If you’re a small business looking to establish a digital presence, Facebook is a great and easy way to do so – it takes all of five minutes to get started, and the uniform look of Facebook pages means that you do not have to worry about web design. However, it is not nearly enough in today’s hyper-competitive market. As business owners, your time and resource are tremendously stretched, and so in this article we will show you how you can keep your digital marketing bases covered with what is effective for your business.
Don’t get us wrong, having a page on Facebook is good for several reasons!
With it’s 1.5 billion users, odds are the people you want to reach are on Facebook – many of whom search for local businesses on the platform, especially on mobile. The contact information and operating hours sections are standardized, so potential customers don’t have to hunt for it – they can even hit the link to call the business. Even better, if any of their friends already like the page, this is also proudly displayed as a form of social proof.
However, this shouldn’t be your entire digital strategy
In the past, when your customers engaged with your Facebook content, there would be a good chance for the story to appear on the News Feed of their friends but over the two years, organic reach has been steadily declining, even amongst your own fan base. This means that you now reach less than 5% of your fanbase with each post.
Small business owners also have trouble quantifying the returns on their Facebook investment – an April 2015 study by Manta found that 59% of surveyed small businesses did not see a Facebook ROI, and 17% of those who did earned less than $1,000.
There is also another important consideration – search. Anecdotally, Google seems to prioritize Facebook pages lower than official sites and local listings. 33% of search traffic going to the top organic link, and 65% to 75% typically clicking through to the top 5 links, you would want to maximize exposure to your owned channels, especially ensuring you have the top link to capture all the interest when people search for your brand. This would be a tall order for a single Facebook page.
Having an official website in addition to a Facebook page
A recent eMarketer study found that small business owners felt that corporate websites were their most effective marketing method, six percentage points higher than the next most effective method – social media. Not only that, but having your own website is one of the most cost effective ways to market your business.
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