Facebook continues to be
the one of the most visited site on the web. And, to date there has been no
replacement for what the site has become to most people. Many use Facebook to connect with family and
friends such that is has taken the place of being able to reach out by
telephone. It's estimated that there are at least 3 to 4 different generational
age demographics actively using Facebook accounts.
These facts are
background to the need for every business to have a presence on the platform.
While not every business needs to be active in seeking prospects and customers,
it would be unwise to avoid holding a platform for Facebook users to visit to
learn about your business.
The key activity on
Facebook, is for businesses to engage users. To do so, your business should be
producing content that keeps the attention of potential prospects and
customers.
Engagement should be a
two-way conversation. It is a way for you and your staff to listen to the
public about things thing that they value. It's also your way of being able to
answer their questions and concerns regarding your product, services and public
stances.
In order to establish a
presence on Facebook, your business needs to have a special page dedicated for
business communications. This should be separate from your personal Facebook
account. With your business page, you’ll share articles, blog posts, videos or
podcasts and with those connected to your company’s page.
You will use this content
to attract new prospects into your marketing funnel. To leverage Facebook to
meet new prospects, the content that you produce should be worthy of others
sharing it with their personal online network. If your content isn’t being
shared, Facebook is likely to be site for link sharing and one way conversations.
As you engage those new
to your business page, you want to convince them to sign up for your e-mail
list or your SMS notification list. This part of the process works like any
other opt-in strategy. You want to give the visitor a clear message about
receiving something in their best interest in exchange for their contact details.
Keeping the interest of
those connected to your business through Facebook, should always have some relationship
to what your business is doing. Even if that connection is indirect, those who
follow your company should have your business in their minds. Any social media platform
strategy should ultimately lead to your company getting more prospects. If it doesn’t, you will want to consider keep
your presence, but devoting your time to the social media platform that does
bring prospects.
This is important because
all social media, including Facebook is time intensive. In order for it to be
done well, you’ll need to have a person in your business dedicated to doing it
every day. While some companies choose to hire a specialist and train them;
this is a very slow and resource intensive solution. Other companies work with local marketing
consultants that can help with designing a strategy and implementing a plan.
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