How to Get the Best Brand Exposure on Facebook Fanpage
Reprinted from cifnews
The Facebook fanpage is an important for e-commerce sellers to do marketing. Running a Facebook homepage can not only bring conversions to your website, but also accumulate loyal fans and increase brand exposure. What details should the seller pay attention to when using the Facebook homepage marketing promotion? What kind of operations can get more accurate traffic?
Facebook Page is the first step in Facebook social marketing. To do a good job in Facebook brand marketing, you need to create a Facebook Page first. The specific creation steps are as follows:
① Register a Facebook personal account
② In the drop-down menu on the right side of the personal account homepage, click Create Homepage.
③ Click to select the homepage type: Merchant or Brand
④ Name the company's homepage, add a homepage category description
⑤ Facebook fan homepage is initially created
Once created, you can find a complete Facebook fanpage with an avatar, headline, name, feature tab, post content, and more.
Home avatar: Usually a company logo or any other image that can represent a brand.
Header: You can use both static images and videos. It is recommended that merchants upload videos introducing the company or its products.
Homepage Name: "Fans [email protected]", where the content of "@" is an abbreviation for the merchant's exclusive UL link. Try to use the abbreviation that is easy for the user to find the merchant. It should be noted that the content of "@" can be modified by clicking on the introduction.
Feature tab: Generally are the content the merchant wants the consumer to see, including company profile, video, post, store, photo, offer, etc., all can be customized.
Publishing content: Facebook offers a variety of publishing formats, including sharing photos and videos, publishing ads, starting live videos, creating offers, posting logs, etc. Merchants can choose the publishing format appropriate to their needs.
Response time and number of fans: Through this piece of information, merchants can know how many fans and trackers they currently have, and use this information to track users/fans.
Call to Action (CPA): Through the Call to Action button, the merchant can guide the user through their assigned actions, such as entering the store.
After creating a fanpage, how do you manage it? These useful little features cannot be ignored.
1. Open multi-person management functions, different roles have different permissions
Setting up multiple administrators for the fanpage not only avoids its embarrassment when the account is blocked, but also divides the management.
Setting up multiple administrators for the fan homepage not only avoids the embarrassment of the fan homepage when the account is blocked, but also divides the homepage management into different roles.
2. Add free features to build an active audience
1) Call to action button (CPA)
CTA is short for Call-to-Action, which is a button merchant can customize according to the needs. As shown in the above figure, the Adidas official homepage has two CTA buttons, Shop Now and Send Message. When consumers come to the fan page and are interested in the product, they can use the Shop Now button to go to the website or purchase platform to complete the deal. In addition, if the consumer has more inquiries, you can also quickly find the portal and channel to communicate with the customer service staff in a timely and effective manner through the Send Message button.
As shown in the figure, the CTA button is generally added by "Add a button", and the button type can be selected by clicking "Add a button".
If the merchant is not sure whether their action buttons have been added successfully, you can switch the administrator mode to guest mode by clicking “More” and click “Guest View” to check the action button addition.
2) Use message settings to maintain timely communication with users
In the homepage settings, automatic reply settings can be made to communicate with the client when the administrator is not online. Click "Message Reply Assistant" under the message tab bar to customize the automatic reply content. For example, when the consumer greets the merchant for the first time, the merchant can customize the response through the message reply assistant, such as "Thank you for contacting us, we will reply you as soon as possible" and so on.
3) Make good use of the inbox label to effectively manage customer conversations
When users and fans have a large amount of consultation, merchants can use keywords to tag the conversations in the inbox. For example, for high-priority messages, merchants can add an "Important" tag and then search for all messages with this tag. This feature is only visible to the homepage administrator.
4) Use posts to connect with the audience
After a merchant established a fanpage, they need to post some content. At this time, they can post something related to the company's products and brand advantages. When publishing, merchants can choose to publish immediately, schedule regular release or reverse release according to their needs, and reasonably arrange the release time.
At the same time, the merchants must share the high-quality posts on the homepage. The post's content is preferably interesting pictures and videos related to the product. This will not only bring attention to the homepage, but also improve the conversion of the website.
5) Free audio, free from copyright troubles
There is an audio material" in Facebook's publishing tool that businesses can't ignore. There are a lot of copyright-free and free audio in “Audio Materials”, including native music, music effects, etc. If the merchant wants to find some audio and music without copyright issues to assist in video editing, you can use the content in the audio material.
6) Multi-section: Customize important information
As shown in the picture, click on Settings, Edit Home, Function Options, Add Tab, and click to create content for each section. Among them, merchants can focus on creating a “shopping plate”, which is mainly to simplify the process of online shopping for consumers, so that consumers can have a timely understanding of the brand on Facebook and can shop freely anytime, anywhere.
As shown in the figure, after clicking the Add Create function, there will be a store option in the section bar. After selecting, you can add items to the store and name the products. In particular, if the product has a discounted activity, you can open the discounted product function and make a simple preferential exposure to the product.
Facebook Page is not only the basis for opening an advertising account, but also an important channel for building a company brand and maintaining customers. How do merchants manage the Facebook page to attract more traffic?
1. Make good use of multiple creative forms to attract users' attention
In terms of operational form, the various marketing methods of the Facebook fanpage offer a variety of exposure possibilities for the product. The posting form of the Facebook fan homepage is usually based on photos, videos, slides, carousels and full-screen Canvas ads. Merchants can choose these posting methods according to their own products and industry characteristics.
Take video publishing as an example. When a merchant wants to effectively expose a product, he can take a video to introduce the functions and usage of the product. The video doesn't have to be long, but it's important to show the core functionality of the product.
In terms of content operation, the key is to grasp the pain points of products and industries and the customers' psychology. Promote products from different perspectives such as companies, industries, and users. In addition, we must analyze product industry trends, so as to seize the topic, start marketing around topics, and attract potential customers to achieve conversion.
2. Make good use of performance analysis and use data to promote
Sellers can observe the Facebook fanpage performance through the analysis function. In the performance analysis, the merchant needs to focus on the following important indicators: the number of fans, of covered posts, of interactions, the user's online time, button operations, video viewing duration, and so on. By paying attention to this information, the merchant can observe the performance of the marketing campaign in real time and adjust operatively to optimize the homepage effect to the best state.
When the amount of users touched by the Facebook fan homepage reaches a certain number, the merchant can also analyze the user from the aspects of gender, age, language, country, etc. by means of the user performance analysis function, and then publish the content that the user likes in a targeted manner.