There’s no denying it: the arrival of this famous social media platform has radically changed consumer behaviour. But should you base your entire strategy on your Facebook page? At DJM, our stance is clear: Facebook, yes – but not exclusively!
Facebook’s ‘yes, but…’ moments
Facebook is free
Yes, BUT only up to a point. Admittedly, setting up the page is free. You can publish posts on it for free, invite your friends (and your friends’ friends) to follow you… But when your page stalls at a few dozen likes, what will you do? You’ll need to promote your page to reach new people. And advertising on Facebook… drum roll… costs money! That’s right, to reach an audience and attract qualified traffic, you’ll have to dig into your pockets. Between promoting your page and boosting various posts, you’ll need to set aside a suitable monthly budget and, above all, create a targeted strategy to achieve a genuine return on investment.
Facebook is easy
Yes, BUT to get the most out of the platform, you’ll need to understand the finer points of how it works. It’s true that Facebook is relatively intuitive and ‘user-friendly’. But don’t be misled! If you think no specific technical skills are required, you’re mistaken. The person in charge of managing and updating your Facebook page must be fully aware of the latest trends, tools and mechanisms in order to build a genuine community around your brand.
Facebook is about building closer relationships with your customers
Yes, BUT a poor strategy will only drive them away. To build a genuine connection with your customers and prospects, you’ll need to capture their attention through a solid content marketing strategy. And this is often where the problem lies… Community management is a proper profession. It’s a profession that can’t be improvised and, above all, takes time. As any self-respecting business owner, you simply don’t have the time (or very little of it). Between setting up a social media communication strategy, researching and writing engaging content, and building your brand’s online reputation… you risk losing your footing. You’ll need someone responsible for regularly updating your page (researching topics and images, writing articles, organising competitions…), as well as replying to private messages and public comments.
The explosion in social media has propelled the Community Manager into the spotlight. They now play a central role in your brand’s development and your relationship with your customers. Don’t underestimate them!
Your competitors are targeting your customers
If we asked you to hand over your customer list so we could give it to your competitor, would you do it? No? Yet on Facebook, that’s exactly what you’re doing. Oh, you didn’t know that! Your competitors can run ad campaigns targeting the followers of your own page. In other words, those thousands of ‘fans’ you’ve spent so much time attracting to your page will see adverts from your direct competitors appearing in their news feeds.
So here’s another reason not to base your entire marketing strategy on your Facebook page. Instead, focus on the channels you actually own. And that, of course, starts with… your website. Don’t forget: the data generated by the traffic you drive to your site belongs to you. And that’s worth more than all the followers in the world.
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