Social media is a great marketing tool for all businesses. For little to no expense, a business can promote their brand, inform and attract customers, build relationships and receive instant feedback.
According to digital marketing expert Sandi Karkowski, "Facebook provides the benefits of having real-time interactions with other people and the power of getting real- time insights on business content".
SOME TIPS TO GET YOUR PAGE STARTED
Karkowski provides some helpful tips to set up a Facebook Page:
- Begin with research: Get inspired by similar businesses. There are newsagents who have a fantastic social media presence. Pay attention to what they are doing to get some initial ideas.
- Learn as you go: Facebook is an intuitive platform that walks the user through all the steps and offers help with starting a Page. It is also easy to make changes after a post has been completed.
- Think about your "About" section: A company overview should be straightforward and ensure to use key words. Be sure to add business details including your phone number and address.
- Put your best face forward: People connect with people before they connect with a brand. This is especially important for small business. In some cases, customer engagement goes way up if there is a photo of the team or owners on the Page.
- Understand your goals: Each business needs to understand its goals, find its own way to reach their audience, and then use Facebook to have a relationship with their customers that will help them achieve those goals.
Balance is key. Post enough to give customers a good impression of your store but don't post so often as to annoy them. Two posts per day is an ideal goal.
It is important to stay true to the company's culture whilst maintaining professionalism on social media. A Facebook Page is an extension of the business. Keep in mind, when it comes to presentation;
- Use high quality pictures and photos.
- Be up to date with your information, many people use Facebook as a first point of contact.
- Ensure the trading hours and address are accurate.
- Keep the content relevant to the newsagency and customer's needs.
Follow other businesses in the industry to share interesting posts to followers. OzLotteries, Sydney Morning Herald, Woman's Day and ALNA all have Facebook pages.
PROMOTE YOUR PAGE
The effort a business puts into promoting their Page will be reflected in the number of followers. For a small local business, a realistic goal is about 100-200 followers to begin with. This will grow based on whether followers engage with posts and share with their friends.
Instruct staff to tell customers about the Facebook Page and how it can help them stay up-to-date with local community events and in-store promotions. Facebook Page details can be placed on business cards and point-of-sale material.
Following other local businesses may encourage them to follow back and increase number of followers. Friends and family are the people who want to see you succeed the most, so also ask them to follow your Page.
Words: Brianna Sullivan, Learning Management Administrator