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Because it is the biggest social network on the web, Facebook has the potential to be a huge resource for your business. But, according to Bluewire Media’s Adam Franklin, with all of its catchy headlines and cat videos it also has the potential to be a colossal waste of time.
But it is here to stay, so don’t ignore it.
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Remember though that in order to get any visibility for your posts you’ll first be required to hand over (quite) a few dollars. And that social media is simply the icing on the cake – not the cake itself. So be prudent, says Mr Franklin, and use FB principally to compliment the outward bound marketing you already do.
Facebook’s groups is the best place to start. “Because in my experience,” he says, “the best activity and networking happens here.” It’s where he spends most of his time on Facebook. “Groups are a golden opportunity to listen, contribute, and connect with prospects and peers,” he adds. Remember that they are on Facebook already, so it’s just a matter of knowing which groups they hang out in and then connecting with them in the appropriate ones.
Next, use your Facebook business page to showcase photos of what it’s like to work with you. Even though you won’t get much visibility on people’s news feeds, Mr Franklin says, the real value is in attracting people to join your team. “Anyone who is considering working for you is going to stalk your page, so make sure you are putting your best foot forward.”
Then, install a Facebook tool called News Feed Eradicator on your main work computer so that you can stay focused and avoid the news feed vortex.
“This alone,” he says, “frees up many valuable hours per week.”
Later, when you are more sophisticated with your online marketing – to the extent that you know the actual dollar value of each lead in your sales funnels – amplify your efforts by utilising Facebook re-targeting. “You know those websites you visit,” says Mr Franklin, “and then their ads follow you around on Facebook? Well, that is a website that is doing re-targeting.” You will essentially be paying for the opportunity to re-market to people who have previously visited your website.
Add Facebook’s audience pixel to your website so you can eventually enable re-targeting. “It is literally one line of code that your web developer needs to add once. Even if this makes no sense or you don’t intend to start re-targeting people just yet, add the pixel anyway, because you will be collecting valuable information that you can use later.”
One final word on Facebook. Don’t expect it to be a substitute for your personal touch. In Mr Franklin’s words: “Don’t hide behind Facebook.” Never, never let it replace your highest-value activities, like face-to-face meetings or client phone calls. Use it simply to complement and amplify your front-end efforts, not as “an excuse to abdicate responsibility for winning clients.”
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