We all understand that Facebook is one of the most popular social media platforms in Australia. However, recently some of our clients have expressed frustration with their ‘Facebook Business Pages’. The main frustration is that their business page just doesn’t seem to be driving traffic and generating leads and there is little engagement. Lots of time and energy, but not too many results.

Why are small business owners getting these results?

Let’s take a closer look at why there might be a lack of engagement on Facebook business pages. Let’s also explore how you can work smarter and use Facebook more effectively and discuss some of the common pitfalls to avoid when it comes to using Facebook for small business marketing.

Understand how Facebook works

Facebook determines what people see in their “news feed” based on an algorithm. It is a mathematical formula used by Facebook to determine what to show to people who are Facebook users. Facebook focuses on the posts that people like and engage with the most. So, if people like, share, or comment on a post from a particular Facebook Page, Facebook thinks this information is more relevant to the person because they spend more time ‘engaging’ with that content. As a result, more content from that page is placed in the person’s feed.

Facebook Small Business Marketing

Facebook is a “social” media tool and therefore will always favor content posted by friends, family and social connections over commercial content. Commercial content usually doesn’t get the same traction as personal content and often requires a “push” to get the content in front of people. Generally, business content is seen by very few people who have liked your business page, these days you need to use Facebook paid advertising to get in front of your audience.

Business content on Facebook

Ultimately, like any other business, Facebook is a business entity and needs to make money and profit to satisfy stakeholders and investors. As many of you may have realized by now, Facebook knows it’s worth it and understands that it can be an effective digital marketing tool, giving business owners access to a large global audience and potential customers. Facebook also understands that business owners are willing to pay to access new customers and reach new audiences and has therefore tapped into this market.

Boost posts and paid promotions

One way to get more people to see your posts or feed is to pay so that you can “boost” your post. Remember that ‘organic reach’, which is not paid, is very limited on Facebook these days, especially for business pages. So, to get in front of your target audience, you really need to consider boosting your posts or running paid ad campaigns or promotions to increase reach and engagement.

How can I get some traction without paying?

There are a few ways, as of this writing, but they require more effort.

facebook live

Facebook “Live”, which is a newer feature that Facebook has introduced, allows users to run live video streaming events. This is a fun and engaging way to reach your audience, but you need to be comfortable in front of a camera and ready to answer questions and comments, as there are also live interaction features that let you know what your customers are thinking. It’s not for the faint of heart, but it cuts better and has a longer range.

Facebook groups

Facebook groups are different than business pages and seem to be able to achieve more organic reach. Facebook groups are online forums that allow small groups to communicate, usually focused on a topic of interest, and are there to allow people who share common interests to interact and share knowledge, opinions, and ideas. People can join groups that are often managed or moderated by one or more Facebook users. It could be a group that focuses on a common cause or activity like mountain biking or photography, or it could even be focused on supporting others who are in a similar life stage or have similar circumstances, as a group of single parents or an Autism Parents Network or a group specifically for small business owners.

With so many different options on Facebook, it’s sometimes hard to figure out which is the best option, or sometimes even where to start.

Keep in mind…

Do not create a personal profile for your small business.

Some new business owners and entrepreneurs create personal profiles for their businesses and brands, rather than creating a relevant Facebook business page or group. This is not ideal as it puts your business at a disadvantage. This is because Facebook Business Pages offer you a lot of content creation tools, paid promotional opportunities, and analytics that are linked to a Facebook Business Page and will not be available to you if you set up a Personal Page.

Use calls to action

Once you’ve set up your business page, use a call to action to get visitors more engaged with your business or brand. Is Facebook a referral source, but ultimately want to drive visitors to your eCommerce store or website? What do you want them to do when they land on your Facebook page? Calls to action are buttons with text like “Watch Video,” “Sign Up,” or “Book Now.” These buttons can be customized or can include a web link (URL) to a ticketing page or e-commerce site.

use your resources

Get help or use online resources, if you’re not sure where to start with Facebook, go online and check out the Facebook Help Center. There is a lot of information for advertisers, as well as helpful tips and videos that you can watch. If you’re a small business, short on time, and just want to know how to improve your marketing reach or how to use Facebook more effectively, consider contacting an agency that offers small business marketing services. Best of luck with your marketing.