Why Facebook Business Pages Fail

Every business venture begins with one goal in mind: to make money. Companies that incorporate Facebook marketing into their strategic campaigns are no exception. They want to increase revenue. While social media platforms like Facebook focus more on the social aspect of networking than on business sales, companies are still able to gain momentum, heighten visibility, and make a profit with a little knowledge of how the business of social media marketing works. By focusing on creating solid-relationship building strategies on social media networks, businesses can build a strong social media footprint that increases website traffic that generates sales.

Most consumers communicate more online and through mobile technology than in person at storefronts. Without proper leverage, websites can easily get lost among the billions of other companies represented on the Internet. So how does one stand out? Years ago, companies could strengthen their websites by placing strategic key words and phrases within the code, title and text to enhance their results on search engines. Today, that is not enough. Popular search engines rely on integration among corporate websites and various social media platforms in ranking pages on their sites. As a company's social media footprint becomes stronger, its corporate website will rank higher among search engines, reaching more people, and driving traffic to the website for information and sales.

But building a strong social media footprint is not easy. It takes time and perseverance to ensure that all parts of an online marketing strategy (website, email newsletters, blogs, and social media) work seamlessly together to maximize awareness and increase sales. Businesses that succeed using Facebook and other social media platforms have discovered the formula. Campaigns are only as strong as their weakest link. But when all online campaigns link successfully back to the corporate website, creating a solid virtual network, search engines are maximized and financial success will soon follow.

Establishing a business page on Facebook may seem easy, but companies that rush through the process without carefully considering how setup may affect the entire campaign won't achieve the results they desire. Successful social media campaigns are all about creating the proper foundation for strategies to work at maximum efficiency. Without a strong foundation, all efforts will eventually fail. But when all elements of a page present a clear and concise message about the company and its products or services, users on the network will join the conversation.

All aspects of a Facebook page should work together to create a single message. Page names, profile images, cover photos, descriptions, and even the network URL should clearly identify the business, its core mission, and unique identity. Names that are too generic may not be allowed on Facebook as they create confusion between brands. Profile images must be easily recognizable since they are the primary identifying icon outside of the business page. Changing this image often also creates confusion and is not recommended. URLs help users easily locate businesses and products they enjoy as well as reinforce the connection with search engines. Descriptions that are clear and concise provide enough information to entice users to want more and to "like" (sign up) as "fans" of the page. After the title and photo, descriptions are the first place where users look to find information about the company. Too much content or content that is dryly written will bore them. Make it as exciting with as few words as possible.

However, the most critical piece of the profile is directing the user where to go next. Of course, encouraging someone to like the page and become a fan remains one of the primary goals, but it doesn't end there. While descriptions invite a person to become acquainted with the company, providing necessary contact information and links gives them a place to continue the learning experience. General contact information such as physical address, office hours, email, and phone numbers is necessary, but the driving force behind that "next step" is providing an active hyperlink to the corporate website. Linking to the website not only directs interested consumers in where to find helpful information about the company, but each click-through on the hyperlink also reinforces the connection between the social media network and the website, strengthening the social media footprint. This practice is essential in other forms of online communication including blog sites, email marketing campaigns, and other social media platforms.

What is your experience with Facebook Business Pages and how has Facebook affected your revenues? Let's hear your comments.

William T. Cooper is a Social Media Marketing veteran and the CEO of ChristiaNet, an expert Facebook, LinkedIn, Google+, Twitter and YouTube marketing company specializing in family friendly advertising. Since 1997 we have assisted more than two thousand firms with their Internet marketing needs to achieve greater sales results using our 2,000,000 Facebook Fans with 100,000 daily engagements and 17,000 C-Suite USA LinkedIn Connections.

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