The number of businesses developing a presence on social media increases daily. And for good reason. There’s a sea of potential customers out there to connect with on Facebook. It can be a great way to connect with and communicate with current customers, too. Just look at the new one on one chat feature available to Facebook business page owners.
But simply creating an account and setting up a Facebook page isn’t enough. Customers and potential customers probably aren’t just going to fall into your lap. Businesses have to develop a smart marketing strategy and post the right things at the right times. Interaction goes two ways. Here, Independent Home’s CEO Yale Lipschik shares how they connect with and reach their target audience through their Facebook Page.
Veronica Davis: When did Independent Home start using Facebook?
Yale Lipschik: 2013
V.D.: What made you decide that Facebook was the right social platform to focus on?
Y.L.: As of 2015, Facebook has 1.5 billion active users in the US.
V.D.: Who takes care of the Facebook page? Is it an individual, a dedicated social manager?
Y.L.: A dedicated social team
V.D.: The posts made the page are very relevant to your niche, but entertaining also. How do you find good ideas for the posts?
Y.L.: Entertainment has to be balanced with product promotion. We understand our users are sometimes looking for detailed walk in tub information, but also are looking to be engaged by stories from people just like them, that are facing mobility challenges. Aging in place is also a big topic so we do our best to have a wide variety of posts and we want to make it fun for our visitors.
V.D.: Speaking of the niche you’re in, what attracted you to this particular topic?
Y.L.: Walk-In Tubs have grown in popularity over the past 10 years. With 10,000+ Americans turn 65+ older every day, the need for our niche product is increasing. Independent Home Walk In Tubs has been manufacturing the highest grade walk in tubs since 2007. Our mission is to help seniors and those with mobility challenges bath safely and comfortably in their own home. Thankfully we have grown to a point were we can effectively service and install our quality walk in tubs across the country.
V.D.: How well do you think the page is doing in terms of reaching potential customers? Have sales increased as the number of followers have increased?
Y.L.: With over 5000 followers, we know we are reaching potential customers and offering them educational information to help them navigate bathing safely at home. Engagement is the most important piece for us and we have seen an increase in sales due to our presence and activity with Facebook.
V.D.: What would you recommend to any business considering using Facebook? Any tips or special tools that they should consider?
Y.L.: Stay active – more and more people are turning to Facebook as they research new products and services. Post videos and links that are relevant to your product/service and put an emphasis on sharing stories. That’s what Facebook is all about.