It is not news that Facebook just launched a big
round of changes, yet again. One change is getting a lot of attention, which is
the death of the Facebook default landing tab.
I have heard tons of complaints on the removal
of the tab. I’ve heard online marketers say the death of the Facebook tab is the
death of their online marketing strategy? What? Seriously folks?
Let me pre-empt this post with an
acknowledgement that I know the Facebook changes do have impact. I acknowledge
they make changes without notice nor a lot of care for what we all think. I am
not endorsing their behavior and lack of care for their business audience,
particularly small business.
However, even given how evil we may think
Facebook is or that you may be ticked they actually are a business entity that
wants to make more money, remember you are using their platform for FREE! Yup,
you got it…. FREE! You get what you pay for folks, sorry.
Anyway, I ask that you put your marketing hat
on for a moment and try to ignore Facebook’s evil ways for the 1.5 minutes you
read this post, okay?
Your Problem is Not
the Death of the Facebook Default Landing Tab
·
Your problem is the
fact that the death of the Facebook default landing tab is having such a
negative impact on your business.
·
You have known that
you do NOT OWN Facebook, right?
·
You know that they
make changes frequently that you have no control of.
·
You know it is risky
to put all of your eggs in one basket.
·
Yet, you still did it.
Why?
What Your Real Problem
is…
I know there are some good marketers who
actually have taken the time to plan and implement an integrated strategy that
encompasses Facebook, a blog, LinkedIn, video and
other online and offline marketing tactics and techniques to inspire and engage
your audience to take action that helps you meet your business goals.
This post and message is not meant for you.
The post is meant for those who have not taken
the time to know their audience, understand how they can inspire and engage
them. It’s for the folks who don’t know what an integrated business platform
looks like. In reality your problems run much deeper.
1. You are putting too much weight on Facebook
for Success.
2. It is what happens AFTER the Facebook like
that matters most. Don’t put all of
your success in Facebook likes. More than 95% of people who like your Facebook
page will never be back. Who cares if you have thousands of Facebook likes if
they don’t know who you are, can’t remember liking your pages and will never
step virtual foot onto one of your online platforms or Facebook pages again!?
3. You don’t know your audience. What do you know about your community? Why did
they like your page? How often do they visit your page? Who is commenting on
your page? What content are they seeking? How can you help them meet their
business goals and objectives? What is it they really want or could use from
you? If you can’t answer these basic questions, then you do not know your
audience.
4. You don’t have a plan to inspire, connect,
engage and drive action with your community. If a Facebook landing tab is the only way you are
capturing names, driving video views or whatever the call to action may be, you
have many other problems of higher priority than a default tab.
5. Your platform is not integrated. An integrated platform includes elements
such as a blog with content that inspires, connects
and drives action. It may include other social networks such as LinkedIn,
Pinterest or YouTube. It should most times also include an integrated
email communication option for nurturing.
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