This is a question many business owners are now asking. Earlier this year, Facebook announced plans to change the way in which it displays content in users’ News Feeds. Under the new algorithm, users will see fewer posts from businesses, and more posts from family and friends. As a business owner, you might be wondering if Facebook marketing is still worth pursuing.
Facebook Reaches More Than Two-Thirds of Americans
Regardless of your business’s target audience, they probably use Facebook. According to a Pew Research Center survey, 68 percent of Americans use the social network. Facebook has become so common, in fact, that many computers, smartphones, tablets, TVs, and electronic wearables come with the social media app already installed.
Using Facebook, you can showcase your business’s content. The health and wellness company Xyngular, for instance, frequently posts links to content published on its official website. The posts typically contain a short snippet of the published content, which users can click to access it in full. The nonprofit organization World Wildlife Fund (WWF) is another example of how to content marketing on Facebook done right. In addition to articles and blog posts, WWF also publishes camera trap images of wild animals as well as videos.
When using Facebook to showcase your business’s content, try to avoid sharing the same link twice. While Facebook doesn’t prohibit posting the same content or link multiple times, subsequent postings will reach fewer users.
Facebook also allows customers to leave reviews on your business’s Page. This is important because studies show that 90 percent of consumers read business reviews. With this feature enabled, customers can leave a review on your Facebook Page. Assuming you provide a high-quality product or service, you’ll attract lots of positive reviews that encourage new customers to choose your business as well.
One of the greatest strengths of Facebook as a marketing tool is its paid advertising service. Known as Facebook Ads, it features cost-per-click (CPC) and cost-per-impression (CPM) advertising. Most importantly, though, it allows you to target users by demographic, geographic region, interests or behaviors. Using Facebook Ads’ deep targeting options, you can create highly relevant ads that connect with your audience.
The bottom line is that Facebook marketing is alive and well. Like all social media networks, it’s constantly evolving to create a better user experience. And while some changes are to be expected, Facebook will remain a powerful marketing channel for businesses to come.