I’ve been listening to a lot of podcasts on Facebook marketing recently and it’s astounding how complex the platform has become in such a short period of time.
The initial Facebook appeal for small business owners was the huge returns on investment. It opened up the world of marketing to the average small business by creating a level playing field, with access for all.
However that ain’t looking so level anymore with the larger budgets of big brands now driving the competition in social media marketing. It’s easy to see why smaller businesses are feeling overwhelmed and frustrated.
In my opinion social media marketing is only going to continue to become increasingly difficult for small biz. So, what’s the point? I’m glad you asked!
Here’s my take on the future of Facebook for small business:
Having a social media presence is and will be, unavoidable (sorry)! It’s a must and that’s not going to change. What does need to change is our perception on why it’s so important for your business.
As business owners our ultimate goal on Facebook (and social media in general) is to grow a big following that will convert to customers, sales and larger profits margins. Right? And that’s great, there is nothing wrong with having those dreams and that can definitely be a reality for many.
But the common goal should be this:
Think of Facebook as your resume. If you are kicking ass in your business, as I’m sure you are, it’s likely your clients are talking about you and referring you to their friends (if they’re not, forget Facebook and look at this before doing anything). When someone is referred to your business I can guarantee you the first thing they do is whip out their phone and search you up on Google and Facebook.
What will they find?
What does your social media presence say about you? Will it live up to the raving reviews of your existing customers?
This is what I like to call the ‘unseen’ benefits of Facebook. Forget about the likes and comments, it’s the quiet stalking that you can’t see. Because let me tell you, if you’re a modern day business – this. IS. HAPPENING!
So with the ads thing getting harder it’s also becoming increasingly more important to ensure you’re nailing all the free tools available to you on your business page. The reason for this, is so that when you do decide to dabble in paid advertising, you have warm audiences ready to target to. Running paid ads has a higher success rate if you are able to create custom audiences.
The free stuff you should be doing (and doing well) on Facebook for small business:
- Posting highly valuable content, consistently
- Building a strong list of customer reviews
- Sharing reviews, testimonials and case studies
- Driving traffic from Facebook to your website
- Responding to comments
- Engaging with your audience authentically
- Showcasing your work
- Sharing your company values
- Entertaining and educating your followers
- Posting a variety of different content, i.e – videos, articles and photos
- Joining and contributing to Facebook groups