Oh, the horror. Facebook is changing the way its newsfeed works. If you’re already feeling the pinch: you’re not getting the results from Facebook you want, you’re thinking about your strategy. Let’s look at some easy Facebook marketing tips.
Before we get into that, keep something in mind: Facebook is a walled garden. If your Facebook page is your business’s “website”, you’re digital sharecropping. To some extent we’re all digital sharecroppers of course, but as long as you’re aware of what’s happening, you can minimize the threat to your business.
1. Post Real Content on Facebook
One of the main reasons why Facebook is changing its algorithm is because more and more businesses are posting sales-driven content, as opposed to resourceful content that will provide value to their audience.
Facebook’s aim is to ensure that advertising on Facebook happens on ads, for which you pay.
If you’re not sure who’s following you on Facebook and why, get to know your audience. Your Facebook audience is different from your audience on Twitter, and your audience on other social media sites like Pinterest and Instagram.
Consider ways to get your audience selling for you. Encourage them to post photos of themselves using your products. If you’re looking for a direct sales option on social media, Pinterest may be a better venue than Facebook.
2. Be Social: Engage With Your Audience on Facebook
Some companies do this brilliantly. They ask their audience open-ended questions, and respond to comments.
If you’re not doing it yet, consider this: you can get to know your customers on Facebook. When someone leaves a valuable comment, you can click through to their profile to see who they are. If you do this consistently, you can gather some valuable intelligence.
3. Play the Pided Piper: Lure Your Audience Onto Your Email List
Facebook promises to be more challenging in 2015. So your aim should be to get people onto an email list. Few companies make the best use of an email list. I have a suspicion of why that is: email campaigns take planning. Yes, email open rates are lower than they used to be. However, your best chance of increasing the value of your Facebook page’s visitors is via email.
As this Kissmetrics article points out:
…email allows you to make repeated contact, and that contact is “invasive”. It’s in their mailbox—their inner electronic sanctum. That’s very different from sending out a tweet or posting something on Facebook, where they may or may not see it, because it’s just part of a much larger timeline featuring hundreds of other people.
Bite the bullet. Take your email list seriously. Indeed, prioritize your email list. I subscribe to lots of email lists, both for my interests, and for research. I’ve noticed that some companies send out mailings several times a day. I may not read all their mailings, but I glance at them, and several times a week I click through to their website. These companies are successful. They’re focused on sales, and they know that their best chance of making sales comes via email.
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