Does Facebook marketing pay off?
More than a third of UK small businesses using Facebook to help their marketing efforts don’t believe the social network has helped them in any way, while only one fifth think they are doing a great job on the platform, according to a survey conducted by online marketing tools outfit Constant Contact.
Forty two percent of small firms engage with fans by responding to posts on their Facebook Timelines, 59% use Facebook to post updates about products and services, 15% ask comsuners to ‘like’ their pages to get vouchers and offers, 14% answer customer service issues, and 9% conduct polls or ask questions.
“The great news here is that British small businesses are using engagement marketing to their benefit without even realising it,” says Annette Iafrate, UK md at Constant Contact. “Engagement isn’t complicated, nor does it have to be costly. Responding to fans, asking questions, and ‘like-gating’ content or offers are all great ways to boost interaction with your fans. The best part for time-starved small businesses is that doing these things takes just a few minutes a day.”
Facebook has upgraded Pages so that marketers can target posts to specific audiences using criteria such as age, gender, interests, language, education and relationship status.