Facebook Marketing The Wrong Way
According to ZDNet, 69% of small business owners currently use Facebook as part of their marketing strategy.
On the face of it, it seems such a simple platform to use. After all, you're an avid personal user so it can not be that hard to use for business, can it?
Well actually, it is. Not in the sense of putting out status updates, pictures or videos, but more in terms of how you present your business, the type of stuff you post and how you interact with your fans.
Below are a few pointers to help you make the most of your Facebook marketing and avoid any potentially embarrassing faux pas.
1. Have a plan
Setting up a Facebook business page is easy … maybe too easy.
It's not enough to just set it up, upload a few pictures and sit back and wait for a flood of fans to like it and start interacting with you.
If you do not have a plan of action, the value of your page to your business will be limited to about zero.
The first thing you have to work out is what your Facebook page is for. Are you looking to:
- Increase brand awareness?
- Connect with your customers as a sort of customer service way?
- Gather fans to help promote your business?
Once you have a clear plan in mind, you can start building your Facebook presence to achieve your goals.
2. No freebies
On the face of it, Facebook marketing appears to be free.
It does not cost anything to set up your page, but there will be a cost in time associated with the running of the page.
A successful page will always have one or a small team of people behind it. They will be there to keep the content updates and to respond to comments and questions from fans.
So although you're not parting with cold hard cash, you will need to take into account the amount of time your people are putting into it.
3. Being consistent
Every piece of marketing you do – whether on or off line – has to be consistent. Your messaging, image, even the look and vocabulary you use has to be mirrored across everything.
Not only that, but you should also make sure you publicize your Facebook page on everything: your email signature, your brochures, website, newsletters etc.
4. Is it effective?
How can you measure the effectiveness of a Facebook page?
Is it the number of fans? The number of comments? Personally, I would say the number of shares you get on your updates is the most important measure. After all, if people are sharing your posts it means they like them. They are sharing them with their friends and there encouraging them to like your page too. That in turn could lead to a whole raft of new customers.
It also signals that you're putting out the right content – the type your fans want to read.
5. Balancing act
Getting your content right is tricky.
When you put something out, take a look at the response it gets. Are people commenting, sharing and liking?
Analyze everything you put out and generate more of the most successful stuff out. But you also need to make sure you communicate with your fans. When they comment, start a conversation with them; make them feel valued and they'll keep coming back.
Using Facebook for business is a complex matter. It's not enough to just throw together a business page and hope for the best. You must listen to what your fans want, talk to them and monitor each post's success if you want to get the most from it.