A company Facebook® page can provide many advantages to your company, whether it’s a small mom-and-pop operation or a multinational corporation.

• It’s free publicity.
• It’s where 1.01 billion people have created accounts – and where many visit throughout the day to stay up to date.
• It’s proactive, putting your message in front of prospects – computer savvy prospects who know how to use Facebook to find what they’re looking for.
• It’s easy to create a really good looking site. Use templates or bring your own. The Facebook platform is adaptive and works with text, images, photos, links, and videos.
• You can update your Facebook page with a couple of mouse clicks. Delete older content. Add new content. Done.
• Facebook is digital-friendly. It looks good (and easy for prospects to use) on a full-sized computer screen, a laptop, tablet, smartphone, or other PDA.
• Your Facebook dashboard comes with all kinds of tools and goodies.
• You get numbers – empirical data, the cold hard truth using metrics.
• Facebook has tools for specific classes of user. For example, it has a long menu of tools designed to simplify creation of a Facebook page for a not-for-profit organization.
• You can use existing marketing collaterals to get started. Upload your company tri-fold brochure, show before and after samples of your work, testimonials from customers – it’s adaptable.
• Refine your Facebook campaign simply. Review and analyze metrics. Run some simple A/B tests to determine what your market really wants, and increase Facebook-generated sales quickly.
• There are tutorials on everything from page creation to marketing your Facebook page on your company’s wall.

Sounds like a sales pitch for Facebook? Truth be told, there are downsides to having a Facebook page.

• It’s easy to design a crummy-looking page, just as easy as creating a professional-looking layout.
• If you don’t target your Facebook page to your market sweet spot, what’s the point? Chances are, a 16-year-old kid who stumbles on your “Used Mining Equipment” page won’t take the time to read anything.
• You have to keep it green. If visitors return and see the same stuff they saw two weeks back, they aren’t going to return too often, if ever. You have to keep updating FB page information.

Define Your Market
Since Facebook reaches so many people (most of whom are NOT interested in your product or service) do a little recon before designing your page.

Visit other Facebook company pages to discover the range of options the platform offers. And by all means, see what competitors are doing. If your top competitor is under-cutting your prices, what is your company doing to counter?

What do you and your ideal customer have in common? The customer has a need. You have a solution. That’s what you have in common. Now what?

Is your service region the metroplex, your small town, a region, a state, the globe – who are you trying to reach, where do they live, and how old are they? Know to whom you’re talking.

Are there cross-markets? Parents of newborns purchase cribs. They also start college funds. Cross sell with highly-targeted messages, and remember you can change your Facebook page messaging as often as you want.

Post company updates to followers’ Facebook walls. If you own a popular pizza joint, post a 20% off coupon on your Facebook page and the Facebook walls of faithful followers – customers who’ve clicked LIKE when you give them something they can use – like saving a few bucks on a large pepperoni pie.

Enable visitors to your Facebook page to receive your latest incentives through their online readers like Google+. Reach out aggressively to customers to create repeat buyers and a stable customer base.

Announce Your New Facebook Page!
What if you throw a party and nobody comes? Push your Facebook page with links from your company’s onsite and offsite blogs, from industry specific sites, to industry specific sites.

A Facebook page is a great place to announce purchase incentives (FREE SHIPPING) but the primary objective of your Facebook page is to create a relationship with previous customers and to prospects who just found you.

Stop selling and start helping on your Facebook page. Use this little part of the Internet to help those who have bought, or may someday buy, from you.

Drop in the occasional coupon, announce upcoming sales – give your business Facebook friends a reason to visit your Facebook page every day.


The information provided is presented for general informational purposes only and does not constitute tax, legal or business advice.