Seattle Social Media Marketing: Using Facebook for Branding Not Marketing
Facebook may be one of the most popular social platforms, but recently, many marketers have begun to doubt the actual value of using it for business. While metrics show that most Facebook pages do not push a lot of sales, the platform is still a powerful marketing tool for branding, including customer service, consumer advice, and brand awareness. While many marketers mistakenly approach the platform as sales only, and push poorly converting ads and pitches over the page, to create low interaction and low engagement, there is a better, more efficient and more profitable way to use Facebook.
Why Doesn’t Facebook Work for Sales?
Most consumers use social media for sharing content, making connections, consumption of other content, and controlling their media. These are known as the 4 Cs of social media, and essentially motivate every user action on social media, including Facebook. Essentially, if you are not offering informative, entertaining, or valuable content and not connecting with them, they won’t want anything to do with you. Because most managers attempt to push products and services, they do not fall into the category of interests for Facebook users. Most are not there to buy something, but rather, to be entertained, and to get information.
How This Works For You
Every business has a brand, and part of that brand should be quality customer service, an informative and friendly attitude, and consistency. Posting to Facebook allows you to drive all of these impressions, by responding to consumers and replying to comments to engage your audience, consistently sharing helpful and entertaining information related to your business, offering value in the form of coupons or how-to’s and tips, and building a quality reputation through good reviews and positive comments.
Because more and more social users are now looking up businesses on Facebook as a way to vet them before making a purchase, all of these branding goals are important for you as a business. Facebook might not directly drive a sale that you can track using metrics, but it can convince your potential customer that you are a valid business, ready to offer quality services or products.
So Can You Make Money With Facebook?
Sometimes you can make money directly from Facebook, but more often, it will simply help to reinforce your brand image, give users a place to look you up, and serve as a customer support hub. While you can offer product information, advice, and tips that may lead to a purchase, your sole goal should usually be the information and advice, rather than the sale, because spammy sales tactics don’t really work that well anymore. You can push the occasional sale by offering discounts, coupons, and offers to your Facebook fans, but if you overuse it, it will loose value. Instead, consider Facebook as a valuable branding platform for your business. If you use it correctly, it can help your consumers through every step of the buying process, even if it doesn’t necessarily directly drive the sale.
If you want to know more about using your page for social branding, contact Rory Martin, a professional Seattle social media marketing team, for a consultation.