Making the most of marketing and engagement on Facebook (Part 1)
“Oooh, everyone seems to have a Facebook page for their business. I want one, you know, for marketing and that.” OK, so that isn’t necessarily what all small business owners say about harnessing the ubiquitous nature of Facebook for commercial ends, but there does seem to be a universal lust for a Facebook business page.
I’d argue a Facebook page is like any other weapon in your marketing arsenal. It’s got to be right for you and your business. Like all social media channels and networking strategies, Facebook works great for some businesses, but not for others.
Is a Facebook page right for your business?
There are a number of questions you need to ask yourself, especially as, like any misused marketing channel, a poorly managed Facebook page could actually be detrimental to your brand. So think before you dive in face first:
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What do you want to achieve with your page? Sales? New leads? Visits to your website? A community? Customer interaction and feedback? Unless you know what your objectives are, there isn’t much point in going any further.
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Will you offer promotions, deals or exclusives to your Facebook fans? Special offers often underpin the most successful Facebook pages (i.e. Facebook pages that grow – really grow – tend to have regular exclusive offers, deals or information in one form or another).
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Do you have enough time to manage and maintain your page? You need to commit to regular, interesting updates. It’s one thing getting all your friends to sign up and ‘like’ your page, but if you want your Facebook following to grow, you’ve got to give people something worth sharing – content, insights, advice, deals, a good reason to stay engaged with your brand.
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Are you ready, willing and able to engage? The clue is in the name – ‘social media’ is all about being, well, social. The best Facebook pages are conversation forums, not soapboxes. People want meaningful dialogue, not monologues. Consequently, if you don’t have the time or inclination to engage with people via Facebook, invest your time and effort in something else. Alternatively, task or employ someone specifically to do it for you.
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Can you afford the investment? As the questions above imply, there is a cost involved with Facebook, just as there is a cost involved with Twitter , LinkedIn or any social networking activity. The upfront financial cost may be minimal, or zero, but it takes time to manage and maintain your brand online. Can you afford the time, or would your effort be better spent on other business development projects?
Facebook makes sense for you? Great.
Next time, we’ll look at how to optimize your Facebook activities. From timing your posts to perfection through to writing for Facebook, we’ll provide some simple tips that ensure your get the most out of your Facebook presence.
Guest blogger Paul Leonard is the co-founder of Caboodle Copywriting, a team of freelance website copywriters in Australia