Facebook. Everyone’s talking about it. It’s the hottest buzzword in business. But is it really worth all the trouble?
Short answer: Yes.
Long answer: According to Pew Research Center, as of September 2014, 71% of online adults use Facebook. On top of that, Facebook CEO, Mark Zuckerberg, said the average American now spends 40 min/day checking their Facebook feed. That’s double the worldwide average of 20 min/day. Now consider that the largest televised event in the US (Superbowl) gathers 114 million viewers once per year, and FB has 134 million users in the US daily. So… yes.
Great! Now just make a Facebook page and start raking in the money, right?
Not quite. Yes, it’s true there’s a massive amount of money on FB to be made, but you can’t take the passive route and expect people to instantly flock to you just because you created a page and posted a couple of funny pictures. If you want FB to work for you, you have to lay down the foundation that sets you up for success.
Success can mean many different things to different people, depending on what you hope to achieve with your FB page. For the purposes of this series, I will define success as conversions (or appointments for you docs). We’ll certainly have other smaller goals along the way (for example more likes), but the light at the end of the tunnel will be an increase in appointments booked. Sound good?
Great! Let’s get started!
Today we will begin at the top, literally. We will be discussing what makes a good Timeline Cover Photo.
Your FB page should provide all your visitors the opportunity to schedule an appointment right then and there. If your current cover photo does not provide the ability for your FB visitors to take action, you are leaving money on the table.
Your cover photo, for those of you who are new to the world of FB, is that big image across the top of your page.
And, for you vets, what you might not know is that FB has loosened their guidelines. A while ago, you weren’t able to use the timeline cover photo to advertise at all.
In other words, you were not able to put an email address or website – or ANY contact information for that matter – you were not able to add any pricing details, like 25% off, and most importantly you were not able to do any kind of call to action, meaning you couldn’t say “Book Now” and get 25% OFF toward your frames. All of that would have been against the guidelines.
But Facebook now says you can do all of that! Which translates to more room to play 😉
Keep in mind, however, that getting too “sales-y” in your cover photo can make you look pushy, money-hungry, and/or tacky. Not good qualities. It can be a tricky balancing act, so here are some simple guidelines to help you navigate the slippery slope of FB without coming off like that used car salesman who sold you your first