Should Your Business Quit Facebook?
The start of a new year is when many business owners like to take stock of their operations and de-clutter. You’re assessing each facet of your marketing efforts and calculating their worth based on the ROI. If something hasn’t been particularly successful, maybe it’s time to focus on a more profitable endeavor.
If you’re looking at a lackluster track record on Facebook, you might be thinking about calling it quits. You’re struggling with engagement and the website traffic it generates is not all that impressive. Well, you’re not alone. Several noteworthy brands have made public declarations about quitting Facebook, giving justifiable reasons. The algorithm is against you and fake accounts are getting out of control.
It’s hard to argue with that, but for the sake of your real facebook followers, I will.
Before you click “unpublish” or the end-all “deactivate” button, it’s worth noting that almost half of the people on the Internet use social media to make buying decisions. And, 70 percent of B2C marketers have acquired customers through Facebook. This is not a waste of your time, so long as you do it right.
I’ll get into all the ways you can improve and re-focus your efforts on the platform in just a sec. But first, I do want to address one good reason why you should quit. Let’s say you’re at a party and someone asks you that some old question everyone asks when they can’t think of any other way to break the ice: “So, what you do?” Then, when you tell them, they either change the subject or have absolutely no idea what you’re talking about. If this happens to you, then social media might not be your thing.
To be the life of the party (or even the person everyone likes because they brought beer) on platforms like Facebook, Twitter, and Pinterest, your business has to be something that people naturally like to talk about. If you manufacture adhesives or repair industrial equipment, for example, it’s going to be hard to generate relative conversations that people genuinely want to take part in.
So, if you have what many might consider a “boring business,” then I really can’t blame you for hanging it up. Spend your time on more relevant digital marketing efforts like devising a kick-ass SEO strategy, creating better blog content, and developing your niche.
Now let’s get to it.
Strategize Like You Mean It
The Facebook marketers I really want to address in this section are those who never really had a strategy in the first place. Sure, you had some goals in mind, but you never sat down with your team and ironed out the details or put it on paper. Logging on whenever you have two seconds to spare and posting the first thing that comes to mind is not a strategy, and doing it that way makes it really hard to be successful.
The first thing I would suggest you do is define your brand voice. A lot of the most successful Facebook campaigns are driven by authenticity. That word is overused and bordering on cliché, but I have to put it out there because it’s really important to be genuinely who you are on social media. So, who are you? Think of your company as a person. Is it adventurous? comforting? loud? While you come up with a handful of words that define your business, take your values, customers, and office culture into consideration.
When you nail down your brand voice, express that in every aspect of your Facebook strategy from your profile and cover photos to your posts, ads, and offers. What kinds of content align with these ideas?
Ready to write a whole new strategy? Read the boss man’s blog, 5WH Social Media Strategy (With Worksheet)
Mix It Up
The most common reason that Facebook users unlike a page is because of uninteresting posts. So, if you’re noticing that your post engagement is dwindling, it’s time to mix it up. If all you’re doing is posting industry-related blogs and articles, try posting more photos and videos. Video content is the sweetheart of social media right now, so you really can’t go wrong there.
Read JW’s post, 5 Reasons You Should Be Doing Video Marketing
If you’re always talking business, why not talk about something a little more personal? Share the story behind your business, post a photo of your co-workers having lunch together, and get involved in popular trends like Throwback Thursday (#TBT). Remember, you are trying to win the hearts (and buying decisions) of actual people, so it wouldn’t hurt to prove that you’re an actual person, too.
Use The Tools They Give You
Are you using the platform to it’s fullest ability? If you’ve clicked around in your Insights but never fully understood them, or if you’ve never considered paid advertising, now’s the time to use these tools to your advantage.
One of the most actionable pieces of information you can get from Insights is in the Posts section under “When You Fans Are Online.” It will tell you the best day of the week to post, and for each day of the week it will tell you the hours when the greatest number of your fans are scrolling through their feeds. This data will help you choose the most appropriate days and times to schedule posts.
It’s also valuable to look in your People section. The majority of your fans could be between 35 and 54, but the people you’re reaching and engaging with your posts could be much younger. Finding this out could help you improve your strategy. Or, maybe you’re a Portland-based business but you discover that there’s a good amount of people in Gresham or Vancouver who follow you. Why not tailor some of your posts specifically for them? Let them know which stores in their neighborhoods carry your products, or do a spotlight on one of your treasured employees who lives on that side of town.
Have you never dabbled in paid advertising? It’s a great way to reach new users, and Facebook provides the tools to target exactly who you want to reach with respect to age, gender, geography, occupation, interests, and more. You can even target users who have actually visited your website in the past but haven’t yet liked your Facebook page. If you’re wary, start out small. If you have a compelling, authentic post that you want more people to see, take a deep breath and click on that Boost button. You can spend a just ten bucks and reach thousands of people, and probably get more clicks, likes, comments and shares than ever before.
If you’re thinking about quitting Facebook but you haven’t truly formulated a strategy or taken advantage of the network’s tools, I urge you to give it some serious effort before you bow out. There is so much opportunity on social media that cannot be denied. By being genuine, creative, and informed, you can make Facebook worth your while.
Need help? Call or email Webfor for a free consultation! We’ll help you formulate a strategy and engage the Facebook users that you want to convert into customers.