Love it or loathe it, social media has revolutionised how businesses and consumers interact and for small businesses in particular, this represents an opportunity to engage with an audience they once might otherwise have not been able to reach through more traditional forms of marketing. Social networks are a cost-effective way to get your small business in front of both your current customers as well as prospective ones, so with that in mind, let’s take a look at the influence of the social network, Facebook, and exactly why your small business should be using it.
- As a cost-effective form of marketing, social media is unparallelled. Facebook is able to target your intended demographics and effectively match their interests to your services. Known to be the most popular social networking site for marketers, Facebook’s share in this particular area is set to rise, meaning businesses who do not maximise their exposure on the platform and take the opportunity to engage with Facebook’s massive audience risk being left behind while the gap widens between them and the competition.
- Though there are many social media platforms to engage with potential customers on (and you should probably be using several), Facebook continues to drive the largest share of social media referral traffic. This means with all the background noise of the internet, a company’s Facebook page should be the priority when it comes to where to focus your attention first in terms of driving traffic to your website. A strong presence and attractive ‘voice’ on Facebook is an excellent way to diversify how traffic is generated and there are simply too many rival sites and too few search terms to compete using search traffic and link building alone.
- We know that ‘content is king’ and more than ever customers are seeking valuable content and responsiveness from businesses in order to set them apart from the competition. Facebook offers a unique opportunity for businesses who master the art of engaging content to reach a specific audience and demonstrate a little of their company’s personality. Marketing doesn’t always need to focus on selling and when you humanise your business over a social platform, it makes it easier for consumers to connect with you, developing trust and loyalty.
- There’s no escaping, Facebook is BIG. The social network currently has around 40 million active small business pages. That’s a lot of other businesses already engaging with an audience, addressing their comments, concerns, questions and establishing themselves and their online reputation. Every small business needs a Facebook presence in order to build credibility and maintain visibility with their target audience. Users want information from businesses to be relevant, engaging and helpful, Facebook provides an ideal platform to deliver quality content and connect with customers to quickly answer their questions in a public forum that lets others see the quality of your services.
We know that social networks are a great, cost-effective way to get your business in front of both current customers as well as prospective new ones and, according to current stats, Facebook is clocking in around 1.23 billion active users per day (average for December 2016). With this in mind, it’s easy to see why small businesses in particular are taking advantage of the range of marketing options afforded by the social network. From a free profile, to a small budget allocation to boost posts, to a full targeted marketing campaign aimed at specific demographics, Facebook offers the opportunity to match companies of all kinds and all budgets with a huge audience. In turn, customers are able to connect and share stories about their experiences, building direct, credible, word-of-mouth recognition, essential for any small business.
By David Marrone
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