Don’t Waste Time Perfecting Your Facebook Business Page
Summary: While you need a Facebook business page to create your profile, publish posts, and see insights, avoid trying to perfect it because almost nobody sees it.
“It’s better to waste money than to waste time. You can always get more money.”
— Hal Sparks
My son is an assistant college soccer coach and calls every few weeks to chat about his work. Since I used to play soccer, I enjoy listening. One thing he says is that many college soccer coaches recruit players based on size, not skill. They even prize size over quickness. In their minds, bigger is better.
The result is that many college teams lack the skills to pass the ball from player to player and keep the other team from getting it. In my son’s opinion, size in college soccer is a “red herring” — something that diverts you from what’s really important.
How a Facebook Business Page Wastes Time
Now if you want Facebook to grow your business, your Facebook business page is a red herring. On the one hand, you need it to create your profile and publish posts. On the other hand, your target audience could care less. They rarely look at it.
Here’s just one example of what I mean.
In the past 4 weeks, we’ve helped a client reach over a quarter million members (258,814 to be exact) of their target audience on Facebook, by creating and promoting posts. The target audience saw these Facebook posts in their news feeds and liked, commented, and shared. And because we linked the posts to our client’s website and Amazon pages, people placed orders. Sales rose.
However, people did not visit our client’s Facebook business page. Out of the 258,814 people we reached, only 219 went to the Facebook page. That’s less than one-tenth of one percent.
That’s the red herring. Any time you spend fussing over how your Facebook business page looks is distracting you from what’s important — getting great posts into the news feeds of your target audience.
On Facebook, your target audience is connecting with friends and family. They’re going to their own news feeds, not your business page.
So create visually captivating posts, promote them to your audience’s news feeds, test which work best, adjust your campaigns, and keep improving your sales.