If you run a business and have a website, you may think that the job is done. You have an online presence, you are making sales – that’s the whole point isn’t it?
So why should you bother with Facebook for business?
Marketing and Social Media
These days, Social Media has become ingrained in society and in the way we communicate. Of the 23 million people in Australia, 14 million of them are on Facebook as of April this year. This is not even mentioning Twitter, Instagram, Google+, Tumblr, Pinterest, Flickr, Vimeo or YouTube.
This means that over 60% of Australia’s population are actively engaged in liking, sharing and commenting on posts, photos, videos and pages on Facebook every single day.
But what does this have to do with marketing?
As we explained in a previous blog post, Facebook is free to join, free to start a business page, and free to post photos, videos, and any other kind of promotional material. Just by starting a business page and obtaining likes from friends, your posts will appear in friends of friends’ news feeds, meaning you are already exposing your brand to those outside your immediate social media circle. And again, this is totally free.
Let’s say you want to take the next step and pay for Facebook advertising. How much does it cost? You can spend as little as $1 a day, which will get your business in front of 4000 people it wouldn’t have otherwise.
From a purely economic perspective, Facebook is the cheapest advertising platform of all time.
Zeroing in on your target market
This is all very well and good, I hear you say. But 4000 people out of 14 million really isn’t much to write home about. I may as well spend the extra and go all out on radio or TV ads, right?
You could, but radio and TV advertising is the buckshot approach compared to Facebook. With radio, TV, or indeed any other form of traditional advertising, you are getting exposure for your brand. But exposure to who? Sure, a well-placed radio ad can reach millions of people on the right network. But of those millions of people, how many of them are likely to be interested in what you’re offering? How many are in the age and sex demographics you are targeting? Essentially, you are paying for exposure to people who will never spend a cent with you.
Enter Facebook advertising and its targeted demographics.
As you can see from the above screenshot, you can choose to target your audience via:
You may have a new product that would be of great interest to 25-year-old males interested in motor sports within 25 miles of your location. You could spend thousands on a radio ad that would reach millions of people in hopes it would hit the right ones. Or, you could spend less than $50 and send your message to the exact people who would want to hear it.
When a new user signs up, Facebook collects this demographic information and stores it. Your gender doesn’t change, and you only age at the rate of one year per year. What you tend to like, share and comment on is tracked by interest category automatically in order to prefer those posts or ads which are within your range of interests. Plus, by geo-tagging yourself or your friends in photos, Facebook has a reasonable idea of where you are located.
Essentially, Facebook is an automated market research database. As the old saying goes, why have a dog and bark yourself? The market research is done for you and the overheads are miniscule. What’s more, rather than firing a shotgun in the dark, you are zeroing in on your target market with a sniper rifle.
Common excuses used for ignoring Facebook for business
1. Facebook isn’t that big, is it?
Yes, it is. As we said above, 14 million out of 23 million Australians are on Facebook. What’s more, 1.23 billion of the world’s population is on Facebook. That is over 17% of the entire population of the planet. What other medium do you know of that has that kind of reach?
2. Facebook is for young people. My target market are aged 35 and over.
Take another look. In a recent review, it was revealed that 62% of Facebook users in the US were aged over 35. If you dig into the figures further, the age brackets go like this:
- 18-24: 16%
- 25-34: 22%
- 35-44: 19%
- 45-54: 18%
- 55-64: 15%
- 65+: 10%
So whilst younger users may take up more demographic bandwidth, it is not as heavily skewed as you think.
3. I’m not on Facebook.
Whether or not you have a personal Facebook account is entirely a matter of your own preference.
Whether or not you use Facebook for business is not. Facebook is one of the most effective marketing tools in modern history. You quite simply cannot afford to ignore it.
Some business owners are put off by the fact that they have to sign themselves up to start a page. But once you’re on there, you don’t have to be personally active in any way. You can act purely as your business page, and block all personal searches and requests. If you never post from your personal page, you are far less likely to be found.
4. I hate Facebook!
Whether or not you hate it does not change the fact that it can dramatically increase your brand presence and sales. You don’t let your personal views and preferences take priority over other business concerns, why would you let them take priority over your marketing strategy?
Whether you love it or hate it, Facebook is here to stay, and it is a fantastic business marketing tool. Bite the bullet, swallow the pill, and do what’s best for your business, not your personal preferences.
If you are in business, Facebook is not optional
In summary, let’s look at why, if you are serious about growing and expanding your business, you simply don’t have the option to ignore Facebook for business:
1. Massive market reach – for free
2. In-built market demographics – for free
3. Dirt-cheap advertising
4. Targeted marketing to a hand-picked audience
5. Users of all ages and both sexes
6. Quite simply the cheapest and easiest marketing and advertising tool of all time
Don’t be a Luddite in business. Get involved in Facebook for business today and watch your sales escalate.