What’s the number one website you waste most of your time on? I’d be willing to go out on a limb and say it’s probably Facebook. Granted, I know some have given it up entirely and moved to other platforms – Twitter and Instagram (which, if you’ve gotten, is owned by Facebook). But for the vast majority of us, Facebook is where it’s all. In fact, I just caught myself wasting a few minutes seeing what happened in the newsfeed since I was last on (30 minutes away). Ugh! Guilty as charged!
What does this mean? Well, in my opinion, it means you still need to be there. And you also need to accept that you can’t count on getting organic reach.
Is organic reach dead, entirely? No. As long as they allow for social sharing and as long as great content is still being shared on Facebook, that content will continue to grow viral. My husband proves this ever day as he sits with his iPad watching video after video.
So how should you approach Facebook marketing in 2015?
Be consistent and post great content.
Mari Smith recommends posting less often, posting great quality, and paying to promote your posts strategically. While I disagree about posting less often, I still stand by the opinion that you should be posting at least 4 times a day, I completely agree that you should focus on great quality content and pay to strategically promote. Use Facebook as a tool to drive traffic back to your website and, more specifically, your email list.
Sell on your site.
If you’ve tried selling directly on Facebook, I’m sure you’ve found that it didn’t work very well. A much better approach is to promote free offers on Facebook and get your audience back to your website. Create great blog content to establish yourself as an authority in your niche, convert your fans to email subscribers and then covert them to buyers.
Facebook is a great place to generate interest in your products and services. It isn’t a great place to make direct sales…because more often than not, people who come across your services on Facebook have never heard of you and may not even be aware that they “need” you.
Invest in Facebook Ads
Oye. I’m probably going to frustrate people with this next sentence but here goes:
Facebook is a waste of time if you’re not willing to do any paid of advertising.
Facebook ads allow for the most targeting of any out there and while it may not be a good place sell, it is a great way to generate interest and potential buyers into your sales funnel. But because of the lack of organic reach, it’s essential that you be willing to invest in advertising (even just $5 a day!) to find success on Facebook. Period.
My best advice?
Stop worrying about what Facebook is doing and instead focus on creating a great opt in that will convert your followers – something so valuable that your ideal client would potentially even pay to access. Something so valuable that signing up to get it for free is a no-brainer!
Create some great Facebook ads using Canva (or pay to have them created on Fiverr) and do some split testing to make sure you’re getting the best possible return on your investment.
Use an integrated approach (your free offer, Facebook ads, email marketing, content marketing) to get people on to your email list and move them through your sales funnel.
This approach WILL work if you remain consistent and are willing to do some testing. Remember: wash, rinse, repeat.
And stop stressing over Facebook’s every algorithm change. Or, as Scott Ayres, author of Facebook for Dummies, puts it, “suck it up!” The major decline in organic reach was bound to happen eventually, especially after Facebook went public. You’re better off focusing on your own integrated marketing approach and sticking with it!