PART TWO: Build Your Brand with Facebook
WITH MORE THAN ONE BILLION ACTIVE USERS MONTHLY, FACEBOOK IS NOT JUST A PLACE TO POST FAMILY PICTURES AND RECIPES. It’s a powerful platform to build your shop’s brand image, positioning your business as a quality shop and to interact with your customers.
BUSINESS PAGE VERSUS PERSONAL PROFILE
You need a Facebook personal profile to set up a Facebook business page, but there are important differences between the two. Facebook’s business page provides functionality that isn’t available on a personal page, like Reviews and Book an Appointment buttons. A good rule of thumb is to keep your business page strictly business and only promote your business softly on your personal page. It’s always good to ask yourself: Would I say this to a friend? Would I say this to a customer? Your answers will tell you which page should include that information.
IT’S ALL ABOUT CONTENT
Your goal is to create a robust business page so your customers want to interact with you. Make sure that each post gives your visitors a reason to engage with your shop. You can create your own content or share relevant content from industry experts.
Here are a few ideas to get your wheels turning:
• Before and after pictures of your most impressive jobs with a great testimonial
• A short time lapse video of a repair: “we fix it right the first time!”
• Leveraged expert articles on industry trends
• Good pictures of your staff at work and at play
• Shout outs for local businesses, like restaurants, to build community and cross-promotion
• Relevant content that is tailored to your customers
Be sure to create specific types of posts, like shop events or offers. Just click through the tabs at the top of your business page’s status box, where you’ll find options of various types of posts.
PROMOTE YOUR PAGE AND START ENGAGING!
First, invite customers, friends and family to visit and like your page! Then follow up with other marketing efforts:
• Use other channels, like your website and Yelp, to promote your page.
• Add the “Follow us on Facebook” logo to all your promotional materials, ads and business cards.
• Another happy customer? Invite them to write a review!
LESS IS MORE: FOCUS ON QUALITY, NOT QUANTITY
Once your Facebook page is established, stay engaged. A quick daily check of your accounts will help ensure timely responses to customer posts and keep the conversation going.
LEARN MORE ABOUT MAKING THE MOST OF SOCIAL MEDIA
Take the University of Toyota’s Social Media Class B0040
FACEBOOK FOR BUSINESS: A STEP-BY-STEP SET UP GUIDE
With Facebook’s powerful platform you can build your shop’s brand image and interact with your customers online, message anyone who wants to know more about your business and your customers can leave you reviews, and if you want to respond, you can either do so publicly or by sending a private message. Ready to get started?
Setting Up Your Facebook Business Page
Now that you’ve claimed your business on Yelp and are managing your Yelp page (see Collision Pros Summer 2018), it’s time to expand your presence with a Facebook Business Page. Follow these steps and you’ll have your shop’s Page open for business in no time!
STEP 1: Sign Up
Go to facebook.com/business and click Create a Page in the top right-hand corner. FB will then display two business type options. Select Business or Brand and click on Get Started.
A box will open asking you for Page Name and Category. Your Page Name should be the name of your shop. Type Automotive Body Shop in the Category field. As you begin to type, a list of category options will display. Select Automotive Body Shop or another category if it more accurately describes your business. Complete the remainder of the fields, being sure to include your phone number. Note that when you click Continue, you are creating a Page on Facebook and certain policies apply. You can click on the link to review the fine print.
STEP 2: Add Pictures
Next, you’ll upload profile and cover images. Remember: first impressions are lasting! Be sure the photos you select represent your shop well and easily identify your business.
Your Profile Image
The first picture you add will be your profile image. This image accompanies your business name in search results and displays when you interact with customers. Using your logo is the best way to go. Once you’ve selected the image, click Upload Profile Picture.
Your Cover Image
Your cover image is the most prominent image on your Facebook Business Page. A great picture of your shop is most likely your best choice here. Once you’ve selected the image, click Upload a Cover Photo.
STEP 3: Explore Your New Facebook Business Page
Congratulations! Your Page is live! Not much content yet, but now it’s time to put some “meat on its bones” before you share it with your customers.
You’ll first be prompted to take a quick walk-through of FB features. Be sure to click through all of the prompts. It only takes a few minutes and you’ll quickly learn how Facebook Business Pages operate.
STEP 4: Add a Short Description
Click on Add a Short Description to tell people about your business. Just a couple of sentences will do–there’s a maximum of 155 characters. You’ll have an opportunity to expand later. Click Save when you are done.
STEP 5: Create Your Username
Your username is how you tell people to find you on Facebook. It can be up to 50 characters long. It should be easy to remember and easy to type. Your best choice is your business name or some variation. (A username always starts with @.)
Click Create a Username for Your Page. A box will display allowing you to enter your chosen name. When you are done, click Create Username. A box will then pop up confirming your name and letting you know the links people can use to connect with you. Click OK and Facebook will prompt you through the rest of the setup process.
STEP 6: Complete Your About Section
It may be tempting to finish this part later, but don’t quit now–you’re almost at the finish line! This is the area where you will give customers and potential customers information about your business, like hours of operation. You don’t want them going to a competitor because you didn’t share important details!
To get started, go to the About section on the left-hand menu of your new Facebook Page. From this screen, you can add and Edit Business Details like contact information and hours of operation.
You can add a longer description of your business from this menu. Click Edit Story on the right side of the page to provide a more detailed description of the exceptional services that your shop offers. This is also a great place to let customers know why they should Like or Follow your page.
Click Edit Page Info on the top right of the screen to specify business location and hours. When you’re finished, click Save Changes.
Time to Create Your First Post
Now it’s time for the fun part, creating posts and engaging with your customers and followers. Before you start inviting people to visit and like your new Facebook Page, be sure that you share some valuable content. It could be yours or you could share an interesting article or video from an expert in our industry. Make sure that each post offers your visitors a reason to stick around and engage with your shop.