Most Business Owners Aren’t Using Facebook Effectively
Facebook is a great tool for business, but I see a lot of business owners not using it properly!
Which is a shame, because it’s an effective tool for accelerating word-of-mouth marketing, growing customer loyalty, and generating more sales, leads, and revenue.
Like any other tool, if you’re not using it properly, or not using it for the right purpose, then you won’t get the results from it that you should!
If you’re trying to cut a piece of wood with a hammer, you can smack that piece of wood with the hammer as much as you want but you’re not going to get that nice cut in the piece of wood that a saw would get you.
The tool is only effective if it’s used properly.
When it comes to using Facebook to grow your business, it’s no different.
So I’m going to run you through the 5 BIGGEST mistakes I see business owners making when it comes to using Facebook.
1. Selling Too Much
One of the most common things I see is business owners using their page to simply sell.
Constantly posting and asking people to stop in for lunch at their restaurant, book a quote for their service, come in to buy from their store, call to book an appointment… the list goes on and on.
It would be like having this guy follow you around all the time asking you to buy a used car off his lot.
Don’t forget that your business’s Facebook page is an extension of you and your brand.
And you do not want to be known as this guy.
Constantly asking people to buy all the time is missing the most important part of the customer experience:
Building the customer relationship.
Trying to get someone to buy from you before they develop a relationship with you and your business is like asking someone to marry you who’s a complete stranger.
People only buy from those they know, like, and trust.
So if you’re a business owner just saying “buy from me buy from me buy from me” then you aren’t building that relationship!
You’ve got to provide the customer with value and show them that you actually care about them before they buy from you.
The way you do that is by educating, entertaining, and engaging with customers to help them develop a positive emotional experience (aka know like and trust!) with you so they feel comfortable using your product or service to fill their need or want.
Because people buy on emotion!
So what do you post on your business’s Facebook page in order to educate, entertain, and engage with your audience?
I compiled a list of 30+ ideas for things you can post to your business’s page to do just that and build those customer relationships – it’s a great resource to print out and keep next to you at your desk!
Alright, on to the next mistake.
2. Not Being Active
While you don’t want to be constantly asking all the time without giving, you also don’t want to be inactive on your page.
So don’t fall asleep at the Facebook wheel!
People aren’t going to want to follow your business’s Facebook page to begin with if you aren’t actually on there!
People are innately selfish – it’s just a basic human instinct!
And so they want others to care about them and pay attention to them!
So you need to be on Facebook to care and pay attention to your audience – because doing so is what helps build that customer relationship, getting them to know, like, and trust you, and helping them build positive emotions associated with you and your business.
That’s why Facebook is so powerful in the first place – it allows you to do this in your business at scale.
But as I mentioned earlier, if you aren’t using the tool properly, you’re not going to get the results you desire.
So show up on your page and be active – engage with people and give them a reason to like you.
If you use the posts I put together on the Ultimate List of Post Ideas for Local Business you’ll be well on your way to building those relationships and generating more business.
3. Having An Incomplete Profile
Having a completed profile is a lot like having a website.
It should contain all the relevant information about your business that someone looking for you would want to find.
For example, it should have your hours, location, the story of your business, who you are, your website, and your contact information.
Additionally, depending on what kind of business you have, the page should also contain information about your services, if you’re in the hospitality industry then a menu would be appropriate, links to proper forms pertaining to your business, and other things of that nature specific to exactly what it is that you do.
The last thing your profile needs is to get the branding right – that means having images on the header of your page and as your profile picture that accurately represent your brand and your business.
Without these three aspects of your profile in place, it’s like trying building a house without building a proper foundation first.
Only after you’ve gotten all of these things straightened out should you start to focus more on your content and advertising.
Otherwise, if you start driving traffic to your page without the branding and right information, you’re going to look illegitimate in the eyes of your customer and they might leave your page more confused about your business than they were when they found your page in the first place.
That’s not what you want to be doing!
So make sure you learn how to walk before you try to run – get the basics down first!
4. Valuing Quantity Over Quality
Who do you think is better off in the picture below here?
The guy with only one working light bulb? Or the guy with a whole bunch of dead light bulbs?
Maybe this isn’t the most relevant example, but the punchline is still the same.
Don’t get me wrong, both quality and quantity are important when it comes to having an audience on your page.
Obviously having 3,000 people on your page instead of 30 is much more advantageous, but don’t lose sight of the end goal here.
The goal is to build customer relationships and get people to know like and trust you and your brand so they’ll buy your product or service.
But if those 3,000 people aren’t in your target market and are never going to buy from you, then that’s not doing a whole lot of good! You might get some referral business because Facebook and social media IS word of mouth after all.
But now compare that to having 30 people on your page who are raving fans of your business that always buy your products and services because they love your brand and what you stand for!
Not only will these people continue to buy from you, but they’re more likely to refer business to you also.
What am I trying to say here?
Well, both quality and quantity have their place. But I see a lot of business owners get infatuated with the number of followers they have without much concern for the quality of those followers.
Don’t just look at the numbers. Instead, consider what’s going to move you closer to the goal and what the purpose of your business’s Facebook page is in the first place.
5. Not Caring
This one is a little more abstract, but I had to put it in here…
(Even if it is just for the Anchorman meme!)
On a more serious note, this is a big underlying theme I see with a lot of business owners. And it ties into a lot of the other four mistakes as well.
You need to actually care about your customers!
I know that social media is a little bit different than a personal interaction, but there’s still someone on the other end of your Facebook page. And just because they aren’t standing right in front of you doesn’t mean you can dismiss them.
I know this can be a hard concept to grasp, but try to treat everyone on Facebook with the exact same level of caring (which I hope is a high level!) as if they were physically standing in front of you.
I promise you this will pay you dividends for as long as you live.
Keep in mind social media is simply a place for interaction and engagement on the internet.
It’s still a human to human connection, it’s just not in person.
I feel like there’s still a lot of people who think that Facebook and social media platforms are just a voodoo magic fad that doesn’t have any level of legitimacy.
But I assure you it does.
People are finding you and your business on social media and making judgments about you (consciously or otherwise) based on what they see from you and your business online.
That’s just the world we live in – you can either be stubborn and complain about it, or you can adapt.
If you want to grow your business in 2017 and beyond, then I urge you to choose the latter.
And the best way to start adapting is to start caring about your business’s audience and prospective customers.
Remember that regardless of what business you’re in, you’re in the business of people.
And when you’re in the business of people, genuinely caring about those people will never fail you.