Businesses use social media for a variety of purposes, but the end-goal is generally pretty clear: it’s marketing. For the most part, you know what you want from your Facebook posts – conversions, sales, customer loyalty, more reach, etc. – all things with obvious benefits for your business. But have you stopped to wonder what your Facebook fans want from you? When a Facebook user chooses to click that Like button on your Page, what are they hoping to get in return?
There are a lot of do’s and don’ts for Facebook, and the first step is definitely making sure that your posts are actually reaching your fans after they’ve Liked your page. That might sound simple, but it’s more complicated than it used to be; check out this very short guide to getting your posts seen, if you haven’t already. And then when it’s time to post, keep in mind not just what you hope to get out of your social media presence, but also what Facebook users expect from their interaction with you.
A Look Behind the Curtain
If you have a small brick-and-mortar business, your Facebook fans might already know what you look like and who you are. But for most large businesses, or those that operate solely online, there is no human face or presence that people can associate with your brand. For users who are looking to interact with you, this can have a very Wizard of Oz, man-behind-the-curtain effect. So give them what they want – pull back the curtain!
Facebook is the ideal platform for letting customers and fans in on the behind-the-scenes workings of your business. Remember that you’re more than the products or services you offer – you’re also a brand, with real people and real goals. Post about new hires, upload photos of your office parties or new product shipments, and respond like a human – not a 3rd person, company robot – to questions and comments.
Because they’re so good at showing off their quirky company culture, my favorite brand for this on Facebook is Paragus Strategic IT. This tech company posts great behind-the-scenes photos of their fun staff events, like getting curling lessons at the local ice rink.
Be Informative, not just Promotional
We’ve all heard a lot of rules about what you can and can’t post on Facebook, how often you should post, and how you should promote yourself. Recently I’ve heard a lot about the 80/20 rule: that 80% of your posts should be non-promotional content, and only 20% of your posts should be about self-promotion.
The truth is that we’re not going to check your homework to a percentage point – you can probably find the sweet spot for your business and your Facebook page on your own. But the theory behind this rule is solid. Your Facebook fans didn’t follow you to be bombarded with sales pitches. My favorite example of this strategy in action on Facebook is the Siggi’s brand of yogurt. They post recipes for cooking healthy snacks – a surefire hit since their customers are health conscious fans of natural foods.
If you know your demographic (you do, right?), then you should also know what interests them. Gadget stores can share interesting tech studies and fun hacks; local businesses can share community events and news for their customers. If it’s relevant and interesting, your Facebook fans will enjoy and engage with it, and eventually direct their attention to your promotional posts, too.
Rewards for Good Behavior
Last but certainly not least for your Facebook fans: they want rewards! In return for hitting the Like button, Facebook users look for any special benefit meant for their eyes only. Offering your Facebook fans discount voucher codes or secret promotions is guaranteed to please, and it’s likely to boost your sales as well. Simple giveaways and contests are always popular and can boost engagement significantly.
But rewards don’t have to be strictly financial – you can also treat your Facebook fans to exclusive news, new product announcements, pre-sales or pre-orders, and other advance notice that non-fans don’t have access to until much later. I see this most often on Facebook with bands and musicians. They announce tours to Facebook fans first, and offer advance ticket sales long before the public has access, to reward their fans for following and paying attention!
A lot has been written about how to get what you want from Facebook, whether it’s engagement, sales, or word-of-mouth buzz. But keeping your fans in mind, and giving them what they’re looking for, is a wise strategy for reaching any social media goal.
Looking to learn more? Whether you’re a Facebook newbie or an experienced Page admin, you should check out OMI’s 7 Elements of Highly Effective Facebook Marketing – a class that will help you deliver what your fans want, in a precise way that brings you the largest benefit.