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10 Reasons you need Facebook for Business

When it comes to promoting a local business, professional office or other small firm, Facebook is looming larger than ever. The latest salvo was the test launch of Facebook Deals in five cities (Atlanta, Austin, Dallas, San Diego and San Francisco) – a challenge to daily deal juggernauts Groupon and LivingSocial. More cities will soon be added. Basically, Facebook Deals will make coupons more social by letting users grab special discounts on products and services from businesses of all sizes and then automatically sharing their shopping savvy with friends on the site. Users will be able to see what deals their friends have chosen, along with a “deals near you” section.

Is there a Facebook page in your future? Considering the juggernaut that Facebook has become for marketing through social media, the answer is resoundingly yes.  It’s your first step into “F-Commerce.” If your business doesn’t have a Facebook page yet, here are 10 reasons to get off your fanny and fix that problem:

1)      You’ve simply got to keep up:  When it comes to Facebook, your business has already fallen behind the competition if you’re not there.  Consider that Facebook has over 600 million users.

2)      Connecting with customers is more critical than ever:  This is core to social media. Connecting is king – people connecting with each other and to businesses they like.  Customers you connect with on Facebook are some of the internet’s most engaged users. And that translates into lots of good things for your business, including higher satisfaction. It’s also an effective way to communicate news and information about your business.

3)      To promote your brand:  As a place to build your brand, Facebook has few peers.  But it doesn’t happen by itself; you have to be active and post useful, interesting, relevant content that excites people and makes them fans.

4)      To protect your brand:  If you have or are newly building a brand, and have intellectual property such as trademarks and brand names, it’s critical to stake out your Facebook turf by registering pages for your brands.  If you don’t, you risk the possibility that others will. 

5)      It’s a deal you can’t refuse:  Most biz owners like a bargain, and this is a screamer.  Setting up a Facebook page is free.  The biggest investment you’ll have to make is time to learn how it works, build your business page and keep it fresh and active.  More and more small businesses are hiring local firms and social media consultants to help, so for them it’s no longer free.  But the investment may be well worth it down the road. 

6)      It’s fantastic for speedy feedback:  Facebook is a great way to gather customer feedback on your products, services, promotions or plans, or just hear what customers have to say in general.  Consider it a key extension of whatever customer service and support mechanism you now have.  A tool called Facebook Insights can provide detailed info on who’s visiting your page and what they’re looking at while they’re there.

7)      To be a bridge between your online and offline efforts: Your offline advertising and marketing, including direct mail, in-store, outdoor, newspaper, magazine and other can direct customers to your Facebook page.  Once there, they can share experiences, learn about an event, or much more.  You can easily post Facebook status updates or other content in minutes.  

8)      It will help customers find you: Well-built and “optimized” Facebook pages can perform well in search results, leading customers to your page.  What’s more, with millions of Facebook users now use Facebook’s own internal search tool when they are looking for something, so you have a good chance of showing up that way as well.

9)      It can boost your sales: The point of all this connecting and communicating, of course, is to drive sales for your business in some way.  “F-commerce” on Facebook is another potential revenue-producing sales channel to consider.  Facebook Places is a vital location-based marketing service for local business.

10)   Your website may be obsolete:  Some small businesses no longer consider it necessary to have a standalone website and have made Facebook their entire online presence.  And that can make sense, depending on the type of business you have and where your customers come from.

Copyright © 2000-2011 BizBest® Media Corp.  All Rights Reserved

6 New Business Tips for Facebook Success

An estimated 42% of small businesses in the U.S. now have a Facebook page.  And about 70% of small businesses overall plan to use social media this year. But beyond that the landscape gets murky.  While having a Facebook page is now “the thing to do,” a decidedly small percentage of businesses have any idea what works on Facebook and what doesn’t.

The painful truth is that while having a Facebook page is a necessary first step to tapping social media marketing, the wrong approach can actually be harmful.   New research just out offers these guidelines for business success on Facebook:

1)      Avoid the “business hours” trap.  Most businesses post content to their Facebook pages during the middle of the day (roughly 10 am to 4 pm).  But that’s not when most people are listening. New research shows that businesses posting content to Facebook either before or after those hours get 20% more responses.  Your goal is to have your posts appear at the top of fan news feeds at a time when they are most likely to be looking.  Services such as HootSuite, TweetDeck and others let you schedule your posts to appear whenever you want.  Don’t post just because it fits your own schedule.

2)      Day of the week matters.  But it’s different for different types of businesses. Saturday is the worst day, followed by Monday, Tuesday and Wednesday.  Most content is posted on Mondays, creating more competition and ”noise” to break through. Research conducted by Facebook shows that people are happier on Thursdays and Fridays (you can probably guess why), so engagement rates on those two days are nearly 20% higher overall.  

3)      Industry matters, too.  Best days to post will also depend on what type of business you have.  For example, weekends are for autos, and peak customer engagement for auto-related businesses is on Sunday, by a wide margin. No other day comes close. But according to Buddy Media, which provides social media services to big brands, few businesses in the auto industry have yet caught on to this.  Here are best days for other industries:  Finance (Wed. and Thurs.); fashion (Thurs.); Restaurants and Bars (Tues., Wed.); Healthcare and Beauty (Thurs.);  Sports (Sun.);  Travel (Thurs., Fri.).

4)      Don’t be bashful about asking people to “Like” your business on Facebook. According to Buddy Media’s research,  the direct approach – come right out and ask for it – works best.  In short, Buddy found that “fans” tend to follow directions well. But the simpler, the better.  If you want people to post comments, for example, ask a direct question and request a response.

5)      Avoid overtly promotional language.  On Facebook, experience shows that for most businesses, a soft sell approach works best.  For example, if you run a contest, using the words “event,” “win” and “winner” rather than “contest” or “promotion” will get better results.  People get excited about winning, while a “sweepstakes” sounds more like you are trying to sell them something.

6)      End with (the right kind of) a question.  According to Buddy Media, Facebook posts that end with a question get 15% more responses.  So if your goal is to generate engagement, end your post with a question.  But don’t ask “why.”  That’s too philosophical.  Instead, questions about when, where, would and should are much more likely to succeed in engaging visitors to your page.

Copyright © 2000-2011 BizBest® Media Corp.  All Rights Reserved.