The 7 Best Facebook Business Pages and How to Copy Their Strategies

But one of my favorite features is their interactive store locator app on their Facebook page. Inside your Business Page, look over to the page tabs that commonly already include Video, Events, Photos, etc. That means their fans are racking up engagement points each time they click on one of these new features. Nutella also excels at adding beautiful videos to their page: While it might be difficult to come up with compelling Facebook Live ideas for a product like this, they do the next best thing with commercial-like videos. Zappos Zappos surprisingly only has 2,215,007 Facebook followers. Custom audiences are one of the best ignored Facebook ad features to fix this problem. Instead of showing the same content to everyone, Facebook allows you to segment out different people based on how they’ve engaged with your brand in the past. Bean, to track Facebook sales and create custom advertising audiences. You’ve done all that work to get them to become fans in the first place. What’s your favorite Facebook Business Page (and what do you like most about them)?

Facebook’s algorithm hates you.

This might sound like a conspiracy theory, but it’s true.

Let me explain why.

Your business page’s organic reach (the number of fans that your posts reach) has continued to drop like a rock over the past few years.

Just look at my Facebook referral traffic over the past six months! Ouch.

In 2012, about 16% of fans saw what you posted.

And guess what. That number has dropped 52% in the last year alone!

That’s pretty bad, right?

How are you supposed to fix that? What can you do differently to reach all of the fans that you’ve worked so hard to get?

One of my favorite strategies is to look at what the best Facebook pages are doing and reverse engineer their approach.

Their exact tactics won’t work for you, obviously. However, you can focus in on what they’re doing well. Then, you can adapt the same things for yourself.

Here are some of the best Facebook Business Pages to start analyzing (and how you can copy their strategies).

1. Facebook

This wouldn’t be a marketing article without a good meta tip to kick things off.

Facebook’s Facebook Page has over 189,780,591 likes (and counting).

It should come as no surprise that Facebook team members know their way around the platform.

That starts at the top with the guy who invented the whole thing.

Even Zuck gets in on the action, hosting a Facebook Live event with none other than Jerry Seinfeld!

Why does this matter?

Because Facebook Live is the best shot you have at defeating the algorithm that’s taking away all of your organic reach.

First, users crave video in general. It’s risen to number three on the list of “what content types do you want to see more of?”

Second, live video engagement blows regular video engagement out of the water.

Facebook’s own internal data shows that live videos get higher completion rates and viewer interest.

Facebook Live viewers also spend three times longer watching these streams.

The good news is that you don’t have to be Zuck or have guests like Seinfeld to run effective Q&A’s on Facebook Live.

Start by keeping it lighthearted.

Live video isn’t the place for formal and stuffy. The Seinfeld Q&A is a perfect example. People are expecting a more natural and authentic delivery.

Natural, unforced humor is one of the best ways to keep people engaged, while simultaneously humanizing your brand.

2. Starbucks

Starbucks comes in next with 35,431,531 worldwide followers.

Starbucks has been one of the early adopters in social, local, and mobile (SoLoMo) technology since the beginning.

Their mobile app, for instance, brings all three of those trends together, allowing you to order, walk into a store to pick up your drink, and share the experience within a few clicks.

But one of my favorite features is their interactive store locator app on their Facebook page.

For example, you can pull up store locations directly by typing your destination:

Then you can even click on a store to see its information, including the hours it’s open and address.

Think about how helpful this is while driving around or in a new city. Now there’s no need to leave the app and start fumbling around in Google.

Adding apps to your page is easy. (However, putting together a sophisticated one like this will require some extra work.)

Inside your Business Page, look over to the page tabs that commonly already include Video, Events, Photos, etc.

Here, you can select to remove tabs to make way for a new app when ready.

Starbucks’ Facebook page also integrates with Pinterest to show off dozens of content pieces. These include everything from recipes to historical facts about certain types of coffee.

The goal of this integration is to keep you glued to their Facebook page. You could spend hours going through every content piece here.

That means their fans are racking up engagement points each time they click on one of these new features.

And if there’s one thing the Facebook algorithm loves, it’s engagement.

3. Nutella

Everybody’s favorite mashup, Nutella, clocks in at 31,985,113 followers.

Nutella has a problem, though.

It’s obviously delicious. However, not everyone knows what to do with it or even how to use it.

Jell-O had the same problem over a hundred years ago.

Consumers were a little thrown off in 1904 when it was first introduced.

Jell-O is a weird consistency, and unlike anything people had ever seen at the time. So the company created a recipe book to highlight its versatility.

The recipes didn’t showcase just the product, but instead all of the delicious meals you could whip up with it.

In other words, it focused on the result or outcome instead of just the product itself. This approach worked well enough to help pull in over $1 million in 1906 after introducing the book.

See? Content marketing isn’t new at all.

Nutella has adopted the same approach, whipping up all types of delightful treats that showcase its versatility.

You’ll also notice that this Facebook post is Instagram-like.

It’s obviously from a professional photoshoot, but the angle and ‘scene’ make it seem like a lifestyle shot that works the best for adding new Instagram followers daily.

Nutella also excels at adding beautiful videos to their page:

While it might be difficult to come up with compelling Facebook Live ideas for a product like this, they do the next best thing with commercial-like videos.