When you’re launching a business these days a Facebook page seems to have become part of the ‘standard roll out package’. When I ask a lot of the start-ups and solopreneurs I work with about their communications strategy the answer I get is “Well, I’ve already launched my Facebook page.” End of sentence.
The first question I then ask is “why?” Why have you launched a Facebook page, what’s the purpose?
I should probably start by saying that I LOVE Facebook for business of any size, but especially for the micro, small, solo, start-up!
Facebook can be the best business partner any small business owner could ask for. It’s the most incredible tool! Seriously! I get really excited about the possibilities Facebook opens up and often start talking at hyper-speed and gesticulating super enthusiastically (to the point of knocking something over :) )
Facebook gives you the opportunity to take your brand to a massive audience, or, to a very specific and niche one. It allows you to be hyper-targeted and strategic in your communications; to reach exactly the right people and to make your dollar go further and have a greater impact.
You can find out more about your ideal audience than you ever dreamed of and Facebook’s new ad tools give you the ability to actively convert your social audience into paying clients/customers.
In other words, Facebook is a freakin’ awesome tool.
These features don’t necessarily mean Facebook is the right platform for your business. And the fact that nearly everyone knows how to use Facebook from a personal sense isn’t justification enough for starting up a page for your brand.
As with any communications strategy, there needs to actually be some strategy behind your social media presence.
If you don’t have a purpose for your platform, and a clear understanding of what you’re trying to achieve by being there it’s a wasted exercise.
You’ll invest a lot of time (and it can be VERY time consuming) and possibly money, and chances are you won’t see a good return on investment.
So how do you know if Facebook, or any social platform, is right for you? There are two questions that you need to ask yourself before you jump straight in.
The first question is what do you want to achieve? Look at this from an overall business perspective - what are your business goals, what are the results you’re looking for? What does success look like for you in your business right now?
The second question is who are you trying to reach? It’s so important that you’re really clear on WHO you’re audience is – one of my golden rules is that if you’re talking to everybody no one will hear you, so be specific! Who is your audience, who are your customers/clients? Think about the demographics and psychographics and be are specific as you can.
Once you know what you want to achieve and who you’re trying to reach you can then assess whether Facebook will be an effective platform to help you target that audience and achieve those business goals.
Is your ideal customer on Facebook? Is Facebook the most direct and efficient way to reach them? Does Facebook’s functionality support your business goals? Will reaching your ideal customers/clients via Facebook actually convert into business leads or sales?
If the answer is yes, then let me hear a ‘HELL YES’! Go forth and prosper :)
If you’re still not sure then you might like to check out my Conscious Comms intro offer – you can get a one hour consultation and unlimited email support for a whole month for only $AUD79. That’s a 60% discount!
If you found this article helpful let me know! I’d love some comment love. And don’t forget to share with your friends and fam’.