Thoughts and stats on why your small business still needs Facebook. Giving up on Facebook marketing is a bad idea for small businesses, because even though it may be a pay to play social network, its still a valuable marketing channel.
It’s Friday … Woohoo! Facebook Marketing Series No. 3
A few small businesses that I spoke with have either stopped using Facebook for their marketing or don’t use it on a regular basis to connect with customers. I think that this is a huge mistake. If your customers are there, you should be there as well. First listening, second engaging. The value of being there outweighs the value of you not being there when your competitors are.
Amount of US Facebook Users – Ahead of the Pack
According to a Pew Research report and article by Maeve Duggan, “Mobile Messaging and Social Media 2015”, 72% of adults online are Facebook users.
Although many other social networks have experienced growth, Facebook is still way ahead of them.
Demographics of Facebook Users in the United States
Facebook and Mobile Phone Usage
Mobile phone use is here to stay. Mobile phone users continue to increase and the amount of people in the United States who use apps or access social media and social networking sites like Facebook via mobile is huge. According to eMarketer, Facebook mobile users in the United States will reach “80% of users in the country, or 123.1 million people…” in 2015.
Facebook Mobile Spend
There is no question of the growth potential for mobile in advertising. As mobile advertising becomes more accepted and effective, ad spend will continue move to mobile – even for small businesses. “Mobile accounts for 57 percent of Facebook ad budgets.” According to an AdWeek article by David Cohen. [This was based on the data from the Kinetic Social Q1 2015 SOCIAL TRENDS REPORT].
So Why Does Your Business Still Need Facebook?
When we look at the stat that “72% of US adults are Facebook users” and the demographics of users, its hard not to imagine that your customers are using Facebook and may be using it on a mobile phone. If you are a small business, like a ‘Mom and Pop’ florist with a Facebook page, using a mobile ad and providing them with offers when they are closeby is a reality. You can also use Facebook custom audiences to target fans on a mobile phone who already have an interest in your business or when they are closeby using local awareness ads to bring them into the store and drive in-store traffic. Bringing the online world to offline.
Recently Facebook announced a move to test Facebook Place tips, and offer relevant information to users when they are near a retail store or landmark via geolocation Beacons. According to a Wall Street Journal article, “Facebook said it will begin testing Place Tips in New York City in coming weeks after installing beacons at eight shops, including the Strand Book Store, The Burger Joint at Le Parker Meridien Hotel and Dominique Ansel Bakery….”
I think small businesses need continue to evolve within the digital space, using Facebook ads and other channels within the marketing mix will prove invaluable to their success. Those that fail to find a way to adapt or adopt will be left behind in the online and offline world.
I would love to hear any feedback or comments. ^ Bob
Bob Strassel Jr.