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We all understand that Facebook is one of the most popular social media platforms in Australia. However, recently some of our clients have expressed their frustration with their ‘Facebook business pages’. The key frustration is that their business page just doesn’t seem to be driving traffic and generating leads and there is little engagement. Lots of time and energy going in but not too many results.

Why are small business owners getting these results?

Let’s take a closer look at why there might be a lack of engagement on Facebook business pages. Let’s also explore how you might be able to work smarter and use Facebook more effectively and discuss some of the common pitfalls to avoid when it comes to using Facebook for Small Business Marketing.

Understanding how Facebook works

Facebook determines what people see in their “news feed” based on an algorithm. It’s a mathematical formula used by Facebook to determine what to show people who are Facebook users. Facebook focuses on the posts that people ‘like and engage with’ most. Therefore, if people like, share or comment on a post from a particular Facebook page, Facebook believes that this information is more relevant to the person because they are spending more time ‘engaging’ with that content. As a result, more content from that page is placed into the person’s news feed.

Facebook Small Business Marketing

Facebook is a “social” media tool and therefore will always favour content posted by friends, family and social connections over business content. Business content usually doesn’t get the same traction as personal content and often requires a ‘boost’ so that the content can get in front of people. In general, business content gets seen by very few of the people who have liked your business page, these days you need to use paid Facebook advertising to get in front of your audience.

Business content on Facebook

Ultimately, like any other business, Facebook is a commercial entity and needs to make money and profits to satisfy stakeholders and investors. As many of you may have already realised, Facebook knows it’s worth and understands that it can be an effective digital marketing tool, that gives business owners access to a large world-wide audience and prospective customers! Facebook also understands that business owners are willing to pay to access new customers and reach new audiences and therefore has tapped into this market.

Boosting Posts & Paid promotions

One way to get more people to see your posts or news items is to pay so that you can ‘boost’ your post. Remember ‘organic reach’ which is not paid for, is very limited on Facebook nowadays particularly for business pages. Therefore, to get in front of your target audience you really need to consider boosting your posts or running paid advertising campaigns or promotions to increase reach and engagement.

How can I get some traction without paying?

There are a few ways, at the time of writing this article, but they take more effort.

Facebook LIVE

Facebook “Live” which is a newer feature that Facebook has introduced, allows users to run live video streaming events. This is a fun and engaging way to reach your audience but you need to be comfortable in front of a camera and ready to answer questions and comments as there is also live interaction features that lets you know what’s on your customers’ minds. It’s not for the faint hearted but gets better cut through and larger reach.

Facebook Groups

Facebook groups are different to Business pages and seem to be able to achieve more organic reach. Facebook groups are online forums that allow for small groups to communicate they generally focus on a topic of interest and are there to allow people that share common interest to interact and share knowledge, opinions and ideas. People can join groups that are often administered or moderated by one of more Facebook users. It could be a group that centres around a common cause or an activity such as mountain bike riding or photography, or it could even be centred around supporting others who are in a similar life stage or have similar circumstances such as a single parents group or an Autism Parents network or a group specific to small business owners.

In the 21st century, working at home is a very big criterion to survive the expenses of the family. Home based business is a great way to have constant earnings especially nowadays that prices of commodities and monthly bills are fast rising. In the present economical condition both the husband and wife should have work to make financial condition of the family stable. In most families in the society, many wives who have small children just want to stay at home and take care of their house, husband and the basic needs of the child, with this arrangement many husbands tend to work more.Because of the common income problem of the family many housewives prefer to help their husband by having home based businesses which definitely help them to have more income and have the opportunity to be creative even they are just at home. There are many opportunities in having home based businesses. Many ideas may be gathered from the internet or what a mother really loves to do while she is at home. Ideas from the internet have a wide range of areas that can be consider and follow to earn extra money. Many companies can also help many housewives to have their own home base businesses like beauty products, processed foods and many other businesses that can interest them.Many home based businesses by other companies give out big income and commission which can really help finance the family. To have a successful home based business you need to be able to interact properly to your business partners and customers even though you are at home. Often times you will just need a phone, internet connection and your email account just to transact with them. You need to be outgoing and have a good sense of appeal so that you can attract many customers even though they are only hearing your voice or you are just chatting with them. It is better to have a good business plan or a very attractive spiel that you can convey good perception of you to your customers. It is great that you will have a good and determined voice so that they will believe you or your business must have a good plan so that you can sell your products well. There are also many things you need to avoid since you are only dealing with your customers at home or through the internet. Always keep in your plan or be open in cases your customers will give you a problem or scam problems financially and conditions which can affect your business. Make sure that you have a good relationship with your customers and they should be reliable and responsible with the terms and conditions that you have.There are already many great stories of housewives that became successful with the home based businesses. This kind of industry is one of the best way to help your finances at home lighter and manageable since you can do your duties as a mother, wife and at the same time be productive in terms of your money.