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Blog of Roman Trytyachenko

Do’s and Don’ts of Running a Local Facebook Business Page

It may seem like an easy task to manage and create a local Facebook Business Page, but you have to put in some time and work to sustain a loyal and engaged local audience. By using the right social media marketing plans and services, tactics, tools, and Facebook feature strategically, you can reach your audience and make Facebook a useful part of your customer-service strategy. Besides, you can fleur more customers to your storefront.


In this article, we want to share eight do’s and don’ts that you should follow to master and benefit from your Facebook Business Page.


DO’S:

1. Use Facebook advertisements to promote your business


Facebook has made fundamental changes to its interface and its main news feed of late – for example, the international rollout of Facebook Explore Feed. Facebook users are now mainly exposed to selected friends’ updates and sponsored content. The result: more Business Page owners are facing difficulties and are seeing dramatic drops in engagement. One of the most helpful things you can do to decrease the negative effect of Facebook’s new algorithm updates is to start promoting your content.


If you aim to get to more people in your local area who might be interested in your content, you’d better start running a local awareness campaign. You can use geo-targeting services to find your prospects based on Facebook’s detailed categories, such as location, age, education, job title, relationship status, behaviors, and interests. Also, you can upload a custom contact list to bond with your current website visitors and customers on Facebook, or build an audience that is similar and expand your reach even further.


2. Collaborate with Other Businesses


Team up with your partners (resellers, distributors or franchisees) and other small businesses that aren’t your straight competitors by promoting each other events or contests on Facebook. For example, if you are a professional baker, collaborate with a local children’s club and make a weekend event for families. Offer special discounts for your master class for kids and parents that have membership in the club. Having regular contacts with other businesses on Facebook – like tagging them and sharing their posts – can better your brand’s visibility, engagement, and grow your brand awareness online and foot traffic.


3. Get to know your audience


One of the best ways to analyze your targeted audience is to look up related local groups. Note that currently, you can only join them with your personal account. In the beginning, you can start listening to groups’ conversations. They are the most excellent source of precious insights about customer needs, desires, and interests. Then you should incorporate them into your business strategy and alter the aspects of your brand that need to meet target audience requirements. When you build trust, you can begin sharing posts directly on your Facebook Business Page and thus boost its traffic, followers, and engagement.


4. Combine Online with Offline


As a local owner, you should kееp a great involvement within the local community through fundraisers, sponsorships, organizing events and supporting local charities. Make and share Facebook events to inform people when and where those offline events will take place. Also, you can set up an event ad to contact audiences that you can’t reach through standard marketing channels (print or TV).


Besides, we recommend filming how-to videos, sharing before & after videos/images, or encouraging your clients to publish photos showing the use of your products or services. All of that will show the high-quality product or work you provide.


DON’TS

5. Don’t Ignore Your Page Review


Never get upset about negative comments, and never ignore users’ opinions or delete them. Customer complaints spread like wildfire, and usually, it can end up harming your company’s reputation. If a customer is upset over poor service, try to stay calm and polite. Remember, that it’s not personal it’s all about service level. We recommend sending a small apology for the caused inconvenience as soon as possible.


Always reply to the user by tagging him or her, thank for reporting, and explain that you will analyze the situation and work hard on resolving the issue. You can compensate disappointed customers with coupons, vouchers that will get them a free drink/ meal, offer them money/points back, or free stays (if applicable). This approach will stop the crisis before it becomes a huge uncontrollable storm. When other clients see how friendly and empathetic your business is, they will be more likely to make a purchase or booking your services or products.


However, don’t forget about competitor’s dirty tricks. They can purposely post fake negative reviews from fake accounts on your Facebook Business Page. In this case, you can report the post, hide it or even ban the account from your page at all. You should be aware that no matter how good your services or products are, you cannot satisfy all the people all the time.  But at the same time, you need to take customers feedback into account to learn how to grow your business and to improve your services.


6. Don’t Automate Everything


While you are busy selling your services, meeting with clients and doing general planning, it can be daunting to maintain a stable flow of content on Facebook. It is especially hard when you don’t have the time and the resources to hire SEO to assist with its management. To have some help a lot of businesses are trying to use automotive services.


However, setting up a given tool to post on your behalf could be tricky. On the one hand, there is a steady stream of posts, and it helps you avoid forgetting to publish important updates for your followers. On the other hand, automating everything, it’s not a good idea. For instance, when clients leave comments the automated service won’t be able to address them. That will appear unprofessional, and you put your client trust at risk.


7. Don’t like your own posts


Liking your own posts is an awkward situation! Followers may view that as a form of pride or a desperate attempt to get more likes. Instead, we recommend encouraging your staff to like and share your business posts immediately after publishing on your Page Timeline. That will help you to amplify the chances of your posts making it into the news feeds of their friends, and thus get an introduction to locals.


8. Don’t overshare


Activity and sharing posts regularly are very good for your Facebook community. However, some Business Pages tend to share only inspirational quotes or promoting products multiple times a day. It looks rather spammy and shows your might lack creativity. There is no certain post number that you should share but no matter how often you post, try to broaden your content strategy creation horizons. That will for sure improve engagement. Focus on the relevance and quality of your content rather than some posts.


Implement all do’s and don’ts to ensure successful growth of your Facebook Business Page!  Be aware that this platform is constantly changing and launching new features to attract small businesses and at the same time, to provide relevant and high-quality content to its users. Facebook is a wonderful place to connect with people offline and online, using social promotion services will bring new customers and happier existing ones.

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