Is Facebook for your small business really necessary? As it turns out, the world’s most popular social media site isn’t just for posting funny family pictures, weird videos, and memes. Here are three reasons why Facebook is important for small business.
With about 1.65 billion monthly active users, Facebook remains the most popular social media platform, with its users visiting the site more regularly than users of other social media sites.
Facebook is a great place to begin to introduce your company to the local market (brand awareness) and connect with current and potential customers. In fact, more than 70% of online users who engage with Facebook are ages 18-64 and 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 through engagement. Research shows that consumers make buying decisions based off of emotion, then validate those decisions based on facts. That’s why it’s important to share your mission in addition to your products and services.
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 not-for-profits you support, and highlight employees and a look inside your business. 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 to build “trust.” This trust is known as search engine optimization, or SEO. SEO is what 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 begin 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. That’s why it’s important for you to share content from your website on Facebook that encourages others to engage.
Additionally, social media channels like Facebook have their own search engine capabilities. According to TechCrunch, Facebook received more than 2 billion search inquiries per day in 2016!
Facebook’s advertising options are very 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, (as stalk-ish as it seems) 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. This information is what can be utilized 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 business.
Once you begin to look at Facebook as a strategic marketing tool instead of a social space that you may or may not use, you can begin to explore the many benefits of social media marketing. These are just a few of the many reasons why Facebook is important for small business.
Treefrog Marketing is an advertising agency focused on small business and located in Lafayette, Indiana. 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, Google+ and Instagram.