It’s difficult to go against the grain, especially when you make your living giving advice to small business owners about what kind of online marketing they should involve themselves in. And it’s difficult to tell small business owners that the No. 1 social media site online is not a place where they should be marketing themselves. So I’m going to try to make this a measured response.
Should you, or should you not, have a Facebook page?
First, let me say that a Facebook page is one of the best online marketing tools there is if you do it well. If you don’t execute it well, however, then it’s just a page in a vacuum and any time you’ve spent on it is wasted time. In that case, you may as well not have the page.
That may not be clear to you. If it isn’t, I understand. But the real answer to the question is it depends.
If you are committed to online marketing then you should be interested in the best marketing vehicles for your business. Truthfully, some businesses just won’t fare well on Facebook. If yours is one of them then perhaps a Facebook page should not be on your menu. But what if your type of business actually does do well on Facebook? In that case, you’ve got some decisions to make.
Before you decide to build a Facebook page, ask yourself these questions:
- What do I hope to get out of the page?
- Do I have the time to promote it?
- Have I done enough research to see if my target market is on Facebook and do they interact with other pages?
- Have I done any keyword research for optimization purposes?
- What’s the plan if my Facebook page plan doesn’t pan out?
Before you build a Facebook page, know what your goal for that page is. You should also know if you have the time to promote it. You don’t need a lot of time but you do need some time. Consider the time it takes to build the page (or the expense if you plan to hire someone to do it for you) and then about 5-6 hours a week to maintain it.
If you’ve done the research and you’ve decided that a Facebook page is for you, make sure you know how to write a page and promote it so that you reach the market you want to reach. Otherwise, have a good advisor on your team.