Smart Marketing Tips from Get Busy Media: Setting Up a Facebook Fan Page for Small Businesses

By Craig Robinson Created: October 12, 2012 Last Updated: October 12, 2012
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With more than 1 billion users and still extending its tentacles into more and more of Asia and South America, Facebook attracts business advertisers of all types.

When you examine how material is distributed across the Internet, the playing field is somewhat equal. Everyone with an Internet connection has the ability to be a content creator.

On Facebook, when dealing with the sheer amount of ad space for sponsorship and the bidding structure, larger corporations will have a leg up on the smaller competition, since resources and scale are on the larger firms’ side. To counter this, small businesses need to be innovative in how they create their profiles and craft their advertisements on Facebook.

If you operate a business, you should have a presence on Facebook. It’s as simple as that.

If you operate a business, you should have a presence on Facebook. It’s as simple as that. Here are the top five tips for creating a Facebook fan page.

A Call to Action

Every advertiser out there knows that in order to sell products or services, you need to provide a strong call to action.

For the purposes of a Facebook page, you want to provide a graphic image that delivers this call. You need to play to the social context aspect of Facebook, and this means that your landing visitors need to “like” your content and ultimately enjoy your content enough to become a fan.

Providing a graphic image beats out text 2 to 1.

One very effective way to get people to like a business page is to implement a Fan gate (broken-glass solution) between the Facebook ad and the actual Fan page. For example, say that you run a website selling sneakers and you create an ad with a compelling offer on a pair of Nike Airforce-1s. To reach your Fan page and view the offer, the visitor is required to like the page. This helps to drive sales and grow your Facebook Fan page.

This technique was successfully used for one of the largest hardware chains in Scandinavia and the U.K.

When managing a Fan page, and when advertising for the page, always give the Facebook user a clear reason for liking you, whether this is superb content, a great service, or an attractive offer.

Boil your selling points down to a concise, specific call to action.

Categories and Subcategories

Prior to Facebook’s major overhauls in recent months, your page was able to have a single, unchangeable category. Now, however, you are able to have a main category and subcategories. By going to the Basic Information tab under the Edit Page tab, you can now select multiple categories and thus introduce a broader range of information to your page, subsequently attracting more people.

This is ideal to use when you’re advertising a specific product or event—an offer that will be available for a limited time only. Instead of having people reach your main Fan page after clicking on an ad, they can now reach a page that only revolves around the offer they sought in the first place.

As a result, you will likely see an uptick in conversion rates. Think about it: When you click on a certain call to action, it’s usually that specific offer you want to learn more about, not general information about the brand on the homepage of that brand’s site.

Be Careful Using Video

This seems obvious, right? Well, it’s not so much that you simply need video; it’s more about what you have in your video—and what not to have.

Advertisers trying to play to the social context of the site have a habit of getting a little too “cultural,” in the videos they curate. In other words, he/she aims for popular, unrelated content that confuses the audience. Your video needs to be related to your business.

Yes, you can make it entertaining but don’t simply throw a music video on your site to boost views. Ensure that your video aligns with your brand’s message and ideals.

Restrictive Content

When you think of restrictive, you should think of exclusivity.

The vast majority of your page is going to be available for public view. When it comes to some forms of content, such as new releases or product comments, you may be better off enticing visitors to sign up first in order for them to gain access.

Just like the Fan gate strategy mentioned earlier, this gives Facebook users a reason for liking you. And when they do, and enter a more exclusive area of your Fan page, chances increase that they will be more active on the page, contributing comments, content, and questions.

As in other areas of social media, when you have real people who are active on the page (that is, advertising for you) you can become successful on Facebook.

Flash Features

Flash content can refer to videos, graphic images, games, or a number of other items. Flash content is going to make your page more fan-friendly. You still want to keep a professional look; you just want it to be more of a Facebook-style page and not a bland, dry business-only atmosphere.

In terms of creating productive, popular fan pages, these five tips will help to increase your presence on Facebook without having to break the bank for advertising.

Get Busy Media is a blog and resource center that helps small businesses and entrepreneurs build smarter companies. For more information on how to jump-start your small business marketing, please visit or connect with us on Twitter, @GetBusyMedia.

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  • Hisocial

    Hi Craig,

    I would also say engage your facebook fans with interesting content


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