A Facebook Business page is still a vital component to your brand or foundation’s online presence.
When businesses, brands, and non-profits first discovered Facebook it seemed like the perfect solution to everybody’s marketing challenges online.
Simply build up your following, create engaging content and enjoy the prospect of a direct line of communication to your existing customers and reach a wider audience to talk to.
But then the bubble burst…
Slowly but surely the reach on everybody’s posts got less and less and with it, less engagement.
If you’ve only just noticed this, or perhaps you did not know – the reach of your posts on Facebook Business page changed dramatically from 2013 onwards, when they introduced their ‘Edge Rank’ algorithm.
In simplistic terms what this algorithm does is it shows your posts to fans based on their previous level of engagement (likes, comments, page visits).
However, businesses started to try and trick the system with tactics such as “like-baiting” – tempting people to like obvious likeable posts that were not necessarily relevant to that core Facebook business page’s audience.
The long story short it that if you have a Facebook Business page in 2020 and have 1200 likes/followers, on average, for example, your post is likely to be seen by 25- 100 people at most.
Simply put, Facebook’s approach was and still is that there is no free ride on their platforms.
If you want to reach a broader audience, pay for it!
Rather ironical since Facebook encourages business pages to pay for adverts to get more followers/likes.
So, does this mean you should not waste any more time on your Facebook Business page?
To the contrary, your page still has the same relevance as before.
Here’s why…
1. A Facebook Business page is an extension of your website
This is the number 1 reason to keep your page.
Why do you have a website?
So that people can find your business, find out more about your business, find your contact details and hopefully engage with your business, foundation or non-profit.
Some will use Google to search for you, others will use a social media platform of which Facebook is the most popular.
2. Every platform is an opportunity to promote your brand
People will look for your page for various reasons.
It may be a contact number, it may be to check client reviews, or it may be to see what your business is all about.
An up-to-date Facebook page suggest you and your team are active and things are happening.
It is human nature to want to deal with people and businesses and are on the front foot and moving forward.
3. Your page is an opportunity to tell your story
Because Facebook’s timeline runs chronologically every person that visits your page has the opportunity to see exactly what the business or NPO is all about.
Creating engaging content will harness engagement from visitors to your page, either online or by direct contact.
4. Facebook Ads offer some of the highest ROI of social ads you can buy
Facebook AD manager is a powerful tool for marketing and is comparatively cheaper than most other formats of digital advertising and they get results if you know what you are doing!
You will need a Facebook business page to either run adverts or to boost the posts you publish.
5. Some stats to make you think…
39% of Facebook users say that they follow Facebook Business Pages because they want to receive special offers
No matter the size or nature of your business, special offers or reward-based campaigns do work and people will follow your page to receive these.
47% of Facebook users only access the site through the mobile app. Many Smartphone owners have the Facebook app on their phone and only ever access the platform this way. If you are not on Facebook, you are not being seen by this sector at all!
If the prospect of maintaining your Facebook Business page and the rest of the social media platforms seems a little daunting drop us a message below and let’s see how we can help.
For now, here are some other articles to digest on your way to conquering the digital marketing space.
- Five key steps to creating a solid Digital Marketing Strategy
- Five Content Marketing challenges and how to overcome them
- Key Video Marketing statistics for 2020
- Using WhatsApp Business for Social Impact Campaigns & Business
- Digital Tips for your Home Business in the new economy
