Building a sustainable business means more than green choices

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Should you be on Facebook?

I got a call the other day, from a small business owner. They said they knew they didn’t need to be on Facebook because their market isn’t on Facebook.

“Who’s your target market?” I asked.

“Men with money.”

“Men with money are on Facebook,” I replied.

In fact, about 31% of Facebook users are 31-54, according to statistics from Jetscram.

And more than 72% of households with incomes above $75,000 use Facebook, according to Statista.

In fact, if you use Facebook ads, you can target users by income and other demographic factors.

However, PPC ads are just one way to get to people on Facebook. Facebook pages, social sharing, news stories, images and quotes and other content can reach people on Facebook.

But, even if your target market uses Facebook, it may not be the best place to meet your market. It makes a lot more sense to put together a marketing plan, based on research and strategy, and target your market based on careful thought.

I mean, sure, maybe your market is on Facebook. Maybe it’s on LinkedIn. Maybe it’s standing at a bus stop, looking at the daily paper. Maybe it’s in a board room, talking to other key influencers or at a concert, looking at a t-shirt. There are a million ways to market and Facebook – in all its iterations – poses just one method.

The more important thing is to figure out your market, the best way to reach them and the best messages and tools to use.

But don’t discount a medium just because you think your users eschew social media. Take the time to get to know your market – and the statistics behind the social medium. You might be surprised, for example, to see just how many key influencers and household decision makers use Facebook and LinkedIn. Make strategic decisions and take the time to learn more.

Related:
Should you market with PPC ads?
Putting together a business plan

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