In this article, we will talk about the benefits local businesses can have by posting on their Facebook page. But before that, let’s address the question: Does it matter? Does it matter if I’m not Starbucks or BMW? You bet it does! Here is why…
While large corporate pages do have more Likes, Comments and Shares, studies have shown that when calculate the engagement per fan (that is, the number of Likes, Comments and Shares that each fan generates), the level is actually higher for local businesses!
What? How? Why? Well…
To begin with, fans are more likely to actually see a post coming from a local business. Why? Because it’s considered to be more relevant and personal (due to the fact that it’s happening in the same neighbourhood). Also, the posts made by local staff tend to be more relevant as they are able to post very specific timely and relevant things or events that are actually occurring in that particular area.
Also, you are more likely to ‘Like’ a picture of a cashier and someone in the neighbourhood you know, than a random ad with 2 people you don’t know.
These “familiar” feelings also explain the higher engagement per fan.
Now that we’ve seen how what you post will actually be seen and have an impact on people, let’s have a look at the actual benefits of posting on your Facebook page.
More Buzz about Your Business Online and Offline
Put simply, if people see you more often, they will talk and hear about you more often. Even if you don’t drink Red Bull as a habit, you’ve heard about it. And if some day you feel like having an energy drink, chances are, Red Bull will be your beverage of choice, even it’s a bit more expensive than its competing products.
People get the “good feel” of “knowing” a product, service or business, even if they don’t really know about it, just because they’ve seen it, heard about it, or see and hear people talk about it.
More Email Subscribers
For large corps who already have a list in place, they usually send out emails to encourage people to connect to them via social networks.
For small businesses, the other way round is more likely to happen. People are more likely to discover you on Facebook than directly stumble on your website.
So basically, if you don’t post, people will neither see your posts, nor your emails. So how about posting more often so that people can discover your website and sign up for your newsletter?
Some of your posts for example can offer hot tips or tricks that they can discover after subscribing.