Hey there – and welcome to episode 112 of the Small Business Made Simple Podcast.
Thanks for leading me your ears today – I know you have lots of choices out there and I appreciate you making me one of them.
I’m Jenn, the host, marketing thought leader and digital strategist and coach for small businesses. And just an all round small business lover with one goal in business – to make every small business I come across to make marketing a priority in their business – because if you want to grow, you need to market!
It’s that’s simple – not easy, but simple for sure.
Hey, can I ask a favour – it’s cheeky I know – but hey, it’s my podcast!
One thing I want to do more of in 2021 is speaking – workshop hosting via zoom or in person (oh please in person, I miss that) – so if you see, hear or know of any organisations, local councils or businesses that would love a speaker around social media, marketing or community building – then I’d love you to let me know, connect me with them or drop my name to any organisers!
That’d be brilliant. Thanks, a billion. In return, let me know what I can do for you!
Today on the podcast I want to talk about Facebook – social media in general, but Facebook first.
You see my Facebook Business Page went down last week in amongst all the Australian media that went down too.
My feed was deleted – my Business page was not – so you could still go there, but there was nothing to see.
As a side note, it is back up as of Monday 22nd February.
But it’s not the 4 days of no Facebook Page that I want to talk about today – it’s everything else around it.
For those in my world who have listened to many podcasts, read many of my blogs, follow me on social media – all the following points will sound familiar – it’s just that you saw them in action last week when Facebook showed it power – it’s extraordinary power – with absolutely no notice and no one to call to complain about it.
So first up, full disclosure – I don’t like Mark Zuckerberg and it’s not a “rich” thing, it’s a monopoly thing. I’ve studied law and economics enough to not be a fan of monopolies in most industries.
So, I guess as his least fan – my thoughts are not complimentary to his business model!
- His power, the power of Facebook – we have learnt firsthand, in fact SEEN firsthand, the power over a platform we rely on – albeit a little much.
No warning, no notice – Facebook literally has the power to turn you off at any stage – and although we all “knew” this – I don’t think we really appreciated that we knew this.
Don’t build empires on crown land (land you don’t own or control).
- A private company asserting it’s influence over a democratic society. Wrong on so many levels – so many.
- Being all about supporting small business but not really supporting small business at all.
Now this one stung me a little last week, more than normal.
My other business, Spend With Us – the marketplace platform I have for rural and regional small businesses (check it out if haven’t already – www.spendwithus.com.au) just got a HUGE article on news.com.au – it was a fabulous article showcasing two of our sellers and their journey with Spend With Us and how it’s helped them.
Although I knew their stories, it still made me tear up reading it – to think that what started out as a single thought could help so much, was very heart-warming for me.
The problem – I can’t shout it from the roof tops – I can’t link to it on news.com.au – I can’t get the traction from it, the accolades and the engagement from it that I could get if I could share it, shout it – sing about it.
This hurt me most last week.
We’d waited weeks for this article to come out – bad timing hey?
I’ll put a link to it here in the show notes in case you’d like to read it!
In fact, last week between my two businesses we had media attention from news.com.au, smart company, ninemsn, ASPL Leadership and a few more – and we couldn’t share any of them to our Facebook pages.
Yes, of course, we innovated and diversified and put them on our website and linked to them – we posted about them on our other social platforms including Facebook groups, LinkedIn and Instagram and in our newsletters – so we still got engagement and reach – but not on our page.
Business pages, I have said for a long time now, are like the White Pages of yesteryear – if you haven’t got one that’s strange for the user – why not? Why wouldn’t you be on Facebook?
This decision changes that thought bubble.
So, Facebook is apparently all about helping small businesses, but not if they are trying to position themselves as leaders, as experts in their fields and as ambassadors to their brands, because the opportunity to use PR and media and repurpose that has been taken away.
It’s not the end of the world but calls for innovation – but also how can you say you’re supporting small business, when really, you’re only supporting them how you see fit – and only via paid ads because let’s face it – traction on your Facebook Page has been in decline for years unless you pay to play.
I must say I had a little giggle at myself when my Facebook Page lost its content last week.
I thought, well Jenn, you’ve been saying for years not to rely on social media to build your brand and talk to your prospects and customers – and well, here it is – your page is gone – so no use complaining too much. You’d warned yourself!
I did however, quickly go and make sure my groups had more than 1 admin on them – most did, however, I noticed 1 only had an addition editor – not admin – so I quickly upgraded her to protect other social media assets.
Perhaps a reminder to us all check that!
So, the question, I ask often – what would your business look like tomorrow if you woke up and your Facebook was gone?
Perhaps you’ve heard me ask that before, but now it’s seems more plausible given what happened last week.
So, you might be thinking, the lecture is all good Jenn, but what do I do about it? How can I diversify? How can I take people from social media to an email list?
Ok, so glad you asked!
Here’s some ideas on how to take people from social media to an email list:
- Have a simple opt in – perhaps on your website, a pop up or in the header, your blog or in your email signature (how many times a day do you email!?!) and on your socials of course
- Run a competition on social media and gather email addresses – things to watch – see episode 11 socialmediaandmarketing.com.au/11
- Create a freebie, a download or a guide – create something of value that your customers would want – like my 108 Social media content creation ideas eBook – 108social.com.au – exchange the freebie for an email address
- Incentive to hand over their email address – like a $20 off your first order, or 13% off etc (I like giving odd numbers for strategies like this, because then you’ll know exactly where those leads came from because you don’t use 13% anywhere else!
- Link to joining your list, your freebie or your incentive on your socials – including your Facebook cover, as part of the questions to get into your group, in your Instagram bio, LinkedIn bio – Clubhouse bio
- Run a Lead Generation Facebook/Instagram ad and put some $$ behind your list building
- Create content that’s “bonus” content – just for people on your list – create FOMO for those who aren’t on the list
- Put the call to action button your Facebook page to connect to a “sign up” freebie
- Use Pinterest for traffic and leads to your website – and get people to sign up there
- Once you have people on your list, you can encourage them to forward or share your emails to others in their world – growing your list and audience that way too!
Of course, there’s another 100 ways to collect emails offline – but today we are just talking about taking people from online to offline.
I’ve said for years, the number 1 reason why you should be on social media is to get people off social media!
So, change your mindset around why you are on social media.
Start building a list. Start putting list building strategies in place so that you don’t get caught with your pants down if you loose your social media accounts.
Final thought, for some of you, are you possibly loving your feeds now there’s no news sites – your feed might be exactly the way you want it now!
I never really followed media sites – they either put up headlines that were click bait or gated content (especially rural newspapers – gated content is such a bad strategy) – gated content is when you can’t read the article unless you are a paying subscriber and they just did it too many times for my likings.
Over the Christmas period a farming friend of ours was killed, and whole district got in one day and harvested his crops – 100’s of people volunteered their time in memory of a fellow farmer, the local paper gated the article – you couldn’t read it unless you paid.
So, everyone was volunteering their time, except the paper – they were wanting to make money from the story – poor form – very poor form.
I’ve been around in a circle for this podcast and for some the information isn’t new – but perhaps more believable now.
I’m not against social media – heck I use it every single day to grow my business and interact with my audience, but do it knowing what could and what did happen.
I didn’t have to eat humble pie, but it was still humbling have my content removed from the platform!
Please learn my lessons.
It’s what having a mentor in business is all about.
Things happen in my business, to my clients and I share those experiences to help everyone else via my channels, including this one!
We as humans are we adaptable and we will adapt if Facebook becomes outdated or no longer serves us – a humble warning to all businesses I think, including Zuckerberg’s.
If you have any queries or questions, I’d love to hear from you in the Like Minded Business Owners group – if you haven’t joined yet, please do – it’s a community of amazing small business owners who are all kinds of vulnerable and share their knowledge and journey with everyone.
But that’s it for episode 112 – I’ll be back for 113 next Thursday – look forward to chatting again then.
Have a fabulous week, whoever or whatever it brings.
If you’re enjoying this podcast, which if you have listened to here – you hopefully are, don’t forget to subscribe, share this episode with another superstar business owner who’s doing the daily grind and would appreciate someone making their business simpler, and leave a rating or review to show how much you are loving this free weekly content and my fabulous guests!
See you next week
But whatever you do,
……..remember small business peeps, as my opening song says, there’s no point in dreaming small!