Social Media

Facebook Marketing Fail

Well, Facebook has done it again…changed their algorithm and messed with marketing strategies.  This time, it will be changed so you will see more of your friends’ posts and fewer posts from business pages that you follow.  This may sound like a good thing, but let’s look at why it really isn’t…especially for small business owners.

Friends & Family FirstMark Zuckerberg has admitted that it will most likely cut down on the time people are spending on Facebook. That’s strike 1.

Strike 2 is that people will see much less in their news feed from Pages that they follow.  This  will dramatically impact small businesses who use Facebook as a source of marketing.

There is a work around so people can see your Facebook Business page first in their feed, but it’s very cumbersome and the individuals have to take some extra steps to make it happen…AND you can only choose 30 people or pages to show up first in your news feed…strike 3.  When someone has only 30 “see first” slots, how likely are they to choose your page over their friends and family?  Yeah, not so much, right?  (The instructions are listed in this article, if you’d like to see the process.)

UPDATE: Facebook’s Learn More Page

Oh, why did Facebook make this decision?  Most likely, money.  They will be able to sell more “sponsored” stories and ads to show up in your news feed, since your business page updates probably won’t be showing up for free.  This is the very type of thing that I have been saying for years; read my post Facebook Fallacy.

Facebook Fallacy

Many small business owners think that a Facebook business page is just as good as having a business website.  While having a social media presence is important, it was never intended to be the sole web presence for a business.  Some considerations:

Facebook

  • Facebook algorithms change all the time. What may be visible to your followers one day may disappear the next.
  • Facebook could start charging businesses for their pages without warning.
  • Facebook has the right to disable your page/account – selected parts or in its entirety should you violate any of their terms or conditions and it’s very difficult to get reinstated.
  • Facebook dictates what you can and cannot do on their site and your page, including how and where you can market your business.

Business WebsiteWebsite Hub of Marketing

  • You own and control all of your content and how it is displayed.
  • You choose your marketing strategies, calls to action, search engine optimization, etc.
  • Your own website adds credibility to your business and improves your professional image.
  • You can create the look and feel of your website to reinforce your brand.
  • You establish yourself as an expert in your field with good, helpful information on your site.
  • You can offer online sales, promotions, and bill payment options.
  • You can showcase your work and display testimonials of satisfied clients.
  • You look much more professional when your email address is yourname@yourdomain.com and not you@gmail.com or you@hotmail.com — or even worse, you@aol.com!
  • Your clients and referral partners can take pride in directing someone to your business website instead of telling a potential lead to search for you on Facebook.

Please understand:  Social media is important, but your own website is more important. 

Your website is your business’s home on the internet.  It is where all other activity should be directed.  It is the hub where you want your potential leads to land.  If you post something on your website, “tease” it on Facebook and tell your followers to go check out “the rest of the story” on your site.  The key is to lead the visitors to your destination.  Help them find the solution to their problem on your site instead of looking elsewhere, such as a Google search where your Facebook page won’t be found.

If this makes sense to you or if you have further questions, please contact me.  I would love to help you establish a great web presence!

Get the Word Out!

Get The Word OutSometimes you have a product or service that you are really excited about and you just want to tell the whole world!  How do you do that?

The answer is leverage!  You remember all those groups you joined on Facebook and Linked In of people who have similar interests as you?  Let’s start there!  In addition to the groups of people with similar interests, it might be good to join groups where people are looking for answers to problems that your product or service can solve for them.  Be sure to post updates on your profile, as well, but groups will be the key.

TIP: Determine where your target market is spending their time online – Facebook, Linked In, Twitter, Pinterest, etc. and meet them where they are already hanging out.

In addition to social media platforms, there are other ways to get the word out about your product or service:

  • Offline Networking groups (BNI, Meet-up, Chamber of Commerce, etc.)
  • Write about it on your blog or website
  • Create a Facebook Page
  • Send an email blast to your email list
  • Write a press release for local newspapers
  • Submit to online community calendars, if appropriate
  • Guest post on blogs of your colleagues
  • Do online or podcast interviews
  • Paid advertising (Facebook ads are a good place to start)
  • Paid advertising offline
  • Print special business cards for your service or project (see mine below)
  • Create marketing materials
  • Post information on community bulletin boards (coffee shops, grocery stores, etc.)
  • Ask friends to help spread the word

Personally, I’ve been using many of these strategies over the past week to get the word out about Residual Advertising.  I’m super excited about this product and opportunity and I think every business owner needs to know about it!

Residual Advertising Business Card  Residual Advertising Business Card

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