Facebook represents a huge potential for small businesses when it comes to online marketing. In fact, according to Small Business Trends, 80% of small business owners use Facebook for marketing, making the prominent social media platform the most popular tool for small business marketers in both the digital and traditional advertising arenas.
Why is Facebook So Popular Among Small Businesses?
One of the reasons for Facebook’s popularity among small business owners is that, like Twitter, LinkedIn, and Instagram, it’s free to use. While some of the other advertising options are inexpensive and easy, a large number of small business owners continue to just use the free options, like setting up their own Facebook page.
Another reason small businesses are sticking with Facebook is simply that they are experiencing good results. As Small Business Trends points out, 38% of small business owners say that Facebook is their most successful marketing channel.
Based on these findings, it’s certainly possible for small businesses to take advantage of Facebook’s low or no cost options to improve their marketing efforts.
The Challenge For Small Businesses on Facebook
While Facebook offers many low or no cost marketing options, it also represents a challenge and need for small businesses to set themselves apart from the crowd. Because most small businesses are already using Facebook for marketing, it’s no longer enough just set up a page and wait for it to attract customers.
This means you’ll need to actively look for unique ways to use Facebook so you don’t fade into the background with your competitors. RoundPeg offers four suggestions to get you started off on the right foot:
1. Use Custom Graphics
“One of the best ways to stand out is to be creative,” says RoundPeg. There are plenty of opportunities to use your imagination in between your avatar, banner, and posts.
For example, your avatar represents an area where you can be innovative by creating a variation on your current logo. In fact, many businesses have reevaluated or entirely redesigned their logo to make it more memorable on social media.
Your banner also provides an opportunity to promote a theme or other important information in a unique way. Experiment with swapping out a new banner every couple of months, with a graphic highlighting a product or a new seasonal theme.
For one of their food clients, RoundPeg switches out the header every month to reflect the theme of the cookbook they’ll be promoting for the month, as seen below:
2. Fill Out All Appropriate Info
If’s frustrating for people to visit a company’s page looking for something simple, like store hours, and not be able to find it.
Your Facebook business page is meant to provide your audience with an overview of your company before they jump to your website for more detailed information.
That’s why it’s important to completely fill out your profile and make sure you’re giving your readers and potential customers the details they want.
A thorough information page shows that you are invested and mindful of your brand. It’ shows that you care about your business and want to properly promote it.
3. Post Regularly
People follow your page because they want to know what’s going on with your company. If you haven’t touched your business page in months, why would anyone want to follow you?
On the flip side, regular posting will attract people who are looking for a company to do business with and continue to engage those who already follow you.
When you regularly post content, your audience will know when they can expect to check in for important updates. You can make your posts more interesting by mixing in some updates from your blog, too, along with announcements about upcoming events, and even random “sneak peek” snapshots from around the office.
Also, try to incorporate videos into your posts. Facebook tends to favor certain kinds of trending content and right now video is a hot ticket!
4. Interact With Your Audience
The biggest draw social media has for businesses is the ability to directly communicate and interact with their customers.
Having a steady presence on social media is like having a live customer service rep available to your customers 24/7. Your interactions can include everything from commenting on reviews and posts on your timeline to asking your audience questions, running contests, or cross-promoting on other pages.
Actively being involved with your audience on Facebook and posting regular content lets them know that you’re willing to put in the effort to provide them with the content and interaction they want, helping you build more meaningful personal relationships.
With over 2.01 billion monthly active users worldwide, Facebook represents a huge marketing opportunity for small businesses. In fact, According to Zephoria, 42% of marketers report that Facebook is critical to their business.
But in a world where almost every business is vying for the attention of current and potential customers on Facebook, small businesses must find unique ways to make their business page standout from the crowd.
Use the four tips above to increase your visibility on the most popular social media platform for small businesses and start increasing your return on investment with greater marketing success.