The number of Facebook users worldwide continues to grow every day, making it even more difficult to get your brand to stand out from all of the noise. With articles, videos, statuses, and photos being posted every second, how can you rise above and reach the people that you want to reach? In order to do this, you are going to have to build your Facebook page in a way that will make it stand out. You need to build your Facebook page around a passion. To have success when building a passion page here’s some factors to consider.
The right audience. In order to build and have success with your passion page, you need to make sure you have the right audience. Build an audience of people who know you, people who are also passionate about your topic, and people who will click, opt-in, or buy your passion/product. Having fans that follow your page is extremely important. When people become fans it means they are expressing an interest in your product or niche. A fan is more likely to click on one of your links or convert to a customer than someone who is not a fan. When you reach the right audience, they do see your content and they do pay attention. When building your fanbase, you may want to target the following audiences:
- Visitors to your website
- Fans
- Email list
Reaching the right audience will get you the brand awareness that you are looking for.
Engaging and valuable content. CONTENT IS KING but as Mari Smith says it- "Content is King but Engagement is Queen and she rules the house." Content is what draws in fans in and engagement with continued good content is what will convert them to customers. The purpose of your content is to inform, entertain, and eventually persuade. Make sure that your content is doing at least one of these things at all times. Remember that your passion page needs to be built around your passion rather than your brand. Do not try to sell your product or your company. People need to understand who you are, what you do, and why it’s so important to you. Why are you so passionate about it? Share your knowledge and passion with your fans. Here are some valuable tips when it comes to creating content for your passion page:
- Post compelling stories and customer experiences.
- Tell your brand story.
- Provide exemplary social customer service.
- Encourage fans to visit your website using calls-to-action but use the 10/4/1 rule when posting
- Amplify content by using paid promotions.
- Repurpose content: convert videos into blogs. Get the most out of all content that you can.
- Make posts 150-200 characters.
- End posts with a question to create engagement
- Use more visuals like infographics, photos, and videos.
- Mix up post types.
- Include tags in posts.
- Repost popular posts.
- Get inspiration from media companies.
- Use an editorial calendar to schedule your content. (Spreadsheet, Google Calendar, Post Planner, etc.)
Industry. Building a passion page on Facebook can be very simple or very challenging depending on what industry you are in. For instance, Facebook brand building is easy for the entertainment industry because their content is always interesting and compelling to most people. Building a brand from bottom up in certain industries may be very challenging, and maybe even expensive. BUT a passion page is what’s going to help build your brand if you are in an unpopular industry. Create and share content that you know your targeted audience will find compelling and informative. With a passion page, users are going to be more likely to like this page over a brand that they don’t know about, getting page likes can be very cheap, and the audience of a passion page will probably be very engaged and remain engaged due to the importance of the content.
Product. Be sure that your product is something interesting and helpful to the audience that you are targeting on your passion page. Once you have created and shared content, promoted your content, and built your fan base and email list, you can start sharing and selling your product with your fans, in hopes that they will convert into customers.
Building a Facebook page around a passion rather than a brand shows your target audience that you truly care about what you do and why you do it. Sharing your knowledge about your passion is going to draw fans in. They want to see information that is relevant, entertaining, and helpful, and this is what you are giving them. Building a Facebook page around a passion page is going to create fans, build awareness, and convert fans into customers.
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