Someone told you that Facebook was a MUST for a small business owner. So you created a Page, added a few images, invited all of your friends and employees, and linked to it from your site.
Now your Facebook Page just sits there collecting dust and you wonder why you spent all that time on it. Or worse, you continue to spend time on it and get no results.
What exactly is the point of a Facebook Page again?
Facebook is very different from just about every other marketing channel – traditional or online. It’s social-based, meaning you will thrive by creating and nurturing relationships, not selling products and services.
It’s a tough transition to make, especially when you’re still maintaining your other marketing campaigns. It’s easy to assume Facebook doesn’t work or that the time you spend on it is being wasted.
But the key is to minimize time and ensure it is being spent in the right places. To get the absolute most out of Facebook Pages for your business, here is what to do.
Cutting It Down to 10 Minutes a Day
The first step is to strip out all of the extra time you now spend managing Facebook. Get it down to a manageable 10 minutes and put the rest on autopilot. You can do this by:
- Installing Mobile Apps – The Facebook Pages mobile app can do almost anything the web-based interface can do, and it’s mobile. Get notifications when someone comments. Respond right from your app. Manage ads. Welcome new Fans. It’s a breeze.
- Writing Posts in Advance – Write a week or even a month’s worth of posts in advance and schedule them. You can use Facebook’s scheduling tool or you can choose a third party tool like HootSuite.
- Automating Blog Posts – Every blog post you publish should be automatically posted to Facebook and the rest of your social media accounts. Use an app like Jetpack or OnlyWire to automate the process.
- Conscripting Employees – Get your team involved. Give everyone content creator access to your Facebook Page and have them post pictures of products, happy customers, or just comments and questions about the business. Be sure to set strict editorial guidelines, but if you require participation you can boost content volume quickly.
- Integrating with Marketing Plans – Make Facebook a part of all of your marketing plans. If you run a promotion, setup an “Offer” on your Facebook Page. If you do a contest, promote it on Facebook. If you have a sale, list everything on Facebook.
Once you do these five things, you will spend a fraction of the time you currently spend on Facebook managing your Page. Better yet, you’ll start to see real results.
Changing Your Expectations
Once you’ve made these changes and cut down how much time you spend on Facebook managing your Page, it’s also time to curb your expectations.
Facebook is not a direct sale channel. If you make a sale through it, it will be the exception not the rule. Instead, this is where you build relationships with people through the content you create and advice you offer.
The goal is to be top of mind when they DO need something you sell. By that time, because you’ve built that relationship, you’ll be the first person they come to with their needs.
By changing your expectations to recognize sales won’t come immediately from Facebook and that time spent can be as little as an hour a week, you’ll start to see much better results and understand why so many businesses benefit from social marketing.