Content Marketing Blog

Facebook drives in-store traffic to small businesses

Facebook’s ability to connect with millions of online consumers at once is precisely why it has become one of the most effective content marketing tools available.

While the site is used by some of the world’s largest and most influential brands (if not all), a recent study by Go Digital has found Facebook is also incredibly effective for small businesses.

The study focused on Facebook’s ability to draw in-store traffic to local businesses. It surveyed 1,000 US adults aged between 18 and 29 years old who are interested in buying products and services from small businesses.

Not only is Facebook a valuable resource for the 30 million small businesses active on the site, it is also useful for consumers wanting a bit more information about a company.

The study revealed 62 percent of respondents research small businesses on Facebook before they go in-store, much higher than the numbers who take their search to Pinterest and Twitter, which garnered 12 and 11 percent of the vote respectively.

Facebook is a great place for small businesses to update consumers on upcoming deals or promotions.

According to the study, 84 percent of respondents said deals and offers on Facebook play an important role in the decision-making process prior to making a trip to a store.

In fact, 80 percent of respondents said they actively go looking for deals at least once a week before visiting a store, while a further 30 percent said they do this several times a day.

Consumers also check the brand page of small businesses in search of customer feedback. The study found 80 percent of respondents are more likely to purchase products or services in-store if they found positive comments on the businesses’ page.

In Australia, only 39 percent of small and medium businesses are active on social media, according to the Sensis e-business report 2014.

The most popular social platform by far is Facebook – with 91 percent of the brands on social media using the site for social marketing.

Posted by Dylan Brown

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