Facebook is king for small business according to the Q1 2016 ShopKeep Small Business Index (SSBI).

Though we’ve know for a while that both large and small businesses are increasingly making social media an integral part of their business strategy, a recent survey of ShopKeep merchants revealed that over 83% of respondents felt social media was the most successful marketing method for their business.

But in 2016, social media is a broad and expansive galaxy. So which social media channel is driving the most return for small businesses? Again, an overwhelming majority (73.3%) of respondents replied that Facebook was their channel of choice.

Whether that reality was a no brainer to you or a light-bulb moment, it hopefully encourages you to consider what your Facebook strategy looks like and how can it be improved. To get you up to speed, here are 3 tips for improving your Facebook strategy.

Reinforce Your Brand

When a Facebook user lands on your page, you want them to be able to instantly identify who you are and what you do. Like any other website, your Facebook page is an opportunity to make a great first impression on patrons. Your cover image and logo should not only be high quality but any images shared on your page should also relate directly to your brand.

Need a little inspiration? Here’s a great example from one of our very own customers, Treaty Oak.

people on facebook at a cafe

Even though Facebook is now a pay-to-play social media network. Organic social media growth is still one of the most effective ways to build an engaged audience and increase word of mouth. Develop a strong Facebook community by encouraging existing customers to ‘Like’ your page for exclusive offers and insider tips. Regardless of Facebook’s algorithmic changes, the true power of social media has always been its ability to amplify word of mouth buzz. Give customers a compelling reason to like, comment, and share reviews on your Facebook page and watch your brand awareness spread like wildfire.

 

SEE ALSO: Small Business Guide to Social Media

woman using Facebook on her phone

Be Responsive

Facebook gives small business owners a platform to speak directly to current and potential customers in an efficient and practical manner. It also fosters a community of users that interact around your brand. If implemented properly, Facebook is also a great platform to tackle customer concerns.

It’s amazing how many small businesses forget that social media is social. When someone reaches out to your business on Facebook, it’s important to respond thoughtfully and in a timely manner. Lack of responsiveness sends the message to customers that you are only interested in self-promotion. Show customers that there is a person behind the business, one that is willing to answer any questions or concerns they might have.

If a conversation with a customer suddenly goes from constructive to chaotic, focus on politely taking the conversation offline. Facebook is a great tool for communicating and connecting with your customers, but offering to talk to customers in person or over the phone is the best alternative for resolving issues.


The key to Facebook success for small businesses is to focus on extending their offline customer experience, online. Focus on creating the same affinity and emotional connections with customers that you strive for in your brick-and-mortar locations, and reap the fruit of your efforts.

About the Author

Sara Sugar is ShopKeep point of sale’s in-house Content Marketing Specialist. Sara uses her distinguished journalism background to boil down topics like POS system technology, payments, and payment security for small business owners.