As a small business owner, there’s no doubt you’ve heard all the reasons why having social media for your company is so important today. For starters, as of 2019, 79% of the U.S. population has social media profiles. And that number is only expected to grow from here. Obviously, having a presence on social media is essential for business growth and relevance.
However, with all the new and emerging social media platforms out there today, it can be hard to decide which ones are best for your small business. While the answer to that question will vary depending on your industry, one social media platform remains essential for ALL businesses: Facebook.
Facebook is a leader among social media platforms, and its business-oriented features make it a fundamental tool that all companies (and their clients or customers) can benefit from. The sooner you learn how to leverage your company’s Facebook page, the sooner you’ll see a consistent social media presence paying off. Here are three reasons why Facebook is important for small businesses.
With 2.5 billion monthly active users, Facebook remains the most popular social media platform, with its users visiting the site more regularly than users of any other social media site.
Facebook is a great place to introduce your company to the local market (so you can build brand awareness) and connect with current and potential customers. In fact, more than 80% of people reported discovering new retail products they were interested in buying on Facebook. Furthermore, those same individuals are reported to earn more than $75,000 annually, making it a tremendous resource to connect with just about any target audience.
Regardless of what your business does, it’s important to build brand awareness by engaging with your audience. Research shows that consumers make buying decisions based off of human emotion, then validate those decisions based on helpful facts. That’s why it’s important to share your company’s mission (the human side) in addition to your products and services (the helpful side).
While you can share information about your products and services, you can also show your audience more about your culture, the principles your company operates on, what local nonprofits you support, and your employees. This will give your business a personality and help potential customers decide if your company is a good fit for them.
When people search online, search engines (such as Google) look for the most relevant answer. Search engines display search results in an order they believe will be most helpful to the searcher. As a business, your relationship with the search engine is important so that you can build “trust.” This trust is known as search engine optimization, or SEO. SEO helps search engines find your business when people search for something online.
There are many ways to build trust with search engines, but being active on social media, most notably Facebook, can be an effective way to increase your search rankings. Search engines review the type of content you post to your page and take into account when people interact (click, like, share, etc.) with that content. When people generate “traffic” to your website, search engines recognize that your website contains helpful and relevant content for that specific search topic. In theory, this can help improve your search results rankings (and the impression you make on your current or potential customers). That’s why it’s important for you to share content from your website on Facebook that encourages others to engage with you.
Facebook’s advertising options are useful tools for reaching a local area or a specific type of client. Facebook offers a number of ad options, including boosted posts, click ads, and video ads. These ads can be created to target specific groups of people, including your ideal customers.
When people register for Facebook, they are asked to provide information like age, gender, city, occupation, interests, group affiliations, as well as other information. Additionally, Facebook analyzes what people post, share, click, and engage with on their timelines and in their news feeds. This helps Facebook identify a person’s likes, dislikes, and interests, which small businesses can use to create strategic Facebook ads that target and communicate with your prospective customers.
Let’s say, for example, you own a coffee shop. You’ve found that a majority of your customers are between the ages of 25 and 50 and work within a three-block radius of your location. Rather than scheduling a Facebook ad and targeting the masses—hoping to bring in new customers—you can use the audience-targeting features to show the ad to only those who fit within your target market.
The ability to target only your best clients on Facebook is a tremendous and low-cost resource for small businesses. Your audience will recognize that these ads apply to their everyday lives, and you can gain new customers (and keep old ones) with relevant, helpful information that helps them solve a problem or benefit from an opportunity.
Facebook is an important tool for the small business owner, and one that you should use frequently if you want to make the most of your social media presence. Taking the time to strategically gear your Facebook posts, ads, and boosted material toward your target audience can make a huge impact on your small business’s success and help you reach your audience with messages they want to hear.
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Treefrog Marketing is an agency in Lafayette, Indiana focused on small business. We specialize in strategic marketing and advertising, graphic design, web design, social media, SEO, and more. For more information, please visit our website. You can also connect with us on Twitter, Facebook, LinkedIn, and Instagram.