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Let’s talk about Facebook! It is a given that if you have a business or brand and don’t have a Facebook presence, you are missing out. Or is it?
Many disappointed business owners will argue that Facebook has nothing to offer them because they have “tried” it and it did nothing for their business.
We would like to offer some insights to help you reconcile these mixed messages out on the market place regarding Facebook.
First off we would like to say that we are a fan of Facebook as an effective media to market almost any business. We believe that the 1.4 billion global audience and the estimated 900 million daily users make it one of the most lucrative media around.
This is especially true when you consider the detailed targeting opportunities it offers within the context of engaging media. No other traditional media gives advertisers this much control over who their ads will reach and when.
Try asking a television station to serve your commercial only in front of women who are fans of Vegan Cuisine, Chris Rock, live within a 5 mile radius of your business and are consuming media between the hours of 10A-1P. Then tell them you only want to spend $5 a day on your campaign. They will probably think you are crazy.
If Facebook is so wonderful then how come so many businesses with Facebook pages experience disappointment? We believe that this happens because Facebook’s biggest weakness lies in it’s greatest virtue; it’s complexity.
Many businesses who try Facebook create pages and run ads that are simply irrelevant, inefficient and are just not engaging their target audience properly.
The most common mistake is believing that creating a Facebook page and posting content about the business every once in a while or when there is a special is the same as “trying” Facebook. This behavior is equivalent to going to a meeting with a prospect and talking about yourself the whole time. When you have a one sided conversation, it is never really a conversation. This one-sided approach to Facebook leads you to miss out on the opportunity to ask questions and get to know your customer before you make your pitch.
But first, you must be interesting enough to get their attention, consistently, over time. Facebook pages, both personal and business, can be a means to an invitation to an ongoing conversation; a friendship with your customers-pun intended!
If you do it right, your target customers will be drawn to your page because you are interesting and likable. You will establish trust over time and position your brand relationally in their lives. You offer your products and services tactfully, with proper messaging, at the right time.
Another common mistake we find is that companies boost posts or create paid ads with poorly designed creative or copy that does not have a clear call to action. Many times they are executed in front of the wrong target audience too. Did you know that there 10 types of promotions you can run on Facebook?
These are only a few examples of inefficiencies that may be leading your business to miss out on the opportunities facebook has to offer. If your head is spinning as you try to figure out exactly what you can do to make your Facebook more engaging and your ads more effective, let us help you. We would be happy to take a look at your Facebook strategy and help you identify some simple changes you can make to improve your Facebook results. It is as simple as combining marketing principles, techniques with the art of socialization. Lucky for you, we are experts at all of those!
Request a FREE analysis of your Facebook strategy TODAY
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