Why Facebook Still Matters in Marketing Your Business
Facebook is the most popular and recognizable social network in the world. It’s unusual to find a person who doesn’t have a Facebook page. (Seriously, what’s their deal? Are they ghosts? Are they in witness protection?)
Despite the cries of, “Delete Facebook!” that rang out in the first half of 2018, people just can’t seem to quit the addicting social platform.
And that’s good news for marketers.
With over 1 billion logins per day, Facebook remains the most far-reaching and influential social network in the world, and Facebook provides an array of tools for businesses that want to reach that huge audience of potential customers. Here’s a quick rundown of the features that matter most to small businesses on Facebook:
1. Ads and Promoted Posts
According to Facebook, “Everyone is a marketer with the right toolkit,” and it’s true that the social network has some great marketing tools for every skill level. It also helps that Facebook has access to data from its millions of users to allow businesses to deliver targeted advertising to a customized audience.
Social signals (likes and shares) impact your search engine ranking. The fact that Facebook is that largest social network around means that you need to be on the platform to reap the SEO benefits. #MichaelsWilder Click To Tweet
2. Search Ranking
Social signals (such as likes and shares) impact your search engine ranking. The fact that Facebook is that largest social network around means that you need to be on the platform to reap the SEO benefits.
Having a Facebook presence gives you a better chance at improving your overall social engagement and ranking better in search results.
3. Business Page Capabilities
If you don’t have a Facebook page for your business, you’re missing out. Big time. Business pages are where Facebook users go to research and interact with brands. You can bet that your competitors have business pages, so if a potential customer can’t find you on Facebook, they’re likely to move on.
It should be clear to every business owner why having a presence on Facebook is pretty essential in our modern social-media-entangled world. Even if you don’t take advantage of some of Facebook’s more sophisticated features, you can still benefit immensely from just maintaining a Facebook Business page.
Who’s on Facebook?
It’s probably easier to ask who isn’t on Facebook.
Seriously, no matter what your industry or niche, your customers are on Facebook. There’s a misconception that the 40+ crowd doesn’t spend their time on social networking sites, and, while it’s true that some platforms like Snapchat and Instagram skew young, over half of all U.S. adults aged 18 to 65 are Facebook users. If you think about that stat, it makes sense. Older users with adult children, distant relatives, or old friends want to keep in touch with those who have moved away or with whom they’ve lost touch.
In addition to being one of the leading social sites for the older demographic, Facebook users span generations, genders, and locations. For more info on your Facebook audience, here are some highlights from the 2018 Pew Research social media study:
- Over half of every age group, with the exception of the 65+ crowd, has a Facebook account, and over 65% of the total U.S. adult population is on Facebook.
- 18-29 year-olds are the most likely of any age group to have a Facebook account.
- People making over $75k per year are more likely to be on Facebook than their lower-earning peers.
- More women than men use Facebook. 74% of women and 62% of men have an account.
- Approximately 75% of U.S. urban-dwellers use Facebook. Those who live in rural areas are the least likely to use Facebook (which is pretty consistent with social media use in general). However, rural residents are more likely to use Facebook than nearly any other social media (excluding YouTube).
Additional data from Facebook’s 2017 earnings report shows that U.S. users make up only 12% of the entire Facebook audience. The Asia-Pacific region is actually Facebook’s largest and fastest growing region with 38% of their active user-base hailing from this section of the world.
If you just remember one key takeaway from this data, make it this simple fact: Facebook’s audience is diverse and extensive. No matter what you sell, you’ll find an audience for it on Facebook.
That’s why Facebook still matters. It still leads the pack in terms of sheer number of users, and using FB’s advanced ad targeting, business can get access to any audience to which they want to market their product.
Yes, Facebook has seen its fair share of controversy. No, it isn’t going away anytime soon.