Facebook is a not-so-secret secret weapon for promoting your business. That being said, a lot of companies don’t take full advantage of what this social media platform has to offer when it comes to making deep, lasting connections with their customers. Ads and pleas to “like this” simple don’t quite cut it.
That’s why we asked eight entrepreneurs to weigh in on how to best use Facebook to your company’s advantage. Here’s what they said:
1. Put Other People in the Spotlight
On the MySocialCloud Facebook page, we try to cross-promote with our partners and highlight our customers a lot. For example, we partnered with a company called Free Bike Project that has students ride bikes around its campuses with our advertisements on the sides of the bikes. We then ask the students to take pictures of themselves with the bikes, and we post the pictures on our Facebook page. We’ve found when we put other people and their friends in the spotlight (rather than our brand or ourselves), people get more excited about our company and engage with us more on social media.
2. Interact in a Private Facebook Community
We invite our customers into a private community on Facebook where they can interact with us and one another, share war stories and where they can turn for support. It’s an amazing way to help them see us as a conduit for them as a united front of crusaders.
3. Post Video Updates
It’s proven that video posts on Facebook highly increase the chance of user comments, shares and “likes.” Create a weekly company update keeping your customers in the loop on new products, employees, goals, etc. Remember, talk about your company and product as well as the category you are in. Your customers want to see you as the expert in the industry, and they will continue to come back if you have great advice!
4. Offer Discounts and Promo Codes
You can stay connected to your customers through Facebook by posting discounts and promotional codes for your business products and services. But to keep your customers coming back for more, set a limit on the access to a promo code to about 50 people. If a customer sees an expired promo code, they’ll likely check back to see when the next one is posted.
5. Post Unrelated Content
The main purpose of a Facebook page is to communicate company information to customers. However, there’s no reason we can’t make it fun. Posting pictures or videos that have nothing to do with the company tells me a little more about my customers than another promo. Also, it shows the lighter side of the company, which helps customers feel a closer connection to us.
Lots of companies have Facebook pages that offer no real value to those who follow them. Nobody wants to hear about business all the time. They want to be entertained and engaged, and they want to be a part of the companies they follow. What better way than to post content that appeals directly to them? They’ll have some fun while strengthening their ties to the company, which is the entire point of social media.
6. Share Stories
Share stories to build trust and reliability. We share stories and photos of events, charitable contributions, organizational partnerships and the daily activities happening in and around our business.
7. Post Consistently and Respond Quickly
Realty One Group places a premium on being consistent and responding to engagement. We make a point to post every single day. When a customer notices that you are updating your page with useful information, he is more likely to engage.
Perfect example: An agent wrote on one of our photos asking if we had our logo in a certain format to use for printing. She said the format was not available to her in our back office and reached out via Facebook. Not only did we respond to her — we got her email and sent her the format she needed to carry out her business. She expressed such gratitude for us going out of our way to help her, and that alone was reward enough.
8. Recruit Talent Socially
We have a relatively large Facebook page of over 75,000, and the page has been growing quite steadily over the last year. We’ve really focused on using Facebook as a recruitment tool for our company. When we have a difficult posting, we usually throw it up on the Facebook page and sometimes give out rewards for candidates that other users can bring to us. The response is extremely positive and usually results in hundreds of new candidates joining our database. Not only does this strategy grow the page, but it also helps us get great candidates placed in amazing positions.
Image: Joel Saget/AFP/GettyImages