Originally published on The Detail Conductor blog. I just feel so strongly about this, I’m putting it here, too. I’d call it a crusade against Facebook, except my business page is still on there.
Using a Facebook page as your business’s only online presence risks your connection to clients and prospects because Facebook is known to shut down accounts without warning or explanation. They have little customer service and their staff doesn’t have access to the permissions that would allow them to help someone who’s been kicked off. Many stories describe the nightmare of a small business owner finding their page shut down and losing contact with everyone who had been following them.
If you must use Facebook for your business, please consider these tips.
- Tailor Your Page to Match How People Use It
According to Hootsuite social media experts, many people use Facebook to research businesses and products, but it’s often for information such as location, hours of operation, and services offered. Not as much customer engagement happens on Facebook anymore. The bulk of that interaction has moved to other platforms (for example: all those customer service accounts on Twitter).
It’s important to have a Facebook page so prospects can find your business and see what you do. But don’t spend too much effort building audience interaction there if your goal is for clients to contact you directly or go to another platform to make a purchase.
- Use Posts to Give Information Rather Than Build Likes
Don’t worry about likes as much as using posts to tell new visitors what you do. Chasing likes can get you a Facebook page with many followers, but not so many sales.
When a prospect lands on your Facebook business page, they should clearly be able to see what you do, who you serve, where you are, and how they can contact you to hire you or buy your product. Scrolling down should give them a sense of your business culture, values, and main activities. Post regularly to show your audience the parameters of your services and to promote offers and events, but make sure your page includes a link to your website and gives ways for people to contact you besides through your Facebook page.
- Use Other Social Media Platforms
Business owners whose pages get shut down suddenly (and for no reason they can ever figure out) are in trouble if their Facebook page was their only social media presence. Spread your social media activity across more than one platform. Research the social media channels your target audience uses and build followings there, too.
- Drive Traffic to Your Website
The goal of a Facebook business page is to get you those sales. But the best place to make those sales is not on Facebook. Use your Facebook page to get people to go to your website where they can learn all about your business, contact you directly and maybe make an online purchase.
Ideally, your website gives a way for them to enter their email address, whether that’s a pop-up invitation to sign up for your newsletter (“squeeze page”), or a freebie offer. Getting email addresses is a goal to have in mind at all times because emails give you a direct line to your prospects and customers that no one can sever.
- If You Don’t Have a Website, Get Their Email Address
Without a website, it’s even more important to get contact info for everyone who follows your Facebook page. If your page disappears one day (or if Facebook does), you will need a way to communicate with your people.
Use a giveaway, contest or freebie offer to get those email addresses. Do whatever it takes because without emails, you have a connection to your people that Facebook controls, not you. (The average value of a social media contest prize is $369, so make it good to get as many emails as possible).
Even if you do have a website, it’s an excellent practice to get the email addresses of your Facebook followers. One way or another, you want to avoid dependence on Facebook for access to your clients and prospects.
And that’s my main message here: do not be dependent on Facebook for the connection to your clients and prospects. Facebook can be a fine part of a social media plan, but isn’t so great as the whole thing. I go to a lot of networking events and I wince every time a business owner ends their pitch with “Find us on Facebook.” I hope Facebook is their friendly way of simply beginning a relationship with a prospect who they’ll soon send to their website or add to their email list.