Today, there are more than 2.23 billion monthly Facebook users. This represents an 11% increase from last year. In case you had any doubts about the functionality of Facebook, this statistic should put it right to rest. As if that weren’t enough, there are also 1.15 billion people using Facebook on their mobile devices each day, which represents an increase of 23% from last year. With all these people on Facebook, we’ve got one question: what are they coming to learn? If you’re not familiar with Facebook as a platform, or you’re working on ways to make your interaction on the network more functional and effective, the first step is understanding what these people (or at least your portion of these people) want from you. What are they coming to your page to learn? How can you give it to them as effective as possible? What can you do to make your interactions on the platform more effective and straightforward? Here’s your complete breakdown.
Why You Need a Facebook Business Page
If your business does not have a Facebook page yet, it's time to make one. With upwards of 60 million active Facebook business pages, participating on this social platform is now becoming essential to ensure you’re connecting with your customer base. Based on the sheer size of Facebook, having a presence on the site is an effective way for your business to gain the insight it needs to be successful in the social media space. A Facebook business-centric feature called the Insights tool allows for real-time updates on how your content is performing and your followers' responses or lack thereof. This is useful and compelling data for a business in the midst of creating a strategy for delivering strategic content.
Creating a Customer-Centric Facebook Page: What Users Want
With so many customers on Facebook, it’s essential to ensure that you’re giving your clients what they need. If you don’t know what those things are it’s impossible to make it happen. Fortunately, we’ve got the answers to those questions. Here’s what customers are coming to your Facebook page to find out:
1. Customer Support
One of the primary reasons customers come to a Facebook page is to locate customer service. Facebook is the ideal platform to respond publicly to customer inquiries, as well as a great place to provide one-on-one private conversations. Today, more than 1 billion people use Facebook Messenger each month. That’s a huge number! Since it’s integrated automatically with each Facebook page, though, it stands out as a powerful tool for answering customer questions and ensuring your clients are getting what they need from your page. Facebook users and businesses right now send more than 1 billion messages daily. This is a huge amount, and yet 87% of all customer queries on Facebook go unanswered. While this isn’t great for the customers issuing unanswered questions, it represents an opportunity for companies who want to capitalize on the customer service offerings of the platform. Wondering how best to deliver customer service on the platform? Chatbots are a great option. They respond immediately to customers and are a great way to ensure customers are getting what they want from your business.
Everyone loves a bargain, and your Facebook audience is no different. If you’re like most Facebook users in your own right, you probably find yourself following many brands just because you know they’re posting outstanding deals, codes, and giveaways. You’re not alone in this. Today, 35% of all Facebook users like pages so they can participate in promotions. Not sure what kind of contests you should be running? Caption-style contests are a great option, as they bring in more than 5.5x more comments than other posts. You can also feel free to use your creativity to find a contest type that works for you. No matter what you do, it’s essential to ensure you’re providing value for your customers. This is the key to winning their hearts for good.
The most important part of Facebook is content. While customers come to your page for dozens of reasons, content is one of the most central and essential. While it seems obvious, you’d be shocked to learn how many companies share content on Facebook that’s more confusing than it is helpful. No matter what you do, don’t forget that customers are coming to your page to learn more about your company, and they need to know that you’re going to make it worthwhile for them. Sharing information and content is the best way to do this. No matter who you are or what kind of business you run, your content should be informative and useful. Make sure it’s relevant to your business and industry.
Lots of customers start their interactions on Facebook for the sake of finding out where your company is located, what your hours are, or how they can interact with your brand more effectively. With this in mind, be sure you’re offering the information your customers need. Your NAP information should always be current and up-to-date, for example, and should change whenever any of the information within it does. You’ll also want to update your hours according to your holiday hours and anything else that may change.
Facebook users want to share the things they love with other people. When someone loves a brand or product on Facebook, they naturally want to share that product and brand with other people. This is where the importance of the community comes into play. Think about how you foster community in your daily life. The same goes for people on Facebook. They want to come to your page to find a sense of community and excitement. This is essential. With this in mind, encourage interaction among your Facebook community. Ask questions, promote a vote on a selection of choices, and watch your participants create discussions and keep comments going. It’s a great way to foster community on your digital page.
3 Fast Features of Every Great Facebook Page
Checked off all the essentials? Here are three features to add to your Facebook page to stand out from the crowd:
- Plenty of photos. Only have a few, low-quality photos of your building, office space, or products? Change this up, starting right now! Customers are highly visual creatures, and they want to be able to flip through their fair share of beautiful photos when they come to your social page.
- Fresh content. If your page doesn’t have fresh content, you’re missing out. In addition to posting your own pages, blogs, and materials, be sure to share items from other companies or similar pages in your industry. As a general rule, 80% of your posts should be original to you and your brand, and 20% should be curated from outside sources.
- Quizzes. Encourage customers to get interactive with your brand by offering creative, unique quizzes. Not only are these fun for your customers, but they allow you to get to know your customers better and to use that information in future marketing.
Welcome to Your New, Customer-Centric Facebook Page!
Facebook doesn’t have to be a difficult place to interact. And as we stated above, it's time to finally make one or overhaul an outdated page. By focusing on your interaction in the ways above, you can create a customer-centric Facebook page that engages potential consumers while continuing to grow your brand. Need help overhauling your Facebook page? Contact our team today to learn more.