How to Create a Facebook Business Page that Actually Converts. Getting your Facebook page to attract and convert customers has a lot less to do with your business than about how you set up and manage the content you post and share. Here’s everything you need to create a Facebook page that actually converts. That way, I get the most engagement out of what I share. When creating a CTA, don’t just tell your Facebook fans to take action. Your fans will see it. While your goal may be to drive action with your posts, you also need to encourage engagement between your fans. To make sure your Facebook page is effectively converting your fan base, you need to make sure the content you share and post is varied, taking into considering each stage of the buyer’s journey. But how often should you be posting? Don’t do it with your Facebook page, either.
Facebook pages perform differently, just like the businesses they’re attached to.
Some do extremely well, while others experience minimal engagement and don’t manage to capture their fans’ attention.
Getting your Facebook page to attract and convert customers has a lot less to do with your business than about how you set up and manage the content you post and share.
For example, check out FuriousFotog.
This photographer has over 2 million fans with a high level of engagement on a lot of his photo shoot posts.
There’s a clear understanding of what the audience wants to see, with a mix of content ranging from model shoots to health and fitness images.
Brands large and small are seeing tremendous growth and engagement on Facebook.
Just look at this data from Socialbakers on the pages with the largest audiences and the fastest-growing pages in the last 30 days (as of July 31st.)
Some of their success can be attributed to brand visibility, but it takes more than being a well-known brand to get people to stick around, follow, and convert.
Like FuriousFotog, it takes a solid understanding of your audience.
Know what they want and how to serve it consistently to keep them coming back.
Here’s everything you need to create a Facebook page that actually converts.
Why you should focus on Facebook
According to recent data, Facebook has the largest user base of any social network – far and above Twitter, Instagram, LinkedIn, Snapchat, and others.
In fact, as of June 2017, Facebook has more than 2 billion active monthly users.
That’s not to say you shouldn’t have a presence on those other social networks.
But you should definitely put time into getting into your audience’s stream on Facebook, and creating a winning social strategy will do just that.
Know what your fans are looking for
It should come as no surprise that your fans aren’t necessarily following you just because you’re awesome.
They want to stay connected with you for information. They’re always looking for something of value.
That might want information, answers, updates on new products, or just a way to stay connected. They might have service issues and questions.
But many of them are just looking for savings and rewards.
Nearly half of your fans will connect with you specifically to get discounts, offers, and rewards in some form.
Here’s the kicker: There’s a large percentage of your audience that doesn’t like brand pages at all.
Think about it. Would you rather see pictures of your best friend’s recent wedding or an advertisement for a company’s product? It’s obvious.
According to a study from Kentico, 40% of respondents said they don’t like business pages at all.
Of those who do follow and engage with brands on Facebook, 39 percent said they only like between 1 and 10 pages.
You’ll have to step your game up to get your audience’s attention, grab those likes, maintain engagement, and ultimately get your followers to convert.
Especially when you consider that the number of Facebook pages continues to grow.
If you have an established page, start with your insights.
Look at the past content you’ve shared and posted.
What has the best performance?
Make note of the following:
- What time and day was the post made?
- What was the format of the post (text, video, image, poll, link share)?
- What was the topic of the post?
- What were the reactions and overall sentiment? Check the reactions and comments.
If your Facebook insights are lacking, or if there’s just not enough data (maybe you just launched your page recently), then use your competitors instead.
You can’t access their insights directly, but a stroll through their content, visitor posts, and post reactions can give you some insight into what your audience is looking for.
On the Ben & Jerry’s Facebook page, you can see how sentiment can change between comments. You can also read the reactions from fans based on the content being shared.
That research is crucial to getting your fans’ attention and holding it with a consistent stream of awesome content.
What makes awesome content?
I have a three-facet approach I use when creating and sharing social content.
This ensures that my content is practical, relevant to my audience, and useful. That way, I get the most engagement out of what I share.
Excite your fans
Getting people excited about something isn’t always easy.
There’s a ton of content passing through Facebook every day, fighting to get a spot in the ever-crowded feeds of the average user.
Users are generating and sharing 4 new petabytes of data per day.
To put that into perspective check this comparison chart from Mozy:
If you want to stand out in all of that, you need to excite your audience.
That means crafting compelling headlines for your content and catchy intros for your posts.
Your posts need to be clearly relevant and targeted to the right audience. With a winning headline for all of your shared content, you can influence excitement and make people click.
Entertain your audience
Emotions can drive us to act.
And laughter, joy, humor, and awe are the top driving forces behind content that goes viral.
BuzzSumo analyzed the top 10,000 most-shared pieces of content on the web and mapped them to emotions. You can see the breakdown here.
If you want your social traffic to convert, then entertain your fans. That’s how you’ll drive clicks to your site. It’s also how you’ll inspire your fans to share your content and help you grow your audience.
That entertainment will absolutely bring you new connections.
The New York Times did an intensive study into why people share content. Among 2,500 respondents, these were some of the top reasons for sharing on social media:
- To bring value and entertainment to each other
- To reveal more about who they were and define themselves with connections
- To grow and nourish relationships with their connections
- To spread the word about things they care about
Simply put: Be entertaining.
Your fans won’t stick and click if you bore them.
Hitting on emotion leads to action, and emotions like awe are strong drivers.
Imagine that you’ve just heard a story that profoundly changes the way you see or understand the world. You naturally want to talk to others about that.
You’re driven to share that feeling of awe.
If the person you share it with reads an article and experiences that same sense of awe and wonder, then you naturally feel like you’re drawn closer to that person.
It’s a strong motivator for sharing.
Educate your audience
Entertainment is an effective engagement tool, but you can’t rely on it all the time. Not all of your fans will find the most value in being entertained.
Many of them want to be educated.
Everyone has a problem they’re hoping to solve.
Knowing the problems of my audience makes it easy to share helpful content they’ll love.
The content you post and share to your Facebook page should provide solutions to those problems. It should educate your audience.
Your research will reveal the most relevant pain points for your audience, which you can chart to improve buyer personas and the content you create for them.
Take that information and use it to create and share content that will act as a solution and garner shares.
Brand your Facebook page
This shouldn’t be taken as simply slapping your logo up on your page and calling it good.
Think about your brand as a whole: the personality, characteristics, and traits you portray in all you do.
The most successful Facebook pages project their brand attributes, and they do it at the first opportunity for driving conversions:
The cover photo.
Check out how a few branded pages (both personal and professional) utilize their profiles and cover photos to promote their brands, drive action, and help tell stories:
Tim Ferriss uses his cover image to drive action to the call-to-action button.
Coca-Cola uses imagery to tell a simple story involving its product.
EYStudios features its employees on its cover image, highlighting the people behind the brand.
Like Tim, Michael Hyatt uses his cover image to drive action toward his CTA button and promote his work as well as his personal brand.
Many brands replicate a lot of the same elements between their sites, blogs, or apps on their Facebook page.
The consistency in branding can help create a seamless experience in the customer’s journey and make them more comfortable engaging with your content…