If you’re seriously interested in using Facebook for marketing, you may be heading for trouble.
The solution is easier than you think.
If you make class announcements, offer products or services, or in any way do marketing for your business on your personal profile, Facebook could remove your account completely.
According to the Facebook Terms of Service, you are not allowed to use your personal profile to post commercial messages. They say, “You will not use your personal profile for your own commercial gain.”
So if you’re using Facebook for social media marketing, be aware that your Facebook account could get terminated (ouch!), and you’ll lose all the Friend connections you’ve made and all the content you’ve posted.
So what’s a biz owner to do?
The answer is Pages.
I’m going to be offering a free webinar next month on this topic and share my Page strategies and examples with you, but in the meanwhile I want to give you some tips to get you started.
(I’d love to know what questions you have about creating Pages and using them as part of your overall marketing strategy. Please post your questions here and I’ll answer as many questions as possible in my webinar.)
To get you all warm and fuzzy about Facebook Pages, here are some tips:
1. Think about the reason you’re using Facebook and Pages for your marketing. Typically biz owners say, “To communicate with and form a relationship with my audience,” and that’s one great reason.
But another great reason is to build up a fan base and then offer them a freebie in exchange for their email address, thus building your mailing list and allowing you to do greater email marketing.
Ask yourself, “What business and marketing outcome(s) do I want from my Page?”
2. What will you name your Page? You only get one shot at this, and you can’t edit it later, so choose wisely. If people know you and your name, then you might want to use your name. However if you’re also trying to promote your business name, or the type of work you do, then you might want to include this in your Page name. For instance, here are some I’ve seen lately:
- Karyn Greenstreet – Passion For Business (personal name plus business name)
- Nancy Marmolejo – Online Visibility Expert (personal name plus area of expertise)
- Louise L. Hay (personal name of a celebrity or someone well-known or when your personal name is your brand)
- The Big Brand System (product/business brand name)
- Solo-E.com: The Solo Entrepreneur Lifestyle via Multiple Streams of Income (business name plus tagline)
- Think and Grow Rich (book name)
- Breakthrough with Tony Robbins (name of a TV show, internet radio program, etc.)
3. What strategy will you use to get people to “Like” your Page? Here’s why it’s important: If people Like your Page, it will show up in their Newsfeed; but if they don’t Like your page, they’ll never be automatically reminded of the new posts you’ve added. One of your key strategies must be to get people to Like your Page.
My strategic thinking about Facebook Pages
One of my key Page strategies starts with a “Like Gate.” A like gate is software you place on your Page which allows you to offer exclusive content to people — but ONLY to those who Like your Page.
Remember, whatever you put on your Page Wall is visible to everyone, even those who have not Liked your Page yet.
So if you want to offer exclusive content to your true fans who have Liked your Page, don’t announce it on your Wall. Instead, use special coding or apps that allow content to remain hidden until someone Likes your Page…a Like Gate.
(Pages are different than your Personal Profile. In your Personal Profile, you are able to set Privacy Settings to indicate who could and could not see your Wall. In Pages, everyone can see your Wall.)
In my case, the free, exclusive offering to those who Like my Page is a 1-hour video training class on Personal Branding for Small Biz Owners:
When you go to my Page, watch carefully how the graphics change pre-Like and post-Like. That’s what a Like Gate will look like to the visitors of your Page.
My thinking is that I’ll first get my 3,900 “friends” on my personal profile moved over to become “fans” of my Page, by announcing the free Personal Branding video training and posting a link to my Page on my personal profile Wall. This should encourage people who want to continue to follow me on Facebook to Like my Page.
I’ll keep the fans happy with exclusive coupons, contests, free content, free classes, etc.
The power of marketing and communicating on Facebook
I think there’s more power than ever in using Facebook for staying connected to my community. My tribe seems to prefer Facebook over Twitter; I’ve tested it for a year and watched the results. There’s much more (and deeper) conversation on Facebook than on Twitter among my community.
Now I want to leverage that power to build it into my overall marketing strategy. How about you?
I have so many more tips and strategies to share with you about using Facebook Pages! I’m putting together a free webinar in July with my special guest, Michele Quinn, to share more great ideas. Please post your questions and comments about Facebook Pages here. I’ll gather up the comments and questions, and answer as many as possible in my free webinar.