So many companies, particularly in business-to-business, make facebook a boring experience and therefore end up being a waste of time and unmet expectations.
So how do you make it relevant?
Here are my top tips:
Clients are always asking me what it costs to do this. The answer is that the facebook campaign itself costs very little, as you don’t need fancy photography or professionally written content – you can do it all yourself from your phone.
Where there may be cost is in gaining the understanding of your target market (item 1 above); this is particularly true in business-to-business where the different levels in your target DMU (decision making unit) all demonstrate separate facebook behavioural characteristics. The only way round this is to test, test and test again!
So if you understand your customers, and can serve up the right content, facebook won’t be boring and you’ll find yourself engaging with your customers and prospects at a fraction of the cost of other means.
Facebook should be exciting and fun. Don’t let it become a chore.
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