You can pretty safely say that social media has become the newspaper of the 21st century. With no clear contenders in the realm of online communication, it’s a given that being active on sites like Facebook is a must rather than a choice for local businesses today. According to Social Media Today, 92% of small businesses believe in the effectiveness of social networking for sales, signifying that most owners understand that they need to go where their customers are.
Why are some businesses able to consistently generate leads through social while others get almost no interaction with their social content? An article on Forbes mentions that 60% of SMBs have gained little to no returns from their online investments because many don’t fully understand how social marketing works.
For instance, businesses often make the mistake of assuming that social media is ‘plug and play’, thinking all they need to do is set up their page and watch the sales go up. As a result, they invest little time and resources into making engaging posts or providing promotions that attract attention.
To make an impact online, you have to create content that consumers want to see on their personal pages. The same Forbes article states that gaining interest in the social space requires a long-term strategy. The primary purpose being to secure people’s trust and loyalty, a process which takes time. Once you’ve gained web users favor and peaked their interest, they’ll be more inclined to buy from you.
A New Challenge in Facebook Advertising
Since Facebook has one of the biggest pools of active users on the web, it’s a great place to start. However, recent changes to the site’s algorithm are prioritizing better content, meaning that your posts are less likely to be seen by users unless you subscribe to paid features.
Although this makes things more difficult and costly, it doesn’t mean that you should abandon your campaigns. On the contrary, this is an opportunity for you to stand out by raising the quality of your posts. Prior to this change, people were frequently bombarded with spam and undesirable posts. Since Facebook is now filtering posts more strictly its created renewed interest in it’s newsfeed, so your fresh and original content is more likely to be noticed.
There are many other tricks of the trade that you can learn from our one of our ebooks – Facebook Marketing Guide for Local Businesses. Still, even if you’re armed with all the latest information, it still won’t make a difference if you only come online to post once a month; the amount of effort you exert is still the best metric for social marketing success.