A MYOB Women in Business report (2013) indicates social media use led to 64 percent more interaction with customers and 58 percent more customer enquiries or leads, noted Avelyne Holcroft-Lewer in a recent NZ Business article (May 2016).
Those are numbers to make any business owner prick up their ears – but a major obstacle to doing more with social media is fear about how time consuming this will be.
How can service providers keep up with the pace on Facebook?
Inspired by this article, I purchased Avelyn’s ebook #Connect. Engage. Grow. It profiles 38 women who are making great use of Facebook and other social media to grow their businesses. It’s an inspiring read but it started to freak me out a bit when I discovered they’re all posting to Facebook every day, and sometimes even more often.
I must admit I suffered a bit of product envy … most of the profiled businesses had physical products to photograph and stick on their Facebook page, and that’s their post sorted.
But what to do if you (like me) spend your days working on documents which are confidential to the client … where are the fancy cupcakes and wire furniture pictures to delight your Facebook fans???
You don’t have to write it all yourself. You can post industry articles as well as your own blogs.
I turned to ‘Learn Marketing with Social Media in 7 days’, by Linda Coles. Linda also recommends posting on your business Facebook page one or two times per day. However, you don’t need to write everything that you post on your wall, although posting your own blogs or e-newsletter content is likely to be part of your social media plan.
Share resources that are in line with your brand, and that complement rather than compete with you. Examples include articles and videos by people in your industry (particularly those who live in other countries) but are not direct competitors.
It’s also wise to publish your original content on your own website first, and then share it to social media. Your content is your digital asset, so make sure you keep it on a site you own.
Reigniting my Facebook page
I have changed my approach from only posting my NZ Writing Services blog there once a week or fortnight, to adding something each day at www.facebook.com/nzwritingservices. It’s actually very quick to do, and as a bonus it’s a handy way to archive articles and inspiration you come across each day for your own future reference.
Of course, content creation and organic searching is only part of the picture. Once you’ve arrived there and caught your breath, there’s the whole world of Facebook advertising to consider.
Johny O’Donnell, from Shiftonline, describes Facebook as the most powerful advertising opportunity available to us today. At a seminar in March 2016, he said 1.9 million Kiwis access Facebook every day and 2.5 million Kiwis access it every month.
Free questionnaire - is Facebook for me?