Facebook marketing isn’t what it used to be, is it? Organic reach is down (but not out!), promotional posts are being penalized by not reaching the newsfeed as frequently, and now Mark Zuckerberg wants all ads to be timely and relevant, as though they are part of the regular newsfeed content. Facebook marketing has changed and we have to adapt right there with it. So what are some possible reasons your Facebook marketing isn’t working?
Your content isn’t good.
Do you talk about yourself a lot? Or post primarily promotional content? If you aren’t posting content that your audience is interested in engaging with, your Facebook marketing won’t work. The majority of your content (at least 80%) should be entertaining or educational in some way. As you’re creating content, ask yourself if it is inspirational, educational or entertaining. If it isn’t, you might want to reassess whether you should actually post it. Also keep in mind that visual content – both images and video – works far better than most other types of content because it gets more notice in the newsfeed. Focus on providing primarily visual content. You can even turn former status updates or questions into images.
Use your Facebook Insights to get an idea of the content that your audience is interested in engaging with. Sort the posts so the ones with highest engagement appear at the top and then review which ones did best. You can also sort to find the highest reach to see which posts Facebook put out into the newsfeed the most.
Your audience is too small (or just plain wrong).
In order for Facebook marketing to work, you need to have someone actually following your Facebook page. People should be able to access your Facebook page directly from your website. You may also want to consider paying to promote your page in the newsfeed. Try to constantly grow your audience in order to consistently move people into your sales funnel.
If you feel like you DO have a relatively large audience you may want to ask whether your audience is made up of the RIGHT people. Have you changed the purpose for your page at some point or another? If so, your earlier followers may no longer be interested in what you have to say. You can find out if your page is well targeted by looking at the Audience Insights.
You’re not trying to get emails.
You don’t own your Facebook followers, Facebook does, so until you collect those email addresses and move people from Facebook to your email list where you can market to them…you’re not going to be truly successful. The best way to sell to your followers is through your website and your email marketing, so you’ll need to have a plan to move people from Facebook to your website where they can sign up for your list.
Do you feel like your Facebook marketing is working? Where do you need to make changes?