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With over a billion people, catchy headlines, cat videos and all of your friends’ photos, Facebook is both a huge business opportunity and a monumental time-waster. Let’s take an honest look at the dos and don’ts of Facebook so you can navigate the biggest social network on the web.
Don’t
• Hide behind Facebook. Let’s begin by saying that Facebook should never replace your face-to-face meetings, your phone calls or whatever your highest-value activity is. Stay focused on writing business and use Facebook to complement and amplify your efforts. Never use it as an excuse to abdicate responsibility for winning clients.
• Expect to get any visibility for your posts on your Facebook business page unless you pay. My advice is to save your time and money for something else that will get a higher return, like helpful website content.
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Do
• Make sure you have your website and email marketing in order before you venture out too far on to Facebook. Social media is the icing on the cake, but you need the cake first. The biggest wins in online marketing will come from a high-performing website and regular email marketing.
• 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, 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.
• 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 frees up many valuable hours per week.
• Join Facebook groups, because in my experience, the best activity and networking happens here. It’s where I spend most of my time on Facebook, especially when I’m in work mode. Groups are a golden opportunity to listen, contribute, and connect with prospects and peers. Remember that your clients and prospects are on Facebook already – it’s just a matter of knowing which groups they hang out in and connecting with them in the appropriate ones.
• Facebook re-targeting. You know those websites you visit and then their ads follow you around on Facebook? Well, that is a website that is doing re-targeting. If (and only if) you are more sophisticated with your online marketing and you actually know the dollar value of a lead in your sales funnels, then you can really amplify your efforts by utilising Facebook 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.
Facebook is here to stay, so keep focussed on the high-value activity of writing business, and keep in mind how Facebook can help you complement, amplify and scale what you do.
Adam Franklin is the founder of Bluewire Media and co-author of Web Marketing That Works, an Amazon #1 bestseller. Get your hands on his 33 free marketing templates here.
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