It’s been a while since Facebook released Facebook Business—a branch of the social media platform dedicated to assisting businesses of any size with their social media marketing campaigns. A lot of features may have changed, but the basic objectives of a business’s Facebook page remain the same. It aims to drive sales by getting as many people to notice you so you can interact with them and somehow convert them into long-term paying consumers.
One of the biggest mistakes marketers can make right now is including the number of Page Likes in their social media marketing metrics. If their Facebook page is getting more than 10 or 20 new Likes a day, they’re going to count that as a sign of success.
It’s not, and they shouldn’t.
This may be hard to believe, but Facebook Likes don’t matter anymore. It feels good to see four or five digits in that area, but the bitter reality is that those digits no longer have any significant impact on your sales—and, consequently, your business’s growth.
Likes Do Not Equate To Engagement
It’s very easy for a person to Like a page on a whim. While scrolling through their feed or checking updates, Facebook can casually recommend your page to them based on several factors: their registered Likes, their location, their age or gender, and so on.
To Like your page, all they need to do is click the button.
They don’t even need to actually visit your page to Like it. In other words, there is no actual feasible engagement. Nothing that you can nurture into a healthy brand-consumer relationship, anyway.
According to a study, only 1% of users who like a business page will actually visit the page. That means that out of the 100 new Likes you just got, only one of them actually visited you. Disheartening, but it’s the truth.
Likes Do Not Equate To Sales
And since Likes don’t exactly equal engagement, they don’t lead to sales either.
For a person to even consider buying your product, they have to be 100% invested in what you’re offering. They have to trust 100% that you’re going to deliver. And they have to be 100% comfortable with you if they ever plan to give you their money.
Let’s jump back to our previous example.
Out of 100 Likes, only one person actually visited your page. What are the odds of that one-in-a-hundred person liking what they see? It depends on what you’re selling and what they’re looking for, but let’s take into account the fact that every market is highly competitive. Even if there’s a 50/50 chance of that person liking your content, you’d still need 200 Likes for 1 actual lead. Then you’d still have to convert that lead into a sale, and that’s a whole different process.
Do you see how the numbers are stacked so high, they’re pretty much insignificant?
Likes Boost Vanity Stats …
… but those aren’t the ones you should concern yourself with. Even Facebook itself has de-emphasized the importance of likes—they’ve removed ‘Page Likes’ from objectives for ad campaigns, replacing it instead with the more practical objective of promotion.
So if you’ve got about 20,000 likes on Facebook, you at least look good when compared to other brands that only have 10,000 or 5,000. However, the 20,000 likes no longer have a direct impact on your lead generation, lead conversion, sales, and customer retention.
Again, it’s very easy for a person to ‘Like’ a page when prompted. It takes a second, costs literally nothing, and once they like it, the page disappears from their ‘Recommended’ feed.
Your page is just one of the 1,500 updates an average user gets shown daily thanks to Facebook advertising, based on their registered connections and Likes. That’s way too much information for a person to go through in one day, let alone one sitting. Even if you do pop up in their Facebook ads now and then, there’s no guarantee they’ll really go and check your page out.
So, if they don’t know your brand in the first place, the chances of a user actually hunting through their feed to find your Facebook page are nil.
Basically, it no longer matters if your page has 500 likes or 5,000. The whole point of social media marketing is to drive more sales by attracting fresh leads, engaging with them, and converting them into long-term consumers—none of which is achieved by your Likes count.
Instead of focusing on how many Likes your page has, turn your attention to how many comments your posts on your social networks are getting and how many organic visitors your webpage has every day. These are far more relevant to your business’s progress and momentum than Facebook likes.