Are You Using Facebook The Right Way For Your Local Business?

Many business owners, especially local business owners, have the wrong mindset when it comes to using Facebook & other social media sites. Are you one of them?

Facebook was originally created as a place for college students to connect with friends and family. As it matured, older people started to connect with friends and family and business pages were added.

Facebook ads (PPC) became a natural way to monetize the site once the user base was large enough.

Unfortunately, many business owners will fail with PPC on Facebook for more than one reason. A few of these reasons are:

  • People use Facebook to catch up with friends, family, coworkers and to be entertained.
  • The interface you use to create your PPC ads on Facebook is not as easy to use as the ones provided by most search providers.
  • Many advertisers do not know who they are targeting well enough to be able to effectively use the targeting capabilities within Facebook to put their ads in front of the right audience.

Since people are on Facebook to socialize or be entertained, contests, giveaways and coupons are usually the best way to get people to engage with your business page.

Think of Facebook as a big party.

At a party, it’s common for people to break off into small groups and talk about things that interest them.

During these conversations, someone may mention that they need a particular type of product or service and their friends come to the rescue with one or more referrals.

These people will then do one or both of the following:

  • look up the business pages on Facebook see what kind of a reputation they have now that Facebook is allowing customer reviews to be left and shown on business pages
  • do a search on Google or another search engine to get the name, address, phone number, business hours and to see the reputation of the businesses that they were referred to

This word-of-mouth advertising is the value of having a Facebook presence for your business.

Unfortunately, too many local businesses do not market their reputation to their Facebook business page to capitalize on any word-of-mouth advertising their business may receive from customers that use that site.

I have yet to see a local business successfully make sales directly from Facebook.

You can use Facebook as a lead generation tool, as a list building tool, as a tool to gain exposure and most importantly as a place to market your reputation.

It is, however, going to be very difficult to measure the ROI that you get from Facebook.

You should definitely be using Facebook as a place to build your brand, to gain exposure and to market your 5 star reputation but it should not be your primary marketing method.

Are You Using Facebook The Right Way For Your Local Business?
Tagged on:     

Leave a Reply

Your email address will not be published. Required fields are marked *