This 'N' Data

Facebook is a great way to reach customers. Have you visited our page?Quality trumps quantity in making Facebook work
When you consider that 150 million people in this country and 500 million worldwide have tapped into Facebook over the past year, it’s safe to call it more than a passing fad. In fact, Chris Heiler said, it might be THE best way to reach customers—presuming you get over the notion that sheer numbers are the ultimate objective.

Speaking at the GIE-Expo in Louisville, Ky., recently, Heiler, founder of LandscapeLeadership.com and author of “The Little Green Book of Big Marketing Tips & Tactics for Landscape Professionals,” noted that the best business Facebook pages constantly generate cyber conversation. Cyber conversation in turn builds relationships. And relationships ultimately foster the prospect for sales.

“Success isn’t measured by the number of fans you have,” Heiler said. “It’s about the relationships you have with your fans. Your challenge as a business operating a Facebook page is how to get people to like you.”

To that end, Heiler favors a shotgun approach—that is, using the medium in as many ways as possible to appeal to as many tastes as possible. “Mix your media and message to create more interest and interaction,” he said. “Your page should include text, images, video and audio. You should show projects going on at your business. Share techniques you do. Have testimonials from satisfied customers. Post different types of messages. Have blogs, links to other people’s content, seasonal tips, polls, contests and sweepstakes.”

In other words: The works. Of course, that requires plenty of works —er, work—from someone or several someones on staff, preferably those who already are social media “regulars.” The effort will pay off, Heiler said. “In today’s world, Facebook influences buying decisions. Businessess that realize that—and respond accordingly—will have a much greater chance of success in the future.” — Yale Youngblood