Yesterday I spoke with Sheri Brooks of Purple Papaya about her Facebook lessons learned. Here’s part 2 of the interview:
Q: Have you got any tips for small businesses with Facebook profile pages?
- Keep it friendly but professional! I know this seems obvious, but I’ve seen small businesses complaining about the latest city politics on their Facebook pages. And there’s definitely a point when you’re providing Too Much Information.
- Look into Facebook Places and Check-in Deals if you have a physical location. With Check-In Deals, you can offer discounts to Facebook users who come to your location. You must claim a Facebook Place to use Deals.
- Remember to give. If you have a laundry service, post tips on how to treat stains before they set. If you have a restaurant, share a recipe.
- Advertise. You will experience some viral growth as your fans start interacting with your posts, but if you start with zero fans, it can take a long time to grow your page. You can boost this with some targeted Facebook advertising.
- Stick with it. Creating a Facebook page isn’t enough. To grow your presence you need to persist and keep your customers and potential customers engaged over the long term with plenty of fresh, interesting communication.
Q: A lot of people wonder if they should buy Facebook ads using cost per click (CPC) or cost per thousand impressions (CPM). What do you think?
Sheri: You need to experiment.
CPM is great for getting eyeballs on your brand. You are paying for the number of people who view your ad, not the number who click on it. Your ad is likely to be shown because that generates revenue.
CPC ensures that you are only charged when someone clicks on your ad, but if you get a lot of clicks early in the campaign, you can limit the number of impressions. If your ad doesn’t perform well, it may not be shown.
Check out Purple Papaya’s Facebook page at: www.Facebook.com/PurplePapaya