Yes, definitely - maybe.
Here’s the deal; Facebook is an awesome tool to connect with and according to Sprout Social, 68% of Americans use Facebook and 74% of those users visit daily. So chances are your customer is on social.
But, while the algorithms that manage what we see in our Facebook feed is complicated and ever-changing, what we know is that non-paid business posts don’t tend to show up often - even in the feeds of those who follow said business. So what’s the answer? Do we just pay to boost every post? Or should we abandon Facebook in a fit of rage? Not yet.
Take some time to review what posts are gaining engagement (likes/shares/etc) and notice if there are similarities between them. For my business, the posts that garner the most engagement are those that poll my followers on what a client should do in regards to an A or B decision. I especially like these posts because it gives my client some promotion from my existing followers and opens my business up to theirs - a win/win proposition!
Also, posting regularly helps. Fight that urge to go posting wildly multiple times a day just to burn out or give up a few weeks later. Make a schedule and stick to it; whether it’s once a day, once a week or once a month - make sure you stay active.
And stay on brand. Please, please stay on brand. I get it, puppy videos are great. But unless you sell dog food, take care of dogs, groom dogs, or have something to do with dogs in your business - don’t post the puppy video. Post on topics that are directly related to your wealth of knowledge from your business, or advice based on your business, or client share from your business. If you are going to take the time to promote your business - make sure those seeing your posts understand what you do. That way, when they are ready for a service you offer, they will think of you.
Regarding paid advertising, it’s pretty great. You can design an ad with Facebook’s easy to use backend, choose your demographics, and budget - and you are good to go. There are ample reporting tools and many business find success here.
My advice? Before diving into paid campaigns, work on your organic (non-paid) posts. Once you see what types of posts connect with your intended audience, then try advertising.
Most importantly, stay on brand and stay active - you got this!