Recently, Facebook announced that its algorithm is changing -- again. What does this mean for small businesses who devote hours every week to their business pages?
It's no secret that organic reach for business pages has been steadily declining over the last three years. Prior to the latest algorithm change, only about 5% of what you post is ever seen by people who have liked your page. Let's put that in perspective. If you have 100 people who have liked your page, you are posting for an audience of five.
It gets worse.
On June 29th Facebook announced the newest change to their algorithm and it's not good news for small businesses. Facebook will now begin to prioritize posts from user's friends and family in their newsfeeds (hey, it's what users want, right?). At the same time, content produced by businesses will decrease. Your 5% reach may now be 2%. Is that acceptable?
What's the answer?
It may be time to take a step back from your Facebook strategy, certainly re-prioritizing time spent on content creation and frequency of posting. In order to increase reach, Facebook is making it clear that you will need to advertise. The entry fee is likely to increase due to this new demand, so be prepared to pay more for that option.
What else can we do?
You might want to rethink your "list", you know, the list of email addresses you have been gathering from people who have asked to stay in touch. Devote your time to really learning how to engage with your customers, fans and supporters. The average open rate for email is 21% and if you use Constant Contact as your email marketing provider, you will enjoy a deliverability rate above 99%.
One last thought . . . . remember, you have no control over social media platforms. It's rented space. Go with what you own -- your website and your mailing list. That's where you can focus your marketing efforts for better results.
I have a love-hate relationship with Facebook, especially Facebook for business. As a marketer, Facebook is a moving target, always changing to "better the user's experience", or so they say. Every change affects my clients and their ability to stay current in a marketplace that often feels uncomfortable.
One of the changes that has been most troubling is the downward spiral in organic reach (who sees your content) that business pages have experienced in the last couple of years. It may surprise you to learn that less than 6% of your content is being seen by your fans (people who've liked your page).
I know what you want to say right now . . . . "Forget it! Why waste my valuable time posting when no one's going to see it anyway?"
Before you throw in the towel and abandon your business page, let's look at what you CAN do in order to get more of your content seen. It all comes down to increasing engagement. Will your fans like, comment and share your post with others? Facebook rewards high quality content by letting it squeeze past their filters and right onto your fan's news feed. So what can you do to increase engagement?
Figure out how to get your social fans onto your mailing list and you won't ever have to worry about Facebook's next move again. If you need some help, let's talk.
The pressure to jump on the social media bandwagon is strong for small businesses. While small business owners are rarely afraid of taking on a challenge, learning how to create a sustainable social media strategy can be daunting.
Ask yourself these 6 questions to see if your social media plan is on the right track.
The Women Business Owners Alliance, an organization of which I am a member, is holding its 21st Annual Women's Night of Comedy on March 13, 2014. In order get the word out about this fabulous event, we chose Thunderclap to help extend our social media reach. When you and your friends join a Thunderclap, a message (our invitation to come to the event) will be sent at the same time, causing a wave of motion to occur on feeds, spreading an idea through Facebook and Twitter that cannot be ignored.
We need 100 supporters by March 7th to make this happen. Even if you can't come to the event, by lending your support here, you can help us reach our goal.
So, what do you say? Will you take a minute to help? Please JOIN our Thunderclap!
If you've attended one of my workshops, you have heard me talk a lot about today's relationship building marketing tools. I'm often asked.,"Which is better....email marketing or social media?" The tendency to view social media as being FREE can make it pretty alluring, especially for budget-conscious businesses.
So, what's my answer?
Creating a compelling email marketing plan integrated with the right social media platform(s) keeps you connected with your customers/clients and potential users of your products and services. Although it's not a contest, if you still are struggling with where to spend your time and marketing dollars, check out this infographic. It does a pretty good job of comparing both email and social media.
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Liz Provo, Mass Marketing Resources.