Sure, we've all heard that your business should be on Facebook. But I've heard time and again that it's difficult to see the value in spending time on the social media site.
"You have to have something that ties (the customer) to business, to make the time productive," says independent distributor Bob Fyler.
During my ridealong with Fyler, out of Chico, Calif., we had a candid conversation on ideas to make good on business with social media in the ever-changing tech era. (To read his full story, visit VehicleServicePros.com/12063528.)
He commented, like many distributors do, that he's on the social media site Facebook, but he really can't figure out how to efficiently utilize it for his business. "If you’re already using Facebook, I guarantee many of your guys are already using Facebook, so guys don’t even have to convert," says Fyler, compared to other social media sites like Twitter or Instagram. But, he adds, "I haven’t really figured out how to market to those guys yet."
I mentioned something my local beer and wine shop often does on their business Facebook page: they'll have a limited supply of a seasonal brew (say, 10 six-packs of Three Floyd's Gumballhead), and will keep the stock in back. The owner will post information about the availability of this specific product on the buisness' Facebook page, advising customers that in order to purchase this particular beer, they have to mention they saw the post on Facebook.
Now try this method with your own business: post a photo and product details for a newly stocked set of sockets with a limited supply, or a new a LED worklight that's just hitting the streets. Think about something that doesn't cost more than $50 and would be useful or of interest to a number of your customers. This not only will help you advertise a product for sale on the truck, it can also help gauge the productivity of your Facebook page, and who's seeing your posts.
Cornwell dealer John Patterson Jr. says he's on Facebook to reach his customers simply because they use the social media site more frequently than other forms of communication. "I have customers that check email once, maybe twice per week," says Patterson. "How often do you think they're checking Facebook? Sometimes five, six times per day."
Don't have the following yet to offer an exclusive? After our discussion, Fyler determined he'd help build his Facebook base by offering a giveaway for following his Facebook page. (If you follow suit, I would encourage you to to clearly post the name of your Facebook page somewhere on the truck.)
Have a social media method that has helped your business? I'd like to hear about it.
