Companies often have a hard time reaching out to potential customers online. It's understandable that someone who has spent a good part of their life developing niche-related skills and carving their own little spot in the marketplace doesn't necessarily have a talent for writing, nor the time to dwell on social media. However, entrepreneurs who don't have their voices heard are missing out in a big way.
You can share your experience and educate others, establishing yourself as an expert
People can read all the basic information about what you do and what you are about on your website, but in the online game, it's all about information. The customers want to know more - they need someone to provide them with some insight, so that they better understand a topic. When you give them additional content that they can't get through a basic search, they keep coming back more.
The best thing about it is that they are more likely to pay for a product or service from someone who they believe is a capable expert in his field, rather than a shrill businessman trying to market something that he doesn't understand. If you also give your content a personal touch, you can slowly become a respected member of the community, and have people see you as one of their own.
It helps people see you as a normal person who they can trust
While providing tons of useful information about your industry can help attract those who are new to the niche and give them a chance to become savvy consumers, it's also important to connect with these people on a more personal level. A blog post about the latest developments concerning firearm legislation can lead to a conversation about sport shooting and hunting, where many other people can join in and share their own experiences.
Once the ball starts rolling, everyone including the entrepreneur himself can learn a lot of interesting details that he didn't know about, like the evolution of the hunting rifle, the origin of the phrase "assault rifle" and why it is a gross misnomers, and so on. This creates a sense of community and inspires trust, which leads us to the next point.
You can talk directly to fans/customers and get great feedback
There is no better way to get some first-hand feedback, and get to know your target demographic, than staying active on Facebook. The beauty of this platform is that it allows you to simply ask your fans what they want, how they feel and what they think about certain products or business decisions that you've made. Since an overwhelming majority of brands fail to utilize user feedback, a smart entrepreneur can build a reputation as a man/women of the people by engaging his/her customers directly. It is a very quick way of doing market research, all while earning the public's trust and increasing your brand recognition.
As you can see, there are many benefits to using Facebook, not only as a promotional tool for a brand, but also as a platform where entrepreneurs can share their knowledge and experience directly with the customers, get useful feedback and significantly improve the public's perception of the company.