Is Facebook for Business a Waste of Time?
With all the changes Facebook has made over the years, particularly the algorithm updates in 2018, some businesses have started to question whether Facebook for Business is still worthwhile. Recent updates appear to favour content from friends and family over that of businesses and many digital marketing experts have voiced doubts about its effectiveness as a marketing platform. But is it really time to give up on Facebook for Business? I’d argue not.
Why Has Facebook Changed?
The changes Facebook made in 2018 weren’t without reason. The platform faced significant scrutiny after the Cambridge Analytica scandal and the related data privacy concerns, which led to calls for greater transparency and user protection. Alongside this, the rise of fake news and misuse of the platform by malicious groups meant Facebook had to take action to restore trust.
To address these issues, Facebook tightened its policies and made algorithmic changes to prioritise meaningful interactions – the content shared by family, friends and groups that individuals care about – while de-emphasising posts that could be deemed clickbait or spam. This affected Business Pages, and many businesses saw a dip in organic reach.
But does Facebook view all Business Pages as spam? Certainly not. In fact, Facebook has invested time and resources into redesigning Business Pages to make them more user-friendly, with easier access to essential information for visitors. For those who receive significant traffic from Facebook, this renewed focus on business profiles could provide a boost.
Facebook remains commercially driven and Business Pages are still a vital part of its platform. The advertising potential of Business Pages is invaluable – and Facebook Ads are as lucrative as ever. The updated Business Page format is one way the platform is signalling a renewed focus on serving its business community, balancing this with user trust.
Why You Shouldn’t Discount Facebook for Business
Despite the hurdles of 2018, Facebook should still play a prominent role in your digital marketing mix. Even with a drop in organic reach, the platform offers invaluable SEO benefits, helping you to build brand visibility, improve site rankings and drive traffic back to your website. Reviewing clients’ Google Analytics regularly, we see that Facebook consistently ranks among the top sources for referral traffic, whether for B2C consumer-focused businesses or B2B services. In many cases, Facebook outpaces other social channels in sending quality traffic.
In addition to organic reach, consider the following ways to boost your Facebook Business Page’s effectiveness:
1. Share Business Page Content on Your Profile
Sharing posts from your Business Page on your personal profile (a few days after the initial post, to avoid redundancy) is a simple yet powerful way to increase visibility. Some may feel uncomfortable mixing business with personal but remember – if you have confidence in your brand, then sharing it with friends and family can be a great way to show that you believe in your business. People buy from people and seeing your endorsement can help strengthen trust in your brand.
2. Join and Contribute to Relevant Local or Industry Groups
If you’re not already a member of Facebook Groups relevant to your industry or target market, this can be a highly effective way to connect with potential customers. Join groups with audiences aligned to your products or services and contribute value by sharing helpful content (following each group’s rules). Facebook Groups notify members of new posts and because they feel more community-driven than a Business Page, they tend to see higher engagement.
Another approach is to create your own Facebook Group around your industry, location or area of expertise. By becoming the authority in your niche and fostering a loyal online community, you can generate lasting engagement and become the go-to resource for your target audience. However, keep in mind that you can only post as an individual, not as a Business Page, so you’ll need to feel comfortable presenting your brand alongside your personal profile.
3. Utilise Facebook’s Targeted Advertising Options
Facebook’s robust advertising options make it possible to create highly targeted campaigns, ensuring that your content reaches the right audience. Paid ads also help bypass some of the limits on organic reach, giving your Business Page a fighting chance to stand out amid Facebook’s shifting algorithms. You can reach audiences based on their interests, demographics and even their behaviours – making Facebook Ads a powerful tool for expanding your reach efficiently.
4. Engage Authentically with Your Followers
With Facebook’s algorithms favouring meaningful interactions, it’s essential to engage genuinely with your audience. Respond to comments on your posts, share valuable content that your followers are likely to engage with and encourage discussion. It’s these real, person-to-person interactions that Facebook’s algorithms are built to reward, so investing in authentic communication will help ensure your posts are seen.
Keeping Facebook in Your Marketing Toolkit
In 2018, Facebook introduced challenges for business marketing, but it remains an essential, versatile platform. Even without massive organic reach, your Business Page provides ongoing SEO benefits and a central hub where potential customers can learn about your products or services.
It’s true that organic reach is no longer what it once was – but the platform still has immense value, particularly when used as part of a broader marketing strategy. With regular, engaging posts, effective use of Groups and a touch of paid advertising, Facebook can still deliver excellent results for your business.
If you’d like expert advice on how to get the most out of your Facebook Business Page, please call us on 01604 654545 or email hello@thelasthurdle.co.uk. At The Last Hurdle, we’re here to help you make the most of every digital opportunity.
