This article was updated on June 15, 2023
Building a Facebook page for your business is a great way to engage with current and potential customers. It allows you to target specific audiences and advertise to them in a cost-efficient way. When done well, your page can even be used as a tool to build brand love for your business within the Facebook community.
A Facebook page serves as cost-effective exposure for your brand.
It costs $0 to create a Facebook for Business page. Once created, the page acts as a hub for your brand, where users can learn about who you are, what you do, and what services you provide. A Facebook for Business page can make information like your hours, location, photos, and promotions easily accessible to customers, without spending anything upfront. (Bonus: Facebook has more than 2.2 billion active monthly users — that’s quite a market reach!)
It’s a direct way to connect with current and potential customers.
Your Facebook for Business page can help you create digital word of mouth. When managed well, your page is a forum for community growth and communication with new and loyal customers. It’s a space to connect with customers directly, answer their questions, and share offerings they’ll benefit from.
If you’re looking for constructive notes from real people to strengthen your business, your Facebook page is a great place to address feedback directly and let customers know they’ve been heard. Plus, your published posts can help you grow your community by providing customers with content to share with Facebook friends and show how much they love your business.
You can reach your target audience simply and efficiently.
Yes, there are over a billion people on Facebook, but you don’t need to reach all of them — just those in your sweet spot. Facebook for Business gives you the ability to choose specific audiences to reach with your boosted posts by their geographic location, age, interests, and more.
For example, if you’ve just opened a new yoga studio, you could boost a post from your page to reach men and women aged 20 to 65 years old who live within a 20-mile radius of your studio. You can reach them for an efficient cost — likely $20 to $50 for several days of exposure. For more information on how much to spend and how to measure your efficiency, check out Facebook’s Budgeting FAQ and fundamentals.
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It allows you to have a mobile-optimized experience.
Whether you have an eCommerce business or a brick-and-mortar store, mobile-first capabilities offer endless benefits. Your Facebook page will house important business information for potential customers on their mobile devices.
If you have an online store, Facebook gives you the tools to create multiple opportunities for “Shop Now” or “Learn More” to drive to your site and allow users to purchase directly. More than half (56%) of Canadian purchases were made on a smartphone in 2022, so creating a gateway to purchase your Facebook page is a no-brainer.
The benefits for brick-and-mortar stores are clear, too. Around the world, searching with intent by using words like “open now near me” shows no signs of going away. Facebook offers the best way to be seen, which means you have the perfect opportunity to be the place they’re looking for.
Your page gives you the tools to easily test and try new branded content and messaging.
Whether it’s gathering results from an ad on a billboard, a flier, or social media ads, figuring out if your message is resonating with your audience can be a challenge. Your Facebook page can act as a tool to do this swiftly by testing new concepts with your community (by utilizing organic published posts on your page that you can boost to ensure a wider audience sees them) or potential customers (with Facebook ads to your target audience).
By A/B testing and comparing metrics on the amount of post engagement, site visits, and more, this feedback can help you make educated decisions regarding the more expensive advertising channels.
(That’s not to say that messages or content always perform the same on social media as on other channels, but it is a way to get a quick read on customer sentiment.)
Square Marketing and Facebook Insights allow you to see what’s working — and what’s not.
Using Square Marketing, you can determine attributable sales, coupon redemptions, and engagement metrics from your Facebook campaigns. Also, a Facebook post published through Square Marketing is shown to customers who have made a purchase from your business, even if they haven’t followed or liked your page.
Facebook’s Insights tool gives you a transparent view into the details of how many people you’re reaching, how many are engaging with your posts, how many are following your page, and what percentage of all of these stats have been earned with organic versus paid and “boosted” content.