Putting Your Business on Facebook

by Danielle Petroskey, Web Content Manager

[Image from http://fortunemarketing.com]

So you’ve decided you need to start a Facebook page for your heat printing business, after all, everyone’s doing it.  But, you’re not quite sure where to start or what to do once you get there. You think to yourself, “It can’t be that hard, can it? I mean, I already have a personal page and a lot of ‘friends’ who will surely like my page, right?”

Most likely that is true, but there are some things you may want to consider before you take the plunge into social media for your business.

Ask yourself the three W’s:


1. Why do you want to start a Facebook page for your business?

This is the big one.  The answer to this will set the tone for the rest of the process. Here are some thought starters, but ultimately, the answers are yours.

  • Connect and engage with your current customers while attracting new customers
  • Learn from your customers; likes and dislikes
  • Sell more product and services
  • Brand identity

Why would a customer or potential customer want to connect and engage with you?

What’s going to make them click that “Like” button and stay a fan of your business? Try to come up with 3-5 reasons beyond price and selection.  Relationships, brand identity, and your reputation will drive sales more than price and selection. If you’re willing to talk with your customers instead of at them, you’re more likely to gain likes and an active, loyal community.


2. What tone of voice do you want to convey to your fans?

Casual, strictly business, or somewhere in between?  Your specific answer begs the next question.

What does that look like?

Does casual mean you’re calling people “Dude”; does strictly business convey thoughts of the Queen’s English? Make sure to communicate what the tone of voice you choose for your brand means to your page managers.

What will you post?

I recommend following the 90-10 rule.

90% of your posts should be a mix of your own thoughts, educational tips, questions for your fans, resources, and other related industry links.

If you’re not sure what content your fans want, ask them in a status update.

Let’s face it, if you don’t engage people, they won’t even see your posts.  Get them to like, share, and comment and you’ll see your fan base grow. Pictures and videos are the most engaging content, but basic stock photos do nothing (believe me, I’ve tried).  Try to include customer testimonials and images of your customers wearing or using your heat printed items.

Only 10% of your posts should promote your products and services.  When you do promote your products do as Dave Kerpen, CEO of social media agency, Likeable says, “Don’t sell – compel.”  In other words, don’t push the sale in your fans’ faces, compel them to buy.


3. Who will be managing your business page?

Will it be one person or many? Will the page manager(s) work at your company or will you outsource? Make sure whomever is posting for your business page knows the answers to the above questions.

The best advice I can give you is this: Be authentic and likeable, build authority, and be the expert.  Make me automatically think of you and refer your business when a friend of mine needs something you offer.



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