With the advent of pocket-sized gadgets, more and more people have been getting online and interacting via social media. Organizations across all sizes and verticals are doing their utmost to leverage this established trend. Since Facebook is the most popular social media platform, you have gone ahead and created your Facebook page. Now it’s only a matter of time before you see a huge spike in traffic resulting in additional business, right? What, no luck? Maybe you have been making any combination of the following blunders?
Creating content of questionable quality: First let’s quickly establish what the purpose of Facebook posts are. Facebook posts allow you to interact with your current customers with content that will keep them engaged with your brand. Engaged customers will “like” and “share” your posts, which in turn will bring in new customers from your existing customers’ social network.
The hope is that these new customers will engage with your content as well, with the end game being your business going “viral.” The process seems deceptively simple, as a result of which many small-business owners make the mistake of thinking that they do not need any professional help in this area. But users seldom share content out of a sense of “duty”; they only do so if they think that a particular post is funny or entertaining and believe that people in their network are going to enjoy it too.
Creating content that highlights your business, yet keeps your customers engaged is an art that is only mastered through grueling cycles of trial and error. I would not recommend using your own business as a test case for you to learn this tertiary skill. Get a contractor with a proven track record in the area, keep them on a short leash and follow your customer engagement in real time.
Missing out on Search Engine Optimization (SEO) opportunities: Anything and everything that is put online, whether it is on your website or on your Facebook page can be optimized to make you more visible to people who are looking for you. When you are posting an image on your page, make sure the name of the image-file is a relevant “keyword” rather than some random gibberish. Do not miss out on optimizing your “About” and “Information” sections with keywords specific to your business. Don’t forget to post a link to your website and always mention your contact information. (Maybe not your email address, but definitely your business phone number) Hiring a qualified SEO contractor will help this process go a lot more smoothly.
Sitting Idle: You should never be completely “done” with your Facebook strategy. The attention spans of our generation are getting alarmingly shorter and if you do not stay active and keep reminding your customers of your existence, it will only be a matter of time before they move on to the next shiny object. But again, it is a balancing act and you cannot come off as desperate or needy. Instead of reinventing the wheel, I would strongly suggest that you seek professional help from people who have helping businesses for a while now.
Posting content with shortened URLs: Twitter’s character limits have increased the popularity of URL shortening services like bitly. However studies conducted by BuddyMedia have shown that full-length URLs get 300 percent more clicks than shortened URLs. But here’s the good news; although Twitter enforces a character limit on every post, Facebook does not. Hence there is no need to shorten the length of the URL and sabotage the potential growth of your business’s popularity.
Creating a laundry list of all the potential mistakes in your small business’ Facebook strategy is beyond the scope of any one article. But the ones listed here should give you a good nudge in the right direction.