Is Your Approach to Marketing on Facebook Outdated?
DIY Sprocket Solutions
It seems funny to even consider that a marketing approach on Facebook would be outdated. However, now that a decade has passed, there have definitely been enough significant changes and shifts to the way Facebook handles business that you need to be aware of your marketing standing. Are you keeping up with the times? Is your approach stale?
Over the last few years, Facebook has focused more and more on putting people in front of the information that they want to see. This does not include posts from businesses. In an effort to nurture connections people have with each other over business posts, organic reach has plummeted. The solution for marketers?
- Remain consistent and relevant
- Be selective about the content that you publish
- Pay attention and really cultivate the posts that you do publish
- Put some money behind your published posts
Gone are the days of receiving an overwhelming social return with little to no effort. You are competing for a spot on that feed. Other businesses, similar to your own, are looking to fill the same attention of customers that you are. So, what’s your job now as a marketer? To align your goals with the goals of your business, the goals of Facebook’s intentions for their users, and the goals of users who take part on the platform. This means that the content you’re producing now should be content that stirs up meaningful interaction.
Facebook wants interaction between people. They want person to person connection. If you want your content to remain visible, you have to be providing content that is valuable enough to the user for them to share it and interact with family and friends as a result of it. This is the organic content that’s going to survive.
On the other side of the Facebook marketing coin, is paid advertising. If you haven’t started investigating this approach, now is the time. Ads, local promotions, specials and more do still have a place on Facebook. If you want to reach users with those posts though, it’s time to start paying up.
Nowadays, Facebook is encouraging marketers to look at their fan bases as a way to make paid advertising more effective rather than using it as a free broadcast channel. Additionally, Facebook says you should assume organic reach will eventually arrive at zero. So, if you really want to reach your target audience on Facebook, you’ll need to supplement your organic efforts with some paid advertising.
Should you trust Facebook? Are paid ads on Facebook worth it? They can be -- especially if they're part of a longer content campaign, and can stimulate interest in a story that users might not see otherwise.
We’ll get into more details on paid advertising for Facebook in a later article. For now, how do you think your current Facebook marketing strategy is measuring up? A lot has changed in the last 3-4 years when it comes to marketing on Facebook. Is your business keeping up?