For many of us, social media is part of our daily lives. Therefore, as a business owner, it is important to have a searchable, easy-to-locate presence on social media platforms such as Facebook. From your page, you can keep viewers up-to-date with current information on things like specials, new products and business hours all while improving your relatability with down-to-earth posts and video clips. Please notice, I said “viewers,” not “followers,” because although you may not have realized it before, there is a huge difference between the two, and that difference makes all the difference to you.
In January last year, Facebook announced that it would begin prioritizing shared content between friends and family, while de-emphasizing content from publishers and brands. Posts from publishers and businesses are typically filtered to appear before about 1-2% of business followers. This means that if you had 2,000 followers, you would expect your average post to only reach about 200 of them. Business owners who rely heavily on the free (organic) side of Facebook for their promotions have most likely seen the greatest decrease in the reach of their posts.
As a business, you also have the option of purchasing a Sponsored Post from the Facebook Ads Manager. With organic business posts being given even less priority than they were before, businesses may need to start paying, or paying significantly more, to maintain the same level of exposure with their target audiences. Facebook advertising is primarily an auction-based system. This means you set a budget and enter a bid for each click or thousand impressions/views. Costs are expected to increase; however, in comparison to organic exposure, purchasing ads on Facebook does allow for better targeting.
Tips for Standing Out on Facebook and Making the Most of your Page:
- Make your posts more personal – include images of you, your team and customers interacting with your business.
- Tag people, places and businesses in your posts.
- Comment. Don’t be shy! – When your followers like, share or comment on your post, reply!
- Increase your followers. Ask your best customers to follow your page. Tell them WHY.
It’s important to weigh the value of the time you spend on social media and the overall cost of reaching your audience on Facebook, including both time and dollars. Evaluate what’s working and what’s not by reviewing your page’s Insights Tool or by viewing the results in your Ads Manager. Don’t forget to compare the cost of your reach with CPM across all media, “cost per thousand impressions” in Facebook terms, as well. We find that advertisers believe Facebook advertising is inexpensive. However, when you take the time to see how much you’re getting in return for what you’re spending, you might be surprised to see how expensive Facebook can be. Businesses will want to evaluate all they are spending in both time and dollars for exposure on Facebook. You may decide to shift dollars back to the channels that you can fully control like email, independent websites and, of course, print advertising. A healthy media mix, especially from trusted channels is always our recommendation.
Our Spend-Smart Social Media Marketing Tips:
• Weigh the value of time spent on social media and the overall cost of reaching your audience on Facebook, including both time and dollars.
• Evaluate what’s working and what’s not by reviewing your page’s Insights Tool or by viewing the results in your Ads Manager.