I remember sitting with a facebook page with 29 fans for almost two years! Yes, 1 fan short of facebook’s requirement to view page insight. Poor me!
I didn’t know anything about social media marketing back then (2011-12), and to my relief the founder of the company didn’t care.
But that’s not your story, right? You are serious about marketing your small business on facebook. You created a facebook page, invited some friends and family to like it. Everything was going perfectly. But after a while, everything slows down and eventually goes to a stand still.
People that matter to your business are not coming to like your page. What’s the point of carrying on? And you almost think of deleting the page. DON’T!
Giving up is no way of solving your problem. Almost everyone has tasted bitter setbacks, so you’re not alone. After reading this blog post, you’ll learn about the silly mistakes that hold you back from getting more fans on your facebook page.3 major reasons why your facebook page fails to attract your target customers Click To Tweet
- Your target customers can’t find your facebook page
- Your target customers can’t understand what your facebook page is all about
- Your target customers can’t find anything valuable in your facebook page
Let’s now look into the details and how you can take simple yet effective steps to fix it.
Your target customers can’t find your facebook page
Your target customers spend more time on facebook than on google. No surprise that when they are looking for something, they search it on facebook.
From beauty tips to local restaurants, from yoga tutors to religious communities. Facebook can find out almost anything for you these days.
Now let’s be very clear here. If your brand is not well known yet, customers are not going to make a search by your brand name.
Rather, they will search for terms related to your business. For example, Italian Resturants in [location name].
Is your facebook page optimized for this type of search?
Here’s what you can do to make sure people can find you
Visit About tab from your facebook page and pick the correct category and sub-category for your facebook page. You can now choose from 11 different categories.
For example, you own a Spa Center, so you can select “Local Businesses” as your category and “Spas/Beauty/Personal Care” as your sub-category.
On the other hand, if you are a Photographer, you can select “People” as your category and “Photographer” as your the sub-category.
By choosing the right category and sub-category, you’re helping facebook to properly index your page.
Next time your target customers are searching for things relevant to your business, you will get a higher chance of appearing in that search result.
Your Target Customers Can’t Understand Your Page
I bet this happens to you too ( I mean as a person). You visit a facebook page, but can’t figure out what the page is trying to say. There’s nothing in the about section of the page and the cover image doesn’t say much about the page.
You visit a photography page and the about section says,”a page about photography”. Hmm! What’s in it for me? You wonder.
The about section should clearly say what your business offers, who are your customers, and why are you different.
A prospective customer wants to know more about you and ways to reach you. So the about section should contain your contact details and your website url. The more you complete the about section, the easier it is for the customers to learn about you.
Here’s what you can do to help your customers understand your business
The short and long description are the two areas you can use your facebook page. Let’s look my favorite example of a killer about us description.
A killer short description
Jon Loomer is the go-to-guy for Facebook Advertising Strategies and Audience Insight Development. He’s an icon to many online marketers (myself included of course).
As you can see he has used a video in his about section. If you want to do the same, post an intro video on your facebook page and mark/tag it as ‘featured’. Impressive, right?
But Jon didn’t stop right there. He used good-old copywriting skills to craft a killer short description.
“Advanced Facebook marketing and advertising strategies for advanced marketers”. With just 10 words, he clearly expressed what his page offers, for whom, and how he is different.
Writing a superb yet short description like this is almost similar to writing a great business tagline. So here’s a very good article from Braid Creative to help you write your business tagline/short description.
A hypnotizing long description
You haven’t forgotten about the long description on your facebook page, have you? Please remember, the short description is not visible from mobile devices.
According to this recent study on facebook mobile usage by DMR, a whopping 1.31 billion people access facebook from mobile devices. If you’re ignoring your long description, you are missing opportunities to impress the people who are visiting your page from mobile.
You must have an about us page on your website, don’t you? Simply copy that into your long description. However, if your ‘about us’ description is too big, you can shorten it to fit facebook’s word count.
If you haven’t created an about page yet, this article from Shawn Graham will help you create an about us page for your website.
A Captivating Cover ImageA picture is worth a thousand words! So your facebook cover image is worth a thousand words! Click To Tweet
Great visuals with short text can arrest your first-time visitors and make them like your page.
You should change your cover image periodically to promote your products and services, campaigns, offers, events, and important news and announcements.
Please mind the dimensions (851 X 315) and mobile safe area. Hubspot created an article to help you master the best practices in creating and using facebook cover image
And I can’t help but tell you about the free tool I use daily to create visuals for my social media pages and my blog. Visit Canva to see how easy it is to create a stunning cover image for facebook.
Your target customers can’t find anything valuable on your facebook page
What’s in it for me?
I ask this question before considering anything new. Don’t you do the same? Rest assured, your dream customers do the same.
What would you do if you visit a page about Spa, and the page is filled with posts that promote their different packages and offers. What if you’re not considering a Spa at this moment, what’s in it for you?
A Big Nothing!
To offer you value, that page could post beauty tips and tricks. Even if you’re not considering to have a spa right now, you coudn’t say no to some free beauty tips (if you aren’t interested in beauty, you wouldn’t visit a spa page).
Other than tips, you can also run contests and giveaways to provide value for the facebook fans and visitors.
Increasing facebook engagement is easy if you follow a strategic path. Here’s a guide from Quicksprout that will help you increase your facebook page engagement by 275%!
I know, you’re investing a considerable amount of your time building your audience. So why not take the opportunity of some free visits and likes on your page?
If you optimize your page by choosing the right category and write a compelling description as shown in this blog post, people you care about will automatically find your page when they search for relevant things. And facebook will also suggest your page to users when they like things that are related to your business.
By the way, if you’re struggling to build an audience on facebook, follow these quick and dirty ways to grow your fanbase by Post Planner.
So when are you going to optimize your facebook page to get more fans? Remember, tomorrow never comes!