What is it and why should you avoid it?
It’s common knowledge that as a driving school owner, being present on Facebook can be hugely beneficial. Not only does it put you in front of thousands of potential learners with a few clicks of a button, but it is jam packed full of different tools you can use to help advertise your business.
One of these places is Facebook Marketplace, a tool that many businesses across the world are now utilising to help them drive discovery and sell more products, and with over 800 million people using it annually you can understand why!
But is it right for your driving school?
what is Facebook Marketplace?
Facebook Marketplace is a section within Facebook where users can discover, buy and sell items. People can find exactly what they’re looking for through a simple search and filter functional, focussing on things such as location, price and category.
Facebook Marketplace is not to dissimilar to Ebay, however instead of bidding on an item, users are encouraged to contact the seller to find out more and negotiate a price should they wish.
The tool is available to everyone of has a Facebook profile, and can be accessed with 1 click of a button. Items will also be listed in users timelines, based on other search history and location.
should you be using it?
If you would like to sell your old washing machine, absolutely you should be using Facebook Marketplace. If you want to generate new learners, sadly Marketplace is not the place for you.
There is a very simple reason behind this…you’re not allowed to.
Item 20 in the Facebook Commerce Policy states “services may not be listed”. That means you are not allowed to post an item on Facebook Marketplace unless is it a physical product. As driving lessons are not a physical product, this means sadly you are not eligible to post them.
that’s not very fair, is it?
Whilst it may seem like driving schools are missing out on an opportunity that businesses selling physical products can take advantage of, luckily it isn’t all doom and gloom.
Because Facebook Marketplace is not setup to sell services, any advertisements on there would not be as effective as if they were advertised elsewhere. Facebook has a plethora of other advertising solutions available to driving schools that they can take advantage of, and are ultimately designed to serve service led businesses.
Lead generation ads, brand awareness ads, influencer marketing and referral marketing are just some of the strategies that driving schools should be implementing through Facebook, and will all see a much higher return on investment than if they were to advertise on the Marketplace.
If you are unsure as to how you can use Facebook to help fill your diary or grow your driving school, get in touch.