Why do a lot of small businesses fail at Facebook marketing?
This has been in my mind a lot lately…and it’s bugging me.
It’s possible to succeed with Facebook or social media in general, yet it’s also impossible not to fail. If you look at some business pages you’ll see that these businesses start out great and then after some time realize they’re not getting the traction they’re expecting and instead of looking to change what they’re doing, they tend to just let it be.
Facebook is a great equalizer. It’s a platform where a small business can go head to head with a large company and come out on top.
A great example would be small local businesses. If you do it right and engage with your followers consistently, you can get easily out-market large companies.
So, how do you not fail at Facebook marketing?
Consistently Update Your Social Media Accounts
A lot of businesses are guilty here. You create your accounts and then that’s it. You put in your number, your email address, your physical address, and leave it.
There might be a couple of likes, most likely from your own personal accounts.
Is this the way to get prospects interested in your business?
Well, not exactly.
What you need to do is to become consistent. I’m not telling you to post 5 times or even 10 times a day. Ideally, post 2 times a day, one in the morning and another in the afternoon or evening. You can even post once.
Use your Facebook Insights to know what’s the best time you can post.
Decide on Branding and Stick to it
What I mean by branding here is not your logos or color schemes or the graphics that you use.
It’s more about how you present your business to your audience. You need to decide, what you are early on and stick to it.
An example is I do with ScribesNest Social. You see, the name is quite long, three syllables and sometimes has that tongue-twisting tendency. We specialize in social media management that gives business owners the freedom to forget about their social media and then allow them to focus on their business.
That’s our branding, and we stick to it and we’re going to be stuck with it for a long time.
Another thing we did is to introduce our branding philosophy which is the 89ClubSocial.
The tendency of other businesses is to shift in and out of what they’re doing or their primary goals. One day you’re a farm to table restaurant, then the next you focus on burgers.
The more you do that, the more your audience gets confused and don’t know what you’re doing and they’ll simply ignore you.
So, decide on what your business is early on and stick to it.
Post Insightful Content Regularly
Yes, it’s easier to simply post cat photos or cat videos. It’s much easier to talk about your business, too. Posting contests, specials offers, job openings, coupons and other similarly structured content.
You see if you post everyday, it will seem like you don’t have much of a choice but to post content that can help your target market.
Have a content plan, if you lay it down well you’ll be able to post all of the pet-related and offer-related content PLUS you’ll be able to post some amazing insightful content as well.
Most readers want informative material, as well.
Interact. Interact. Interact.
If you can post offers, coupons, sales and news about your company parties, you can definitely talk and engage with your audience.
Respond to their comments, answer their questions, address their concerns. It’s the easiest way to win the hearts of those following your page.
For some, it’s much easier to ask a question on your Facebook page rather than pick up the phone and call you. So, if you become available to them on your page, they’ll be much more inclined to follow you and read up on everything that you post.
However, this is difficult to achieve if a business is not devoted to monitoring these activities.
Get In the Minds of Your Customers
Post what they want to hear from you. Not what you want to hear from your business.
Most businesses, fail in this regard. They post too many news items of new hires or what they did at the last company picnic or who won in the last company golf game.
Yes, posting offers, discounts and events are great. However you need to balance that out to what your customers or prospects want to hear.
What do they want to hear anyway?
They want to hear how you can make their lives better.
How your product or service can help their business.
What they can do to improve aspects of their lives.
Provide value. It tells them that you care about what they do not just their money.
Social Media is an Investment
Business owners think that using Facebook and other platforms is free advertising. Well, in the past that might be true.
However, if you’re marketing your business, you’re expecting something in return, right? You need to invest in it. It may not be a monetary investment, it can come in the form of a time investment. Still, time spent on social media is time lost on working on your business, right?
I’m not saying you need to spend thousands every month for it. However, there is a need to spend either time or money to make it work.
I hope this helps you avoid the mistakes so that you succeed with Facebook marketing.
If you know some secrets to get your business the Facebook success it deserves, let us know in the comments below.