As a business owner or manager, you might think that a social network like Facebook has no real relevance for your business. Like most people, you must choose how you will spend your time and/or money. Opportunities for promotion seem plentiful. Facebook may not appear to be a high priority. We suggest you might want to take a second look at Facebook. Here’s why:
1. You need to be where your potential clients are
It is possible that many of your clients and/or key decision makers use Facebook. According information from Statistica and Omnicore, by January of 2017, 214 million people in the US were on Facebook, with users spending between 20 to 40 minutes a day on the site. At the low end, this suggests 600 minutes a month dedicated to this social media platform and and indicates that it has become part of “the daily routine” for many users. While it was not originally built for businesses, Facebook has found a place in business awareness and promotion. Facebook allows a business to create a business page (linked to a personal profile) that supports promotion of a company’s products and services, as well as e-commerce. There are more than 40 million “active small business Pages” on Facebook. Using Facebook business page, a business can create a relationship with a follower or fan and offer special incentives to potential customers.
2. You can identify and target individuals based on their demographics and expressed interests
So, if you are looking to reach someone who is, for example, a manager in the printing industry who is within 25 miles of your office, Facebook can help you accomplish this. If you have a business to business focus, individuals who are owners or influencers in businesses that you may be interested in targeting are also on Facebook. In fact, using geographic, demographic, and interest profile information available on Facebook, you can identify and surgically target these individuals with promotional messages quite effectively. You can drop a special offer right into the lap of the profile that you target. This is immensely valuable. If you are a business to consumer model, you can target consumers who have expressed interest in the type of service or product you offer. Once again, this creates a good opportunity to convert a client.
3. You can help your clients decide by giving them good information
As you begin to establish your business’s Facebook identity, it might be tempting to load your content with offers and promotional messages (paid and unpaid) about your business. However, your relevance will be driven by how well you provide content that is of interest to your prospective clients. This can differentiate you and your business and attract positive attention. In fact, if you can routinely provide information for individuals who are at different points in the decision-making process you can lead clients to your business as a solution to their needs.
4. You can get new clients and solidify your loyal base
By providing relevant information, you may be seen by those who are early in the buyer’s journey. If they have not decided on who they will work with, providing valuable information can place you top of mind with them. Similarly, for those who have already worked with you, your continual flow of useful information creates and maintains your company as having an “expert” position, making them more likely to come to you for a repeat purchase.
5. Advertising on Facebook can have an excellent R.O.I.
Should you choose to do paid advertising, the targeting capabilities and ad types within Facebook can deliver your message to the right person. Facebook ad costs vary based on market but depending on your competitive environment, you can spend as little as $20 a day on advertising to obtain leads. It does take time and effort to learn how to advertise on Facebook effectively. Implementation of proper advertising strategies, including proper copywriting and A/B testing, is key but you can effectively reach and convert clients on Facebook.
So, don’t overlook Facebook as a tool to help you get new clients and maintain contact with your existing clients. There is a reasonable amount of support on the Facebook website itself on how to utilize the platform for your business. However, if you decide that you need help from a skilled professional, contact us.