‘Should Facebook be part of my marketing’ is an interesting, and great question. Unfortunately most people that get asked (in my experience) don’t answer the question properly, especially the “social media gurus”! How would you answer it, if asked, and have you ever asked yourself?
Should Facebook be part of my marketing?
As part of the Go-To Expert programme we run a series of live masterclasses. As they are not recorded we answer all delegate’s questions, live. Last week’s masterclass was “three reasons your marketing isn’t working and what to do about it”. One of the questions was “Should Facebook be part of my marketing”.
The answer we gave was……… actually the answer has to be “I don’t know“. I don’t know as anybody trying to answer that question needs more information. But, many people jump into answering it from their own perspective (i.e. they’ve had good results on Facebook). Or they say how many million people use Facebook and could see your posts.
Don’t bother with marketing on Facebook
- If your target audience doesn’t use Facebook: Obvious statement maybe, but very true. OK, there are many demographics on Facebook and your audience probably is; but some research will help you here.
- If your target audience doesn’t want to think about the problems you solve when they’re kicking off their shoes at the end of the day. Your audience has to be there, and receptive to what you discuss.
- If you can’t decide on what you want to achieve, how you’ll go for it, and that you have the persistence to keep going for it.
What’s the point of social media in my marketing?
Generally speaking, the best results come from social media marketing when you engage with your audience and develop relationships with them. In that way, each feels as if they ‘know you’. Then you can take some value from that (normally by getting that relationship off social and onto the phone, or face to face).
How could I use Facebook in my marketing?
- Personal Relationship: Using Facebook as a person, getting to know your ‘friends’, not selling or attempting to do business. Effectively using it as part of your networking strategy. No good if your audience isn’t there, but if you’re not talking business those who are there may be prepared to interact with you.
- Relationship: Creating a relationship with your brand, through a ‘company page’ could help them understand your services and buy from you when they’re ready. But they need to be on Facebook and prepared to think about their problems whilst there.
- Knowledge: You could use it to improve their knowledge of your services or the issues that you solve (think about the buyer’s journey). This is could clearly link to your journey in becoming the Go-To Expert.
- Advertising: A straightforward way of getting in front of them, arguably it’s not social media, it’s advertising on social media. If your audience is there, you could hook them into interacting with you in some way (lead magnet anybody?).
How would you now answer “Should Facebook be part of my marketing”?