As a business owner, you should understand the importance of marketing in order to grow your business. With the rise of social media, Facebook has become a popular platform for businesses to promote their products and services. While Facebook is a terrific tool for connecting with potential clients, relying only on the network can expose your company to risks. When used appropriately, Facebook is an excellent tool for marketing your company. However, some business owners place too much reliance on the platform, which might have long-term consequences. But keep in mind that it’s very possible to accomplish high and stable success on Facebook. It is rare to achieve this type of success using only one marketing platform, but it can happen. In this post, we will look at the advantages and disadvantages of solely using Facebook for business advertising.
Occasionally, social media networks may suffer outages
On the thirteenth of March in 2019, Facebook and Instagram had their most severe outage yet. Shock waves were sent through the business community and marketers when their primary method of communication with their clientele suddenly vanished. For a total of two days, it was impossible to advertise using Facebook and Instagram, post anything to a page, or make any sales from a store on the site. This represented a huge gap in communication with customers. Using social media to be the only method of your marketing could be likened to putting all of your eggs in one basket, which can lead to a lot of trouble in the instance that something goes wrong.
The platform is not yours to own
It is essential to be aware that social media networks are companies in their own right and you must comply with their regulations. No matter the size of your fan base or how much you have contributed financially to the platform, you cannot possess it or have any influence over what happens on it. Companies have had to make adjustments to their branding because Facebook didn’t like their logo. This may appear insignificant at first, yet when one takes into consideration how often a logo is used, it becomes evident that it is not a minor issue.
The number of organic views is going down
For those uninitiated, organic reach is the measure of people who view your post without any spending on advertising. Marketers are well aware that organic reach on most platforms is not high. For example, Facebook’s reach is measured at 5.20%. This equates to roughly one individual out of every nineteen followers being exposed to non-promoted content from the page. This is a modest amount of visibility, especially considering the time and effort put in to build a following. For larger companies, increasing the amount of money invested in their advertisements is an obvious method to attract attention to their content. But for smaller companies and startups, this task can be more difficult, as they possess a limited budget. Even though you are paying for more views on your posts, it could be that those viewers are not actually making a purchase. People are exposed to a variety of ads every day, so they may not be as likely to act on them. If your purpose is to increase sales, investing in methods to directly engage with your customers might produce better results.
Posting without a business account limits your reach
Posting without a business account on Facebook significantly limits your reach and ability to connect with a wider audience. Business accounts on Facebook offer various features and tools specifically designed to enhance visibility and engagement. Without a business account, you miss out on the opportunity to create targeted ads, boost posts, and access valuable insights about your audience. These tools allow businesses to reach a larger number of potential customers who may not be part of their immediate network. Furthermore, business accounts provide access to analytics that can help track post performance, understand audience demographics, and make informed marketing decisions. By utilizing a business account, you can maximize your reach and ensure that your content reaches the right people at the right time.
In addition to the limitations in reach, not having a business account on Facebook also restricts your ability to build a cohesive brand presence and establish a professional image. Business accounts offer customization options, such as branded cover photos, logos, and featured content sections, which allow you to showcase your brand identity and values. These features create a cohesive and recognizable brand experience for your audience, helping to build trust and credibility. Moreover, a business account provides access to communication tools like Messenger, allowing you to engage with customers directly and address their queries or concerns promptly. By not having a business account, you miss out on these essential features and may struggle to present your business in a professional manner, thus hindering your overall growth and success on the platform.
Your page can be unexpectedly unpublished
This is an unexpected but very real occurrence, It has even happened with clients we have assisted. Particularly, Facebook tends to take down pages and content without alerting the affected users or providing a legitimate explanation. The page usually appears to be in good standing, so a support ticket must be created with FaceBook to find out the real issue. This can be very worrisome for a company that is relying heavily on the FaceBook page for its promotional efforts. One might wonder why it happens. The answer is that algorithms are more than likely responsible. Facebook’s algorithm is sophisticated and its account policy has been known to cause this sort of occurrence frequently, even at times when there are no real issues.
Algorithms change all the time
For social media marketing, algorithms rule everything. These rules govern how much organic reach your content will receive. Organic reach on most social media platforms is usually reduced as the platform becomes more renowned due to the increased competition between posts and sometimes social issues play a part. However, Tiktok has been getting attention lately for its capability to generate organic reach easily. This is mainly thanks to the algorithm implemented by the platform. When Instagram first started out, organic reach and engagement per post were much higher than they are now. The algorithm has been revised since then, making it a much more challenging task to do marketing on the platform.
Back in January 2018, Facebook revealed the most drastic alteration to its system yet. Consequently, the social media behemoth has declared that posts from individuals will be given more importance than those created by companies – this isn’t great news for companies. For small businesses, this could be an issue. A social media approach that garners a lot of likes and comments one month may not generate the same enthusiasm the next. Even if your business is experiencing high levels of engagement on its social media accounts presently, that doesn’t mean that it will stay that way.
The Pros and Cons of Facebook for Business
Facebook is the world’s largest social media platform, with over 2.7 billion active users. With such a large audience, it’s no surprise that businesses are using Facebook to reach potential customers. Facebook offers businesses a unique opportunity to connect with their customers, build brand awareness, and drive sales. However, there are also downsides to using Facebook for business.
Pros of using Facebook for business:
- Large audience
- Cost-effective advertising options
- Targeted advertising options
- Ability to build brand awareness
- Ability to connect and engage with customers
Cons of using Facebook for business:
- Platform algorithm changes can negatively impact reach
- Risk of account suspension or shutdown if violating Facebook’s terms of service
- Limited control over the platform and its features
- Dependence on Facebook for marketing efforts
The Risks of Relying Solely on Facebook for Marketing
While using Facebook only for marketing purposes can present hazards, the social media network can be a useful tool for businesses. Numerous companies have launched and shut down utilizing Facebook as their sole marketing channel. With one of the biggest risks is the platform’s algorithm changes. When this occurs, it can negatively impact a business’s reach. These changes can result in a decrease in organic reach, which means fewer people will see a business’s posts. This can lead to a decrease in engagement and sales. Especially if FaceBook is the primary means of sales. Another risk is the possibility of account suspension or shutdown if a business violates Facebook’s terms of service. This can happen if a business engages in spammy or misleading practices, or if they post content that violates Facebook’s community standards. Losing access to a Facebook account can be detrimental to a business’s marketing efforts, as they will lose access to their audience and any advertising campaigns they had run in the past.
Alternate methods you can use to market your business other than social media?
It’s clear that following the platform’s rules is important and shouldn’t be taken easily. It is important to know what will happen if you post content that is not your own or that breaks Facebook’s rules. Because the rules are buried in many pages of writing, it can be hard to figure out what the real limits are. To avoid things like plagiarism or sharing content that isn’t your own, make sure to change the structure of the content without changing the overall meaning and context.
When it comes to marketing strategies, entrusting your business solely to social media is similar to putting all your eggs in one basket. This leaves you at the mercy of the platform’s regulations and algorithms, which may not get you the results that you’re aiming for. What can a marketer do in this situation? We often have this discussion with customers and advocate for taking both of these steps:
Spreading Out Investment Options
One way to potentially increase the return on an investment portfolio is by diversifying. This entails spreading out the investments across a variety of asset classes, sectors, and markets. Doing so can help to minimize risks and increase potential returns. Do not rely solely on just a single platform such as Facebook, Instagram, Twitter, or Pinterest without having a dependable contingency plan. In the event that you don’t have social media(for whatever reason), brainstorm alternative ways to market your business online. Marketing online should be a heavy marketing focus for any business. Is a sponsored post on your local news website feasible? Perhaps paid advertising on a known website that you know your customers frequent? It all depends on your unique business; create a strategy.
Construct an email list
Email contacts can be extremely beneficial for any kind of marketing, since they provide a direct connection between the sender and the audience, without any intermediary filters. The email list you possess belongs to you. On the other hand, you cannot take your Facebook, Twitter, or Instagram followers and fans to another platform if you decide to switch. Your email list can be transferred, but your social media following cannot.
Build a Web Presence
No matter what type of social media you use, an actual website will be a great substitute for any of them. This is because a website provides more security in the event of a platform crash or policy change. It also increases your credibility and boosts your visibility on search engines. Moreover, a website gives you full control over your online marketing and makes it easier to sell goods and capture sales leads from potential customers. Therefore, a website should be the center of your online marketing and the place where people are directed from social media.
To say the same thing in a different way, you could say that the internet isn’t just there, but that it has dramatically changed how we interact, talk, and share information. This global network has had such a big impact on the world that it’s hard to imagine life without it. So, therefore, the Internet has become the standard means of any marketing effort.
Advantages of using Facebook for business
Despite the risks associated with using Facebook for business, there are also advantages to the platform. One of the biggest advantages is the large audience that Facebook has. With over 2.7 billion active users, businesses have the opportunity to reach a large number of potential customers.
Another advantage is the cost-effective and targeted advertising options that Facebook offers. Businesses can create ads that are targeted to specific demographics, interests, and behaviors. This can result in a higher ROI for advertising dollars spent.
How to avoid Facebook marketing pitfalls
In order to avoid Facebook marketing pitfalls, it’s important for businesses to stay up-to-date on Facebook’s terms of service and community standards. By following these guidelines, businesses can avoid having their account suspended or shut down. It’s also important to diversify marketing efforts across multiple channels, in case there are any algorithm changes that negatively impact reach.
Conclusion and key takeaways
Facebook can be a useful tool for businesses, but putting all of your marketing efforts on Facebook alone can be risky. Businesses can lower the risks of marketing on Facebook by spreading their efforts across multiple channels, keeping track of key metrics, and following Facebook’s terms of service and community standards. Remember to stay up-to-date on algorithm changes and to create engaging content that encourages interaction with potential customers. By following these tips and incorporating a multi-channel approach, businesses can effectively market their products and services while reducing the risks associated with relying solely on Facebook.