Avoid A Digital Disaster

I walked in for my 1 o’clock meeting, and there was a strange kind of energy at their office.

I’m talking about energy in the air, the people were not their usual happy selves.

I asked if Doug was in and they pointed to his office and went back to their computer screens.

I climbed the steps to his office and he greets me and tells me what’s going on.

It turns out Facebook shut down his company Facebook page.

Now that may be no big deal to you and your company, but it was for Doug and his business.

If you are relying on some marketing platform like Facebook to keep your business alive, you are risking a Digital Disaster.

Long story short for Doug is that he lost a lot but his business will recover, but it is expensive in time and money.

You may not be so fortunate.

By the way, the story I am telling is true, but Doug is not the business owners real name.

Let’s dig into the details and see how you can avoid losing your business.

Lesson Number ONE, when you name your business, register that name with the proper authorities. That’s usually at the city, county or state level. Depending on what your business does and what marketing you do, you may even need to trademark it which is at the federal level.

Doug’s business page on Facebook was shut down by Facebook because the name he had been using was trademarked by another company hundreds of miles away.  Doug was unaware of this conflict when he selected the name of his company and it wasn’t until that Monday morning that he became aware of the problem this could cause.

Doug used Facebook as his primary marketing and lead generator. His second most successful lead generator was my radio station, WOWO and it reality we married the two of them as a marketing tactic. 

Doug’s business is a home improvement company and everyday his team would be taking pictures of the transformations they did at peoples homes and sharing them on Facebook which worked when you put a considerable amount of money behind those Facebook posts like Doug did.  He spent double on Facebook what he spent with my radio station, otherwise we would have been his top lead source.

Anyway, the mistake Doug made was that he trusted Facebook.  When they took down his business page, they did without warning and all the hundreds of pictures and success stories were not just gone, but lost.

Lesson Number TWO is to Keep Everything Yourself.  Doug and his team deleted their copies of the pictures and posts once they were on Facebook. Doug now saves all those pictures in the cloud on a space he controls.  

By Wednesday, Doug had moved on and decided to rename his business.  This time he did a more thorough check for conflicts and once he was satisfied he contacted me with the new name.  It was easy for me to help him with his rebranding to our radio listeners, that’s part of the beauty of radio, we can make changes often within 24 hours.  That’s not the case for TV or print advertising.

Over the next few days, Doug started his Facebook marketing from scratch.  He had plenty of jobs that he could post and share pictures of, just like he did before, but the Thousands, yes THOUSANDS of people who were connected to his old Facebook business page, were all gone.  So once again he poured money into promoting those Facebook posts and was able to get things up to a satisfactory level of activity in about a week.  He had one handicap with Facebook marketing however.  He could not mention his old company name or he would risk being shut down again.

WOWO radio to the rescue.  The tactic that we used for Doug when he started with us is live endorsement ads and the call to action was to call them and also visit their Facebook Page.  For the first two weeks since the Facebook page was gone, we continued to promote the old name and phone number since Doug still has the old website up.

This week and for the rest of the month, the radio ads will do something that Doug could not do on Facebook. 

We are promoting the name change on the air.  Both names are mentioned as a transition.  This keeps the reputation and good will that Doug has built with our radio audience and we are also telling people to check out the work at the new company Facebook page.  The only reason I didn’t make the switch earlier is I needed Doug to have at least a dozen completed jobs as Facebook Posts so our listeners would see that this is the real thing.

I mentioned that this is an expensive lesson for Doug.  Besides the money spent to handle all of this mess on Facebook, he also needs to spend money fixing everything else online.  That includes a new website, new email addresses, getting Google reviews built up for the new company name for example.  There is also the hard costs of changing everything else with the old company name to the new name including quote forms, bank accounts, business cards, embroidered shirts for everyone on his team, vehicle wraps for their fleet and work trailers. New logo design, and the list goes on and on.  Did I mention he spent a few thousand on a radio jingle that is now worthless?

The only reason that Doug is not out of business today is he has deep pockets because this has been a good first year for his company.  Also he was not solely relying on Facebook to keep his business leads coming in.  His relationship with me and my team at WOWO Radio has made this painful lesson just a crash, but not a crash and burn.  

Please, there are ways to avoid a Digital Disaster, and I can help.  The earlier I get involved the more likely we can prevent this from happening.  Contact me: Scott@WOWO.com.  And you can also get free weekly Sound ADvice marketing tips by signing up for my newsletter in the box below.