The business environment for small business has become much more competitive with the appearance of social media. While competition is high, with the various social media platforms, new marketing opportunities have opened up for small businesses to compete with the big brands. The right use of the right platform can have a major impact on every business.
While Facebook was the first social media platform offering everyone to “open a shop” in the social media world, with the growth of other social media sites, the (ex)-leader has made itself more or less obsolete with small and medium sized businesses with limited budgets. Facebook marketing, at this point, is only successful if you can spend dollars like the big brands. Here is why:
If your Facebook business page has created 1,000 followers in the past and you create a post on Facebook, this post will only be seen (appearing in your followers stream) by a fraction of the total follower number. With a 1,000 followers and some luck, somewhere between 60 and 200 followers will be able to see your post in their newsfeed. And this is an already inflated number!
Facebook doesn’t want you to post links, because that would take the reader away from the site. So, if you post a link, even less people will see your post. If you want to create a positive marketing experience on Facebook, you need to spend money, and a lot of it. First, if you don’t have a sufficient network of friends, family and customers that already like your page, you need to spend dollars to acquire fans on the platform. If you have done so and you have a good number of people following or liking your page, the spending is not over. As described above, if you want your people to see what you are posting, according to Facebook, you should spend more on a promoted post, so that more of your likers can see what you post. And this counts for every post. For many small businesses, and those that have to keep an eye on expenses, this just makes no sense.
Considering the power of other social media platforms, there is no reason why a small business and those watching expenses, spend a lot of time on Facebook. Your time is better invested in taking care of your website, Google+, Pinterest, You Tube, Twitter and creating and maintaining a blog. Those platforms, if worked the right way, will increase your visibility and improve your reach.
I have read a lot of articles on the diverse social media platforms on how you can build a great community around your Facebook page and I don’t dispute these articles. However, if you follow these articles, you spend too much time on Facebook, while you could use the same amount of time on all the other platforms combined and have better results. Keep your current Facebook page and keep posting on it, with maintaining the other platforms you might increase your followership on Facebook for free. Once you have an “overflow” of money you can spend it for promoted posts.