Ready To Give Up Marketing On Facebook?
On January 11, 2018, the CEO of Facebook (Mark Zuckerberg) announced some changes to that would affect marketing on Facebook. They changed the algorithm or formula for showing relevant content so that posts from friends and family will be prioritized. This set many entrepreneurs who were using Facebook to promote business into a tailspin. They had been working hard to create great content and had even paid money for sponsored posts.
The move was in part a response to the issue of “fake content” and the fact that Facebook was used to influence the outcome of the US elections in 2016 in favor of Donald Trump. Facebook now wants to promote “real content” from real people, not (overseas) propaganda agencies disguised as people.
So what does this mean for ordinary, honest businesses that produce genuine content without trying to mislead or harm anyone? What now is the best way to use Facebook for business?
Does Using Facebook Marketing Still Work?
EMarketer is an online marketing company. They polled online entrepreneurs and found that 96% of those business owners who use social media advertising for their business claim that marketing on Facebook is the best, most productive advertising service on all social media networks. When 96 out of 100 people that trust the success of their business to social media marketing agree on something, it’s worth noting.
Good Content Will Always Be Shared, Especially Memes and Video
If you have a lot of engagement in relation to your content, you stand a better chance of being in the new news feed. But even if you aren’t, those who really like what you do will usually come to visit your page directly to see what’s new and to engage with your content.
FREE Checklist: How To Run Successful Facebook Ads
Create a Facebook Group
When you start and manage your own Facebook group, you run the show. You’re in control of the conversation. Your personal Facebook page is for socializing. Your Facebook group is for socializing, and communicating with others that are interested in the topic or market in which you are doing business. When people visit your personal profile, they don’t expect sales messages or business promotions. It’s also a less commercial than them interacting with you on a business page, so your recent activity at the group stands a better chance of appearing in the news feed.
When people join a group that you create, on a topic they’re interested in, they look at you as a leader in that area. From the first moment they join your group, you lay the groundwork and rules for being a member. This means that you can promote your business while being in control of the process, something you can’t do in someone else’s Facebook group, or successfully from your own personal profile page.
Influencers are people who have grown a considerable following on Facebook over time, but are not (usually) a business. They often stick to one niche or topic and offer their opinion and expertise. Interact with their content, and you will become more visible. When people click on your name, they can go to your account, like your page, and start receiving your posts on their data feeds.
Become an Influencer Yourself
This will take some time, requires an ordinary account rather than a business one, and will need you to brand yourself as an expert in your niche or industry. You can invite people already at your Facebook business page to go to your influencer account. Make sure whatever you post there will be of the highest quality so you will really look like an authority worth paying attention to.
Create Content That Will Generate (Longer) Comments
Any comments are a good signal to Facebook that your content is worth interacting with. But posts with longer comments will be more highly rewarded by being shown in the news feed. Think of some hot topics in your niche that people will be eager to talk about. If they ask how-to questions, don’t just give answers. Encourage others to talk about the kinds of things that have worked for them.
Offer a Variety of Content
Your marketing on Facebook should not be limited to one type of content, for example text only. Include memes, video, live video, short content, long content, infographics and so on. Videos should be short, sharp, informative and entertaining. Don’t forget to ask for comments and shares.
Free Checklist: Marketing On Facebook
These changes to Facebook made a lot of marketers nervous. But the truth is that with more than 2 billion users per month, marketing on Facebook still works. It’s not the first time they’ve made major changes, and at least they told people about them this time around. It’s just a case of being more creative and diligent, and watching how things unfold in the future.
Remember that Facebook wants you to succeed using their advertising platform. This just makes sense. If you accomplish your business goals while spending money on Facebook advertising, you’re likely to use that marketing practice in the future. Download my free checklist to learn how to promote your business on Facebook and make your Facebook ad experience successful and profitable.