For the past decade, many small business marketers have taken an If you build it, they will come approach to Facebook.

They share engaging content, encourage conversation, and optimize their Facebook page to meet their goals.

Unfortunately, too often the expected outcome doesn t quite match the reality:

Facebook has an average of 1.71 billion active users a month—that s an audience worth addressing.

Yet business owners struggle to convert Facebook users into organic traffic to their websites.

Business app discovery platform GetApp recently surveyed 500 owners of small and medium-sized businesses.

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