Back in 2012, when we created our Facebook page, we weren’t sure it was going to benefit our business (or any business for that matter), help us grow, improve sales. People are on Facebook to be in touch with their friend and family and have some fun, right? Errrr…. not really.
On a basic level, having an up to date and relevant page or profile can help increase the chances of your business to show up search engines, for example. Social media has evolved rapidly and we don’t know how was life before Twitter, Facebook, Instagram. Going back to 2012, it was the year when Facebook implemented a series of money-making initiatives, and advertising was at the top of the revenue drivers. You probably don’t even remember how your profile page was without the sponsored posts on the right hand side or in-between friends’ posts in your timeline. Since then, many companies have been looking at converting likes into sales. Does it work? Yes, for some, but creating a your business page or profile will not get you likes and followers and drive your sales overnight. If only was that easy.
For starters, not all networks suit all businesses. You know your business, your products or services and your audience better than anyone so, before creating pages and profiles everywhere, set goals against each social network with clear objectives and realistic expectations. You might find that Facebook is great, but Instagram is not. An example: you own a MOT centre in East London, you have your loyal clients that come back year after year, but you have empty slots in the diary that you would be happy to fill in. A Facebook page, with lots of positive reviews from existing clients, posts with tips on how to look after your car to pass the MOT, your opening hours, etc, can help. It makes it easier for friends and clients to recommend your service to other friends or closed groups, e.g. Car lovers in East London. On the other hand, a profile on Instagram or LinkedIn might not add much to your business (only extra work for you).
For a cake shop, though, Instagram and Pinterest, networks all about images, posting photos of your beautiful cakes, some behind the scenes shoots and short videos might grab the attention of cake lovers who are thinking about ordering a nice cake for a celebration at work next week.
We are just talking about pure organic effort here, not paid advertising. Paid advertising is a totally different story and, again, might not be for everyone.
So, how do you feel about having your company on social networks out there? Check your business goals and ambitions before you start signing up for all of them and make sure you have a plan. Keeping these channels updated is not a walk in the park and require dedication and time, but this is a topic for another post.