You’ve heard by now that Facebook’s where nearly everyone is online. You’ve probably even read a few blog posts about how to use it for your business (maybe even one here) and although you feel that you should have your business on Facebook…you’re still hesitant to start a business page. Why?

The answers can vary from it sounds like a lot of time for little gain to not knowing how to set it up, but the real reason may not be what you expect.

The reason may be that your business doesn’t need a Facebook page.

Let that sink in for a moment.

Not every business needs to be on Facebook just as not every business needs email marketing or a LinkedIn company page. What every business does need is a way to interact with your ideal clients, and that may not be on Facebook.  

Who Should Have a Facebook Page

Here are some reasons why your business should be on Facebook. See if any of them apply to your business.

  • Your clients are looking for help from people in your industry on Facebook.
  • Your competitors are doing well with a Facebook page, connecting with clients, sharing content that gets engagement, getting lots of followers.
  • You’re already sharing content on Facebook with your friends list, and they’re liking, commenting, sharing and engaging with it (skip this if they’re not liking, commenting, sharing or engaging).
  • Your storefront, restaurant or other freestanding business location/office is where your ideal clients visit you.
  • You create videos, graphics, blog posts, and other content that can easily be shared on Facebook with your ideal clients.

Did any of the above apply to your business? If not, then you should seriously consider skipping creating a Facebook page. If some do apply to your business, check out this list of reasons to not have a Facebook page.

Why Your Business Should Not Have a Facebook Page

  • You do not have an office, restaurant, storefront, or other location where you meet clients.
  • Your ideal clients do not look for someone from your industry on Facebook. An example of this would be that your clients are strictly other businesses.
  • Your competitors are not on Facebook but are on other social media.
  • You are not regularly creating content such as blog posts, videos, graphics, or other ways of sharing your knowledge online.
  • You’ve already created profiles on other social media and are doing well there.
  • You find that your current marketing is doing well and that you do not have time to add another marketing channel.

How does this list apply to your business? You may find that your business falls naturally into this second list and that creating and maintaining a Facebook page is not right for your business, or may not be right for your business now.

So, what do you do if Facebook is not a good fit for your business? You can choose to stay with your current marketing strategy, of course, or you choose an alternative to Facebook.

Alternatives to a Facebook Page

  • Update and maintain your LinkedIn profile. (This post has tips on when to update your profile.)
  • Create a Twitter account to see if your ideal clients are there. Work your tweets so they use hashtags appropriate to your message and industry, and consider a Twitter campaign to share content from your blog.
  • Consider Instagram, again if your ideal clients are there, then use photos to showcase how your business is different from your competition.
  • Jump into Pinterest for your business. This is particularly useful for product-based businesses since you can encourage your customers to share links to their use of your product.
  • Share your Facebook profile with prospective clients. This can be tricky but if you’re just starting your business and sharing content that is about your business, give this a shot. I highly recommend that if you do create a Facebook page later, that you then send a message to the “friends” that you add here. (You can change the visibility of some posts so this type of friend only sees your work posts rather than your personal posts.)

There are many, many more alternatives to creating and maintaining a Facebook page so if you find that it isn’t a good fit for you, don’t try to make it fit. Instead, find another way to connect with your ideal client!

I’d love to hear some of your online marketing ideas around having a Facebook page and the alternatives to a Facebook page. Catch up with me on Facebook (yes, I do have a page!) or Instagram, or send me an email at kristina@truebluemarketing.co. I personally respond to every email!