Fred Meyer made a simple observation in 1931, one that would change the face of the retail world: People would rather run all their errands at one store, when given the chance, rather than drive all over town.
Fred Meyer Inc. would lay the path that Wal-Mart, Target and all other “superstores” that would follow.
Facebook is aiming to do the same for business owners with the newest edition of its Pages Manager app, which is expected to roll out in December.
Businesses are faced with an ever-expanding number of social media channels by which to communicate with prospects. We utilize as many as possible at the risk of losing that outlying customer.
The more we spread similar messages across a range of similar channels, the more time we waste and the more opportunities we lose.
If you could choose just three channels to utilize, Facebook, Instagram and Messenger would be ideal. The first two are the most popular social networks, and the latter is the most-downloaded app of 2016.
Facebook owns all three of these, of course, and now it will connect them all like never before.
The Pages Manager app will allow you to access all interactions from one, two or all three of these channels at the same time.
It’s a subtle improvement that makes a huge difference. Before, we were forced to jump back and forth between multiple apps. Now, all of your conversations will be housed in one location.
Pages Manager has also upped its capabilities by accelerating your conversations with prospects. Messages, comments, posts and reviews now can all be answered directly from your inbox.
How the new Pages Manager can boost your performance:
- Manage your Facebook, Instagram and Messenger interactions from one inbox and save time from jumping around applications.
- Respond to messages, comments, reviews and posts for all platforms directly from your inbox.
- Access prospects’ public profile information, as well as their interaction history with your business, from your inbox. Use this information to personalize your communications.
Why do people prefer superstores to multiple locations? Because of the long drive in between. Pages Manager just removed the commute.
How much time will that save you? 10 percent? 20 percent?
If those numbers seem small to you, consider the number of interactions your staff has with customers on a daily basis. 100? Now you’re doing 110 to 120. I’m a mortgage lender — any additional customers I can connect with have the potential to improve my day — and theirs, too.
Fred Meyer also understood the importance of knowing his customers. He paid the parking tickets his customers acquired while shopping at his Portland store. It was a kind gesture, sure, but he also gathered their addresses from the citations.
Page Manager now allows you to examine every viewer on a smaller level, letting you see every interaction they’ve had with your page. This gives you the ability to make every bit of communication more personal for your prospects. Do they have children? Everyone including real estate agents and cake designers can use that information to strengthen their pitches.
We talk about customer relations management a lot. Half of management is just staying organized and efficient. Pages Manager will now take care of the management of your most important outreach channels collected on one page, and personalized “customer relations” is just a tap away.
You might not be a megastore, but your public outreach should reach super levels in the months to come. The big changes coming to Pages Manager should help you manage your contacts quicker and more efficiently than ever!
Adam Stephens is a branch partner at The Stephens Brotsky Group at Primary Residential Mortgage Inc. Connect with him on LinkedIn or Facebook.