Using Facebook for small business is becoming increasingly more effective, and necessary, than traditional advertising methods.
But it’s not all about Facebook. Facebook and social media advertising is just a single facet of how our lives are becoming more and more digital. And it doesn’t seem to be slowing down any time soon.
Just look at the big box retail stores like Macy’s, Sears, JC Penny, and the whole lot that are getting demolished by Amazon’s convenient two-day shipping that people can access right from their phone. Have a look for yourself.
Sears, JC Penny, Macy’s, Best Buy, and Kohls have all lost over 50% of their market value from 2006 to 2016.
Meanwhile, in that same time period, Amazon has grown 1,934% to a whopping $355.9 billion.
Because Amazon sees (and has been seeing) the bigger picture and is taking advantage of technology!
You need to do the same!
If you don’t your competitors will, and you’ll lose out on business (Just ask Sears and JC Penny).
Here’s the problem…
You might have a Facebook page for your business, and that’s good and all…
But it doesn’t really matter unless you actually show up.
Having a Facebook page for your business just doesn’t cut it – you need to actually show up and be active on your page.
Otherwise, nobody is going to look at your page or engage with you.
It would be like showing up to an amphitheater to stare at an empty stage. If nobody is going to be there to play a show then there’s just no point in going.
Think of your Facebook page the same way – nobody is going to engage with you, talk to you, comment on your posts or want to have anything to do with you unless you’re posting on your business’s Facebook page on a regular basis.
But you know what’s even more unfortunate?
Less than 5% of your audience is going to see you post anyways. In fact, it’s pretty safe to say that eventually, the organic reach of business pages on Facebook is going to become zero.
So if you have 20 people who follow your local business’s Facebook page, then odds are that only 1 of those people is going to see a given post.
If that’s the case, why bother posting at all?
Let me tell you!
Facebook is all about the user experience. Their #1 goal is to make sure their users are getting the most enjoyment as possible out of their platform so they come back and use it again. And again. And again.
For that reason, Facebook will show people posts that they’re most likely to engage with and enjoy to give them a personalized experience.
So if you can get people to engage with the things you post, Facebook will show them more and more of your posts.
More engagement = more total eyeballs
That’s why Facebook engagement is crucial.
It’s like a snowball rolling down a hill – in order to get the most mileage out of your posts, you need to be posting on a regular basis.
I won’t get into Facebook Ads too much here, but the whole premise is that you can show your ads to targeted audiences of your choosing.
For example, if you own a golf course, you can show your posts (or advertisements) to people in your area who like to play golf, read golf magazines, and like different golf brands (etc.) because those people are more likely to enjoy the content on your Facebook business page.
That’s the power of targeted advertising – only showing your ad to the people who actually want to see it.
Essentially, Facebook Ads are a way to pay for more people to see your content – other than the 5% who are going to see it organically.
Because no matter what kind of business you have – you are in the business of people.
Whether you own a restaurant, golf course, dental practice, dog grooming service, massage clinic, hair salon, bicycle shop…. (you get the point).
You are in the business of people!
Let me ask you this:
How do you get most of your business?
For most of you, I bet it’s word of mouth.
Well, guess what?
Facebook is word of mouth!
Don’t forget, Facebook is social media – emphasis on the word social.
The phrase social media, at it’s most basic functional level, just a means of communicating over the internet.
Think of how powerful a recommendation or referral is for your business – now imagine being able to amplify that to way more people…
That’s social media.
This 2017 BrightLocal study revealed a ton of insightful information on consumer behavior.
In order for someone to purchase your product or service, you need to build a relationship with that someone.
Because as you know, people buy from those they know, like, and trust.
Think about it this way:
If you continuously use your business’s Facebook page to engage with a person, they begin to get to know you.
If you keep engaging with that person who’s started to get to know you, they’ll eventually come to like you.
And if you continuously engage with that person who now knows and likes you, they’ll begin to trust you.
And when you have all of those factors – know, like, and trust – when that person has a problem that your product or service can help them solve, they’ll come to you before any of their competitors.
Because you’ve taken the time to build a relationship with them!
If someone is looking for a restaurant to eat at, what restaurant do you think that person is more likely to go to?
(Go ahead and take moment to think about that one if you need to)
It’s all because that first local restaurant has taken the time to get in front of that person more than the other restaurant.
They helped forge a relationship with that person – now when that person needs a place to go eat – that restaurant gets that person’s business.
All it is is building relationships!
If you build more quality relationships with your prospective customers – you will get more business.
More & Better Relationships = More and Better Business. It’s as simple as that.
So here’s the solution…
As humans, we make decisions with emotion.
Only after we make an emotional decision in our subconscious brain do we then justify it in our rational brain with logic.
In other words: we make our decisions with our emotion subconsciously and then use logic it to justify them afterward.
So if you can build more relationships and get more people to know like and trust you, more people will be more willing to purchase from you when they need your product or service. Instead of your competitor.
It just comes down to giving value to your audience.
Why? Because they already have these positive emotions regarding you and your business.
And people make decisions with their emotions.
So get out there and start using your business’s Facebook page more often!
Start posting things that will get your audience to engage with you and start to build those relationships!
If you’re not sure where to get started, I created a free training on how to get started taking advantage of your business’s Facebook page (the right way).