The allure of Facebook and its social media reach can be enticing for many new small business owners who have yet to wet their feet in this domain. Let’s first take a look at some statistics from a recent GetApps survey of 500 small businesses:
- More than 25% of small and medium-sized business owners say that Facebook is not effective at driving organic traffic to their website.
- Only 2.4% of respondents said Facebook was extremely effective.
- 8% answered that Facebook is very effective.
Before embarking on creating a Facebook page for your business, understand what is involved in creating this presence. As with life, nothing good is easy. Facebook can be a huge commitment if you are a solopreneur. Maybe not as much so if you have help on staff or can afford to pay a professional to manage Facebook for you. Here are a couple of things to consider:
- Have a strategy.
- Build a community.
- Figure out what your audience wants.
- Create and curate top-quality content.
- Post and engage.
- Keep up with constantly changing algorithms, features, and graphics sizes.
- Watch your Insights to see what’s working – and flopping.
- Pay to run ads to be seen (unless you can post amazingly engaging content).
According to Parse.ly, which provides analytics tools primarily to publishers, Facebook traffic to the normal web pages in the Parse.ly network is down 38%.
There are those who still believe that Facebook is a valuable tool for small business. According to Scott Ayers of the Post Planner, a social media blogger, “Facebook continues to be the best social network to set up camp on as a business. It’s an absolute no-brainer to be on there.” Remember that Facebook has 1.19 billion users. It can be hard to overlook such a massive potential audience.
Starting a Facebook page is relatively easy and costs you exactly $0. The Post Planner started a new Facebook page to test the monetization of ads and various tactics. The results were very interesting:
While the data is dated, it shows what happened in only 3 days of marketing, spending just $34.36, which equates to $0.02 per ad. Not bad. By learning your audience and by targeting your ads to people interested in your page’s topic, you can definitely keep costs low. Will you get these results in today’s market? Hard to say without trying. If you are interested in a starting point, check out this link on how to set up a Facebook page:
According to Facebook, you can set up your page free in a matter of minutes from your computer or mobile device. They share a myriad of success stories and inspirational tips to keep you hard at work. It may come down to what your goals are. If you are looking to enter social media for the first time with your business, and you are currently familiar with Facebook in general, it may pay to take a shot, as did the Post Planner, and invest a little time and capital and see what comes from it.