Is it just me or does it seem like there are a million Facebook marketing “experts” on the Internet?
Facebook marketing can be confusing and even overwhelming. One person who recently called me for help with their social media said “I feel like a dog chasing its tail.”
Millions of hours and millions of dollars have been wasted on Facebook marketing. Millions more will be.
The allure of “free” advertising is very compelling. Sure it’s “free,” but from what I’m seeing most people in the wedding industry are just wasting time and money with Facebook.
I’d guess that less than one-tenth of 1% of the businesses using Facebook are doing it correctly and effectively.
So the question becomes:
“How do I use Facebook for my business in a way that actually works and isn’t just a waste of my time and money?”
Here are the Facebook marketing guidelines I send to all my clients. When they are used consistently and in a disciplined manner you can expect to get great results.
- Avoid the Hard Sell
- Grammar & Spelling
If you want to use Facebook effectively you will have to keep your Facebook page looking “alive” and “fresh.” You can’t post to your Facebook business page once a week and expect that people will find your page interesting. Actually, it probably will leave a poor impression. A fresh Facebook page is an indication your business is active, progressive, and worth following.
Does your Facebook business page have interesting information that appeals to someone who might be a potential buyer of your products and services? Are you coming across as helpful and an expert in your category of services and marketplace? If your Facebook page isn’t interesting… maybe your business isn’t either?
Avoid the Hard Sell
Doing nothing else but promoting your products and sales at your Facebook business page is going to come across in the “social-sphere” as obnoxious and mis-informed. It will hurt the effectiveness of your Facebook marketing and probably even harm your online reputation.
Creating engaging content keeps people interested and “engaged” with your brand. If done well, your Facebook page should be interesting and engaging enough that it makes me want to do business with your company. Do you ask questions at the end of your Facebook posts? Do your posts keep me engaged enough to want to scroll down your page to see more?
Give people valuable information they can use and they’ll remember who gave it to them (YOU!). There’s an old saying “you have to give to get back” and that applies perfectly here. There’s also a psychological “obligation” created when you give someone something. It’s very subtle, but can work to your advantage. Informative content will also lead to more of your Facebook posts getting “likes,” “comments,” and “shares.”
A dash of fun and even humor can be a good thing, but be very careful not post anything to your Facebook page that might offend someone. Stay away from politics and religion. In the social-sphere (Facebook, YouTube, Twitter) a little “fun” can be attention-getting. It can also lead to more of your Facebook content getting “likes,” “comments,” and “shares.”
People love entertaining content and it is another way to leave a positive impression with someone who visits your Facebook business page. Entertainment should not be the primary focus of your Facebook business page, but an entertaining page also supports the overall “engagement” and “interesting” elements of your Facebook marketing efforts.
Grammar & Spelling
It should go without saying that ANYTHING you put online is put there with proper grammar and correct spelling. Anything less will leave a poor impression and hurt your business – not help it.
Don’t forget to include links back to your website in your posts. Giving people an easy-to-identify “path back to the Mothership” is an effective website traffic building strategy and one of the key benefits of using Facebook marketing.
Stop listening to the Internet marketing “gurus” and self-proclaimed Facebook marketing experts. When it comes to Internet marketing think: TINSTAFL – there is no such thing as free lunch.
Hopefully, this list will give you more insight into how to use Facebook more effectively to drive traffic to your website, get more inquiries, and close more sales!
p.s. Here’s a great example of one of the best Facebook business pages I’ve ever come across: https://www.facebook.com/miltandedies