Profiles and Pages
Most people are perplexed with Profiles and Pages. They often ask me, “What’s the difference? Do I really need a Profile and a Page?” so I want to get really clear about the difference between a Profile and a Page.
Some people feel that you need just a Profile, especially since you can add a Subscribe Button so everybody can subscribe to your public posts. But I don’t think you should limit your exposure on Facebook to only a Profile.
Profiles are indeed important because most users, at least currently, see more engagement on their Profile than their Page.
However, having just a Profile isn’t the smart way to go because Facebook doesn’t want you to blatantly sell on your Profile. The Facebook blog specifically states that a Profile is your personal persona and is not intended for “monetary gain.”
There are also other things you can do on your Facebook Page that you can’t do on your Profile, and I’ll cover those below.
For these reasons, you need BOTH a Profile and a Page.
A Page is for your business to engage, promote, and sell. Since Facebook Pages were designed with those objectives in mind, they have the following options which do not exist on Profiles:
- On Pages, you can target your existing fans via Facebook ads. Ads are not an option on Profiles.
- You can create opt-in opportunities on your Facebook Page. I use Facebook as a lead generating opportunity. As I build trust with my fans, I can encourage them to sign up for different opportunities so I can market to them through email and really build a relationship there.
#2: Killing Consistency
If you want to win on Facebook you have to be consistent. I’ve seen it over and over again with my clients. Pages with daily activity are the ones really thriving.
I often get asked, “How many times should I post a day?” The sweet spot, based on many studies I’ve read, tends to be about 2-5 times a day.
If you don’t yet have tons of fans or massive engagement, posting more than 5 times a day can lead to unlikes. In fact the #1 reason people unlike Facebook Pages is because people post too much. Posting 2 – 5 times a day is the sweet spot.
What to Post About
You might be asking, “All right, so what do I post about?” Sometimes people get what I like to call, “Facebook Posting Block.” They don’t know what to post on their Facebook Page. Believe me, everyone’s been there one time or another, so I just wanted to remind you of different things that you can post.
- You can post “easy to answer” questions. “What’s one word that best describes XYZ?” or fill in the blank. Those are always great for engagement.
- Include calls to action such as, “Click Like,” “Please Share,” “Click This,” “Watch Now,” “Enroll Here,” or “Check this out.”
- Shareable images.
- Shout-outs for others. Go find some great content and give other people a shout-out on your Facebook Page.
- Promos and lead opportunities. Do webinars, teleseminars and free trainings to promote your programs and services. Facebook is a great place to showcase your programs and services. You’ve just got to do it with a mixture of all these other ways to post.
Helpful Resource: Click here for some helpful Facebook resources.
#3: Forgetting to Link Profile and Page
The way you know you’re on a Profile is if you see a list of “Friends.” You’re on a Page if you see the Like button.
As you can see, on my Page it says “Takin’ Care of Business at Amy Porterfield.” You can have fun with that title. You can say, “CEO” or “Owner of…” or “The Big Boss at…” or whatever you want to say, and you can then link to your Facebook Page here.
Many people don’t link to anything there, so people go to the default page, which is the “suitcase page.”
To link to your Facebook Page from your Profile, do the following:
- Click on the “About” link. This is located right beneath your personal information such as where you live and your relationship status.
- Type in the exact name of the Facebook Page for where you are working now. It should pop-up in a drop down menu. This will enable people to click from your Profile to your Page.
- (Note: Sometimes when you type in your Page, it does not show up in the drop down menu. This is a Facebook glitch. So frustrating – just keep trying!)
This is extremely important real estate; you want to make sure you have the two linked.
#4: Weak Connections
Things are a little confusing with the Facebook Page Timeline layout.
On your Page, right beneath your Timeline cover, there are four boxes, and right beneath that, you’ll see a little dropdown.
By default it will say “Highlights.” Basically your Highlights are the highlights of your own posts, but if you click the dropdown you’ll see Posts by Others.
What I encourage you to do is every day just take 10 minutes, click that Posts by Others, and then reply to everybody who’s mentioned you or written on your wall or commented. These are all the people that want to engage with you, so make sure to acknowledge them!
They are the people you can turn from fans into paying customers, so never miss an opportunity to connect with those fans.
Helpful Resource: Click here for daily habits to supercharge your Facebook activity.
#5: Lack of a Strong Call-to-Action
On your Facebook Page, you can add a call to action to get people to click to your website, a sales page or an opt-in opportunity.
On the About section of your Page, there’s one section that gets pulled into your wall. Be sure you have a hot link in there so that people can go find out more about you.
When people come to your Facebook Page you need to ask yourself this question: Is it very clear how people can do business with me?
If I came to your Facebook Page today and I wanted to pay money to work with you, do business with you or buy your product, is it clear how I can do that?
One of my favorite ways that I recently saw in an article was SmellGoodSpa.com. What they do is they give an actual code in their About section and they say, “Get 10% off. Come to our website, enter this code, get a discount.” That’s a great way to use that section.
#6: Missing a “Messages” Strategy
A fairly new option on Facebook Pages is the Message Button. If you add this button to your Page, people can send you a private message that will go only to you. You cannot initiate a message to your fans, but you can respond if they send you a private message. (Also, non-fans can send you a private message as well.)
If you go into your Admin panel, on the right you’ll see a box there. If you deploy the button then you’ll see your messages.
Here’s a tip! If someone sends you a private message, and has a question for you, consider using a tool such as SnagIt to create a little video that answers their question.
As an example, let’s say someone emails me and says, “Amy, I can’t get the Message Button to work on my Facebook Page. Can you help me with that?” I can make them a quick video showing my screen and saying, “Are you clicking here and then going here? Let me know if this works.”
You’d be amazed how impressed people are with a short little video. They get to hear my voice, it’s personalized to them, and it goes so much further than just a text email. It’s a really cool way to respond.
There is one important thing to keep in mind with the message option. If you’re going to deploy the Message Button, make sure to have a system in place that includes having someone ready to answer any questions or messages that come through. These days people expect fast responses. If you add the Message Button, and then forget to keep track of your messages, you could be creating a customer service mess! Make sure to get a plan together to respond in a timely manner!
Helpful Resource: To learn more about private messaging, click here.
Want to keep going and finish out the Dirt Dozen? Click Here for Part 2.