Is Facebook Marketing Still Worthwhile For Small Businesses?




  • February 14, 2015


    Business owners and decision makers have a lot of responsibilities to juggle on any given day; so the question is, should they still leave room on their plates for Facebook marketing?


    It’s not the no-brainer strategy that it was several years ago, when it was essentially a free way to promote and advertise your establishment and build a legion of online fans. With Facebook’s algorithm changes creating a significant drop in organic reach, it’s quite possible that your posts are going largely unseen. But with a few tweaks to your strategy, Facebook could still be a key ingredient to spice up your marketing efforts.


    About that organic reach


    While you really don’t have much control over how often you appear in the newsfeeds of your fans, you can improve the odds. On Facebook, engagement and activity is rewarded with higher relevance, meaning if you can find a way to get people talking on your page or posting and tagging your page on their own feeds, your updates will show up more often.


    Related Article: How To Create Facebook Ads That Drive Sales


    According to Facebook for Business page, you shouldn’t expect that a brilliant post will directly boost your revenue, but it can be effective for smaller goals. “Your business will see much greater value if you use Facebook to achieve specific business objectives, like driving in-store sales or boosting app downloads,” it says, adding that content updates that teach, entertain or add value are the most successful.


    Some strategies to try:



    • Let your in-person clientele know about your Facebook page and encourage them to like it, check in and tag your establishment. In return, you’ll give them great content, keep them posted on events and offer exclusive discounts or promotions.
    • Post questions or ask for your followers’ opinions on something about your business to encourage responses. Maybe ask them to weigh in on a new menu item you’re considering, for instance; or spotlight some of your new inventory. Mobile POS system Instore allows you to post to your Facebook page directly from the application.
    • Use visuals like photos of your food, products or celebrations that take place in your establishment (with your patrons’ permission, of course). Photos tend to hold more weight than text-only posts.
    • Work with nearby local businesses to cross-promote each other’s offerings. The more you are tagged in others’ posts, the more you’ll begin showing up in the newsfeeds of prospective customers, and hopefully, your fan numbers will grow.
    • Give your thoughts on a trending topic or local issue, and share ways in which you’re serving your community; for instance, if you’re hosting a fundraiser. Give your customers a reason to want to like or share your content.

    Related Article: Should You Be Blogging on LinkedIn?


    However, while investing time in Facebook marketing may still be worthwhile, the drop in organic reach illustrates the clear importance of owning your marketing channels. Customized receipts that can be emailed or printed are an inexpensive way to connect with every customer you see.


    Set up an independent website for your business, and offer a promotion or discount to visitors who sign up for your e-newsletter. That will let you stay in touch with your diners and fans as often as you want—without Facebook’s programmers getting between you and your customers.

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