Advertisers know that Facebook users are more engaged than your average channel-flipper: they're checking the site several times a day, and they're using it as their main platform for consuming and producing content.
If you're a consultant or small-business owner, you should be using your personal profile to grow your business (in addition to spying on your kids). Here are a few tips for putting Facebook to more productive use.
You don't have to have a publicly viewable profile in order to get your message out — you just have to have lots and lots of "friends." Don't be shy about connecting with colleagues, acquaintances, and friends-of-friends – the more the merrier. I'll explain why in a bit.
There's no point in being modest: you need to let people know what you're all about. Use a flattering, professional picture, and use the text box below to promote what you do. Don't forget to include links to your website or blog.
It's easy, it's affordable, and it's extremely targeted. Recently, a friend of mine started a Facebook advertising campaign for what you could call a niche service: lifecoaching for pharmacists. While that may sound like an impossibly small demographic, Facebook's sophisticated targeting tools, combined with its overall breadth, meant that she could still reach over 2000 high-quality prospects with one buy. That type of marketing is simply not possible using conventional channels.
As I've said before, pumping out content is the single best marketing strategy I know of. Share your blog articles in your news feed, and be sure to "like" and comment on other people's posts. That way, you're more likely to pop up in their feeds as well.
You may not get an immediate response with everything you do. But over time, you will build mindshare. If you're consistently posting plumbing-related articles, your friends will think about you – and refer you – when they or someone they know has a leaky pipe.
OK, so maybe that's not the best example, but you get the idea. By combining the personal with the professional, you can bolster your credibility and expand your reach. Just remember: be yourself, and don't be shy.
