As a small business, you may have ignored Facebook, but it turns out that by not having a presence on Facebook, you could be missing out on a huge business opportunity. The social networking site has a huge influence on what products and services people buy. More specifically, Facebook significantly influences millennial shoppers’ opinions of small businesses, including their decisions to purchase items not just online, but in-store as well. Nearly 60 percent of consumers ages 18 to 29 engage with Facebook ads at least once per week before buying an item in-store from a small business. Additionally, 62 percent believe Facebook is the most useful social media outlet for researching small businesses before visiting a store in person. That’s considerably higher than the 11 percent who feel the same about Twitter and the 12 percent who believe Pinterest is the best site for researching small businesses. Overall, 59 percent of millennial consumers visit the Facebook pages of small businesses at least once a week. To succeed both online and offline small businesses must first understand consumers’ online-to-offline shopping behaviors and invest at least a portion of their digital marketing dollars into the right technology and tools to create precisely targeted, relevant and personalized experiences.
The true value of Facebook, doesn’t lie in simply driving likes and adding new fans. It lies in using personalized content to convert digital hunters into loyal, repeat in-store buyers. The study discovered that by increasing the deals they offer on Facebook, businesses have the potential to make an immediate impact on their bottom line. Nearly 85 percent of the shoppers surveyed said local deals and offers on Facebook are important in their decision to purchase an item in-store. Forty percent of those surveyed said they think Facebook offers that can be redeemed in local stores are most likely to influence their decision to visit the website of a small business. With so many consumers constantly turning to Facebook when making purchasing decisions, business owners especially those in the restaurant, spa/beauty and education industries need to come to terms with the fact that Facebook is a highly important marketing tool that needs to be actively attended to and not just something they check in on every now and then.
