Lots of people think they can create a fan page and just start bringing in lots of business from it… and then they realize they were mistaken and it’s a lot harder than they thought.  Here are 5 major obstacles standing between you and profitability:

1. Time Consumption:Often when people start, they are all gung-ho, and then don’t get much response on what they’re saying or doing, and then they peter out and eventually give up.  It takes a lot of time to dive into a page in any sort of truly meaningful way, and get something spectacular out of it.   This could also be accurately labeled as “Enthusiasm.”  It takes a consistent amount of energy, time and definitely enthusiasm to keep up with it.
2. Inexperience: The postings I’ve seen on people’s amateur-run fan pages are very sales oriented, aren’t getting much interactivity, and they aren’t geared at all towards relationship building. This combination can and will lead to loss of your fan base in spirit and yes, visibility from a technical standpoint.  Are you aware that Facebook will automatically hide what they deem “boring” pages from people’s top news feeds, and all of your efforts will be then wasted?
3. Technical Limitations: There’s a high likelihood that you won’t be in a position to be able to take advantage of FBML and leverage it to create interest and get people involved. Do you know what it is, and how to use it properly to build a fan base and keep your fan base interested?
4. Technical Ignorance: Third party apps are a fabulous way to enrich the user experience and again, there’s a high likelihood that you won’t be in a position to leverage them properly due to inexperience, required learning curve and overall time consumption. Do you know how to find them, which ones to use, or how to use them properly?
5. True Cost: What will it cost to use an amateur approach? Cost of opportunity, cost to undo it once you decide you do need to contract it out, and then cost of time. I have a client that’s going to have to pay around $3,000 over about 4 months to undo his mistakes before we can effectively turn the situation around and begin to see a return on his investment. That’s no small chunk of change, and it’s also costing him 4 months in prime season… how much is it really costing him BEYOND THAT just in lost opportunity? What would it cost you?

There are a handful more reasons, but I thought you could benefit from these the most.  Facebook fan page marketing is a highly specialized vehicle, believe it or not, and it’s not like any other type of marketing I’ve ever dealt with. It has its own rules, psychology, and hidden traps that can really blind you.

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