When it comes to festivals, Holly Springs, North Carolina might not at first come to mind. With a population of just under 25,000 people, the tiny city nestled in Wake County is normally quiet.
All of that changed when an annual music and food festival decided to take actions using Facebook to draw bigger crowds. Beericana, an annual festival featuring craft beer as well as live music, took a key actionable step by launching a Facebook ad campaign.
It was neither completed nor grand: Beericana announced a giveway, where users provided their email address and contact information for a chance to win two VIP tickets to the festival.
But when it comes to using Facebook for advertising, small actions do wonders.
Within 12 days, the festival’s organization:
- Accrued 45,000 ad impressions
- Added over 500 email and mobile numbers
- and sold over $5,000 in tickets
For Businesses using Facebook, Action is Key
The reason why many businesses don’t experience the degree of success they hoped for when using Facebook is deceptively simple: too many expect Facebook to do all the work for them.
Social media, especially platforms like Facebook, are only as powerful as the degree of interactivity between producers and users. Many businesses notice that reports of page views show they are well behind their competitors, yet do little to address the main issue.
The solution? Looking at the 10 key actionable steps businesses can take when using Facebook–to make sure you’re putting your best foot forward to edge out of obscurity and ahead of the competition.
- Assess your Facebook Page as it is now: Of all the actionable steps you can take, understanding your current Facebook profile and its degree of traction (or lack of) is key. While you can certainly garner some basic information from looking at likes on posts, the most comprehensive way is to request comprehensive page and user statistics through a service like Competithor.
- Scope out your Competition: How do you compare with your competition? Not profile views, likes, shares, but also what sort of content is being provided. Organization is also something to note. And you can learn things regardless of how much (or less) successful a competitor is.
- Optimize your Page: When you create or edit a page, you’re given the option to provide a meta description with up to 154 characters. Use all the characters you can, and provide strong keywords with high SEO rating as opposed to vague descriptions. Then, add details about your company’s vision, mission, and objectives. The less you skimp in the meta descriptions, the better.
- Get on the Instagram/Twitter/Snapchat Train: Facebook can be your primary source of customer interest, but it would be a mistake not to try to integrate other forms of social media. Instead of just posting, say, a Twitter handle, including direct links to Tweets, and vise-versa. The more you can cross-reference your other social media outlets, the more traffic you’re likely to get.
- Get Feedback: Creating a Facebook poll is a direct way to get to understand potential customers better. Ask about what information or content they would like to see. In a less direct way, likes or comments, or lack of, can be indicators of something that is more or less successful.
- Add Engaging Content: Examine your Facebook Page: does it look interesting to you? Such a simple assessment may seem silly, but it can also be vital. Not enough color or variety in content (including form) can really kill any potential for growth. Make full use of multimedia, including photos, links, and videos.
- Ramp up your Advertising: Typical promo ads might work in general, but if the response is a bit lackluster, take a page from Beericana’s book and post contests or giveaways. Unlike a typical ad, contests have a way of getting people interested in your company (or at least aware of it) that might have not given it a second thought otherwise.
- Pay Attention to your (loyal) Base: Trying to find new followers is always a goal, but don’t forget your already loyal base. Assess who is consistently interested in your businesses, and what content seems to have driven them to the page. Make sure to incorporate a mix of new and traditional content.
- Change it Up: If you haven’t played with the layout or type of content you’re producing, it might be time to. That isn’t to say reinvent the wheel, but both a challenge and exhilarating fact of Facebook is that it is constantly changing. Keep what works, but display it in a new way. Check every month to see if there is a fresh way to revitalize your brand.
- Reach Out: If you’ve followed through the last 9 actionable steps, one thing you might be forgetting is that no business works in isolation. Like other pages, consult all that Facebook Business Guides have to offer, and try to keep an active, daily presence. Chances are, you’ll see a big improvement in your Facebook report and graph analytics.