If you were to open a brick and mortar store would you advertise it in efforts to motivate consumers to visit and shop there? The answer should be a resounding yes! The same should apply to your Social Media initiatives. Just because you build a Facebook page it does not suggest -much less guarantee- that consumers will find it. As a business, if you’re not going to invest some modest marketing funds to promote your Facebook page in order to drive traffic to the site, your success may be limited or constrained versus your opportunity. Just as every retail store needs to make customers aware of it (and its product offerings) so as to stimulate visits, so does your Facebook page. We’ve all seen the Facebook pages with almost no “likes” and very few people “talking about it.” And those few “likes” are usually generated by the company’s employees, and their friends. Doesn’t that defeat the purpose? It’s called “Social” media for a reason. You want to be finding and engaging new prospective customers. Simple solution, don’t wait for them to find you… go get ‘em!
Be proactive! Boost your posts! If you’re not going to pay to play your organic reach will be minimal. Ad budget allows you to target your key demographic and ad budget equals reach. Provide incentives to your targets so they’ll have a reason to be engaged. Try promoting offers from sponsored posts or use Facebook advertising to invite consumers to “like” your page to receive an incentive. That becomes a win/win! The consumer gets an incentive and you benefit from a sale once the incentive is redeemed. Wait, it doesn’t stop there! You also begin to build a database and new followers to your page. In time, you’ll have developed a list of interested customers who you now get to engage on an ongoing basis. You can then develop a relationship where you might influence repeat purchases, establish loyalty, and generate good will and good buzz!
Content may be king, but if nobody sees it does it really exist?