Facebook has come a long way since its early years as a social network for college students, but it’s still a place where people share personal and humorous content. Even Mark Zuckerberg has said that he intends the platform to be a place for friends to connect. So you may be wondering, is it worth it to promote your business on Facebook?
In a word: yes. Even if Facebook is primarily a personal platform, it’s a source of information about events, products, and services. If your business is not on Facebook, you’re likely doing yourself a disservice. Here’s why you should use Facebook for your business marketing.
It allows you to connect with customers 24/7.
One of Facebook’s best benefits is its automated messaging system. You can set your page to respond to frequently asked questions and provide basic questions. Today’s consumers really appreciate good customer service. To them, that includes quick responses — but you don’t want to have to be online all the time. Autoresponders let you start a connection any time of day.
It boosts your local presence.
Next to Google Maps, Facebook is the number-one source of local information. If you are a service-based business, you can get a lot of traffic from local customers. Facebook is very good about recommending local businesses to users based on their interests and searches, so be sure that you keep your page active.
It’s an affordable ad platform.
If your marketing strategy includes paid advertising, Facebook’s ad platform is worth your consideration. It’s quite affordable to run ads, and Facebook will optimise your campaigns depending on your audience and budget. You’ll need to do some tweaking, but it’s a great way to generate leads — and especially good for driving eCommerce sales.
It gives you valuable audience insights.
Facebook (in)famously collects a lot of data about its users, and when you run a Facebook page, you get that data for free. Dive into your Insights tab, and you’ll see demographics, location, and interests for the people who interact with your page. That’s crucial to refining your marketing strategy.
It tells you what’s working for your competitors.
Ever wanted to take a sneak peek at your competitors’ marketing strategy? With Facebook, you can compare yourself to similar pages. Just check your Insights and see their top posts, engagement rate, and post frequency — instantly and for free. Now’s that’s marketing gold.
You can connect with people on mobile.
Let’s face it: people don’t browse the Web on their phones. They’re asking Siri questions or doing a quick Google search. This means that if your website doesn’t show up in search results, you’re missing out on a large chunk of your audience. Close the gap with a Facebook presence. Most users have the Facebook app, which allows them to easily find your business.
You can connect with the widest range of age groups.
Most social networks have a fairly limited age range. Platforms such as Instagram and Reddit are dominated by millennials and Gen X, with TikTok and Snapchat cornering the Gen Z share. Facebook is much more cross-sectional. Users range from teenagers to baby boomers and older. While your target audience is probably a little narrower, Facebook is a great way to expand your market and reach older customers who may not be active on other platforms.
It lets you target based on psychographics.
Sure, demographics are important, but not all millennials are avocado toast-lovers with cash to burn, and not all boomers are frugal shoppers who are eager for sales. Plus, people’s hobbies, lifestyles, and mindsets are much better predictors of their buying behavior. If you run a luxury clothing brand, you don’t just want to target wealthy people: you want to target lower-income fashionistas who want to splurge, people who are looking for professional work clothes, artists who consider their body a canvas… the list goes on. Facebook collects all that psychographic data and lets you run ads and boost posts based on it.
You can recapture the attention of lost website visitors.
Facebook offers something called the Facebook Pixel, which is honestly the best way to convert leads who visit your website then leave without making a purchase. You can run retargeting ads based on abandoned funnels or carts, visitors’ activity on your website, and past purchases — pretty brilliant!
It gives you an authentic brand image.
Here’s where most businesses get it wrong on Facebook: they treat it as an overtly promotional platform rather than a social network. Don’t be afraid to get personal with your audience. Share behind-the-scenes photos, talk about your values and mission, and use a sense of humor. This will jive better with the type of content most Facebook users like to see.
It really is worth the time and effort to start up a Facebook page. If you keep it active, you’ll connect with an engaged audience and gain valuable insights. Plus, you can monitor your competitors and run low-cost, highly targeted ads. The platform is free, so your initial investment is primarily time. Make Facebook part of your strategy, and you’ll be well on your way to affordably growing your brand!