Once upon a time the Facebook algorithm wasn’t quite so severe and if someone liked your page then everything you posted was visible in their feed. It meant super engagement and brilliant growth for businesses who were early adopters of Facebook pages for business.
Fast forward to now and Facebook is all about user experience (UX) and the algorithm dictates what we are shown from our friends, the pages we like and the groups we have joined. Without a doubt the best way to ensure that YOU as a user see the stuff YOU want to see is to engage with it. Give it a like or leave a comment. If you don’t engage with the stuff you like then Facebook has to take a guess and create your news feed accordingly.
As a business owner, where does this leave you?
Chances are you feel a bit screwed over by Facebook because they want you to ‘pay to play’. The truth is you are right, and you are wrong.
Yes, Facebook earn money from advertising, there is absolutely no dispute about that. However, they are not forcing you to use it. What they are persuading you to do is to create a great user experience for your audience by way of content that’s interesting and engaging.
If all you’re doing on your business page is promoting then chances are it’s not interesting and engaging for your audience, in much the same way we tune out from ads on the TV and skip over those pages if we happen to be reading a newspaper.
This brings me to the first point I make to clients when we start talking paid Facebook advertising.
You will ALWAYS get better bang for your buck out of paid advertising if the stuff you are regularly creating and sharing is the sort of content that your audience is entertained, educated or enlightened by. If your regular Facebook content isn’t great then you’re advertising dollars are going to have to work MUCH harder. MUCH MUCH harder.
Your day to day content strategy needs to marry well with the goals of your paid advertising campaign because there is a good chance that if someone is drawn in by your ad they’ll check out your Facebook page before they decide to take action. If your Facebook content doesn’t grab their attention or there are crickets chirping then they’ll be out of there faster than your page took to load.
However, even if your Facebook content is a bit thinner than you would like it doesn’t mean that well executed Facebook advertising isn’t going to work for you…because it can and,done well, it will.
As much as I’d love to explain it all here it’s better done with a presentation so I would love you to join me for a webinar next week or two.
In this free Webinar I’ll be sharing the seven steps to effective Facebook advertising.
Click here to join, you’ll be amazed by what Facebook advertising can do and what it can achieve for your business.
If you’ve never been on webinar before it’s pretty straight forward. You log in at the allocated time (the how and where will be explained via email once you’ve registered) and I’ll run through a screen presentation with you. You’ll be able to ask questions via a typed chat function plus you’ll have access to a replay so you don’t have to stress about the phone ringing or needing to tend to family.
