You’re Doing It Wrong: Facebook Marketing for Small Business
With nearly 10 billion users, Facebook is easily the most well known social network on earth. If Facebook were a country with a seat at the U.N., it would hold the third largest population, behind China and India. And like China and India, Facebook (should we call it Facebookistan?) features its own distinctive customs and norms, and you must understand and respect them in order to utilize the site’s potential as a tool for promoting and expanding your business. Whenever I see local businesses faceplant on Facebook, it’s often because they don’t invest the time to understand Facebookistan’s customs.
What makes Facebook so distinct among all social networks? It’s the fact people that use the site have solid connections with one another. Folks are connected with their best friends, their immediate family and their close relatives. They share detailed aspects of their lives. Stuff like:
What does this mean for businesses (like yours) using Facebook as a marketing platform? It’s means you should be low-key and conscientious in your technique. You can’t use the old forms of top-down, bullhorn-style marketing on Facebook, because people aren’t there to listen to your hard sales pitch. They’re there to connect with friends and family. Respect that, and you’ll be respected and welcomed.
Don’t be that annoying tourist
If you attempt to port the old style of marketing into Facebook, you’re going to be disappointed. The natives will get irritated and shun you. “With Facebook, marketers of any size can do effective, word-of-mouth marketing at scale for the very first time,” says Annie Ta, a Facebook spokeswoman. “But Facebook is about authenticity, so if your company is not being authentic or engaging with customers in a manner that feels genuine, the community will see right through it.”
If you’re doing it right, it’s hard
Don’t be fooled by social media “gurus” who make crazy promises about effortless Facebook success. Social media is about building relationships and influence—and this takes time. Many businesses are under the impression that if they set up a page on Facebook, that’s all they need to do. Marketing on Facebook is definitely an amazingly effective way to reach local customers (we wouldn’t be talking about it if it weren’t). But here’s the rub: it’s also demanding (and rewarding) if you’re doing it correctly. The payback is well worth the investment in time and attention. According to a study from Social Media Examiner, nearly two-thirds of small businesses engaged in social media say that Facebook has improved their overall marketing effectiveness, and 80 percent report forming new partnerships after just two years of participation.
Chik Quintans is a Digital Marketing Strategist with a passion for helping sales teams and businesses grow. As the owner of UnderGround Marketing Society LLC, creating a strong online brand and building a broad footprint online for sales teams and businesses are he and his company's areas of focus. Whether that be leveraging marketing channels and approaches such as social media, reputation, search engine optimization (SEO), video marketing and more. Chik Quintans can be reached on LinkedIn where you are invited to connect. https://www.linkedin.com/in/chikquintans