The Best Way for F&B Businesses to Use Facebook
As a successful food and beverage business owner, you understand how valuable time is, and you certainly want to make sure that the time you invest in your marketing strategy will yield positive results. It may seem stressful and time-consuming to research the best ways to use the numerous marketing platforms available to you, but I’ve got your back. In this post, I’m going to do a breakdown of the platform Facebook and discuss the best way to use it for your growing F&B business.
Facebook is built on the idea of community and this idea is what makes it such an excellent platform for food and beverage business owners looking to showcase their business or get more clients. The best way to use Facebook is through a thorough bio, compelling written posts, selective hashtags, curated photos, and active engagement.
Facebook Overview for Food and Beverage Business Owners
Facebook is one of the original social media platforms and is still going strong, reporting an average of over 1.5 billion active users daily. It is often used as the primary way for friends and family to stay connected through photos, status updates, check-ins, events, and more. These features make it easy for clients and customers to share their experience with your business within their own community.
Facebook is free for both personal and business accounts, making it a fantastic addition to your marketing strategy. You can provide essential information regarding your offerings and contact details, advertise promotions and special events, and share photos and videos right from your business account.
Facebook even provides useful tools for businesses to make the most of their pages. Insights tools help you find your target audience and identify trends within that market. Facebook Ads Manager is a comprehensive tool for your ads on Facebook, Messenger, as well as Instagram.
Your Facebook Bio
The profile you create for your F&B business on Facebook is a terrific opportunity to showcase your core values and complement the information on your website. Think of it as your business landing page in the Facebook world. The best way to use the bio is to provide customers with specific, up to date information about your company as well as a description of your offerings.
The profile section for your business page is a place for detailed information that can help potential clients connect directly with you. It allows you to list out the following information as a quick reference for customers:
Contact Info: This section allows you to add any relevant contact information for your company. If you choose to list a phone number (which you should), make sure that it is current and reaches someone knowledgeable about the business. You can also link an email address and your business website. Make sure that these links are in working order.
Business Info: The information included in this section covers specifics about your business, such as parking, price range, cuisine, specialties, and services. Customers who are searching for a particular feature often browse these details quickly, and missing info here will cause customers to move on from your page in a hurry. If your F&B, catering, or event planning business has a brick and mortar location, you can use the Hours section to display your open hours. You can also add popular hours to show the flow of business throughout the day.
Photos: Your page’s profile photo and cover photo are the first things customers will see when they visit your page. These photos are a vital representation of your business. As such, many businesses use their company logo or professional headshots here so that their brand is easily identified. Whatever photo you choose, it’s best to pay attention to how the photo will appear on the page.
About: When filling out this section, ask yourself what the core values and offerings are for your business. Remember that over 95% of Facebook users access the platform from their phones, so you don’t want to fill their screens with a wall of text. Get to the heart of your business and let those browsing see that they’ve found something good.
Our Story: Our Story is a feature Facebook introduced in recent years to give customers a more in-depth look into businesses. The best way to use Our Story is to tell the origin story of your business and why you wanted to start it. Whether you spent years cooking with your grandma or you just love the way food and cocktails bring people together, whether you noticed a hole in the market for your services or were inspired by a famous chef, people want to see the passion and dedication your business is bringing to the table.
Foodie Facebook Content & Hashtags
Now you’ve created an informative and compelling bio that has people checking out your page further. But when do you post and what makes the best content?
First, let’s talk about when to post. According to the Pew research center, 74% of Facebook users check their accounts daily, and just over 50% of users check multiple times a day. That may sound intimidating to keep up with at first, but daily posting (or at least 3x a week) will keep your business fresh in people’s minds and timelines. Use Facebook Insights to identify what time of day best fits your particular target market. For example, bar owners may be posting at a different time than personal chefs or breakfast spot owners.
So what is the best content to post on your Facebook business page? The good news is that Facebook allows for a variety of post types so you can load up your marketing pantry with clever text, beautiful pictures, and fun videos. You can also take advantage of Facebook Live to stream live content from your business or event. The best content should reflect who you are as a business and include a call to action for the intended audience.
It is a growing trend for F&B businesses to share recipes on social media. It may seem counterintuitive to post recipes from your current food or drink menu but choosing some of the simpler items can provide your customers valuable tips while encouraging them to come to your shop to try out how it tastes when the pros make it. This can be especially impactful if the recipe has a personal or emotional story to go along with it.
Another industry trend is to introduce your customers to your staff. If you have a tight-knit or outgoing group of people working together, that happy energy can be engaging and enticing for customers. Facebook Live is a great platform for this. Remember to include your call to action and encourage people to come to meet the staff in person.
With any content that you choose to post, remember to include the relevant hashtags. Hashtags are a quick and easy way for potential customers to find you and your content and can help you analyze your reach. It’s best to do just a handful of hashtags with each post so that you are getting the best reach without overwhelming your core information. Make sure the hashtags you use are relevant to the content. While it might be enticing to use the hashtags with the largest following, remember that you don’t just want your post to be seen by the most people, you want it to be seen by the right people.
Curated Food & Event Photos
Food and drinks have a way of bringing people together both in real life and over social media. Food photos consistently get good traction. You may wonder what the best way is for your F&B business to use curated photos to stand out on Facebook.
Curated photos are a fantastic way to help define your brand to your potential clientele and stand out among the crowd. I recommend you keep the following in mind when selecting photos for Facebook:
Story: The best photos on social media tell a story. The story doesn’t have to be in-depth or profound, but it should mean something to you and your business. Instead of posting a photo of your signature drink or dessert, consider posting a photo of the finishing touches being placed on the plate or glass. This tells the story of the care and love going into the preparation and helps it stand out among similar photos.
Brand: You can have the most beautiful photos selected and ready to post on Facebook, but if they have a generic feel and don’t fit your brand, the disconnect may be off-putting to your customers. Be selective in choosing photos so that your brand’s core values are being appropriately represented.
Relatability: Remember that the ultimate goal when posting photos to Facebook is to draw your clientele in to actively engage with you. You can do this through photos that are relatable and include a call to action. People love to see themselves reflected in others on social media. Show them how they could be if they came to your event, hired your service, or visited your establishment.
Strategy: We established that social media goes wild for food and beverage photos, but if that is all you put out, you may start to alienate some clientele. Decide on your strategy in advance and aim for a healthy variety of photos that show several aspects of your business. You may choose to alternate photos of events that you host, new or specialty food and drinks, staff, community service or outreach work, or other signature things that represent your brand.
Engagement on Facebook refers to how people interact with your post or ad. This includes comments, likes, follows, and shares. Engagement is important because it allows you to have meaningful interactions with your customers. Facebook algorithms use engagement data to determine how posts show up on newsfeeds. The more people are interacting with your post in a legitimate way, the more likely your post is to show up on their friends’ and family’s timelines.
Facebook is a unique platform because it prioritizes the community and allows for both organic and ad engagement.
Organic Engagement: Organic engagement on Facebook refers to interaction on the posts you put up on your page. This type of engagement opens the door for honest communication between your business and your customers. Customers relate much better to a company that is willing to address concerns, answer questions, and engage directly with them over social media. You can use this engagement to motivate customers to follow you on other social media sites or visit your website.
Ads: Facebook ads are another effective way to reach potential customers. Customers can interact with ads in a similar way to posts on your page: they can comment on the ad, share it, click a link, or watch a video. Facebook makes it easy to publish ads and track your reach through tools like Facebook Insights and Facebook Pixel.
Organic engagement and ads are both effective and beneficial ways for your business to connect with potential clientele. Check out my Engagement Guide for more tips on engagement strategies.
Facebook is an excellent platform for F&B business owners looking to expand their social media reach and grow their business. Its focus on community provides an ideal forum for you to showcase the hard work and passion you’ve put into your company and to engage with people on a meaningful level.
I hope that this post has encouraged you to embrace Facebook as a platform. I’d like to offer you a special gift for embarking on this adventure with me. This free trial gets you 5 Social Media Captions + Hashtags, 5 Stunning Images, 1 Thoughtfully Written Blog, and a 20-Second Highlight Video. Enjoy!