Updated: June 21, 2019
Have you had a feeling that Facebook marketing isn’t working, but you’re afraid to quit it because everyone says your small business must be on Facebook? (Note: They are wrong!)
Do you spend time posting status update after status update without any response or interaction from consumers? (Note: You are not alone with this!)
Have you tried boosted posts and paid campaigns but have doubts about whether you’re managing those correctly? (Note: You may not be.)
What would it feel like to break up with Facebook?
Sometimes, breaking up is hard to do, especially when you’ve been together for such a long time – we all used to be in love with Facebook – but it’s possible! You could ease in, considering it a trial separation for the next three months.
During that time, you can explore and test one other digital marketing platform to see if it generates more activity on your website and brings more customers to your door than Facebook has been doing.
Three alternatives to Facebook marketing
There are a number of digital marketing alternatives to consider, including these three we recommend:
- Google Business Profile. Regardless of the size of your company, regardless of the products or services you offer, you should have a professional-looking listing on Google. This is a great (free!) way for consumers in Whatcom County to find you when they search online. You can even post status updates and offers on Google.
- Mailchimp. Unlike Facebook, Mailchimp and
other e-mail marketing platforms are “owned media,” which means you get to
control who receives your content and when it’s published. You “own” content
distribution; your content is delivered directly to people’s email inboxes.
This is a big deal. There is a free version of Mailchimp – up to 2,000
subscribers – that works for most small businesses. Test publishing one really
good email marketing campaign per month.
- Guide: Getting started with Mailchimp.
- LinkedIn. Whether your target markets are business-to-consumer or business-to-business, LinkedIn can be a good option. Polish your LinkedIn profile, set up a company page and begin posting status updates that are industry-related (no vacation photos, no cute kids). You can also publish articles on LinkedIn that can be used to shine a light on your brand.
Important: Do not delete your company’s Facebook page during this trial. Just let it rest. You may want to re-use some content – pictures, videos, status updates – that was previously posted on the page. You also might decide that you want to return to Facebook after your trial separation.
At PR Consulting, we understand that nothing lasts forever, especially in the world of digital media where the tools of the trade change all the time. Managing marketing is a balance; you have to continuously be testing content, observing results and shifting strategies, like we do for our clients.
That includes identifying tools that are no longer effective and strategically planning alternatives. In recent months, we have helped Whatcom County companies migrate marketing efforts from Facebook to other platforms like LinkedIn, Houzz and email marketing. We’ve also helped organizations present themselves professionally on Google.
Don’t be afraid to shake your marketing efforts up. Weed out platforms that are not effective, test something new. If you get stuck in any way or need help managing digital media for your Bellingham business, know that we’re here to help.