As a business owner, no matter what business you’re in, you are constantly trying to find new customers while trying to stay engaged with your existing customers. Customer acquisition costs are getting higher and higher, and we are constantly being thrown new digital channels that we “should” be reaching our customers on. Have your business listed on Google, have Google ads, Facebook pages, Facebook and Instagram ads, Stories, Reels, influencer marketing, even Pinterest ads now. These are all great channels to be reaching your customers the only issue is, you don’t own your digital space on these platforms and they can be taken away in an instant.
Imagine this, you have built a Facebook page over years by creating authentic and relevant content that not only gets likes but sales as well! Your Facebook and Instagram ads are connected to your page and all is well in Facebook land…until it’s not. Facebook is constantly updating their policies and bots are crawling your pages looking for any potential violations and low and behold, there was one post that an influencer had done for you that has a song that should have been licensed and BAM – automatically unpublished.
When Facebook automatically unpublishes your page, it is very likely that you will not have any idea why (and they can’t tell you) and you will not get it back. All of those years of building relationships with your audience GONE, not to mention you need a Facebook page to run ads so they come to a halt and sales stop - instantly.
You may see an appeal button that, well, goes nowhere. Facebook support’s answer to this – to start a new page and start from scratch. So, you hastily set up a new page to get your ads up and running again but you have now lost your audience.
This scenario happens more than you’d think. John Nemo from The Business Journals said “Without warning, I recently saw a Facebook fan page I'd built and leveraged for several years removed and deleted. You need to be extremely wary when building your online marketing platform on someone else's digital land. The key is not becoming too dependent or reliant on those social media channels when it comes to having conversations with prospects, delivering products or talking to your customers. If you choose to build your online house on someone else's digital property, don't be shocked if they kick you out, raise the rent or change the rules without warning.”
So what do you need to do? It is imperative that YOU own your customer data and focus on driving your business in ways that cannot be taken away from you without warning or consent. Every business has data, whether it’s from your POS, email list or CRM, so you just need to figure out a way to make that data work FOR you so that you don’t miss a beat should issues arise in your digital marketing platform of choice.
These days with all the data and analytics at your fingertips, it can be a bit overwhelming, not to mention time consuming to figure out what to do with it. PEP takes YOUR data sources, finds your highest value customers or least engaged (you choose your parameters), and spits out ‘cards’ that are simple, actionable tasks to connect you to your customers. Building loyalty through personalised connections that matter to you and your customers. Best of all, no one can take that data away from you, period.
https://www.bizjournals.com/bizjournals/how-to/marketing/2016/10/my-facebook-business-page-was-deleted.html
