Social media platforms are powerful tools that enable businesses to communicate and engage with their customers. In this blog we will be looking at using Facebook Business. As a small company, you can bet that your customers are using Facebook— and that your competitors are using it too. Today, most businesses have some kind of presence on Facebook, using it to share updates, build their customer base and learn about their target audience. Is your business making the most out of Facebook?
Why should my tourism business be on Facebook?
People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them. The number of active monthly users on the site (as of July 2019) is an astonishing 2.4 billion people. Around 1.5 billion users log onto Facebook on a daily basis which means there is a huge active audience for your marketing efforts.
That’s not to say you should concentrate your social media marketing solely on Facebook. Other platforms are available including Twitter, Linkedin, Instagram and Pinterest. Audiences expect different things from each platform – for example, Instagram is primarily an image sharing site, whereas Linkedin is geared at professionals and business people – so always tailor the content you post accordingly.
What types of content should I post on Facebook?
Facebook and tourism work very well together. As you would expect, travel is important to many people and by posting evocative content on your Facebook business page you can build a loyal following which in turn can help drive sales.
Types of content to post on Facebook
Entertaining and educational videos work very well on Facebook. Remember to keep your videos relevant and try not to be overly promotional.
Facebook posts containing images almost always perform better than those without. As a tourism business you should be thinking about what kind of images best represent your business – and what images you have permission to use.
While images are a great way to drive engagement, a simple text update can do the job too. This might include an inspirational quote, business update, question to your customers or sharing a blog from your company website.
User Generated Content
You don’t always have to create your own content. If you see that another business or person is making relevant content, try sharing it. A simple example of this might be photos of your business taken by a guest or customer.
Things to remember
- Avoid obvious and immediate sales pitches.
- Keep your posts varied.
- Include a call to action, such as a link to your website.
- Avoid producing content without visuals (most of the time).
Who will see the content I post?
Your Facebook business page is different from your personal profile, where only people who you invite to be friends will see your posts and photos. When you set up a business page there are multiple ways your content can be viewed:
- Fans who click the like button on your page will see your content in their feed.
- Friends of fans will see your content when a fan likes, comments or shares your posts.
- Other businesses who like your page will also be able to see your posts.
- Any paid advertising you engage in will increase the reach of your posts to non-fans.
Remember that engagement is necessary for as many people as possible to keep seeing your posts. Likes, comments and shares are all different types of engagement. It is important to make your content as interesting as possible to keep the likes and shares coming in!
How do I use Facebook for business?
Facebook Business Manager provides a central hub from where to monitor your marketing and advertising activity. Facebook Business Manager also allows you to track your business page and look at statistics about who is visiting and engaging with your content. You can run a page without Facebook business manager, but it is best to use it if you want to run multiple pages and add others to work on your page.
Facebook have a number of helpful guides on how to make the most of your business page.
What features can you have on your page?
Your business page has some key features that you will need to get your head around.
Call to Action button
Facebook allows you to provide a Call to Action button which in theory should bring your business’ core objective to the forefront of your Facebook page. You’ll have several options for the button including ‘Book Now’ and ‘Contact Us’.
Consumers find it useful to read reviews when they are searching for a product or service. You can set up your business page to allow users to leave reviews. The more good reviews you have the better your reputation will be.
Custom tabs provide you with the ability to show custom content within your Facebook Page to accompany the default tabs available, such as Home, Services, Reviews, About, Events and Videos. For example, as well as Facebook’s own review system, you could set up a live TripAdvisor feed on your Facebook page.
Links to other social accounts
Pages have the ability to link to your other social accounts. Use this to boost the visibility of your marketing efforts.
In the spirit of keeping your posts varied, why not try a poll? Facebook’s Ask a Question tool is a good way to drive engagement.
Facebook’s live video streaming service lets you broadcast live straight to your newsfeed. According to Hubspot live videos see three times the engagement of traditional videos shared on the platform.
Sometimes your customers will connect with you via private message, which is great. It’s useful to know that Facebook allows you to set up an automated response if you can’t get back to them right away.
Communicating with customers
There are three ways to communicate with your customers.
A standard post to your page, whether that be a video, photo or text update lets you communicate to all of your customers at once.
A private message via Facebook messenger lets you communicate one to one with a customer if they get in touch with you directly.
Facebook lets you segment your customers into smaller, more focused groups so that you can deliver tailored messages to those you want.
If you want to find out more about using social media for your tourism business check out one of our useful webinars. You could also take a look at these 6 do-it-yourself tips for your business’ social media.
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