Market Your Business Effectively on Facebook

BBB Offers Guidelines for Engaging Potential Customers via Social Media

Social media has transformed over the past few years from a fun, creative option for businesses into an invaluable marketing tool. With more than 800 million active users, Facebook contains one of the largest consumer bases in the world. The average user is connected to 80 community pages, groups and events. Reaching those potential customers requires a strategic approach and a concise message.

Use the following guidelines to help maximize your results:

Create Value
According to Altimeter Group, the most common reasons consumers interact with a company’s social media sites are for discounts, purchase information, reviews and product rankings. Make sure your Facebook page sends a clear message that your products and services are of the highest quality. If your budget allows, consider offering a discount to your loyal Facebook community.

Be Transparent and Engage Your Audience
Consumers will stop following your business if you don’t consistently deliver valuable information to them. Address all questions or complaints in a timely manner and be open to suggestions. The person you are responding to may not only be a potential customer, but they may also be a referral source for your business.

Post Photos and Videos
Many consumers feel a more personal interaction if they can see and hear content rather than read it. Highlight your product and service offerings by posting photos and videos on your Facebook page. Displaying samples of your work can help enhance the buying experience for your potential customers.

Avoid Behaviors that Cause Consumers to “Unlike” Your Page
A survey conducted by ExactTarget shows the most common reasons consumers “unlike” a business’ Facebook page:

1. The company posted too frequently

2. Their wall became too crowded with marketing posts and they needed to remove them

3. The content became repetitive or boring over time

4. They only “liked” the page to take advantage of a one-time offer

5. The company’s posts were too promotional

One of the best ways to send a clear message of trust to potential customers is to display the BBB Dynamic Seal on your web and social media sites. The seal includes your BBB Rating along with a direct link to your BBB Business Review. To install the BBB Dynamic Seal, visit www.bbb.org/online/business/dynamicseal.aspx or call Accredited Business Services at 512-445-4748.

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