Picture a potential new client. She’s enjoying her coffee in the morning, before her kids are out of bed and creating chaos in the house. She checks her Facebook feed. She sees a post about a Pilates studio just a few miles away, and she is intrigued. She goes to the Studio Facebook page. She is intrigued. She needs to know more. She goes to pictures, and clicks on some of the people tagged until she figures out who owns the studio, and maybe even who some of the instructors are. She goes to those pages. The owner’s page is marked as private. Not a good sign — she doesn’t want potential clients to “see her page”. Or – the owner’s page is public, but the profile pic has a picture of the owner on a hunting trip. She doesn’t like guns, so she crosses that studio off her list.
Facebook is a tricky business. As much as “no judgement” has become a phrase that we use in conversation, potential clients look at our social media pages and try to figure out if they’ll fit in at your business.
- In 2015 Facebook influenced 52 per cent of consumers’ online and offline purchases, up from 36 per cent in 2014. (Source: The Drum).
- 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador)
If you’re not getting the results you want from your Facebook business page, we need to look at what you’re posting – and here are some questions you can ask yourself as you look through your posts through the past month.
- How many people are seeing your posts? Check those analytics on your business page that are displayed beneath each post. if it says something like this – then you’re going to have to do something to get more people seeing your posts!
- Look at your posts through your potential client’s eyes! Are your posts in Pilates speak? Can a potential client who thinks Pilates and Yoga are related “relate” to your post?
- Look at your personal Pilates page. What pictures are on there? Who can see them? If I post a picture of me with a snake as my profile pic — maybe innocently because of a tourist thing or something — those pics may be public on Facebook and someone might think – “if she likes snakes, i won’t like her because i’m afraid of snakes”.
- Are your posts (personal or on your business page) – polarizing? For my example, I’m going to use politics – because it is probably the most polarizing thing in our nation right now. Either you like the president or you don’t. But if you put those views on Facebook — then you’re giving people a reason not to choose to support your business with their purchases. I’m not saying that you can’t have an opinion. We all do! But don’t put that opinion out there where other people may make a purchasing decision based on that opinion.
- Sarcasm hardly ever works on FB. If you’re sarcastic or trying “to be funny” – it is often something that is misinterpreted.
- With all the concerns in the media about Facebook privacy right now — I would urge you to err on the side of caution. Don’t post things that you wouldn’t want printed on the front page of the newspaper with your name attributed to them!
- Don’t post things that you wouldn’t say to your mom or grandmother. Many of us use colorful language now and then as a description in a story, but since what goes on the internet never goes away – be careful about colorful language on either your business page or your personal page.
- Post about things you love. Let potential clients see your passions. If you love Pilates, that should be obvious on your page. Check in at your studio, so people can see you’re there. If you’re doing Pilates on your living room floor while watching TV with your family – post a pic! Do all you can to encourage people to think that you’re someone they’d want to hang out with!
Go through your schedule for the last month. Are the “first time” clients representative of your “perfect client”? Whatever that perfect client is for you – your Facebook posts (personal and business) should encourage a connection between you and that client. I’m not saying that they should want to be your “bestie”, what I’m saying is they should NOT be thinking, I would never go to that business, or I wouldn’t fit in at that business.
Good luck, and if you’d like to talk more about this, make an appointment on my website for a free consultation!