This is a guest post by Jay Echternach of Gotcha Marketing. Used with permission.
Unless you have been living under a rock for the past 5 years, you probably have noticed that your advertising dollars in newspaper, magazines, radio and TV have gained less and less traction with your existing and new clients. This is no surprise to a vast majority of us who have shifted our efforts to the larger social media formats like Facebook, Twitter and YouTube.
These forward trending and aware businesses jumped ahead of the curve and started posting content on these platforms and hoped for the best. The results, unfortunately, were and have been less then stellar. Fewer and fewer customers are following their brand and they are left to wonder if this new age of social engagement is just not a picture posting format for their wives and kids!
The reality is that well executed, social media IS the new frontier for engaging your customers, especially in the world of publishing. Self-publishing has grown exponentially in the past 5 years as waves of budding authors are now able to get their books in print digitally. Having lost (or avoided) the traditional publishing path, they are left holding-the-bag in terms of getting their book sold and marketed.
Many of these new authors and small publishers turned to the world of social media and began posting and looked for the orders to roll in…and they are still waiting! What happened then? Did the digital media world suddenly collapse before they got their message out? Quite the contrary as the social media world continues to expand with newer platforms like Pinterest, Wellwer and Xanga, which are bigger and bolder platforms with millions of daily users are looking for instant connections, resources or information that fits their lifestyle or needs.
These new stewards of content (first time or self-published authors) took the age old view of advertising (think newspaper ads dominated by feature or price messaging) and began posting this on their personal Facebook page. HUGE MISTAKE!
So let’s look at the 5 Easy Facebook Fixes for Your Business:
- Do not post business content on your personal Facebook page, set up a fan page. That allows you to install a fangate page to garner likes and get multiple eyeballs on your Facebook fan page quickly.
- Create a FREE offer (think e-book!) to acquire e-mail addresses of potential clients.
- Think 80/20 rule; 80% relational / 20% informational. Your clients like to see pictures of your family, grandkids or latest outdoor excursion!
- Post visual content Facebook and the web is a visual medium, post pictures OFTEN!
- Hire a fun, creative agency to handle your project. We know this seems like a shameless advertisement for hiring us, but really, your hands are full running your business on a daily basis. Additionally, just because your 15 year old daughter likes Facebook, does not mean she gets how to post daily to engage your clients!
The nice folks at Gotcha Marketing are web and social media guru’s and avid readers having spent many years in the publishing world. Let them lend you a hand in creating and developing your next marketing campaign. To follow Gotcha Marketing’s blog simply click this link: www.gotchamktg.com/blog.
Jay Echternach is a web marketing strategist with Gotcha Marketing, located in Portland, Oregon. Jay’s contact info: firstname.lastname@example.org or 503.967.5646.