Updated Jan 2013.
First, the sobering news: some of your fans have ZERO interest in engaging with you.
That logic flies in the face of what highly visible “celebrity” experts tell you about social media: your customers want engagement, right?
At a recent Wedding Business Conference in midtown Atlanta, I listened to a panel of highly social media-savvy brides talk about how they’re using social media to plan their weddings:
- Facebook is their #1 tool of choice
- Pinterest runs a close second
- Photos capture their attention
- They have NO interest in having a conversation with you. If they’re interested, they’ll get in touch
LISTEN to what these ladies are saying: they’re using Facebook to shop your brand. Sure, they’ll have a conversation with their friends on Facebook, but you are not in that inner circle.
Now, the Good News —
You can beat Facebook and those “observers” at their own game. And it’s not complicated.
Go Do It
Use Facebook as a lead generation tool: provide something with a high perceived value in exchange for people’s email addresses. They don’t even have to LIKE your page to use this strategy. Combine it with your email marketing tool to capture contact information on your Facebook page:
Everybody wins: your fans/visitors get something they want, you get their contact information, and you don’t have to rely on Facebook to serve up your posts to their News Feed or pay for ads to get their attention.
The big question is HOW do you do this? No programming required. Everything is spelled out, step-by-step, in Facebook 102: Customizing an Existing Business Page. Video tutorials, instructional steps written out, and assignments where you apply what you’re learning on your actual business page. As always, I’m here to answer your questions.
Don’t let another visitor leave your Facebook page without presenting them with an offer they can’t refuse!