The accepted wisdom these days is that a Facebook page and Twitter account form an absolutely essential part of any company’s online marketing strategy. While this may very well be the case, simply having a Facebook page filled with lots of little inconsequential posts about what’s going on around the office etc is likely to do little to attract and retain the interest of potential customers.
Rather than focusing inwards – ie on what is happening within your organisation, your attention should be focused fairly and squarely at the potential client. That means you should fill your Facebook page with details of the benefits which your product or service offers, rather than simply going on about the service or product itself.
An analogy can be drawn with a more prosaic form of marketing, namely leaflet distribution.
For a leaflet to be effective not only must it attract the recipient’s attention quickly by means of a catchy headline, but it must reinforce that initial interest by emphasising the benefits of choosing Company X’s service or product. Too many leaflets and advertisments ignore this fundamental princple, instead simply consisting of a bland, boring list of features.
Customers don’t care about features, they don’t care what’s happening in your business – they care about what’s in it for them.