Social media accounts are for just that…… social media marketing!
If you’re a business owner who relies on a Facebook page to be your main online location, let that sink in for a minute.
It’s a huge pet peeve of mine when I see local businesses who insist on using it as their website and as their mailing list communication method! Simply put, they’re leaving money on the table and missing out on opportunities to make more contacts and income. I touched on this subject in my last blogpost but given recent events, I wanted to explain this further in a real-life situation.
Recently I was in a local craft shop and when I asked the owner if she had a website or email system that I could find out about upcoming classes, she responded “You can find them on my Facebook page. I announce everything there.” Not only does this force people jump through hoops to get product information, there’s a risk of losing out on sales from those people who don’t want to logon to Facebook and those who don’t have Facebook. For example, I noticed there were people on this business page that missed the registration for a large crafting event but they weren’t on Facebook to view this update. These people and the current connections could be easily reached with a simple email notification. An email that goes directly to the client and not Facebook!
She also mentioned in our chat that she gets people from the United States who contact her occasionally for magazines and products. Yes, I said the States. Wow how many small business owners can say they get contacted from a neighboring country? This is an untapped market and one that could be lucrative with the use of a website and mailing list.
I asked her if she had a YouTube account because crafting is visual. The class was already full and she wasn’t offering it again despite it selling out in a week. I thought maybe the techniques that were being taught could be watched on YouTube so that the kit I purchased could flow more smoothly upon creation if I had trouble. The response was “No, I don’t have time for that.”
I understand the time that goes into running a business and one that is a brick and mortar is not exception but……there’s already time being spent on making new crafts so why not create a video on how to make them or showcase new products? How-to videos are hugely successful and offer your connections valuable information that can be used to make more connections or guide connections through your marketing funnel. Yes, it may take some time to get set up for an initial video shoot but once you’ve done it, that means more videos, made easier, in the future. According to Social Media Today “recent data shows that 43% of people actually want to see more video content from brands.”
To be clear, there’s no one single piece in marketing that is going to cover all the bases and neither is Facebook. It should be used as a social media account because IT IS a social media marketing platform. It is NOT a website for any business.
If I were to have a consultation with this small business owner, this is what I would suggest:
- Get a website. At the very least an easy-to-use website builder like Wix and Squarespace to have an online presence that is owned by you – the small business owner. For those who want to get more serious about their marketing, a WordPress website is a must.
- Get a YouTube channel and start shooting videos so you can show your clients and prospective clients what they can do with your new materials. Crafting is visual and so are your clients! New techniques can be taught, new products showcased, not to mention your classes could be easily re-offered as a set of videos to those people who can’t attend.
- BONUS Tip – this means a method to repurpose content you already offer but also an extra opportunity to increase sales! Wistia has some great ideas on how to do a video for this kind of business. Or if you’re on a tight budge and want an alternative solution this video has a great DIY option for an overhead camera rig.
- Get an email marketing system that is user friendly and free like Mailchimp or reasonably priced like AWeber, to sell or announce exclusive products or classes to your current clients and grow your business with communications that are sent directly to them not Facebook.