Facebook is fun and aggravating. It is genius and ridiculous. We all have a love-hate relationship with the tool. For business, though, it can help us and it can hurt us! Find out how your Facebook, or lack thereof, can be sending the wrong signals to your potential clients.
1. Lack of a business page = DEAD END
In today's world, some 1.79 billion people (according to Zephoria.com) are on Facebook. In their words, its "too big to ignore". Imagine if it was 1994 and a business didn't have a business phone number. That is essentially the equivalent to not having a Facebook page today.
Having a Facebook business page gives you presence and credibility. It may or may not bring you customers directly. Bringing customers directly isn't the whole point though. It is a way for you to get your brand out to lot of people as a marketing touch.
If you don't have it, your potential customers may not think you are a legit business and choose a competitor because they had a page. It was estimated that 62% of people check a small business's Facebook page before doing business with them. You seriously do not know what you are missing becasue you aren't there!
2. No current content = ROAD CLOSED
Have you ever gone to a small business's Facebook page and found that the page is dead? Oh, it's there, but nobody's home! The page hasn't been updated since last year? Three months ago?
This again speaks to credibility! It's like driving up to a restaurant on a Saturday night and not a single patron is in there eating. Potential customers wonder if something is wrong with the food and /or service.
Be current. You don't have to post everday. Just post 3-4 times a week!
3. All posts are "Buy Now" = EXIT
None of us want to be sold to. We don't like SPAM and the hard sales tactic. If the posts are all about YOUR business and YOUR services, you aren't connecting with your potential customers. In fact, usually, you are repelling them!
In my opinion, this goes for any post type. If all I see are "Client Success Stories" and Sales language, it still feels "salesy". Who wants to be that guy? Too much of anything is not a good recipe for sucess!
Mix it up. Videos, inspirational quotes, images, informational articles.... there is so much to share! Remember 80-20! (with the 20 being the selling part)
4. Missing Contact info = DO NOT ENTER
Imagine the frustration of being ready to ask for a quote/purchase something and the customer can't find the contact information on your Facebook page! OUTRAGE! Customers are funny that way. Most people will not go from Facebook to the website just to find a phone number. Some small businesses don't even have their webpage link on Facebook, furthering the frustration!
Rememeber, it isn't about how YOU like to be contacted. It is about how the CUSTOMER likes to connect to you that matters! Make sure all of your info is on the Facebook page or a customer might get discouraged (yes, even in 10 seconds) and use a competitor.
5. Services are not listed = ONE WAY
Often, we entreprenuers think our services are self explanatory, but they are not! If you do Insurance, that should be enough, right? Wendy Kinney says, "A confused mind always says no." If the potential customer is not sure your do AUTO Insurance, they might not ask and instead go with someone they know does. Don't let them assume you are a ONE WAY street!
Be specific. Be Clear. List Your Services.
6. No reviews = PROCEED WITH CAUTION
There is a small segment of the population that LIKES to be the first to try something. In every industry, there are the early adopters. The rest of the population likes something to be tested out FIRST!
Not having any reviews on your Facebook page hurts you! (So does having negative reviews, but that is a topic for another day). Ask some of your happy customers to do a review for you! It goes a lot farther than you think!
Have a business Facebook page that is updated no less than 3 times a week with rich, dynamic content! Ensure that the page represents you as a professional business, not the side hustle! Don't expect to increase your sales by 50% just because of Facebook. Instead, use it as a tool to connect and for brand awareness! It takes 5-12 touches before a person, that needs your product or services, will even consider buying from you! Touch (marketing touches only please) them through Facebook!
Hilary understands what it is like to balance family, business, and purpose. She has a growing business, 3 kids, a marriage and is involved in her community. She wants to connect people to the right resources.