The Western Slopes and Breezy Hill Marketing partner to Support the WS Community and the small businesses within the region.
Breezy Hill Marketing (BHM) is partnering with the Western Slopes Business Association (WSBA) board to deliver value-added communications and social media services to the business members of the Western Slopes, and to the broader community of Richmond, Huntington, and Bolton.
Our shared goal in this effort will be to provide helpful information about business building, traditional marketing, social media marketing, and to support and promote the businesses of the Western Slopes Business Association through social media.
Each month we will feature a different social media marketing platform, highlighting relevant information, which can help, you improve navigation, increasing your return on investment, and ultimately lead to greater marketing success. First up: Facebook. We will cover how to set up a Facebook page, how to engage on Facebook, and why engagement matters.
Why Facebook? While it may still seem to some that social media could be just a passing fad, it might shock you to know that Facebook is now over ten years old! And, as the dominant social networking platform (used by 57% of all American adults), its use by adults is only increasing. 64% of Facebook users visit the site on a daily basis, up from 51% of users who were daily users in 2010.
In addition, some 24% of Facebook non-adopters who live with an account holder say that they look at photos or posts on that person’s account; so even if your customers and clients aren’t already on Facebook, chances are they know someone who is, and are being exposed to and influenced by content posted there.
“Among internet users who do not use Facebook themselves, 52% say that someone else in their household has a Facebook account. In many instances, these may be parents who do not use Facebook but live with a child who does. Fully 66% of parents with a child living at home who do not use Facebook themselves say that someone in their household has a Facebook account.”– Pew Research Center
What are all of these people doing on Facebook, and why does it matter to you if your business is on it?
Because Facebook has become a platform of vast (and rapidly growing) active and consistent users, it provides a very promising audience for your marketing efforts. And even if you still aren’t sure of the value of social media, 42% of marketers report that Facebook is critical or important to their business. So, while you may not have a presence, your competition certainly does. Why wouldn’t you want to be where 757 million people log onto daily? (Source: Facebook as of 1/31/14).
And because you’re running a small business, choosing a platform-specific content strategy might make the most sense for you. So if you only the resources to work with one social media platform, making it Facebook is a smart choice.
Getting started on Facebook. You will want to create at least two separate accounts: one for yourself, and a Page for your business.
This piece is important, because managing a personal account and business page will not only increase your presence on Facebook, it will allow you to amplify any efforts you make, and boost the efforts of your fellow Western Slopes businesses. The functionality of the two account types is very different, so having both will allow you utilize professional features (such as contests and Facebook Offers) in addition to the personal account benefits.
More importantly, a Facebook business page will also give you access to customer data and analytics you won’t be able to see through a personal account. Read more about the 14 Benefits of a Facebook Business Page Over a Personal Profile from Jon Loomer.
To create your free Facebook business page, start at https://www.facebook.com/business. You’ll find useful information about focusing on business goals, and how to target your efforts in order to reach them. Looking to drive traffic to your website? Or did you want to increase in-store sales? No matter what specific outcomes you are trying to achieve, Facebook provides an incredibly effective platform to target and engage consumers.
What makes social media so unique, of course, is the social aspect! Conventional marketing is a one-way message; Facebook and other new media platforms have broken that paradigm to allow customers to talk back to companies, and directly to each other in a very public way.
How can you take advantage of this change? Engagement. As a person, as a business, you have a voice: use it! When you LIKE, COMMENT, or SHARE a picture, comment, or other Facebook post, you tell Facebook that this content is good, and needs to be seen by more people. Maybe you’ve heard of Facebook’s famous “algorithm,”which determines how many views content will get? That secret formula is heavily influenced by likes, comments, and shares.
The most powerful way to boost your business, and support the goals of the Western Slopes Business Association, is to establish a presence on Facebook, and then LIKE, SHARE, and COMMENT on the pages of the WSA and its member businesses.
Get the conversation started on Western Slopes Association pages, and keep it going! Share pictures you like, say something about comments you read, and don’t be afraid to interact with your customers and clients.
Do you have social media success you’d like to share? What posts and content have been effective for your small business? Let us know!