You can’t get away from Facebook can you? Everyone is on it, so therefore it makes so much sense that as businesses we should be there too. But how can we really make sure that we’re utilising it in the best way.
First place we try as a craft business
Often before we even think about getting our own domain, before we even look into a custom logo and before we try out an Etsy shop we’re there on Facebook – why? Because it’s free and free is worth giving a go before anything else!
Setting up a page is relatively straightforward and we can get started right away. What’s not to love?
What are the most important parts of a Facebook page?
I’m going to go through some of the parts of a page that I think you must have:
Facebook cover photo
The cover photo is a great tool, in more ways than one!
It can show off your branding of course and you can have it to just have your logo there and a little tag line of what you do. BUT – I think if you just stick to that one image you’re leaving lots of opportunities on the table.
So what else can you do?
A great idea is to showcase some of your best work in the cover photo. Not only does this give some interest to the page, but it also shows straight away what you’re about and what your shop sells. So often I have gone on to a crafters page where their name gives not many clues as to what they do and I have to scroll and scroll to see what they make! Giving people a heads up and a little insight as to what they might find will disqualify people who are really not interested (this is a good thing!) and intrigue the people who are so they feel like their time spent looking at your page is worthwhile.
You could also make a different header to match different themes of the year or to match a special offer you have going on.
A little known trick is that if you change your header, your page fans will get notified about it in their timeline. It’s another way to get in front of them!
The way that Facebook works is that when you go to a persons page you’ll see their timeline of posts. Now if you’re being very chatty and sharing lots of things that aren’t particularly to do with your products, maybe you’ve been sharing behind the scenes shots or sharing a funny joke that your audience would like, then if I stumbled across your page I’d need to scroll through lots of posts to find info on what you do and how I could buy if I wanted to.
By having a pinned post at the top you can catch all the newbie visitors to your page and tell them exactly what you do, exactly how they can get in touch and even encourage them to like your page for further updates.
You could also do similar to your Facebook cover photo and add a photo with your best products featured in it.
A pinned post is basically like your welcome mat to your new visitors. It explains who you are and why they should even bother looking through your page.
Craft pages can get rather heavy with photos can’t they? We’re sharing so many of our makes from an in development shot, to a promotional shot to a packaging shot.
After a while your page will have a huge amount of photos and they’ll all be in one place – your main photo album.
If you have lots of different kinds of products then it’s a great idea to set up specific albums for your images. You could separate them by product type, by who the product is aimed at or just have a specific album that has your items you sell. That keeps them all together and is easy for someone to come across and look at when they’ve just found you.
How often do you look at the review section in Amazon or check out the feedback of someone on eBay? It can form an important part of the buyers decision process so we should definitely not forget about it when setting up our own shop.
Setting up the review section is important specifically if you only sell on Facebook and there’s no other bigger name involved like Etsy or Ebay. Gaining trust from your potential customers is a huge thing so having a section where people can show that you are trustworthy and where people can see you’ve had satisfied customers before is a great idea.
You need to have your page set up as a local business and have your address listed to enable reviews.
Call to Action and Website links
what do you want people to do when they visit your page? Is it clear?
Up in the Facebook cover photo area is a place where you can add a Call to Action button. There are a few different buttons you can have – learn more, shop now and send message are probably the ones that are most useful for a craft business.
You can set it up so that when someone clicks the button they can be taken elsewhere to purchase, perhaps to your website or your Etsy shop, or that they can message you.
Again the importance of this is that as a new visitor it makes it easy to know what to do when you come across the page. If you make it hard and make the person visiting have to figure it out they might just leave!!
Ok so that’s the important parts of a page, what about the ongoing bits? What’s important when adding content to your page?
What’s important to think about when adding content to the Facebook page?
I’ve had some resistance to this one. Some people think to themselves ‘it’s a selling page – why wouldn’t I just post my items for sale?’
And of course that’s a valid point and if you were just driving NEW people to your page, but that’s only part of the Facebook page story. You also are probably hoping for new likes and for people to follow and engage with your page yes? Well in that case you need to think about giving value and making sure the people who follow don’t get fed up and leave.
What will your audience find helpful or enjoyable to see in their timelines?
It’s important to think about for a few reasons, one we don’t want to be constantly selling to people, it’s a turnoff and we’d be in danger of losing our likers. Secondly Facebook doesn’t always like posts that have prices or has the word ‘sale’ in it (amongst other words!) and so if you’re only posting those things you might find it’s not being shown to as many people. And thirdly we want interaction. If we get engagement and interaction on our posts Facebook will think that what we have to say is important and worthy of reaching more people and they’ll show it to more of your likers and potentially friends of the people engaging.
Reach and the perils of getting too obsessed by it
I alluded to this in the last paragraph. If you’ve been on Facebook for any amount of time and have tried to post, you’ll notice underneath your post you’re told how many people it has reached. You’ll also note that it probably is way less than the amount of people who like your page. Not everyone who likes your page will see your updates either because Facebook don’t show them (as part of their algorithm – only so many posts get shown) or because some of your likers have unfollowed you (stopped seeing your updates in their feed)
Unfortunately there’s a lot of misunderstanding about reach so here goes with me trying to demystify it:
- Reach is how many people have seen your post or your page
- Reach can be increased by getting likes, comments or shares. It can also be increased by sharing posts in to groups.
- Reach isn’t random and some people aren’t luckier than others. If you see people posting about their fantastic reach they’ve probably been sharing posts in lots of groups (not a bad thing, but don’t think you’re not doing it right if yours isn’t similar)
- Reach means NOTHING if your posts are being served to people who aren’t your target audience. I always use the example of sharing a post of a product that I don’t ship overseas. I could share that post in groups based in other countries and my reach would be amazing – but it is just a number and doesn’t mean much in those circumstances!
- Reach might not be truly accurate.
- Having red arrows next to your reach isn’t bad either (when you’re looking at your overall stats) – it’s just a reflection on your stats in comparison to the previous week.
- Reach is just a number.
Make sure you have a clear CALL TO ACTION
A call to action is basically a phrase where you clearly tell the reader what to do next. Quite often it can feel unnatural to do so, which is why I think many of us forget to do it.
So a call to action at the end of a post where i was featuring a new item in my Etsy store could say something like:
‘click the image to go to my Etsy store’
‘click here to buy’
It’s basically telling the reader what you’d like them to do after viewing the post. It’s pretty powerful!
You could ask people to share your posts, to like, to tag someone who might like the post, or you could ask people to contact you to order. It’s up to you, and it will depend on what you’re posting, but always try and make sure you have ‘something’ that you want your reader to do next!
What to think about before you press that boost button
That boost button is pretty tempting isn’t it? Your reach is never as much as you want it to be and if you could just get your posts out to more people you’d definitely have more sales wouldn’t you?
Facebook gives you a nice quick option to boost your post for £3 or so. Should you do it?
There’s some definite differences in opinions about whether Facebook ads are worthwhile. Some people are adamant that they will never pay for advertising, some people are more than happy to dabble a bit, feeling that you need to pay if you’re a business.
I’m definitely more like the latter, but I do give caution before pressing the boost button. What do you want to get from boosting? Is it just more people seeing your post? Is it gaining new potential customers, or new likes? Or are you trying to get in front of your existing fans.
Make sure that you really know your objective, before you press boost!
Also take time to learn about Facebook audiences and how you can target people who may well be your target audience. Facebook knows so much about people who use their platform (creepy I know!) that you can really use it to your advantage.
Finally, when it comes to making Facebook work for YOU, you need to be organised. There’s no point in just being haphazard, posting randomly and then being upset when it’s not getting the desired results. Being organised can be make or break for your business.
Thinking about what you’re going to post, when you’re going to post it and if you’ve got anything special going on that needs to be shouted about is so important.
It can take a little while to get into your own way of being organised, but it’s so worth taking the time to try and work out your best methods.
Planning out your day, by using the free planner I have below, or by using online tools might just be what helps you really see what’s working, what’s not and what you could try next time!
I’ve talked a lot in this post about how to get Facebook working for your craft business. I truly believe that Facebook is an amazing tool that we have to help market our handmade goods and we should learn as much as we can to utilise it to its full extent.
If you’re ready to get your Facebook pages organised then make a start by signing up for the free Facebook planner below.
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