17: Grow Your Business podcast from WebProjectUK! Broadcasting directly from the digital powerhouse city of Manchester. Today I am going to look at the reasons Why Your Facebook Posts Are Not Performing Well
Welcome to the seventeenth episode of Grow Your Business Podcast brought to you by Manchester based WebProjectUK.com.
Today I am going to share with you some bad news regarding your Facebook Posts. Over the last few years you might have noticed that your Facebook posts reach has been declining. Now it’s natural to think this is down to your social media marketing strategy.
Well, in fact it probably has nothing to do with you or your marketing strategy.
You see over the last few years Facebook has been looking at ways to increase it’s revenue. In fact majority of Facebook revenue comes for their own marketing platform i.e. Facebook Ads. This means that Facebook wants to push you spend more money if you want to reach their 2 billion active users.
It all sounds fair to me. After all we are all in business to make money and Facebook is no different. So it was no surprise when Mark Zuckerberg published the following post on his Facebook page:
“Last week I announced a major change to encourage meaningful social interactions with family and friends over passive consumption. As a result, you’ll see less public content, including news, video, and posts from brands. After this change, we expect news to make up roughly 4% of News Feed — down from roughly 5% today. This is a big change, but news will always be a critical way for people to start conversations on important topics.”
For me and you the most important point to take from his post is that we are going to see less of public content which includes news, videos and posts from brands! Ouch!
Now we can take this announcement in two ways:
- We can leave Facebook and focus on other social media platforms
- We pay Facebook to show our posts to it’s 2 billion active users.
For me it has to be option 2. I love Facebook, and I like to follow the grain.
Facebook marketing platform still provides excellent value for money but, I have no doubt this is about to change as more brands jump on the band wagon.
I do have to say that I am actually hurt by this announcement. I am sure me and you have invested a lot of money and time into growing our Facebook Page followers. For me personally this was one asset which would allow WebProjectUK to keep in touch with our clients and potential clients without spending a single penny. However, as of this announcement this is no longer true!
As of today, if we want to reach our WebProjectUk followers on our Facebook page then we have to pay Facebook for that privilege.
Which to be honest sucks a little!
However, I am not going to moan over it too much but instead focus on making the most of what Facebook has to offer. They still play a big part in my business and I am sure they will continue to do so for your business as well.
So, the big question is “How do you get your post in front of your current Facebook page followers?”
The answer is very simple you will need to boost your posts or create Facebook Ads. Thankfully, Facebook does make it very simple to do this.
When it comes to Facebook paid advertising you have a number of options in terms of targeting. Therefore, in order to ensure your money is spent well you will need to define what you are trying to achieve with you Facebook post or Facebook Ad.
For example you can:
- Boost your post to reach your current followers
- You can create a Facebook Ad and exclude your current followers so you can reach a wider audience.
- You can create a Facebook Ad to drive Facebook users to your website to either make a purchase from your directly, to give them something in exchange for their email address, or to even print a voucher to take to your restaurant.
In fact, I could keep going all day with all the different options you have available to you when it comes to Facebook Paid Advertising. Therefore, you can still make Facebook marketing work for your business but you will need to start paying for this privilege.
The next question is: “Do Facebook Ads convert into leads and sales?”
Facebook marketing platform is in fact very new therefore you still have room to make your mark on the world. I follow many of the top marketers in order to learn from their mistakes so, that I don’t make the same ones. Facebook is very different to many other marketing platforms you might be used to.
When creating your Facebook Ad it’s important to remember that Facebook users use the platform to socialise with their friends and family. I like to think of Facebook as a very busy bar with a lot of noise.
So, how do you cut through the noise?
The jury is still out on this. But what we know at this moment in time is that “direct selling” via Facebook ads has a very low return on investment. Which makes total sense.
But all is not lost.
My experience has thought me that Facebook users love educational and entertaining content. They are very response to content which offers them something of value. Therefore, in order to get the best engagement from Facebook users you first need to build their trust through value marketing.
I have also noticed that Video Ads have much better engagement rates than text Ads. However, I would highly recommend you split test as you might get different results with your target audience.
On Facebook your image or video can make or break your paid marketing campaign.
Recently I carried out a Facebook marketing campaign for a local restaurant in Wilmslow. The goal was to increase Facebook Page likes. I created 2 Facebook Ads. The first ad included the image of the restaurant interior and the second ad included a stock image showing a group of girls having fun. Both ads had the same text.
Which Facebook Ad do you think performed best?
I can now tell you it was the second one. The stock image attracted 90% of the restaurants Facebook page likes.
Why do you think this was the case?
Before, I run the advert I knew what the outcome would be. I say this because Facebook users are driven my ’emotion’. A group of girls having fun in a restaurant will almost always bring up happy memories. Such memories drive actions! Would you not like to re-create your happy memories?
On that note – it’s time for me to end this podcast and thank you for taking time to listen to me.
Tomorrow I am going to talk about the importance of local search engine marketing.
Not to be missed!
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See you tomorrow and thank you once again for taking time to listen to “Grow Your Business Podcast”