Facing Facebook

The interaction between social networking sites is nothing short of amazing.  In at least three of the kitchen & bath industry LinkedIn groups to which I belong, there are ongoing discussions regarding link exchanges among kitchen and bath professionals’ Facebook pages… and it works like a charm.  Business owners are “meeting” and “liking” one another’s pages.  But to what end?   That is what I want to delve into a bit today.

We all know that we need at least 25 “likes” to get a username for our Facebook page – if this is news to you, and you have 25 or more likes go to facebook.com/username to select one for your page.  The username will serve you well in your marketing efforts.  The LinkedIn group discussions are a wonderful tool for reaching your username threshold.  Beyond that – from 26 to your first thousand… these LinkedIn discussion groups hold very little value if you are a showroom owner whose marketing efforts are business to consumer.

Once your username is in place, it’s not about how many followers can I collect… it’s all about how many “qualified” followers can I collect.  Qualified followers should fit the target market you have outlined in your marketing plan.  Those people living within a certain geographic area, at a specific income level, of a certain age-range, etc.  This is where more “traditional” advertising techniques play a role.  Driving your target market to your Facebook page may be a better tactic than sending them to your website.

Studies indicate that your Facebook (and Twitter) followers are following you in order to get something from you… a discount, the inside scoop on new products, etc.  You also have the ability to immediately update, add photos, coupons, links and more without waiting for your webmaster to update your site – which can sometimes takes days or weeks.  But the absolute BEST part of driving traffic to your Facebook page – your visitors have agreed to receive your postings… getting your name, your face, your products into their collective psyches as often as you post and they login.  – AND remember, they have requested that you do this!  With a strong enough following, you can be less concerned with fighting the Google SEO battles – let your Facebook page drive traffic to your website.

[An aside:  SEO is still vital to those doing their initial research, so don’t ignore it, but reevaluate your marketing tactics and budget expenses].

So visit and like my Facebook pages:

Facebook.com/Zpromotion

Facebook.com/KitchenAndBathChannel

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