Facebook can be a powerful and effective tool for marketing our businesses these days. In most small business circles, it certainly seems like the the thing to do; create a page, get “Fans” or “Likers” and then sit back and wait for the sales to start pouring in!
Wait. What? Sales aren’t pouring in, you say? Well, maybe you’re engaging in activities that are undermining your Facebook Marketing efforts and thwarting sales…
Here are 4 ways small business owners make their Facebook page totally irrelevant:
1. Like Ladders – These make me crazy! For 99% of businesses on Facebook they’re useless – yes, said it, “Useless”! We’ve all seen them. “Like Ladders”, “Fan Ladders”, “Pomo Ladders”. Just jump on, post your Facebook page, share the ladder, Like the other business pages listed, and they will like you back. It’s a “Like” barter system and it’s a great way to boost your numbers – but so what?
Are you getting people who are actually interested in your business, will engage with you and who fit your target market description? I doubt it. You’re just getting people who are obligatorily “Liking” you so they can get a gazillion Likes on their page.
Instead why not spend the time to attract and entice people who you have a snow ball’s chance in hell of selling to- not just anyone with a Facebook page and a pulse? Remember: quality over quantity. Having 5000 “Likers” is fun and all, but if none of them are ever going to buy from you, what’s the point? Wouldn’t you rather have 500 solid prospects? Yeah… THAT’s the point!
2. Constant selling – No one likes to be sold, but everyone loves to buy! So how do we get people to buy from us without selling? Facebook is a great tool to build relationships and stay in front of potential customers. But first we have to give. First we have to position ourselves as a valuable resource; whether it’s for news, information, recipes, ideas, or even inspiration or a funny cartoon. Make yourself relevant. Make your page something people want to read and visit regularly to see what you’ll post next.
3. Ignoring comments – The beauty of social media versus traditional advertising is that we get to engage clients and prospective clients. We get to hear what they have to say, answer questions, and have conversations! If people take the time to write something on your wall it’s not only good business practice, but common courtesy to respond to them. Yes, that means you have to monitor your page and pay attention to what people are saying to you and about you, both on your wall and on theirs.
4. Paying someone to manage your page who merely regurgitates common stuff – Come on, get creative! I’ve seen pages of endless listings of boring articles that have been circulated over and over and over again. These lonely posts aren’t getting commented on or shared – and chances are they aren’t getting read – or even seen. What does that mean? That means NO ONE IS LISTENING! You’ve lost your “Likers” They’ve unsubscribed and relegated you to the graveyard for boring Facebook pages where you can never be resurrected! So why waste your money? You’d be better off doing it yourself, not doing it at all, or hiring someone who is going to add a personal touch to your page and make it truly unique and interesting!
The point is, if you aren’t attracting the right people to your page and engaging them with relevant content you’ll lose them. Sure they may still Like your page, but are they listening? Are they reading what you post? Are they engaged? Sure appearing to be popular is nice and all but it doesn’t pay the bills!
Growing a business is a process – a long-term strategy – and Facebook, being a marketing tool should be handled the same way; as a long term strategy. Too many business owners blindly follow the masses instead of taking the time to find what is right for their business and end up not only making their Facebook presence irrelevant, but their business too!
So what do you think? I’d love to hear your thoughts!
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