Some years back or more when Facebook and Google were not the most used words in the Internet or moreover these were not words at all, everything was different. The main business model was to make the best product possible, find the best possible resellers at shops and try to make it there. The business sphere was limited with country borders for smaller businesses and only those who had the money to go wild international, took the monopoly. This is not the case today when even minute ideas can conquere the world with just the right business model. If one does not have a unique product he is still able to do better by putting hours of work into marketing and SEO and defeat others. This might work with Facebook pages as well but in order to consider using Facebook pages with engaged users one must ask himself:
1. Is the business in a niche which is capable of having engaged users. For example, a company providing doorlocks for homes might not have enough appropriate information for users to keep them engaged. Furthermore in case they would be writing about locks all the time, users once aqcuired would probably leave or never click their links. This would not happen to a website about best funny jokes because they can always post some new content.
2. If one answered the previous question negatively the next question is: does the company have a business model (with high profit margin) to support marketing campaigns with high costs in order to still keep users engaged. One might offer prizes or other free products for users who are their facebook page likers. For example, a cellphone service company might just promote their page to likers as positive as possible in order that the users would not leave to another provider, therefore holding their market share from gained users and gaining market share while promoting new awareness about the company.
3. Is the business capable of providing constant new products with new discounted prices? Everybody loves to get something cheaper. Once a company is nicely capable of showing that staying as our liker might earn some discounts in the future as well, even though maybe today´s products were not the ones needed, one might stay there.
4. Does the business have a niche where you can constantly submit related news without losing your own market share. An example: a company is providing a personal Internet-based sports trainer service (he does have competitiors and fights with them), but sharing news about sports in general, how well one or another athlete in some sports did, does not decrease their income from business model – Facebook page is a must. This possibility applies for many who can figure out what they can speak about. For example a jewellery shop might also update their page about celebrity gossip or general fashion news and constantly gain users. Once their own new collection is ready, the sales go well.
5. If you are still positive about having a Facebook page, the last question is: do you have a person who actually has time to promote and update the page? Having one marketeer whose time is fully covered with updating a website, might not just be enough.
Facebook pages in today´s world seem like a must-have, but inactive or high-cost-aqcuired-leaving-users will not make it better. Figure out Facebook page content to be published and then start with it.
Author´s bio: Tom is a web-venture-capital enthusiast with forward-learning specialization in business models and best new ideas.
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