There are plenty of assumptions that people and marketers alike have made about Facebook when it comes to connecting with customers. Some of these assumptions could be hurting a brand's marketing effort on social media. Facebook and Twitter are now places where customers gather to obtain information, vent about their concerns or problems with a brand, converse with friends and acquitances, and the list goes on. These platforms are of enormous opportunity to marketers. A constant, running forum of information that brands can use to better their products, company and employees. If you have any of the following assumptions about marketing on Facebook, or are skeptical on how well Facebook can really help your brand - we are here to help you take a different line of thinking and better your brand communication with customers.
Starting a Facebook page without a plan.
Do not start a page on Facebook for your brand, simply because. A main goal or objective has to be established first. Are you trying to reach specific people or customers with a message? What message do you want to get out to your customers or prospects? What is your main point of creating a page on Facebook anyway? All of these things need to be decided and planned first. Make a plan, then act.
Assuming Facebook marketing is free.
There is no fee or charge to start a Facebook page. Accounts can be created for free but when it comes to marketing itself - ads cost money. Some may consider posting daily on the wall of a page as "marketing" and others consider marketing as dishing out money in order to reach a larger audience. There is some myth and fact to this.
Yes, marketing can be considered just writing on the wall of your brand's page to "market" your info to those who have liked the page or visit often. There is nothing wrong with daily posts as long as the information is relevant, important to the customer, answers any questions or concerns and keeps them updated. Now do paid ads on Facebook help your brand expand to a larger audience? Of course. But by all means, Facebook marketing is not entirely free. It still takes your time, energy, research and brain power to create great content to publish. However you want to view Facebook marketing, both ways are worth the effort.
Not giving users a reason to connect on Facebook.
In order to get people to "like" your page and visit either daily or weekly, you must give them a reason to visit. Include an icon on your website of all the social media platforms you participate in. Let customers know that they can also find you in other places than your site. Provide promotions, coupons, exclusive details etc on the page to draw people in. Let them know that you are creating a space "just for them" to view all the latest information about your brand. They will feel special. They will want to check the page daily to make sure they are not missing out. Give them a really good reason to come to the Facebook page.
Not paying attention to likes, comments and messages.
Your main focus, other than the content you are posting, should be how many likes you are generating and the comments that customers are leaving. Check to see if anyone has shared any of your posts of information. If customers have comments or questions, do not leave them unanswered for more than 24 hours. Timely answers show the viewers that you, as a brand, care about their concerns and are doing everything in your power to satisfy their needs.
Being too overpowering, plain or timid.
People sign on to Facebook to find information about their friends, family or favorite brands. Most of the time, people do not want to be hit with game requests, useless content or nagging invites to join an app or page. If they want to visit that page or there is something drawing them there - customers will come. If your brand's page is too "in your face", customers will leave and most likely not visit again. On the other hand if the content is too plain or timid - your page will suffer.
Customers do not want to be 'sold to' all the time. They want to be encouraged; applauded almost. You need to find a way, in typical marketing ways, to make the customer think that the information on your page is what they want and need to know.
Get to know the type of customer that is drawn to your page. Create great, engaging content. Give the customer what they want and need. Do not try to up sell - customers can smell a sales push from a mile away. If customers and prospects are feeling the need to know the information you are providing, your Facebook page will thrive and your marketing efforts will not go unnoticed. Be patient.