The Power of a “Like”
Last month we discussed the importance of setting up a Facebook page for your business and asking your Facebook friends to “like” your page. We discussed how a “like” becomes a mini-endorsement of your business to everyone the person that liked you is connected to and how those numbers can become large, very fast. This month, I want to discuss some strategies you can use to attract customers to “like” your business and the powerful impact that can make.
Your page is set-up. It’s looking good and you have asked all your connections to “like” your new page. Now, how do you get your customers to “like” your page and expose all of their friends to your business as well? To begin with, start promoting your new page by having the page info displayed in your shop, on your invoices, in your advertisements, etc. This serves two purposes. First, it gives them another place where they can learn more about your company and see examples of your work. Second, it adds credibility and relevance to your business with younger consumers. This segment of your customer base views a nice Facebook page in the same way many viewed a strong yellow page ad 10-15 years ago. Just as not being in the yellow pages said something about your business 15 years ago, not having a Facebook page says something about you now.
Next, I want you to begin asking your customers if they mind you taking pictures of their job to profile on your Facebook page. Whether it is a home or auto, if they are pleased with the work that you have done, you will find most people receptive to this and many will enjoy the attention. The profile is simply taking some great pictures of their car or the interior shots of the home and posting it on your Facebook page with a brief description of the work done. Most of us are now carrying phones capable of taking decent pictures, so doing this is easy and only takes a few minutes per profile.
Also, I think a nice touch is to thank them for allowing the profile by offering a free film care kit consisting of a can of window film safe glass cleaner and a microfiber cloth. This care kit might cost you $3-$5, but it is well worth it. Someone that has their home or auto profiled on your Facebook page will definitely check out the profile, likely decide to “like” your page and probably “like” the post profiling their job.
So, what was accomplished through all of this? Using the data I gave you in my last blog, the person deciding to “like” your page and the profile of their job resulted in 130 people (average Facebook user’s # of friends) being exposed to you company twice (once for the page “like” and once for the profile “like”) by someone that they consider a friend. If you get permission to do 5-10 profiles per week, you are potentially talking about 2 impressions to 1300 individuals, or 2600 new impressions per week. Over the course of a year, that could result in a total of 135,200 unique consumer impressions. Most important, these impressions would have been forwarded to them by someone they consider a friend. Best of all, the cost of these impressions was nothing more than about an hour of your time per week. That’s a pretty good return on your time investment if you ask me.