Your audience is already on Facebook, so what are you currently doing on this social network to cultivate loyal fans of your brand? If you can't remember the last time you signed into your business Facebook page (or even your login information for that matter), listen up. You are missing out on a HUGE opportunity to make valuable connections and deepen the relationship with customers that have already bought into your brand.
Here are some useful tips for establishing a loyal base of fans and advocates of your brand on Facebook:
Make the quality of your posts a priority, not the quantity.
With every status update you share on Facebook, make a point to use it to deliver value to your audience. Consider key issues that your audience may be dealing with and find opportunities to address these issues. If you benefit from the opportunity to have face-to-face interactions with your customers, talk to them directly about ways that your business can help to make their lives easier. Work some of the takeaways from these conversations into your Facebook posts to help to really connect with your audience.
Keep your postings fairly consistent.
While your audience probably would not appreciate it if you are constantly blowing up their Facebook newsfeeds, sticking with a fairly consistent posting schedule can help to position your brand as dependable.
You may want to consider creating a content calendar for your social media posts. You can use this calendar to strategically plan out your content ideas for weeks in advance, and it can help to prevent you from giving too much coverage to one topic (or neglecting to address key issues to your audience altogether).
Post Planner is a great resource that allows you to schedule Facebook posts ahead of time so that you can stick with a consistent schedule.
Cater posts to your various buyer personas.
A common mistake that many business owners make is always creating content to appeal to their entire audience. It's likely that your audience is made up of several different buyer personas, and each of these buyer personas have different issues that they want addressed. Taking the time to clearly identify your various buyer personas and planning Facebook content specifically for these individual groups within your audience can help to make your content much more engaging.
Partner with influencers in your industry to build a larger loyal audience.
This may sound a little unusual at first, but if you think about it, partnering with those that are like-minded can help to expose you to a larger audience. This may mean that you write a guest post on an influencer's blog. It's likely that the influencer will share a link to your blog post on his Facebook page, and you'll want to be sure to be tagged in this post to drive more traffic to your own Facebook page. If an influencer is endorsing you with his own audience, this will help to build credibility and trust for your brand.
You can also leverage influencers in your industry to help you build a loyal Facebook audience by taking advantage of Facebook's Pages to Watch feature. This feature can be accessed through Facebook Insights and is completely free to use. It's a great resource for monitoring your competition on social media to see the type of content that they are sharing on Facebook and what really seems to be working. With this tool, you can watch up to 100 different Facebook pages, and your competitors will never know that you are checking them out.
With Facebook Edgerank constantly slimming down the amount of content that your audience sees in their newsfeeds, it's especially important to focus on building a loyal Facebook audience to get as much exposure for your brand as possible on this social media site. Embracing these tips will get you well on your way to building a loyal base of fans that engage in your content and spread the good word about your brand.