How a B-to-B Marketer Can Make Good Use Out of a Facebook Fan Page

Facebook fan pages are the current rage. That’s all well and good as long as you have purpose other than “everybody has one.”  Just because you build it, it doesn’t mean they will come. You need to have a plan just like everything else!

I was reminded recently of that very fact when I read a post by Amy Porterfield, How to Create a Facebook Fan Page Editorial Guide, in which she outlines both defining a purpose and a guide to developing editorial.

Here are some highlights:

Defining your purpose:

  • Don’t do it because everyone else is.
  • How will your page be different from your web site? The more interactive, the better it will be.
  • What sets you apart from your competition?

Suggestions for creating editorial guidelines:

  • What’s your strategy? Is it going to be daily? Will it be in the morning?
  • What’s your content? Are they all going to be original posts or will some be guest posts?
  • Formatting – what will they look like?
  • Engagement – what’s your plan to respond to those who come back with comments?
  • Set rules – make a policy on what will and what will not be posted in regards to comments.

One of my favorite fan pages in the B-to-B space where we play is that on Snap-on Tools. They have over 44,000 fans and they do it right. They promote new products, upcoming events and even offer incentives for fans to buy their tools. Wouldn’t it be nice that every time you posted something on your fan page, all your fans were notified?

Can you share some other B-to-B pages that are doing it right?

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