“Is it even worth it to maintain a Facebook page for my business?” is a question we’ve heard on more than one occasion from our clients. The answer, while complicated, is still a resounding yes!
Any small to medium-size business owner who has marketed their products or services through Facebook in the past five years can tell you in great detail of their love/hate relationship with the world’s most popular social media network. In the beginning, businesses were free to market to all of their customers who followed their Facebook page with little concern for how many people they were actually reaching.
However, once Founder and CEO Mark Zuckerberg took the company public in 2012, all of that changed. With millions of shareholders to instantly satisfy, Facebook transitioned into a corporation with a profit motive. With that motive, Facebook went to work to find ways to monetize its popularity.
Facebook algorithm hurts small businesses
One of those ways was to devise an algorithm that would limit the reach of pages belonging to businesses and other groups. Once that was done, business owners were hit with a method that they could now use to pay for reaching their customers called “boosting.” Much to the frustration of business owners used to getting the service for free, “boosting” coupled with other ad revenue today have become Facebook’s No. 1 source of revenue, with the company raking in over $1 billion per quarter.
For small business owners with no budget for Facebook boosting, the average organic reach of a typical Facebook post is down to between 1-3 percent of their following. This limited reach is what is leading businesses to question whether Facebook is dead.
With limited reach, it may seem like a waste of time to cultivate a Facebook audience. But we couldn’t disagree more. It might be wise to just re-think how and what you post. For instance, posting a special or sale through Facebook without boosting will yield few results. So, don’t waste your time doing so unless you’re prepared to spend some money to boost those posts to a larger audience.
Why should small business owners post on Facebook?
Facebook should now be seen by small business owners as a place to show potential clients or customers that you are a vital business that is loved by your customers. Think about it. If you’re searching out a business to provide you with a service and you go to their Facebook page and they haven’t posted in a year, you’re unlikely to do business with them. However, if you see they are posting 3-5 times a week with relevant content, you’ll know that they are a thriving business that cares about keeping in touch.
Next, business owners should also be encouraging their past clients to leave Facebook reviews on the business page. Much like Yelp, online users turn to Facebook reviews to determine whether they want to do business with a particular company. If you don’t have Facebook reviews activated for your business page, it’s important to do so, and email past clients to ask them for a Facebook review. Always make sure to thank people in the Facebook comments for their reviews, too!
At Idea Marketing Group we maintain Facebook pages for nearly all our marketing clients, and we know it takes time to get it right. If your Facebook or social media presence in general is lacking, or if you just don’t have the time to devote to it, contact us; we can help! Discover our tailored-to-fit marketing packages and call us at 312-834-7001 for a free consultation.