HELLO, REACH? WHERE ARE YOU?
Facebook has continued to tighten its grip on organic (unpaid) reach for business pages.
In fact, on average, only 6.4% of a page’s followers see any given post.
If you’re a local business with 1,000 likes, only 60 people are seeing your content.
Given that, should local businesses even bother to spend time posting to Facebook?
We think so but not for the reasons you might think.
FACEBOOK'S NEW ROLE FOR LOCAL BIZ
In our recent survey of over 6,000 moms across the country, we found that, not surprisingly, when a mom is researching a local business – looking for a place to host her child’s birthday party, or for music lessons – she goes online.
And one of the top places she goes to evaluate businesses? Facebook.
She’s not looking at your most recent post in her newsfeed, she’s going straight to your page and looking at your entire Facebook presence.
Everything from the images you present, your ‘about’ section, how frequently you post, what your content is and if you’re communicating with your followers are all areas that she's checking out.
She’s likely not one of the 6% of people receiving your outbound marketing, but when she comes to your page she wants to see that you’re active.
Even if only a handful of people are seeing your organic posts, continuing to keep an active presence on Facebook is so important.
If a mom is interested in your business and comes to Facebook to learn more, she’s not going to be impressed if you’ve only posted once in the last month, don’t have any contact information filled out, or post irrelevant content.
Facebook’s role for local businesses has expanded beyond just a platform to push out messages. Now it’s also a big part of your “foundation marketing” – your online presence that parents find when they are looking for businesses like yours.