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.