How to effectively use Facebook Business Pages and Facebook Groups for Your Health Businesss by Lori Kennedy from The Wellness Business Hub

by | Mar 21, 2018 | Social Media, Top Trending

Facebook. Love it or hate it (or love to hate it) it’s still super necessary for your business. People are using Facebook not only to connect with their friends and family but also to search for and connect with businesses and services (that’s you!) so it’s important to have a strong online presence.

It feels like Facebook changes their algorithm weekly – so the reach to your business page can quite literally change overnight.

Here are just a few of the most common questions we get in our Take Your Health Practice Online Community

Do I need a Facebook page if I don’t work online?

What’s the difference between a Facebook Business Page and a Facebook Group?

  • Do I need both?
  • What kind of content should I post?
  • What about my personal Facebook profile?
  • How do I actually get people to see and engage with my posts?

We’re going to answer those questions for you in this post, so buckle up!

Let’s demystify a few of the key elements around using Facebook for your business, because whether you do love it or you hate it…you need it to promote yourself and your health business.

If you’re in the health or wellness field, it’s more likely that potential clients are going to first find you on social media – even before they go to your website.

It’s even likely that if they plug your name into Google, your personal Facebook page is what’s going to come up first before your business page and your group.

SIDE NOTE: Ever googled yourself? It’s kind of fun — give it a try and see what pops up!

Facebook: It’s personal

So, having a solid personal page on Facebook is actually really important to your business.

I know you probably just gasped, “WTF? Now I have to worry about what I’m posting on my personal page?!”

Unfortunately, that’s the way our highly digitized world works now, and if you’re in business – you’re definitely being googled!

In fact, “being googled” is the new resume. So you need to have a strong online presence, and that includes Facebook…in all its glory.

And here’s something I want you to keep it mind: everything you post on social media should have a purpose.

Even when posting on your personal page, you are representing your brand. I know that sounds overly strategic and somewhat agenda-oriented, but it’s the truth and there’s no getting around it.

With respect to this, even your personal profile pic should be very clear so that people can recognize you, say if they met you on the street, it would actually look like you.

Another thing is on your personal page make sure that your “About section” is filled out so people can get a hold of you. For example, often I’ll look at somebody’s personal page wanting to find out about their business page or find out their website and I go straight to the About section — and there’s nothing there. Not a good first impression!

So, make sure that all of the sections that you can possibly fill out on your personal page are complete.

 

What kind of content should you post on your personal page to benefit your business?

Well, let’s just say it shouldn’t be filled exclusively with mushy memes and funny cat videos.

Think of the kind of content that asks open-ended questions, pictures of yourself, as well as your honest thoughts on a variety of subjects – but ones that give your potential client (yes, that’s who’s creeping on your FB page!) a sense of who you really are, outside of your business.

And by creeping, I mean trying to gain some insight about you. It’s a compliment that people want to get to know you and this is how you build the “know, like, trust factor” with potential clients before you pitch them.

Post things that would make you feel as if you were sitting across from a friend at coffee and you’re just chit-chatting. Share those kinds of things on your personal page because you want people to genuinely engage with you. Currently with Facebook engagement is king – it dramatically increases your organic reach so more people are actually seeing your content.

Your personal page is your first impression to your potential clients. So make sure it’s representative of how you want to come across.

Also, know this if you’re worried about privacy: if someone really wants to find you on the internet, they can – and they will. Please keep that in mind when you’re conducting your business online.

The book is always going to be open so be mindful of what you write in it for everyone to read!

Ok, that’s your personal page and you need one in order to be able to have both a business page and a group, so just be a bit more strategic in what you’re posting on that page.

That leads us to…

 

What is a Facebook Business page used for?

This gives you a chance to really shine and showcase your business’s concept and mission. Just as you did for your personal page, be sure all of the descriptive sections are filled out – you would be surprised as to what details people are looking for.

This is where you represent and promote your business, where you educate with your content like your blogs, and where you can do your Facebook live streams from (great way to connect and engage by the way!)

This is also where you post your lead magnets and your testimonials – all that client love!

 

Pros of Having a Business Page

  • Increased exposure for your business and potential clients (did you know that Facebook currently has over 2 billion users?!)
  • Many people are searching on Facebook before they even check Google these days – make sure you show up!
  • Drive traffic to your website (or sales page or lead magnet)
  • It’s free marketing
  • You can dig into your page insights to see how people are interacting with your content
  • Builds brand loyalty, i.e. builds upon the “know, like, trust” factor that I always talk about
  • Facebook is already mobile-ready, even if your website (or other content) isn’t quite there yet
  • You can share any of it to your personal page if you want for extra exposure (but don’t share every single post to your personal page Facebook doesn’t like that)

 

Things to Keep In Mind

  • Just because you set up a page, doesn’t mean you’ll automatically be flooded with people who will like and share everything you put out.
  • Like any other social platform, the curation and creation of content as well as maintenance takes time, energy and resources, and it needs to be monitored daily
  • Lack of interaction can reflect very poorly on you and your business
  • You have to have 100 likes before you can run FB ads

 

What & When Should I Post on My Business Page?

You want to promote your lead magnets, your webinars, and your livestreams but you don’t want to be in promotion mode all the time on your business page.

As I talked about in my recent article “Lead Magnet Lessons“, I tend to follow what’s known as The Golden Ratio in many marketing circles that ensures that you have a good balance of information, “edu-tainment”, and promotion of your content:

  • 60% Relevant, curated content that includes your point of view and commentary (i.e. other people’s stuff you find interesting but is in keeping with your brand and what you’re all about)
  • 30% Owned content such as your blogs, photos, memes, and videos
  • 10% Promotional content (like your lead magnet) or your CTA – call to action

Think of creating a story around your posts. You want to create interesting content around the promotion, because nobody likes feeling pressured or harassed with “sign up for this, sign up for this, sign up for this!!” I talk a lot more about the kind of social media posts you need to grow your email list in this past post.

You want to entice and educate people. You’ve got to give them a reason to sign up, and you really have to spell out the benefits for them.

Also, don’t get discouraged because no one’s liking, commenting or engaging on your Facebook business page. It takes time to build traction and engagement. And it’s important to keep it current and active for when people do stumble on your page and scroll through to check you out. If you’re only posting salesy stuff or haven’t posted in weeks people are not likely going to hit that “like page” button and continue to hang out with you.

Now, let’s talk about timing.

If you haven’t posted in five days, somebody who is thinking about working with you goes to your page, and if there’s only a post from last week, well, that’s certainly not impressive. On the other hand, that doesn’t mean that you have to post seven times a day, virtually slapping them over the head with your content!

Find the middle ground, play around with posting times and frequency and see what gets the most engagement, and be sure to use your insights (either through Facebook or Google Analytics) to see what posts or content is converting, rather than just guessing.

I recommend having at least one post a day and schedule it in advance to save you time and allow you to plan a consistent message out instead of posting haphazardly.

There are some really great schedulers, including the Facebook scheduler, where you can set things up in advance. There’s also HootSuite, Edgar and we use Smarterqueue at The WBH.

Another tip: from what we’ve seen, when we post on Instagram and share from Instagram to a business page it gets way more reach than it does if you just post to Facebook business page alone. And bonus is that you post once and get seen on two social platforms – as your business grows you’ll want to expand your social media strategy but when first starting out this is all you need.

 

How do you get people to your business page in the first place?

  • You can share some content on your personal page.
  • You can invite your friends to like your business page.
  • Do free workshops or seminars in your area and not only get them on your email list but share your social media platforms and encourage them to connect with you.
  • The best way to get people to your business page is to run an ad to it – yes, this does cost a few bucks but it can be worth it to gain momentum in building your audience.

Let me say this though — first and foremost your strategy is to always grow your email list before you get “likes” on your business page.

Because likes don’t put dollars in your bank account.

So, your goal no matter what is to get people to your email list. But, in order to get people to your email list they need to know you exist. And in order for them to know that you exist you might have to run some Facebook ads.

But please don’t just randomly “boost” posts or pay for “likes”. Facebook ads can be super effective but you definitely need a strategy and may not make sense at all depending on where you are at in your business. Check out this past post for more Facebook Ad insights.

Remember I said that people are probably going to find you on social media first, and the likeliest starting point is your personal page?

Your Facebook Business page is like your storefront. Your Facebook group is your inner circle. Click To Tweet

 

What is a Facebook Group?

A group is a place where people can interact and engage directly with you and a supportive community of people with common interests – the key word here being COMMUNITY.

Groups members should be able to freely share their thoughts and opinions and feel like they are surrounded by those who are basically after the same goal.

Groups allow you (the group owner or administrator) to engage with your people in a way that email just can’t (but that doesn’t mean you should ditch your email list!) It also provides more privacy than your public business page so people are more likely to engage in conversation and share more freely.

On a recent episode of The Business of Becoming podcast I interviewed Alicia Streger who is a Facebook Group guru, check out what she has to say about Facebook groups below.

To catch the whole interview check out Episode 21 of the Business of Becoming Podcast

Pros of starting a group

  • Allows for more personal and intimate engagement, than your page or email
  • Trust building by providing great value; think of a group as you providing your people a ton of value, connection, resources and most importantly, access to YOU
  • Your calls-to-action get more attention; you can pin them to the top of the group page
  • You can share the live streams from your page to your group so no need to double up on some of your content
  • Get instantaneous feedback directly from your Ideal Client: polls, questions, and “opinion-naires” — people LOVE to give their opinion 🙂
  • Ability to share your offers to a concentrated group that’s filled with your target audience = free marketing

Things to Keep In Mind About Your Facebook Group

  • It takes a lot of time to moderate and engage with the group as well as creating content for it, especially at the beginning — you can save a ton of time with Alicia’s DFY Facebook Group content.
  • People are part of dozens of groups these days — what sets yours apart? You MUST engage with your new community and post high quality, high value content.
  • You also have to actively promote it, especially at the beginning, in order to get people joining in the first place.
  • You have to be willing to get personal with your people; share stories, let them into your personal life – you don’t have to air all of your dirty laundry but they’re joining primarily to get access to YOU.
  • It’s important to set clear boundaries in the group about what the group IS for and what the group is NOT for. What will be allowed in the group and what won’t, etc. This is why your group description and rules need to be crystal clear in order to create boundaries and set the standard for the “rules of engagement”.
  • While you can promote your services and products in the group it’s not proper etiquette to do a “hard” sell in your group – that’s why you still need to get the group members on your email list.
  • Can’t run FB ads from a group, gotta pay to play

Should I post different content in my group than I do on my page?

Absolutely, it’s not just a matter of reposting everything from your business page. Encourage conversation and lively discussion among your community members and not just in response to your posts.

Digital Marketing guru, Neil Patel says, “Create native content specifically for the group, not just reposts and shares of other content. One of the best ways to keep content quality high is to use visuals. You don’t need to be a pro designer. If you need to, ask someone for help. Use a service like Canva to easily create images especially sized and prepped for Facebook.”

Think about it this way – your Facebook business page is like your storefront. It’s the first thing people see and it help people get more information about you and what you offer. Your Facebook Group is your inner circle. They are your people! Just like those on your email list, they’ve already raised their hand and said they like what you’re putting out there and they want to go deeper with you. Treat them like gold.

Do you have a Facebook Group for your business? Comment below and let me know!

Want to connect with more than 7500 health professionals building and growing their business online? Get exclusive FB Live training, hot seats and more in my Free Online Community – Take Your Health Practice Online.

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