My husband checks his Facebook page everyday. He thoroughly enjoys keeping up with his “friends.” He rarely posts anything himself and has liked very few business pages.
Why am I telling you this?
Because he’s a textbook example of a 65+ Facebook user according to a study reported by Brian Solis in a post, “I Like You, But Just Not in That Way.”
The complete study can be downloaded from ExactTarget.
So???
If you busily post to your Facebook business page daily or weekly without considering important details about your customer that this study reveals, you’re wasting your time and may be doing more harm to your relationship with that customer than good.
You may have the most fantastic landing page on the planet, but if your Perfect Customer is my husband and people like him, it won’t make any difference because he’s never going there!
You may post fantastic marketing info about your business, but if you’re Perfect Customer is among the 54% who reported not wanting to be bombarded by advertisements, you’re toast.
If I were a big corporation, Facebook would make me crazy!
But I’m not, and you’re not. You are small. Your Perfect Customers fall into one, two and at the very most three profile types.
You only need a few hundred or a few thousand loyal customers to be successful.
You have always been successful because you give your customers what they need and want.
Those customers are now looking for businesses like yours on Facebook, and if your presence doesn’t shout, “I know and understand what you want and need!!” they’ll go somewhere else.
So refresh your memory about who you are in business to serve. This study primarily looks at age. You know lots more about your customer than just his or her age, but it’s a good place to start when evaluating how to approach Facebook. Take that knowledge about your customer… starting with age, to the study Brian Solis quotes.
Look at the study’s conclusions, and then go to Solis’s next steps at the bottom of the page.
Ignore #1. Most of you haven’t created an overall social media strategy other than to get something up on Facebook, and that is truly a great first step.
Then, read #’s 2 through 7 and heed.
Finally, write #8 in large black letters and post it on the front of your refrigerator, or somewhere where you’ll see it many times a day.
Ask your customer what he would like to see on your Facebook page. If my husband is your customer, better ask him in person, because he won’t “like” your business without that personal contact.
Use email. Use your personal Facebook profile if you have one. Use that time after you’ve made the sale and before you say goodbye.
Small local business owners have personal, intimate contact with their customers! It is what makes you unique and authentic in the eyes of those people. The information they give you will help you reach other’s just like them via social media channels.
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