With 1.5 billion active users per month, your business is set to be viewed by a wide reach of audience. Brands with top number of fans include Zalora, an online fashion retail which now has a physical store in Orchard, has 6.4 million fans on its Facebook page.
Lazada, an e-commerce retail store in the Philippines has 12 million fans,
How did these brands do it? Granted that most of these brands have the marketing budget to boost the number of fans on their Facebook page. As a small and medium business, you can start setting up a Facebook page today, and organically grow your fans over time.
I. Creating a Facebook page to promote your business
When you are creating your Facebook page for your business, remember to select the appropriate category for your page.
If you have a physical store selling a variety of items, select ‘Local Business or Place’ category. Facebook business page is also a great way to drive footfall to your store when you have promotions to announce to your customers.
If you would like to promote a specific product that you are retailing, select the ‘Brand or Product’ category. This category is great for promoting new launched items or a specialty product.
For example, SkinnyMint tea with 628k fans, is probably the most popular tea brand for detox that has ever been marketed –
The posts are engaging, inspiring, helpful and amusing. While the product itself centers around health, their Facebook posts touch on a variety of topics from food recipes to travel escapades.
II. Types of content on Facebook
Facebook is all about ‘community development’, a frequent term that you will read on a few marketing blogs. It is not just a page to drive ‘sales’, which is why you might hear the term ‘engagement rate’ often. Posts on Facebook are meant to engage your current fans and customers to create a positive, inspiring and amusing environment for your shoppers.
Imagine your Facebook page as a shopping mall, where you are the one managing the stores. Sales and discounts are just part of your ‘marketing’ tools, more importantly is how you would like to interact with your customers who ‘drop by’ your store?
For example, SkinnyMint has a brilliant post on pumpkins for Halloween,
and a post about a spa in cave, (who doesn’t love that??)
Think about the conversations that you would like to have with your fans, interesting articles or images to share. Videos are also a good form of content to generate conversations. You can find viral content from sites such as Wimp.com and HelloGiggle.com to share with your fans.
III. On running promotions on Facebook
Promotions on Facebook are not only for physical retail products. Print-making workshop and textile brand ‘Fictive Fingers‘, is a brilliant case study on how to build fans and community for its products, brand and events.
Fictive Fingers posts on its workshop participants are inviting, setting a friendly tone and atmosphere to the fans and audience. The types of content on your page can range from ‘how-to-use-this’ type of post, to inspiring quotes, and funny videos that will amuse your fans. Think about the context in which your post will be relevant for your audience. Events, festive seasons, and time of the year can be a source of inspiration for your posts.
Happy sharing, and if you have any questions on how to set up a Facebook page for you business, feel free to get in touch with us.