Marketing

This  article that was originally published in the June-July issue of Western Retailer magazine:

…continued from Part 1.  I shared with you five easy tips to begin successfully marketing your business on Facebook and non-traditional platforms.  Those were just the beginning steps.  The following five steps are the conclusion to this series and are intended to give you a complete picture of how to use Facebook to tell your story to the world.

Great marketing is about how well you tell your story – regardless of the medium.

Here are proven marketing techniques to make your Facebook page a powerful piece of your marketing mix:

• Direct marketing is key: Facebook allows you to communicate to your entire fan base with a single post. Drive traffic to your page, announce events, or share news, design tips, or other customer friendly communication. But don’t overuse it. Just as you wouldn’t email a customer five times a day, do not send Facebook direct messages five times either.

• Get new email subscribers: Facebook provides a powerful static FBML. This tool allows you (with a very small amount of help from your webmaster) to create a landing page designed to help you communicate directly with your potential customers what you want them to do. I suggest this is the perfect opportunity to build the size of your email list.

• Know your fan base: The Insights tool allows you to see metrics on your fans, such as how many comments and interactions you have, the number of active fans you have in various age categories, the growth of your fan base, where your fans live, and more. I’m not telling you this is the only research information you will ever need, but it is a nice high level view of the people who are following you.

• Shop your competition: You had better be shopping your competitors everywhere else, so why not on Facebook? See what they’re doing to promote their page and engage fans. Take note of the features they’re using, how they interact with visitors, the type of content and how frequently they post, and their growth rate.

• Use every feature: Facebook is packed with tools for sharing videos, importing your blog posts, listing events, conducting polls, starting conversations, and on and on. Literally there are hundreds of ways to interact use them all to your advantage. Don’t expect to gain maximum following without maximum effort.

Facebook is a powerful tool. Take a few hours to learn how to use its many options to drive traffic to your business. Don’t fall into the trap of companies like Concord or Bennett. “Who?” you ask. In 1907, these buggy companies believed they would always have a customer base. Three years later the number of automobiles surpassed buggies in the United States.

If traditional media is all you’re willing to consider, perhaps you should buy a Bennett wagon on eBay to deliver it.

This article was originally published in the June-July issue of Western Retailer magazine:

Social media has become the rage of marketing in the furniture business. Those who have taken a “wait and see” attitude will soon figure out this type of media is here to stay. At last count, Facebook had over 400,000,000 active users.  With these massive numbers, it is time to get on the Facebook bandwagon!  Here are some great tips on how to market your business to a new audience with a free and interactive tool.

Great marketing is about how well you tell your story – regardless of the medium.

Here are proven marketing techniques to make your Facebook page a powerful piece of your marketing mix:

• Advertise your page: People will NOT come just because you build it. That only happens in the movies. In order for people to know your Facebook page exists, you have to tell them. Include the Facebook icon on your and TV advertising, and link to your page from your website and blog. Make sure your Facebook page is properly set up to link back to your website.

• Build your brand: Mention your page in brochures, direct mail, business cards, email signatures, advertisements, packing slips, fulfillment materials – in short, everywhere. Don’t assume your customers will find you. Using Facebook and other social media logos in your traditional advertising will help potential customers know you have an understanding of how communication is done today.

• Share your soul. Facebook Fan Pages are a great place to share lots of company information. This is the perfect place to share your mission or value statement, explain your policies, procedures, and special services to your customer base – even post store hours and parking information. Your Facebook page is also a great place to include links for newsletter sign ups, email sign ups, and links to your other social media outlets like YouTube or Twitter.

• Get them to your Web site: While we all believe our logos are super cool and easily recognizable, I would suggest you use the space designed for uploading a photo to show your company web address. Just because there is space available in the body of your page doesn’t mean your customers will find it down there.

• Content is king: Marketing experts have known the power of content for years, and the same holds true online. The more information you provide, the better your page will be at attracting, converting, educating, turning on, and retaining your customers. Post something to your wall at least once a day, though two or three times is better. Also, adjust your wall settings to allow fans to post comments, photos, links, and videos. Train your staff to help you.

These five tips will help you to begin making your Facebook page a powerful marketing tool.  However, I have five more great pieces of advice to give you in the upcoming days.  Be sure to return and get the full-scoop on how to successfully tell your story using non-traditional media.