Many business owners make the mistake of running their business Facebook page the same way they do their personal Facebook account.
While it may seem like the easiest way to use Facebook, mixing your personal and your professional Facebook posts may have negative results for your business. Facebook is a huge marketing tool for small businesses, and an improper strategy can take away from the potential that lies on the social media behemoth.
Your business Facebook account should be professional and engaging. Your personal Facebook page is perfect for everything else -- you can even market your business on that page -- but you should keep them separate as they have two completely different personalities.
First, you should use your business page as a way to create and capture the company’s identity. In other words, develop a business personality through your social media marketing on Facebook.
How you do this completely depends on the type of business you are running. You want to reach your potential customers so do so in a way that is natural for the business.
For example, if you run a landscape business, you could share pictures of a recent job you completed. Or you could take some pictures of the crew and post them in an effort to humanize your company.
What you don’t want to do is use your company Facebook page to discuss topics and subjects unrelated to your industry.
In the same example as above, a landscape company should not discuss news in the political world. The trick is to keep your Facebook conversational and fun, yet also relative and trustworthy.
When it comes to the content strategy for business Facebook posts, one formula that I recommend is the Shaq Rule (Yes, Shaquille O'Neal) of content:
80% of your posts should be: entertainment-focused
15% of your posts should be: informative and/or interesting
5% of your posts should be: sales focused
For instance, let’s say you’re a local HVAC company. You’re trying to reach out to and engage local residents in your area. Your Facebook content strategy would look like this:
80% of your Facebook posts would be videos/articles about local events, pets, homeownership, etc.
15% of your Facebook posts would be videos/articles about how you can save money on your heating & cooling, tips on quick fixes, etc.
Then the final 5% of your Facebook posts would be about current promotions or offers, new services, client testimonials, etc.
The theory behind this, and all Facebook & social media marketing, is that we as business owners must provide value to our online fans. They want to be entertained and educated, not sold to. So before you start pushing a new promotion that you’re offering, be sure you earn their trust by providing the right kind of content.
Those companies that build trust online will continuously outperform their competition in all facets of their business. To see how we execute our Facebook content marketing strategy, head on over to the High Level Marketing Facebook page.