Alignable is an online networking site where small business owners gather to make connections, build meaningful relationships and collaborate to move their businesses forward.

They recently polled more than 1,200 of their users to see how they use Facebook for marketing. Participating companies were located in North America, with fewer than 50 employees, encompassing both business-to-business and business-to-consumer companies, with even representation.

Alignable found that Facebook was the “social network for local businesses.” It is where small and mid-sized businesses have the most success. The top two areas of success for these businesses on Facebook are generating awareness and generating new business.

“With over 1.5 billion people on Facebook, there’s no better place to find and connect with your customers and target market. What’s encouraging to see in these results is that while “generating awareness” is a primary benefit for local business Facebook marketing, the following four tactics are all focused on direct response, including: generating new business, user engagement, results from mobile and paid advertising.” (Alignable)

The businesses ranked their areas of success on Facebook:

  1. Generating Awareness
  2. Generating New Business
  3. User Engagement
  4. Results from Mobile
  5. Paid Advertising

Their report also found that:

  • 50% of small businesses rely on organic reach on Facebook.
  • 61% of businesses paying for advertising spend less than $50 a month.
  • 63% of local businesses use Facebook on their desktop instead of a mobile device.

The majority of businesses polled spend less than $50 a month to advertise. Only 1% spend more than $300, leaving a lot of room for local businesses to really take advantage of Facebook Ads.

“It’s no secret that local businesses are benefitting from Marketing on Facebook. Given the number of users, targeting capabilities and various marketing offerings, Facebook has established itself as a core part of the marketing mix for a significant number of business owners.” (Alignable)