Does Your Business Belong on Facebook?
Spoiler alert: It probably does!
Facebook – An Overview
With about 2.79 billion people on the planet using Facebook, it’s no surprise this platform is one of the most valuable social media tools a business owner can use. Outranked only by Google and YouTube, it is the world’s third-most visited website, so whenever someone is spending time online, there’s a good chance they’re on Facebook!
Based on the platform’s engagement alone, Facebook has tremendous potential for businesses looking to engage meaningfully with their current and prospective clients. More than two-thirds of Facebook users leverage the platform to visit a local business every week.
Getting Started with Facebook for Small Businesses
Knowing Facebook’s demographics will help guide your business strategy on the platform. Facebook is sometimes stereotypically regarded as a platform for grown-ups to find long-lost friends. Oh, how wrong they are.
An average Facebook user spends about 38 minutes a day on the social network. It also seems to be a hub for local businesses, as searches for local businesses on Facebook keep growing by the day. As the trend to support local businesses has taken off in the past year, Facebook clicks on searches for small businesses increased 23 percent from February to May 2020.
Engaging with your potential clients matters on social media, so it’s important to understand who you’re speaking to on each platform.
So what kinds of Facebook content can you publish?
Photo and Video Posts
Facebook’s highest-performing posts almost always include visual content. Think about posting quotes or memes relevant to your company’s brand and voice in addition to photos and videos of your products and services.
Need ideas? Try posting a tutorial on how to use one of your products or a video tour of your location!
Social media marketing is nothing without ads. Facebook has put a ton of effort into making excellent ad options available—and they’re the real deal! Facebook ad revenue generated $17.44 billion in the first quarter of 2020. About 20 percent of US adults have made at least one purchase through Facebook in the last year (compared to about 11 percent on Instagram and less than 3 percent on Pinterest).
Whatever type of ad you use—video, photo, slideshow, carousel, dynamic product, or message inbox ad—be sure to optimize it.
Here are a few tips:
- Determine your goals and choose the right audience to achieve them. Don’t forget to use the Audience Insights tool on Facebook! This will allow you to hone in on exactly who you want to see your ad—whether it’s users in a certain area code or users that fit a specific age group, gender, etc.
- Optimize your ads by making them engaging and including a call-to-action.
- Also optimize the likes and shares your ads garner on Facebook. A great way to do this is to select the ‘Use Existing Post’ option instead of ‘Create New Post’ to build your likes and shares.
- Don’t forget to use performance tracking analytics to improve your ad game.
The most basic of all Facebook posts is getting some pretty cool upgrades! Basic text posts can be used to tell your story, update your customers on business hours, promote specials or deals, share any article or raving reviews about your business, and ask questions about what types of content your customers want to see. And now text posts can do a lot more!
Similar to how you can react to posts with a ‘like, love, care, haha, wow, sad, or angry,’ businesses can now add a feeling or activity to their posts to say they’re “Feeling blessed because….” or “Celebrating xx years of business!” You can also use the updates to check in at a location, show support for a nonprofit, ask for recommendations or even sell something!
Which brings us to…
Marketplace for Business is one of the newer features of Facebook that allows you to discover, buy and sell items, as well as chat over Messenger. Businesses can use Marketplace to sell and show inventory for retail items, home rentals, vehicles, event tickets and more, and you can advertise your store and products on Marketplace even if your business doesn’t directly post them.
If you’re on Instagram or Snapchat, you are probably already familiar with the stories feature. Well, Facebook can do the same! Utilizing stories is a quick and easy way to keep your customers updated. You can use stories to post a quick photo of a new product or a video taken at an event. No matter what you do with your stories, it’s a great way to show your customers what you’ve been up to, no matter how big or small.
Facebook Live can be incredibly versatile. It can be used to livestream an event, host an informational talk or panel, conduct a Q&A, provide a tour of your facilities, and so much more!
If you choose to utilize this feature, plan ahead! Let people know you’ll be going live and when you do, try to make your broadcasts more than three minutes long—Facebook prioritizes longer videos. Plus, the longer you are live, the more likely people are to join in. Be sure to engage with your audience. Greet them as they enter, reply to their comments, answer their questions live, and pin great comments at the top of the chat!
Should your business be on Facebook?
Long story short, there’s a space for everyone on Facebook. But the businesses that do particularly well are those with no shortage of visual content. If you are on Facebook, make sure you get creative and experiment with all the available features.
Need help managing your Facebook or other social media marketing platforms and ads? Contact River Avenue Digital today and let’s get started!