Facebook Business Page

Calling all small business owners! Are you having trouble increasing your following? What about turning your followers into paying customers? If the answer is yes, stick around because we are sharing 6 social media mistakes found on real business profiles and how to easily correct them. We’re covering the first three in this post.

Mistake No. 1: No Clear, Captivating Bio 

Your profile page serves as your first impression to your potential customer. They need to clearly understand the value in your offer, product or service. Don’t mess this up!

What we see: “Shop now. Website stock uploads at 5pm on Thursday for nationwide delivery.”

The problem: As a first-time visitor on this page, someone would have no idea why they should purchase your product by reading this. Photos tell the story of what you offer but the bio is the perfect spot to tell your customers why they should buy from you. This is especially important in industries where customers have a lot of options like in beauty/skincare for example.

How to correct this: Delivering all-natural, handcrafted soaps proven to alleviate dry, flaky skin right to your doorstep. See a difference after 1 week of use! You typically have a character limit for this section but regardless it’s important to keep it short and impactful. Stick to your unique value proposition.

Mistake No. 2: No Path to Purchase

As a business owner, you are on social media to sell products. How can you do that if potential customers have to figure out how they can purchase your product? It’s simple. Make it so easy to buy your product that a 10-year-old could do it.

What we see: No website link, email, or phone number on the profile.

The problem: It’s pretty obvious but there’s no structure around placing an order so potential customers will likely leave your page and find another product.

How to correct this: Fill in all of this information including a working phone number. You don’t want to miss any outreach from your ideal customer who might prefer one type of communication over another. Here’s a bonus tip: if your process is complex (involving a quote or contract for example), consider creating a post highlighting the order process and point viewers to the proper links to get started or ask questions.

Mistake No. 3: Not Focusing on Customer Experience

There’s an age-old business principle you should live by: People buy from people or companies they like. Provide the value they are seeking through a positive initial experience. The words and actions taken when communicating to your potential customers can easily make or break the sale. No one wants to buy from someone who is unresponsive, rude or accommodating. 

What we see: “No DMs!” “If you are a no-show, you will be banned from booking with me.” “Not accepting new clients”

The problem: It’s understandable that you may not have the bandwidth to read/respond to DMs or that you have had customers waste your time by not showing up to an appointment. However, don’t scare off the next customer who could turn out to be ideal by using these phrases. It’s unwelcoming.

How to correct this: We’re going to break down each of the statements above.

#1 Refer to mistake 2 above and tell clients the best ways to reach you instead of what not to do. If DMs are not preferred, outlining the best ways of communication will guide them into the right direction and remove the need to send a DM. Regardless, politely respond to all inquiries. Consider creating blanket responses to frequently asked questions that you can easily send, volunteering a friend or family member to monitor your inbox or, if budget allows, hire an assistant to take on this task.

#2 You can list the terms and conditions of your offering, product or service when your customers book with you. No need to call these out on social media.

#3 You’re always accepting new clients! Don’t turn down customers before you even get a chance to understand their needs. For example, if you are a hairstylist, a celebrity assistant could be searching for someone that can style the artist’s hair on tour. They visit your page and see “not accepting new clients” and immediately look for someone else. Even if you are completely booked, you would have likely found a way to do it but using that phrase led to a missed opportunity. Consider starting a waitlist or urge potential customers to contact you for last minute openings. In short, always be open for business.

Check out part 2 here when it goes live! Leave a comment below if you found this helpful!