How to Build Your Personal Brand on Facebook

The reason you should be on Facebook is because of its unrivalled ability to target your market audience through its ad system. It’s one of the fastest, most cost-effective ways to drive precisely targeted traffic to your website and, at writing, still affordable. Get it while it’s hot.

Building you brand on Facebook

  1. Don’t mix business with pleasure. Don’t conduct business under your personal profile and vice versa. Create a new Page for your business:

The difference between a Page and a Group? Pages are designed for individuals, brands and businesses to create and promote their online presence. Pages are visible to everyone; anyone can connect to a Page and receive updates.
     A Group is like a mini community. Groups let people with a common interest or cause come together to discuss ideas, express opinions and share related content. Groups can be public, approval-required or private.
     As an expert trying to build your brand, start with a Page.

  1. Know who you want to reach and act accordingly. One thing’s for sure: your target audience is on Facebook. We recommend you share great content, e.g. offer an irresistible lead magnet on your Page; use Facebook ads to promote that content to your target audience; drive traffic to your site and start building your email list. Focus on providing massive value to your target audience. Keep professional and personal matters completely separate. Don’t talk about politics or religion on your Page – unless that’s what your business/Page is about. Carefully consider what you want to gain from using Facebook at the end of the day – connecting with friends or networking with potential partners.
  2. If in doubt, don’t post it. You have to be extremely careful what you post on your Page. Once it’s out there, there’s no calling it back. (You can delete a post but not before your audience has read it or, probably, screen-capture it). If you find yourself thinking, “Should I post this?” you have your answer right there – don’t. Remember, your Page is for business. You’re building a professional brand and a high reputation. Be protective of that. You can post more personal content on your personal profile.
  3. Update your status and interact. Every time you update your status, you communicate with your audience. They see your status as a message to them and a reflection of you and your personal brand. This method of communication is therefore integral to increasing visibility amongst your audience and improving your goodwill. Reply to comments on your statuses; engage with your followers; show that you care and appreciate their attention.
  4. Create a Group for your products or mission. Until now, you have been focusing on building a Page. Once you have built sufficient recognition, you might consider creating a Group around your flagship product or around your mission/cause. For example, if your signature product is an online course, you might create a Group for all the students who have bought and are going through that course. Or if you are coaching people to overcome fear and live their dreams, you might create a Group for people who share that goal – whether they have used your services yet or not.
  5. Always encourage people to visit your website. You always want to direct people to your site. You don’t want to build a huge audience on a platform that you can’t fully control or don’t own. If Facebook, for whatever reason, one day decides to pull the plug on your Page or Group, you lose all those followers that may have taken months, years and a lot of money to build. You’ll be back to square one. Plan for that worst-case scenario, i.e. direct followers to your website. Remember your ultimate goal: to build your email list. As your Facebook following grows, give them an incentive to visit your website, e.g. a free download, unique content – and use a lead page to collect their email in exchange for the free incentive.
  6. Grow your network. Many platforms today offer the option of synchronizing all the contacts you have on different social networks. Facebook is, for instance, closely linked with Instagram. Make sure to sync your contacts every month or so, with the help of standard apps offered by mobile platforms. Alternatively, you can use Facebook Connect to interact with your followers on your blog, as well as Facebook.
  7. Host an event. Once you have a decent number of followers on Facebook, you could look into hosting an event. The term is a broad one, and can include anything ranging from an online Q&A webinar; a meetup over drinks; or a seminar on how to get the best out of your product. Whatever you decide, first ask your followers if it’s something they would be interested in, keep it simple and low-stress and keep your fans updated.

Takeaway points

  1. Facebook is one of the most effective and (for now) affordable ways to reach your target audience and grow your following.
  2. Your audience is what’s eventually going to bring you revenue. Tailor your statuses towards them; interact with them and, above all, direct them to your website to capture their emails in a landing page.
  3. Sync your FB Page with your blog and other social platforms.

Action steps

  1. Setup a separate Facebook Page for your business/brand. Keep your business profile separate from your personal profile.
  2. Learn to get the most out of your Facebook business Page.
  3. Set a goal of getting 100 targeted followers to your Page in 90 days. Ask them “What are you struggling with?” and build your business around solving those problems for your growing tribe.

Photo credit: Matthew via / CC BY 2.0

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