When I first started helping clients with their Facebook pages, it made sense. Facebook was a great way to reach potential consumers and was recommended as a part of every marketing plan. We could see engagement, reach, frequency, and even conversions. Prior to October 2014, business pages had a 20% organic reach potential to their followers of the page and you could align sales spikes with Facebook posting campaigns.
However, since the new Facebook algorithm roll-out in 2014, the average Facebook business page has a significantly lower organic reach potential to ONLY 1.6-2% of their followers. Can't you tell that Facebook doesn't like free promotion for their business pages? This makes it harder and harder for any size business to effectively reach their consumers and convert to sales organically. It is especially painful for small businesses with low budgets who are now seeing negative ROI on Facebook ads. Many of my small business clients tell me they barely have any engagement on their pages, and Facebook has even removed ads that were "overly promotional". I have even been told that brand giveaways aren't impacting page growth and aren't worth the extra resources and extra expenses.
Simply put -- THIS SUCKS and makes it VERY hard for small businesses and entrepreneurs to reach their audience! Did you know Facebook has even taken many steps to remove and reduce overly promotional posts to their users because they said their surveyed users didn't want to see ads or promotions in their news feeds. So it looks like Facebook is only leaving small business owners with a couple of options:
- BUY ADS and target them strategically
- STOP posts that have overly promoted content
- CREATE smarter content that will hopefully hit timelines, organically
So is Facebook worth your time?
YES! Bottom line is there are 1.14 billion active users on Facebook as of June 15, 2015.
70% of new retail customers hear about small and local businesses on Facebook first
60% of consumers visit a store's Facebook page before deciding to visit the brick-and-mortar location
80% of consumers are more inclined to buy from a store if there is a positive presence on Facebook
62% of consumers say that Facebook is the most important and useful social media channel to research products and services before visiting a small local business
The #1 reason consumers visit a Facebook page is to read about the product and check out reviews and ratings.
You absolutely should be on Facebook. It's really a must, especially for local and small businesses who can grow their consumer base through "word of social mouth" content.
Here are some recommendations to help you boost organic posts and engagement without having to buy ads:
Crosspromote from other social pages such as Instagram, Twitter, YouTube, Tumblr and LinkedIn
Create kick-ass content that does not feel overly promotional
Use your FB insights to see what's working and what's not working. Leverage what is working best and repeat
See what your competitors are doing (if you need to know how to do this please email me for help at [email protected])
DO NOT BUY LIKES. A page with 20k+ fans and little to no engagement is a pretty big red flag and will ruin credibility quickly. Remember consumers are smarter than you think.
Optimize your posting times for the greatest potential reach
Use your personal page. Ask your friends to support and engage the page
Don’t forget to engage. Never talk down to your consumer. Talk with them about topics that are relevant to them and will help make life easier for them
Here are some recommendations to help you create better ads and promotional post to attract consumers and decrease your risks of being intercepted by Facebook:
Create high-impact visuals that make an immediate emotional connection with your targeted audience
Relate your copy to your audience; it must make sense to them and be useful in their lives
Entice them right away and tell them exactly what they will get for their click or like
Carefully target your ads using Facebook's behavior targeting options; only spend your money to market to users who have demonstrated the means and motivation to buy from you
Stop promoting giveaways. They will only get you temporary consumers who are only interested in free stuff. Believe it or not, sample giveaways don't translate to sales
Don't look spammy. Over the past 5 years consumers have become savvy in identifying spam content. If it looks cheap and quickly assembled, you will be ignored -- guaranteed!
Kamilah Lewis is a Brand Strategist, Organizational & Brand Health Coach, and the owner of BatBrand Consulting LLC. With an MBA in Marketing and over 10+ years of domestic and global brand management experience, she helps clients find smarter and more strategic ways to reach their consumers organically on Facebook and other social media channels.