Anyone can create a Facebook page and anyone can promote their business there, right? The general conception is that promoting on Facebook is an easy thing, and yet, for your business, why doesn’t it bring results? Read on if you want to find out the answer to this question and you will see how you can fix the problem in a relatively short time.
You have a Facebook profile, not a page
If you’re trying to promote your business through a personal Facebook profile, I recommend you stop. People don’t want to add a guesthouse or a restaurant as friends. Reserve your profile for your personal activities, and for your business, create a Facebook page. It’s extremely simple to do this, with just a few button presses, it’s free and will help you gather much more visibility than a profile. On the other hand, if your business is already present on Facebook through an unofficial page (created automatically) it is necessary to take it over and merge it with the page you are creating now. You do this to avoid confusing your “fans” (those who appreciate your business or who are looking for it online). To understand, if there is that unofficial page, it may appear in searches before your page, and thus, users check in or search for information in the wrong place.
You don’t have the right audience
When it comes to business, numbers are your business’s best friend. With that in mind, many people relate to the number of likes on a page as a success or failure. But, in my opinion, and not only mine, the value of a business is not measured in the number of likes, but in their quality. In other words, it is preferable to have fewer but more devoted fans than to have many fans who only know you as “another Facebook page that I have liked”. Always choose the quality of the fans over their quantity. In addition to that, however, it is important to choose the right fans. If you have a product that is aimed at women (for example, a fashion product), don’t try to attract men to your business because they are not the ones interested in the product.
You misunderstood the purpose of a Facebook page
You’ve created a Facebook page, gathered a lot of fans, and made sure they’re ideal for your business, and yet you’re not able to sell anything on Facebook. If you agree with the previous sentence, you have misunderstood what the purpose of a Facebook page is. Here, it is important to interact with your fans, to show them your human side, to answer their questions, concerns and complaints, but also to thank them. In the future, try to take into account the 80-20 rule – 80% socialization and 20% promotion in order to sell. Thus, people will be much more inclined to trust your brand because they will not be annoyed with promotions and offers on a daily basis. Also here, keep in mind that there must be a constant frequency and relevance in what you post. In other words, publish things relevant to your business (interesting articles in the field, news, funny things related to your field of activity, and so on).
You don’t analyze the results
Another reason why Facebook may not bring you the results you wanted is that you don’t analyze the results you get. If you make certain types of posts because “this is how everyone else does”, “this is what the rule says” or “this is how I want it”, without analyzing what impact they have, you have a high chance of failure. Track how your posts are performing in Insights data (page insights) and see what’s working and what’s not. Also from there you can discover the best times to post, depending on when your fans are active and many other relevant data.
My recommendation is to keep the following in mind: The first rule in Social Media is that there are no rules in Social Media. The existing “rules” are more like guides or “best practices”, but, most of the time, what works for one page, will not work for the other. If you want to try something, give it a try, but then analyze and see if it worked or not and why, but also how you could make it work from now on.
