The Value of a Facebook Business Page

I received this question from a contractor:

I still don’t understand the value of fan pages for a business like mine.  My facebook is made up of about 25% locals, and the balance are scattered across the usa.  Can you please explain?

As a contractor, your business is probably built on referrals from past clients, friends, and neighbors. Staying top of mind when these people hear or think about home renovation projects is likely to be important to your business.  Having a personal profile is helpful, but you may not neccesarily want to be friends on Facebook with all of your clients.  Additionally, promoting your business on a personal page is a violation of the terms of service of Facebook.

By creating a business page, people can opt in to getting your business updates.  Create a facebook business page and let your clients know about!  Include it in your email signature, on your website, other online advertising and even on your print materials. 

According to Edison Research, 48% of Americans over the age of 12 have a profile on a social network and 30% of those people log on multiple times a day.  People in your community are comfortable with Facebook and accessing it multiple times a day in many cases.  Consider these stats from Facebook:

  • More than 400 million active users
  • 50% of our active users log on to Facebook in any given day
  • Average user has 130 friends
  • People spend over 500 billion minutes per month on Facebook

When people “like” your page and/or your posts, their friends will see it in their news feed.  This gives you a great opportunity to get exposure to a wider audience.  Additionally, Facebook search has become quite powerful.  If people in your community are searching for a contractor on Facebook search, your page is likely to come up, enabling you to grow your business page organically as well.

Lastly, many businesses are finding Facebook ads to be an easy and inexpensive way to generate a larger community to engage with on Facebook.  Do a trial run once you have your page up and running to see how they work for your target market.

Important tips as you get started:

  • Use a keyword rich name for your page to improve your search engine rankings.
  • Develop a regular posting schedule that works for you.  Posting regularly will help you get seen by your followers as well as improve your chances of being found through searches.
  • Encourage your Facebook commmunity to post and interact with others on your page.
  • Don’t post and run.  Interact with the people who comment on your page.  Respond to their comments!
  • Text can get boring.  Use photos and video too!

Why should you use Facebook?  Your customers are using it.  Go to them instead of making them come to you.