Successful social media marketing is not about being on every channel. It is all about attracting the best customers and sharing useful, relevant, and valuable content with them. But deciding which social media platforms to use can be challenging, especially when new platforms continue to emerge. Although your social media strategy depends on your industry and audience, Facebook is a great starting point. Facebook is not new, and neither is the idea that every business needs a Facebook presence. As the most popular social platform in the world, with more than 2.7 billion active users, Facebook will help you interact with your audience and provide them with useful content that can help them visit your website or make a buying decision.
Most small businesses cannot ignore Facebook, with practically every target market and ideal client using the platform, there has never been a better time to take your Facebook marketing to a new level. Since so many people are already on social media, why not reach potential customers there?
Here are five reasons why you need Facebook for your small business:
1. Build brand awareness and trust
Whether you own a restaurant, a digital marketing firm, or a dentist, you need to promote your business to attract customers and expand your base. When someone discovers your business while browsing Facebook, they will have the opportunity to click through to your website and learn more about your business, how you can help others and why they should consider working with you. Even if someone visits your Facebook business page and is not ready to make a buying decision, they may find value in the thoughtful content you share. To build brand awareness effectively, you may want to:
- Partner with businesses that give off strong trust signals: Big name brands have worked extremely hard to earn the level of loyalty and trust that has allowed them to succeed. If your business has the opportunity to partner with a well-known and trustworthy brand, take advantage of it! Customers will begin to identify your brand with a well-known one, and they will be inclined to perceive your brand favourably as a result.
- Make the most of influencer marketing: Whether you like it or not, influencer marketing is a must-have, especially if your business is targeting younger customers. Naturally, if you want to increase brand awareness, you will work with influencers who have very large followings.
- Harness the power of content marketing: Content marketing is not just about keyword ranking and backlinks – it is also an amazing way to tell a story. If you can tell your story well, it will not only resonate with your target audience but it will also result in increased brand awareness.
- Utilise SEO for brand awareness: It is as simple as this, a high search engine ranking will do wonders for your brand awareness. Not only will your brand be easier to find, but the higher you rank, the more credible your brand will be in the eyes of your audience.
All of this will encourage people to understand your business and believe that you are a knowledgeable and helpful resource.
2. Target your best customers with Facebook advertisement
Facebook news feeds show users the content that is most relevant to them. This means only 0.5% of your current followers will see what content you post. However, if you want to reach potential customers, you can create a social media advertising strategy. Facebook ads can target your ideal audience, are measurable, and have a high return on investment (ROI) as a low-cost marketing option for small businesses. So, how do you find and target your ideal audience? When people sign up for a Facebook account, they can provide their age, gender, location, interests, and other information. Facebook will then analyse the content they post, share, and interact with to better identify their interests and show them content they actually want to read. You can then use this information to create Facebook ads that are shown only to your target audience.
3. Boost customer engagement and improve SEO
As we mentioned above, just posting to your business page generally does not generate new business, but it can inspire additional business for existing customers. This is accomplished through helpful content, which can translate to a better search engine optimisation (SEO) ranking and higher engagement between you and your Facebook followers. Google and other search engines look at the type of content you post on your Facebook business page, and how people interact with your content by clicking, liking, or sharing your content. By sharing your website content, you can drive more traffic to your web pages as search engines see it as a sign that your website has useful and relevant content that people want to read and interact with. In turn, this can lead to better SEO rankings or being higher up on Google’s results page. In addition to improving your SEO, consistent content that encourages social interaction will also increase your engagement on your Facebook Business Page. Regular posts and videos will give you the opportunity to reach your customers. Every day.
4. Connect with your followers
Setting up your Facebook for your small business will give you the opportunity to personally communicate with customers and share useful information with them. In addition to providing them with content, they can also share more information about themselves with you. Inviting their interactions, comments, and feedback will let you know who they are and what they are looking for in a business, product, or service. Plus, making an effort to connect with your followers will give your company a more human side and make your page feel more like a community. Today, this is what many people look for in a business, they do not just want to hear about the helpful products and services, they also want to see what core values your business operates on.
5. Analyse helpful metrics
Once you start using Facebook to market your business, you will need to analyse the effectiveness of your posts and Facebook ad performance. This allows you to see what content is most relevant, interesting, and useful to your customers. If they are not associated with a specific type of content, time of day for posting, or any other content, analytics can help you tweak your social media strategy to increase audience engagement. To access your analytics, log in to Facebook and click audience insights in the top menu. This will take you to an overview, which provides a summary of everything that has happened on your Facebook business page in the last day, week, or month. You can then analyse various metrics, including:
- What time of day does your target audience have the highest engagement?
- Types of content you have shared (blog posts, videos, external resources, etc)
- How people interact with your content (likes, comments, shares, etc)
- How many users clicked through to your website from social media
- What content is the most popular with your audience and least popular
Now that you know why you need Facebook for your small business, you’re ready to start engaging with customers online!
At first glance, all of this may seem overwhelming, especially when you are still learning the ins and outs of Facebook. You may not have time to create, manage, and analyse posts and ads yourself – and that’s okay.
A social media agency can help you plan a Facebook strategy, set advertising budgets, create pages images, and analyse engagement. Then you can sit back and do what you do best: lead your business and watch it grow.