6 Steps to Facebook Marketing Awesomeness

6 Steps to Facebook Marketing Awesomeness I have reviewed a couple dozen Facebook Pages during the past month, and I find that my recommendations stick to a common theme. I thought it would be helpful to share my thought process with you in a blog post.

I have a very structured approach to reviewing Facebook Pages. After reading through a completed two-page questionnaire that provides background on your company and current efforts, I focus my attention on six main categories. That approach is detailed below.

Want me to review your Facebook Page? The Facebook Page Strategic Review Gold Package consists of the following:

  • 30-minute recorded screen-share video as I review your Page and provide recommendations
  • 1-page document highlighting the main takeaways
  • Personalized list of helpful links that will aid in implementation
  • 1 45-minute One-on-One Coaching Call to design a strategy and put it into action

Want your Facebook Page to be awesome? Do these six things…

1. Basics

The four “basic” things I look at are…

  • Page Name
  • Username
  • Brief “About”
  • Long “About”

Is your Page name less than 25 characters so that it won’t be cut off in ads? Is it consistent with your other properties? Will people find it easily? Is it spelled correctly? Does it use abbreviations unnecessarily?

Do you have a username? Is it easy to spell and remember? Is it consistent with other social media usernames that you own?

Have you filled out the “About” section under your profile photo? Is it complete, or does it cut off mid sentence? Do you embed a link at the end of it?

Have you adequately completed the long “About” section that is indexed by search engines? Have you provided details of your services? Do you include relevant keywords? Do you embed links to your website where possible?

2. Imagery

You never get a second chance to make a first impression, right? It’s not always fair, but how your Facebook Page looks will often determine whether a visitor becomes a Fan or checks out.

I focus on three main areas:

  • Cover Photo
  • Profile Photo
  • Tab icons

Is your cover photo high quality? Does it tell a story? Does it add background to who you are and what you do? Is it clear from this photo what makes you unique?

Is your profile photo close up? Is it square? Is it cropped unnaturally? Is the branding consistent between your profile photo and cover photo?

Do you carry over the branding of your profile and cover photos into your tab icons? Is there a common theme or color scheme? Do you use third party app icons? Do you customize the mini icons that appear when you expand to view all tabs?

3. Tabs

After the cover photo, profile photo, title and brief description, this is the next area that visitors will look. Do you take advantage of this real estate?

Here, I look at…

  • Focus
  • Consistency with Company Goals
  • Driving Actions
  • Value and Effectiveness

Do you try to accomplish 10 different things in one tab? Do you focus on accomplishing one goal?

Do the top three tabs act as the navigation bar of your website? Are you funneling visitors into areas that are company priorities?

Are you asking visitors to do anything on these tabs once they visit? Are you driving sales, increasing conversions or building a subscription list?

Are you giving visitors what they want? If there is something specific that someone will want to find or know when they visit your Page, will they immediately find it here? Does it work?

4. Content Strategy

This one covers all of the main content types that you share on your Page…

  • Variety
  • Readability
  • Engagement
  • Consistency
  • Volume
  • Value

Are you only sharing links to your blog posts every day? Are you mixing in photos, status updates and videos? Are photos ideal sizes for your Timeline?

Do you write one long paragraph? Is it easy to read? Do you use proper punctuation and spelling?

Does your content beg for engagement? Do you ask questions or use calls to action?

Do you post often enough? Too often? Do you post on a schedule or use themes?

Does your content provide value? Is it boring? Is it interesting? Are you only promoting yourself?

5. Other Functionality

Next I take a look at whether you utilize any of the following pieces of functionality (these are self explanatory)…

  • Highlights
  • Pin to the Top
  • Recommendations
  • Checkins
  • Milestones
  • Events

6. Advanced Tactics and Growth Strategies

Finally, I take what I know of your business and current activities and make some recommendations for ways to grow. Depending on your business, this list may include…

  • Offers
  • Promoted Posts
  • Sponsored Results
  • Sponsored Stories
  • Basic Ads
  • Custom Audiences
  • Other Promotion Off of Facebook

Do you have a product or service? Do you have a website? Can you offer discounts?

Do you have enough Likes to qualify for Promoted Posts? Could you benefit from them?

Do you have competitors who are already successful on Facebook? Could you steal some of their Likes in search?

Do you have an engaged audience that you can leverage?

Do you still need to build a foundation? Do you need a viable audience?

Do you have an email list? Do you have a known list of customers who have already bought from you?

On and on… and on…

Want Your Page Reviewed?

One of the reasons brands find this process so valuable is that sometimes you simply need another set of eyes. You don’t want someone else to take over. You just want a second opinion and a little direction.

That’s why I’ve created two options.

The Gold Package is a thorough review with your company’s goals in mind, and it includes a 45-minute coaching call to take the first steps of implementation.

The Silver Package is a very basic offering, in cases where you have a tight budget or are simply curious what I think. This review is purely first glance and reactionary.

Make a difference with your Facebook Page today!

6 Steps to Facebook Marketing Awesomeness

  • Mike Sweeney

    A classic mistake in teaching is not “showing” the student as you talk about a subject. This is really good info but without any images to show what well designed tabs are or an example of a well written “about” page really knocks down the usefulness. Even if it were your own work being used as examples, it should be in the article so the learner does not need to go searching for it.

  • Gordon Robinson

    Mike – good point but is it not subjective what a good tab or image should be … any insights to this Jon?

    • http://jonloomer.com/blog Jon Loomer

      Gordon — It may be subjective, but Mike is right. It really just comes down to time. I don’t have that go-to list to use as examples here, but it’s certainly a good idea to assemble one!

    • Mike Sweeney

      I would argue that there are some basic design principles that apply to “good” design of tabs for example.. color, content etc. For example, many photographer friends of mine insist on using elegant curly-cue fonts. They are hard to read, you cannot print them well but they are “arty”. If you want a simple easily read font, use Helvetica. How many people really know that? What makes a good icon to use on a tab or should you even use an icon? I say the icons are too small to be useful but text works really well. Along with coloring, shading etc.

      Most of my friends can not write a good “about” page to save themselves. So to talk about it without a sample is something of a disservice to the reader.

      I would love to hear Jon’s take on this since Facebook is something of a moving target :)

  • http://twitter.com/MikeStraus Mike Straus

    I think this is a good list for any page owner to go through every month or so to see how they are doing. Some good ones I don’t think about often, like the keywords in the long about section for search. Will definitely share it with others (by linking to this blog of course).

    • http://jonloomer.com/blog Jon Loomer

      Thanks, Mike!

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  • http://twitter.com/Hisocialcom Hisocial

    This is really a good list to have a good Facebook page, I would aldo add running promos to engage your audience

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  • http://www.BlitzMetrics.com Dennis Yu

    Jon– solid! I’m biased, but I’d add #7 to be an examination of their goals and how they measure up– revenue, leads, traffic to the website, engagement, and so forth. Then I’d tie that to the first 6 items to see which of these items will make the biggest impact against the client’s goals.

    Jon– I want to sign up for one of your packages!