Imagine this: There’s an amazing bakery down the street that used to have lines out the door for their cakes and cookies. They were all the rage a few years ago, but lately, it seems a little quieter over there. What has changed for them? It could come down to one thing: either a lackluster or zero social media presence.
Having an active Facebook page to display their delicious treats, interact with customers, and advertise special offers could help them reach a broader audience and revive their busy days. Social media is a valuable tool for small businesses to remain relevant and engaged with their local community.
Indeed, managing social media can be tough for small business owners because of its rapid pace. Yet, by putting in some effort and creativity, you can recapture customers’ interest and revive excitement around your business.
Now, you might be thinking, “Isn’t Facebook a dying platform? Don’t the algorithms make it impossible for businesses to get seen?” Indeed, there is some truth to that. Organic reach, the number of people who view your posts without paid promotion, has declined. Yet, this doesn’t mean Facebook is useless for small businesses. In fact, it can be a powerful tool if you use it strategically. Here’s why:
Standing Out from the Crowd: Algorithms and Searchability
Facebook’s algorithms might favour personal connections, but that doesn’t mean business pages are invisible. Here’s the secret: business pages have different algorithms than personal profiles. This means you can optimize your content specifically for business goals, like driving website traffic or increasing brand awareness.
Additionally, Facebook’s searchability can work in your favour as a small business. By using keywords and relevant hashtags in your posts, you can help more people find your content. This can help you reach a wider audience and attract new followers who may be interested in your products or services. By staying active on the platform and engaging with your audience, you can build a strong online presence and establish credibility in your industry. Overall, with the right strategy and consistent effort, Facebook can still be a valuable marketing tool for small businesses looking to grow their online presence.
Plus, a Facebook page enhances the online visibility of your business. It functions as a digital storefront, including your bio, contact information, and a prominent link to your website. This information pops up in Google searches too, making it easier for potential customers to discover you.
Remember the imaginary small bakery I used as an example above? They could update their approach and use their Facebook page to showcase their daily specials, new menu items, and customer testimonials. By consistently updating their page with mouthwatering photos and engaging posts, they can attract more foot traffic. Additionally, by responding promptly to messages and reviews on their page, they can build trust with customers and improve their reputation both online and offline.
Public vs. Private Groups: Fostering Your Community
Facebook groups are a fantastic way to build a community around your brand. But should you go public or private? Here’s the breakdown:
Private groups: These offer a more intimate space for discussions and member interaction. Think of it as a loyalty club where you can share exclusive content, company news, links to your blog, and even host Q&A sessions. When members join using their personal Facebook pages, it creates an opportunity to share your business page within the group, encouraging interaction and promotion among members. However, keep in mind that referrals within private groups may not always send a notification to the tagged business due to privacy settings.
Public groups: While they offer a wider reach, public groups are also more susceptible to spam and negativity. Despite the potential drawbacks, public groups can be a valuable tool for reaching a larger audience and gaining exposure for your business. By sharing valuable content and engaging with members in a positive way, you can create a thriving community that supports your brand. Just be sure to monitor the group closely and enforce rules to support a positive and welcoming environment for all members.
Ultimately, whether you choose a private or public group, both can be effective in building relationships with customers and growing your business.
The Power of Paid Advertising (But Not Always)
Organic reach on Facebook has declined, and in some cases, paid advertising is necessary to effectively reach your target audience. While paid advertising can be a powerful tool for reaching a larger audience, it is important to consider the cost and effectiveness of each campaign.
Sometimes, organic reach can still be effective, especially if you have a strong community and engaging content. It’s important to test different strategies and measure the results to determine the best approach for your business. In the end, a combination of both paid advertising and organic reach may be the most effective way to grow your brand and reach your target audience.
So, should you revive your Facebook page or, if you don’t have one, should you create a new one? Definitely! There’s a whole community waiting to be discovered, and your small business has something unique to offer.
Over to You!
So, does your small business need a Facebook page? Without a doubt! But remember, strategic planning is key. Customize your content, use groups, and evaluate paid advertising based on your goals.
MYOB can assist you in navigating the dynamic landscape of Facebook for business by providing customized strategies and expert guidance. We provide resources and ongoing support to help you get started and continue growing. So, what are you waiting for? Jump in and start building those connections today!