Are you using Facebook to market you business?
I bet most of you are. However, business owners as well as social media marketers are suffering these days to keep their engagement numbers high on Facebook. With the recent updates in their algorithm (EdgeRank), it’s becoming harder to reach your hard earned fanbase with your messages even if all you’re doing is sharing valuable content!
Why Is It Hard To Market On Facebook?
First of all, Facebook isn’t the go to solution for all businesses as many marketers try to suggest. It’s true that it’s the biggest social network in the world, but that doesn’t mean that you invest all of your resources in it without prior understanding of the audience type that Facebook has as well as the message type users prefer to consume on the platform.
I’m sure that you recently heard that Facebook has decreased business pages reach. Some people say that Facebook is blackmailing brands to pay for their sponsored posts to reach an audience that was previously theirs, while others think this is not true!
Whether Facebook is guilty as charged or not, I believe that they’re doing what they see best for their audience and you should be doing what you see best for your business as well. If you see that this platform is taking lots of your time and isn’t bringing long term ROI, then you can decrease your activity there and focus on other platforms that best fit your business needs.
The reason why Facebook is decreasing your reach is that almost everyone has jumped on board these days. Previously, there were fewer brands who were using Facebook pages to market their businesses, so it was easier for your messages to get noticed. According to MediaBistro, the average Facebook user likes around 80 pages, and that was last year (I bet this number has exploded this year). I sometimes do a check on my fans and I see that some of them like hundreds of other pages, so how on earth my messages are supposed to get across?
When you’re competing with hundreds of other pages, you better provide the most suitable and engaging content for your audience or Facebook will hide your posts and decrease your reach. Facebook is becoming more like Twitter where your stream gets bombarded with hundreds of tweets at a time. However, Twitter has figured out a great way for us to organize information through their lists. Facebook didn’t take that route, because I believe they’re jealous of Google and they want their own fancy algorithm. Just Kidding!
Facebook Marketing Isn’t “Work Hard Now And Enjoy The Benefits Later”!
What annoys most marketers and business owners today is the fact that unlike other marketing strategies, Facebook marketing isn’t a passive marketing model. With SEO, you can work hard now to enjoy search traffic for a long time even where you’re not actively doing SEO. With Facebook, there no such thing. You need to work hard to acquire new targeted fans and then work harder FOREVER to keep them!
Another example would be email marketing where you’re actually fighting for action not reach. Once you have built your email list, it’s yours and no one can take it away from you. Your job then becomes providing value and improving your copywriting skills so people open your messages and take your desired action. On Facebook, fans will stop seeing your updates if you don’t engage them daily and get a response from them constantly.
Facebook has moved us from fighting for attention to fighting for reach [ClickToTweet]
Enough Problems, What’s The Solution?
The solution is really simple. Here it is!
Start Treating Your Facebook Page As Your Website! [ClickToTweet]
Yes you heard that right! That’s it
If you want to get more engagement from Facebook you need to start treating it like your website.
You don’t like people to land on your website and then click away and leave, do you?
Some people don’t even put ads on their websites just because they don’t want their visitors to click away. The same thing applies to Facebook. They want to keep their audience in the platform as much as possible, and if you help them do that, they’ll reward you with higher engagement rates.
By keeping your audience inside Facebook, I mean that you lessen posting links on this platform and start posting content that can be consumed inside the platform (like photos, videos, text, quotes, questions…etc). If you keep your audience engaged inside the platform, then they’re going to like, comment and share your content and that will tell EdgeRank to make your posts appear at the top of their feeds.
But How Am I Going To Promote On Facebook?
To explain this, we need an analogy.
The one I’m going to be using here is “watering plants”.
You bring your small tree and plant it (equivalent of creating your Facebook page). You water it daily, but not excessively (you give your fans engaging content they want daily without annoying them). After months, the plant gives you fruits (which is the equivalent of sales once you do a promotion). Then you need to get back watering the plant…and so on and so forth. Your goal is to keep engaging your fans so when it comes time to do a promotion, most of them will see it and take the appropriate action. Sure it’s lots of work, but if it’s justifying your investment, then it’s worth it.
So what do you think about Facebook decreasing brand reach and what are your thoughts and ideas about increasing Facebook engagement?