Guess what? Not every business should be on Facebook. And some business that have websites now could probably get by with only using Facebook for marketing a business.

What is the difference between those who shouldn’t use Facebook and those who could use it as their main platform?

Audience.

Audience Determines Marketing

I have a customer in Cairo who regularly recruits people for events and classes from Facebook. Each post gets high engagement and events get shares, likes, and friends tagging each other in their posts.

On the other hand, I have a client in York County who has a great Facebook presence but gets more clients on a weekly basis from Google marketing than from Facebook.

There are hundreds of variables that determine whether you will be able to successfully reach an audience group on one platform or another, and although Facebook is the largest social platform, they are not the best platform for many marketing situations.

How Do You Know Your Audience is on Facebook?

There are a few simple signs as you are starting your marketing to determine whether your marketing energy is best spent on Facebook:

  • Run a test event – If people will come to a real life event from your Facebook page, it is worth continuing to market.
  • Test different media – Some audiences respond better to photos, some to video, and some to text. Try each one to see if your specific audience responds well to a specific type?
  • Track traffic to your website – Some of your posts (not even the majority) should link out to your website. If you have tracking on your site like Google Analytics, you can see what results your website is getting from Facebook.
  • Look at groups – If there are large and active groups around your product or service on Facebook, that is a good sign that people will be interested in your business.

What about you? What signs do you look for in your social media marketing?