The digital world doesn't stand still and finding ways for our businesses to be found online can be challenging. Google announced in December that Google+ is shutting down on March 7th following a data breach and low consumer usage. Each social media channel has a different appeal and demographic but among the top platforms based on usage are YouTube, Facebook, Instagram, Snapchat, Pinterest, Twitter and LinkedIn.
Of all the channels, Facebook still has the broadest usage and widest demographic. However, small businesses are often frustrated with Facebook's algorithm which continually makes it harder to be seen in a crowded marketplace. The push to a "pay to play" model has made it difficult to use the platform without paying for Facebook advertising. Still, having a presence on Facebook makes sense for most small businesses in order to create brand awareness and relationships with potential users of our products and services. The good news is that Facebook is a quality not quantity network. Posting 2 or 3 times a week can be sufficient as long as the content is relevant to your audience.
Here are 5 ways to harness the power of Facebook for your business:
This is the story of how one small business took control of their online marketing and lived up to their brand.
The owner of a well established, family owned construction company was finding it difficult to keep up with everything he needed to do to manage his crews and find time to keep up with his marketing. He had a professionally designed logo, lettered trucks and a business card, but that is where things became a little messy.
A family member had created his website years ago, but it was riddled with typos and outdated information. He had a Facebook page, which included a snapshot of him standing in front of a wall dressed in a T-shirt and unshaven. The page sat abandoned with only65 likes, no posts and linked to a domain that didn't exist.
An online search came up with a few very positive Yelp reviews. Unfortunately, he never claimed his Yelp listing. and didn't know they existed. He had no Google listing which prevented him from being found in a search of his competitors. A Better Business Bureau listing revealed an A+ rating, and a YP listing was also unclaimed.
The owner also was frustrated and wanted to dump AOL as his current email provider, but didn't know what to replace it with. That's when he called me.
WHAT WE DID.
These changes helped a small business live up to the quality and the promise of its brand. They are now ready to take on the new year looking as great online as they do in person!
Liz Provo, Mass Marketing Resources.