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| Don't let a lack of tech savvy scare you away. Facebook is easy, fun, and full of prospects! |
This post isn't intended to provide technical, step-by-step instructions on how to create a Facebook page for your business; there are many other resources available if that's what you're looking for. Rather, this is a simple guide to encourage you to get started on social media marketing.
Where do I begin?
The first step is to fill out all the vital information about your school in the categories provided in the Facebook profile: school name, location, and contact information. This information will be the same as what you include on your website and/or in other marketing materials.
Don't forget to add some pictures! Everyone likes pictures, and your Facebook page should include pictures of your school, your cars, your instructors, and yourself—even happy customers, if they'll allow you to use their image. Photos are vitally important because they provide a connection between the Internet and the real world. Consumers can be skeptical about placing their faith—and their hard-earned cash—into the anonymous void of the Internet. Pictures build recognition and trust between you and the customer.
Okay…what's next?
The next step is to post regular and interesting status updates. These can range from additional pictures or instructional diagrams to important driving information and news from your school. You might post about special offers or deals you're offering. Updates are what you use to keep your customers interested and thinking about your school.
How often should I post status updates?
No more than a couple a day, but at least once a week. Such a wide range is obviously a rough guideline. Experiment to see how much effort you're comfortable putting in and what seems to work best in terms of getting a response.
How do I get people to "like" my business's Facebook page?
Start by inviting your family and friends. Once you've got a handful of "likes" it becomes easier to get more. Your next source should be your customers. Start telling people that your school in on Facebook, and make sure to mention your page during class. Reach out to your best customers and build outward from there.
What about paid advertising on Facebook?
Facebook offers several types of paid advertising, but the results can be spotty depending on execution. If you've got some Facebook paid advertising experience, please leave a comment below that we'll share with the other readers of this blog.
What's the point of all this?
As with all advertising, the intent is to drive more customers to your school. Most potential customers who don't select a traffic violator school off of the DMV/court list are going to start their search online or by asking friends and relatives for recommendations. Your school's Facebook presence is the 21st century equivalent of handing out your business card. You're hoping that the prospects you encounter are going to pass the information on to people they know, who will also become your customers.
Can you provide an example of a business's Facebook page?
Check out the Facebook pages of active social media marketing masters like Pepsi or M&Ms, to get some ideas. Or maybe you're already doing something great on Facebook—in which case you should leave a comment below and share what you know!
