Facebook isn’t that good anymore for promoting your business

Since Facebook’s launch just over a decade ago, it has become synonymous with the words ‘social network’. When considering social media, it is the first name to pop into your head, and with over 2.32 billion monthly active users as of December 31, 2018, Facebook seems like the ultimate haven for brands in terms of potential audiences.

Unfortunately, the golden age of promoting your brand on Facebook has now passed, especially if you’re a small business owner. It has become increasingly difficult to reach that audience through the platform and even if you do manage it, getting them to engage is a whole other struggle. If you gain any customers or visitors to your site as a result of Facebook, chances are you will wonder if the time, money and effort were worth it in the end.

Here are some numbers to prove that:

  • Facebook has 80 million small- and medium-sized business Pages. And over 6 million of these businesses advertise on Facebook.
  • The average engagement rate for a post is only 3.91%.
  • The average organic reach for a Facebook post is 6.4% of a Page’s likes. To make numbers easier, if your page has 1000 likes you will only reach 64 people, that have liked your page.
  • Organic reach on Facebook has been declining since 2014. While there are ways to increase a post’s reach without paying, promoting content via paid ads is also an option. Overall reach, including both organic and paid, is at 8.1 percent.
  • The average price per ad increased 17% in Q2 2018.

While Facebook still seems like an impressive potential audience waiting for your business, the time, money and effort required will not see a worthwhile return.

Facebook favors big brands that are able to give grand displays which draw in hundreds of thousands of likes. Though as we’ve seen, even the big brands’ days on Facebook may be numbered as algorithms change and user figures drop.

For small businesses, social media is an essential part of an online strategy. However, as many small businesses may be limited in resources, they need to make sure they focus their efforts to get the maximum ROI.

As we’ve seen, Facebook is not the platform for this. A small business owner’s efforts are probably much better invested in other social networks.

Seeing worrying numbers on Facebook raises a question – are there any other options? The answer is YES. And it is a mobile app for your business.

Less than half of small businesses have mobile apps, but building a mobile app may be a valuable investment. Here are just a couple of benefits that may help you determine whether investing in a mobile app is right for your business.

Engage Customers With Unique Features

Mobile apps open opportunities to engage with your customers in a unique way – games for your customers, notifications, loyalty programs and more.

Mobile websites and Facebook pages, while necessary and useful, do not have features that keep users coming back to interact with your brand.

Notifications for Sales or Special Offers

A mobile app opens a direct line of communication between your business and your customers by allowing you to send push notifications, alerting customers and app users to sales or special offers.

In fact, nearly 85% of consumers say that they’re likely to opt-in to receive push notifications if the notifications offer discounts.

Loyalty Reward Programs

App loyalty programs engage customers and incentivize new downloads by gamifying how customers use your product.

An example of a successful, app-based rewards program is Starbucks’ Star Rewards.

Starbucks offers rewards to app users who buy a certain amount of drinks or food through the Starbucks app.

Once you collect 125 stars, Starbucks gives you a free drink, which motivates customers to keep coming back.

Make Engaging With Your Company More Efficient

Apps reduce the number of touchpoints between your company and a potential customer, making it easier to convert your audience into paying customers.

For example, when Domino’s Pizza created a mobile app that allows customers to order for delivery or in-store pickup, app-based orders rose by more than 41%.

Build Brand Recognition and Awareness

Apps boost brand recognition by recreating your brand image –logo, type, and tagline – on another platform.

Getting a name, logo, or slogan in front of a customer repeatedly is a common advertising strategy, and you can include your app in this strategy.

Even if customers aren’t regularly using your app, Americans still spend an average of 2 hours and 41 minutes per day on their phones. So, if your app is “in the way” when people are looking through their phone, your logo and company name may still stand out.


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