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Facebook Pages are the most prevalent form of SMB marketing according to BIA/Kelsey data. And there are currently 45 million SMBs with active Pages according to Facebook’s own data (2 million of which are paid).

As we’ve discussed, this has a lot to do with the low friction to set up and maintain a business page. More so, it’s due to SMBs’ — who are also regular people — existing comfort levels from their personal FB profiles.

“It’s really hard for small businesses to have a website,”said Facebook COO Sheryl Sandberg at the recent Fortune Summit (video below). “We have 45 million small businesses using Pages on a monthly basis, and for a lot of those businesses, we become their mobile presence.”

And Facebook isn’t slowing down. We expect more action buttons for SMBs, similar to its “call” button. SMB communications via Messenger will also grow, as we’ve predicted. And lots of SMB video will live on Facebook.

“Over a million small businesses have shot and uploaded a video, either as an organic post or as an ad,” said Sandberg. “There’s no way a million businesses have ever made a TV commercial.”

This Post Has 2 Comments

  1. Over the years Facebook was a good option for an SMB to use as a website replacement. Since FB has gone to a paid model where business owners develop and cultivate an audience only to be able to reach just 10% of that through their posts there is a real belief from SMB’s that Facebook no longer “works”.

  2. The key concern is can you leave Facebook and take your business Facebook page with you? Probably not. If a business is not happy with their domain registrar or hosting platform, they have the ability to migrate their website. This will probably not be the case if they’re on FB, even if other social platforms have a similar product. Also, the level of customization for a FB page will be limited compared to what can be done with a stand-alone website. While the FB page may be a good entry to a SMB’s web presence, a website will be the most effective. Think of it as leasing a space from a shared office space. It’s great to get a head start, but as you grow you will need your own office space, possibly your own building if you’re successful.

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