The Importance of Facebook Marketing for Small Businesses

The Importance of Facebook Marketing for Small Businesses

Whether you’re for or against Facebook, you can’t deny that the social media juggernaut has tremendous reach!


How big of an audience does Facebook have, you might add? With over a billion daily active users, you’d be remiss to miss out on establishing your presence on the platform. And we cannot emphasize enough the importance of Facebook’s reach, especially for businesses.


In particular, it is imperative that you hop on the Facebook bandwagon if you are a small business. Being on the platform will effectively allow your business to be exposed to a wider community.


To be seen is to be heard. In other words, if you are trying to get eyes on your brand then Facebook is one of the best tools to leverage.


So how does one go about using Facebook to gain a business advantage? Facebook marketing, ‘nuff said.


What Is Facebook Marketing?


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There are two ways to use Facebook marketing for your business needs: Facebook business pages and paid advertisements. And if it wasn’t obvious already, both require different marketing strategies.


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The Facebook Business page is a free method to set up a verified presence on the platform. You can post regular updates, engage with customers, and set up easy ways for users to get in touch. Moreover, users can also share your content or provide feedback on your page which will go a long way in creating an “established” image for your brand.


However, a Facebook Business page is, for the most part, insufficient in many ways. It may drive traffic to your website, but it won’t be the be-all-end-all of your Facebook marketing endeavours.


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On the other hand, Facebook marketing shines when it comes to its paid advertising model. Again, this method is free to set up and is quite user-friendly. With the Business Manager option, you can manage multiple campaigns and assign permissions. Other functions also include creating ads and tracking performances.


Paid ads can be applied to a myriad of areas on the platform. These areas include the Facebook newsfeed on both desktop and mobile. Other advertising areas are the sidebar on Facebook desktop, audience network on mobile, and on Instagram.


Facebook paid ads gives you the capability to engage with customers at several points throughout the buyer journey. And here’s the best part, advertising rates on Facebook are much more affordable than traditional print and broadcast media!


Why Facebook Marketing?


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So we’ve established earlier that Facebook marketing is important for small businesses. But we have merely touched the surface on the whys.


Why should you use Facebook marketing instead of any other marketing platform? Here’s why:


  • Customer interaction. Having your business on Facebook by setting up a page is a great way to get involved with your customers. Through comments or posts, you’ll get direct feedback and conversations with your target audience.
  • Adding a personal touch. Being well connected is important for any small business. You need to be able to communicate with people and grow your contacts i.e. networking. And the best way to do that is through direct involvement. Facebook gives your brand an image and actually have conversations with people. Thus, you get a much more personal experience.
  • Develop a community. With Facebook, you get to create your own community centring around your brand. All you need to do is post links and content that is both relevant and useful. And you can even host promotional campaigns and contests on the platform to give an incentive for your customers!
  • Search Engine Optimization (SEO). SEO is a key aspect of any business that wants to build a presence on the web. And one of the best ways to do this is to have a Facebook page. All links and posts on your page are indexed by search engines. So having a page flowing with continuous content will definitely give you an advantage in the rankings.
  • Competitive edge. If you aren’t already on Facebook, then you are possibly losing your edge on the competition, who are more than likely already on the platform.
  • Facebook Ads. We’ve established earlier that Facebook marketing encompasses both pages and ads. Facebook offers you the chance to put up advertising campaigns. You can then build your campaigns and set your target demographic for maximum efficiency with your budget.


How To Market On Facebook?


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Ready to move on to the next stage of your Facebook marketing strategy? Great! But keep in mind that there are minute steps to take when it comes to your marketing campaign.


In fact, Facebook’s Business Manager emphasizes discipline from the start. You will be prompted to set specific goals at the start of each campaign. Goals could include raising awareness, growing engagement or boosting conversions. Alternatively, Facebook also has a vanity metric system that includes “Likes” and “Shares” to show your campaign’s success rate.


Once you’re done setting up your goals, you get to muck around with Facebook’s range of tools to help you define and target your audience. Any small business will understand the importance of targeted ads. And Facebook does a great job in reflecting your campaign’s statistics. In particular, the Business Manager’s Insights feature allows you to focus on specific demographics. And you can even apply a saved audience or create a lookalike audience!


Once the campaign is up and running, you can use the Audience Insights feature to view your ad performances. With this, you can tweak and adjust your strategy accordingly if something isn’t working.


The Takeaways


The majority of people feel that simply having a page is enough to help their company. This could not be further from the truth. To be frank, if you aren’t going to fully utilize Facebook in all its capacity, it can be more disadvantageous than not being on it at all.


What we mean is that you should not just leave your page empty or inactive. It reduces participation and gives your business a bad name. On the other end of the spectrum, you should not spam your pages as well. It is the simplest way to lose customers. Our suggestion? Make sure that you reward your audience for being there. Free coupons and vouchers, or promotion codes are great ways to do this.


And last but not least, pay attention to your target audience. Using Facebook’s paid ads feature, you can easily find the right target audience and then market your business to them. Facebook readily provides you with all the tools to reach these people.


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