Facebook was never that simple a platform to be on. It is still constantly updating as well. And whether these changes involve a new algorithm or just a new way of laying out your brand’s page, most of it helps make Facebook a better place to be.
And sometimes the way Facebook actually works makes it a better place for brands that want to take their marketing to the next level. This is very apparent considering the growth of the simple Facebook page.
When a brand creates a page on the platform, it needs to make a strong visual impact, as well as make it rewarding for many visitors.
Getting a brand’s Facebook page where it needs to be isn’t that easy. Take a look at these three brands that have got it perfect.
So how can you make your Facebook Page even more accessible?
Well, we will start off with the obvious advice straightaway. You must make the Facebook page you are using look spectacular. This doesn’t have to be a riot of colour, but it should convey an exciting feel to the audience.
No one wants to walk into a shop and be faced with a drab interior that is uninspiring. This is why the Facebook page you control has to be very practical. Pair an easy to use service with classic, subtle design, and then you are getting there.
And that design is key. If in doubt, make the page simple and self-explanatory. No one likes too much busy colour. Try to limit yourself to just a few colours and this will guarantee nothing on the page will put your audience members off.
The Threadless Facebook Page is practically a lesson in how to ensure that you gain that quick visual advantage. If you take a look at the page, you will see a unique visual style, different to competitors of Threadless.
But to add even more sugar to the design, the brand showcases different t-shirt designs on a regular basis. The design is what you see when you hit the Facebook Page. And to add a little more to things, they credit the designer who has been responsible for the outcome. As well as having a ‘shop now’ tab.
We think this makes them quite special. Conscious of the need to use arresting visuals, the company takes it one step further by showcasing the stuff that its customers like to buy. So when you think about it, the product itself makes for an accessible and effective Facebook page.
Developing and rewarding loyalty
Burt’s Bees have been known to really work hard to make their Facebook Page something truly unique. And we’ve seen this happen before.
But time passes. This passing of time could lead some brands to become complacent, focusing only on the easy wins. But this is not what happened with Burt’s Bees. They’re still going strong on Facebook, and their page is a great example of how to remain in touch with the customer.
Using Facebook’s page features to make their life a lot easier as well is a key feature here. Facebook can help to develop your product line so that it perfectly matches the needs of an audience.
The polls that you can run on Facebook really help to bring in the market research that helps a brand like Burt’s (product based and still small enough to be a ‘taste’ product) zero in on the future of their line.
So the Poll tab works a treat for the brand and allows them to refine their products. On top of this, they reward loyalty by having a special Coupons tab too. Both of these key features are accessible on the actual page, and get users straight to where they want to be.
And the entire page has an incredible image at the top as standard. Burt’s Bees wants to be authentic and also at the same time bring across that exclusiveness that its customer’s like. On the UK page, there is a great hashtag that totally gets what their audience is all about:
And underneath that hashtag is a ‘shop now’ tab.
Everything on the page is geared towards making the customer feel special, and making it ridiculously easy to comment, have their voice through polls, and shop quickly and easily.
Emotion and excitement
Our final choice is the car manufacturer Ferrari. This brand obviously needs no introduction, but we cannot believe how incredibly attractive their Facebook page is.
It literally shows off the brand in the best possible light, with video (in particular) that conveys the brand notes of speed and excitement.
We can’t do any more than send you to their page. Once you hit it, everything becomes clear. There is really nothing here that would not please a Ferrari fan, or even just someone who likes cars.
Video is not an automatic given on a Facebook page, so this one kind of sticks out. We also must take into account the exclusive nature of Ferrari. Once it may even have been seen as below the brand to represent itself on the platform. So this kind of showing signifies a brand that is recognising its position, and appreciating the habits and likes of its audience.
And then there’s the incredible addition of an actual newsletter. This almost archaic (compared to the rest of social media) addition on the left hand side of the page makes for a Facebook presence that just seems confident.
This is the perfect example of a brand using a Facebook page to bring across what people admire in the brand. It’s a truly connected page.
These brands, in different ways, show how a Facebook page can be an effective tool, to connect, communicate, and sell.
If your client has a page that isn’t doing much, work to make it useful and meaningful. Get those brand principles across. The page could be working a lot harder for you.