I have a couple of clients who really hate Facebook. For one client, it’s a privacy issue and for the other client, a learning issue. The first client is a very private person and even the thought of a business Facebook page makes him uneasy. The second client does not use the internet much for personal purposes and has a huge learning curve when it comes to social media. And, human nature is sometimes to distrust what we do not know. Both of these clients own small local businesses that rely on search and referrals; therefore, even though they don’t particularly like it, they know they SHOULD be using social media to market their businesses. Maybe you should, too. If you have a local target market, Facebook can help you:
- Reach people who live within a few miles of your location
- Strengthen your relationship with your known customers
- Advertise directly to your customers’ friends who live nearby
Four Types of Businesses Who Should be on Facebook
Not every small business can truly benefit from advertising on Facebook. In their book Ultimate Guide to Facebook Advertising, online marketing and Facebook ad experts Perry Marshall, Keith Krance and Thomas Meloche describe the four types of businesses that might do well with a robust presence on Facebook. Examples include local businesses with a physical location where consumers regularly come to purchase goods and services — from doctors and fitness clubs to restaurants and bakeries.
If your small business falls into any of the four categories below, Facebook can be a winning part of your marketing plan:
- You have unique products.
Facebook is a highly personalized medium. So, it’s not the place to sell the same products that consumers can find easily online or in the big box stores. It IS the place to sell unique, personalized and customized products – ones that allow for individual expression.
- You sell to consumers.
Facebook is mainly used by consumers to connect with friends and family. If you sell to other businesses, you probably won’t have much success on Facebook. But, if your business is consumer-oriented, then you, too, can connect with individual consumers and people in their personal networks.
- You sell great experiences.
Facebook is also where people go to connect, to play, and to socialize. It’s a great place to sell events, club memberships, experiences, personal improvement, travel and entertainment. All of these products involve fun and positive emotions, and offer plenty of naturally social subjects for posts.
- Your business appeals to people with strong convictions.
Does your company — and your target customers – lean toward a particular religious, political or social direction? If your business harmonizes with a person’s identity, that person will be predisposed to do business with you. You can take advantage of this harmony between your business and your customers by targeting them on Facebook and discussing the issues they care about.
Don’t Know Where to Start?
I’m a big believer in social media and its power to help small businesses grow. My own small business owes all of its clients to social media. And, my business technically does not fall into one of the four categories above. Imagine what an increased social media presence could do for your company? If you’re not sure where to start – or simply don’t have time to manage a social media campaign, know that there is affordable help available. The Elliott Group can build a strategy for you and also ensure that it is executed. We manage every detail. Contact me today for a free consultation!
