6 Facebook Marketing Do’s & Don’ts

All Posts, Content & Copywriting, Infographics, Marketing, Social Media

Facebook Connecting PeopleFacebook is an important platform for both engagement and professional networking among business and marketing professionals.  But not everyone believes that time spent on this social media forum is well worth the effort.  Or perhaps you think you do have strong and proper utilization of Facebook.  And if so, that’s fantastic and way to go in leveraging your social media marketing channels.  However, if you haven’t seen much engagement last year or haven’t generated any leads from it, then maybe some (or all) of these tips can help you change your fate in 2013.  With a little time, a few colleagues and these tips, you can easily make your Facebook marketing strategy a success, increase traffic and engage, engage, engage!

#1. Content Making Your Audience Yawn?

Too many brands are guilty of over-posting articles and links to other businesses articles. Facebook is the most ‘social’ platform for all and people want to see, read, and share knowledge.  Just posting articles can make your page quite boring!  A better way to engage fans on your page and keep them coming back for more is to share a wide array of content.  Anything from Infographics to select business tips to short e-books.  Facebook may not be free forever so use this worldwide social media leviathan to your advantage while it’s still gratis!

#2. Tumble Weed Blowing Through Your Pages

There’s nothing worse than having a dead Facebook page. Many businesses Facebook pages were guilty of serious neglect with posts dating back weeks or even months ago. Not only does posting infrequently kill your Edgerank (the system that controls content visibility on your network’s News Feed), but it also sends a message to your fans that you don’t care to much about their loyalty to your brand and voice.  The best way to improve visibility on Facebook is by frequent postings, advertisements and product/service imagery.

Business man's reflection in tablet

#3. A Little Vanity Is Good

A lot of businesses still don’t have a vanity URL (username) and are using the same old default URL given by Facebook from when they first signed up. To business prospects this can look tacky and unprofessional.  Remember that once you have 25 fans, you are able to claim a dedicated username for your page. This comes in handy when you’re directing people to your Facebook page from other sources. You don’t want them to type in a URL that’s long and awkward. If you need help changing your URL,  here’s how to do it.

#4. Don’t Let Your Page Be Visually Impaired

We all know that most of us “eat” with our eyes first.  Visual content remains one of the number one way to engage with your network. What catches your reader’s attention through imagery certainly opens the door leading us to the relevant information causing them to spend more time on your page.   Without it, your run the risk that fewer people will ‘Like’ your page or share your content. Infographics are a great way to grab the reader’s attention with imbedded links to your page to promote key information or a healthcare service being provided.

#5. Facebook Features and Apps

Business brands may not know or choose to use custom tabs for highlighting interesting content.  But they should.  With Timeline, a default landing page is no longer a must for businesses.  You can now draw attention to your free resources, YouTube videos or other great content by using the (four) custom tabs underneath the header image (or cover photo). Custom tabs are fun and easy to create – here is a wonderful guide to get you started.

#6. Lacking Personality?

Although you still need to be professional on your Facebook page, it doesn’t mean you have to omit personality and excitement about your services and products.  Once in a while ask your fans short, entertaining questions (even within the business context) to keep them engaged.  Try to consistently engage your fan base by weekly postings with a certain theme.  For example, try highlighting a product or service of the week, share a business tip or customer testimonial. Nurture your Facebook community while still maintaining your humor and lightheartedness in conveying the strength of your brand and business products/services.

Facebook is a fantastic business tool that can surely help you grow your business, but you have to use it properly for it to work to your advantage.  So feel free to buck business stuffiness a little while using it to generate leads, engage your fans and gain a faithful following.  Stay tuned for next week’s follow-up article highlighting Tips to Promote Your Business with Facebook Ads.

 

They Trust Me, They Trust Me Not? A Client Relationship & Retention Discussion

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Trust is one of the hardest things to give to another person in our personal lives let alone in business.  However when we do decide to give it, it’s because the person has portrayed themselves in an unquestionably, trustworthy manner or have at least projected some character attributes which tells us it’s worth the risk.  But before we ask a client to “ink the deal” they have to measure what’s said & done in dollars and cents and when 5 digits are on the line, they employ a vetting system like the DC Secret Service!  Can you blame them?

In website design and branding, gaining and maintaining the trust of a client is ÜBER important.  It’s a plastic surgery kinda trust-especially since a company’s website and branding materials are exactly that-their face to the world. If you’re on my side of the pitch table, here are some key points you might contemplate (or employ) before your next prospective or retained client meeting.

Don’t let your competency raise eyebrows!  You’ve heard the old cliché come with your “A” game. When you meet a client for the first time, I say come with as many letters between A to Z as possible! Don’t just dress for success but prep for it with research!  Know specifics about their industry and who their competitors are. Know about that company’s trends and how it has grown and/or morphed.  Know what’s out in worldwide media about them – the good or bad press.  Don’t be comfortable telling them what they already know but wow them with something they should know. You’ll have a better chance at gaining their professional trust and ultimately add more In God We Trust’s into your wallet.
Engage your client into a dynamic conversation – one that requires Q & A from the BOTH of you.  Questions FROM YOU TO your client conveys that their voice is important to you.  Not like you don’t know anything but like you want to glean or learn something from them.  For some, going in with a “wait till I show you what I can do for you” kind of arrogance can really be a turn off and leave prospective clients feeling less trustworthy of YOUR motivations with THEIR business.  Likewise, this applies to repeat customers as well.  It’s even more important to talk less and listen more for an ongoing, “worthy of their trust” relationship.

Plug into what’s up with the industry headliners!  Who are your clients’ competitors? What are the  industry trends of similar/competitor clients and how do you one up them?  Their trust of you and your abilities is not just tied to your portfolio of projects but also based on your ability to offer innovative solutions to move them ahead and become industry leaders as opposed to followers.

 Say I Do & Mean It!  When you give a client an expected date of completion or they’re the one giving you the deadline, MEET IT or DON’T COMMIT!  Nothing is worse for a budding business relationship or repeat business than not making it to the finish line.  Especially when it’s the first leg of the race!  Give reasonable timetables and make sure that if there are hiccups along the way that alter the timeline, communicate with the client before they have to call you.

What’s your rep?  Growing up my father continually emphasized that “what people think about you can hurt you”.  This has far worse consequences in the working world than the hallways of high school. If you’ve proven to be unreliable, gave shoddy work for good payment or burned professional bridges {or in some other manner} with clients, you might be the butt of a blog instead of the author.  Remember, word of mouth can be the best advertising or your worst adversary.  What a client thinks of you affects not just your relationship with them today but your future with all others too.

Want better customer retention and loyalty? Start earning it by giving them your best, prove your competency and follow-through with all commitments to show them you value their business and the relationship.

Call to Action: Shoot me a line and tell me – How Do You Measure Up?