Switching Gears with Facebook’s Algorithm Updates
You might have heard about recent Facebook changes. If you haven’t, they were pretty significant; especially for us marketers. Some may say it’s a branding mystery and others might be down right frustrated. The good news? With a few strategy detours and some positive thinking, your businesses will not be on death row.
Concerns about advertising and posting on your company pages skyrocketed following Facebook master Mark Zuckerberg’s big announcement. Would it affect your follower base or worse….would you lose potential customers?
Here’s a snippet of Mark Z’s announcement:
Originally, the main purpose was for the people. Family, friends and friends of friends to stay in touch and really get that personal feel. According to research done by the Facebook leaders, that started disappearing slowly, but surely. We can’t blame them for wanting to stay true to their mission!
With respect to Mark Z and his team, marketing efforts are NOT going away. They just need some revamping. So, what do you need to do? Two words: customized and personalized. I’m going to break down some things you can do to combat the algorithm updates and ensure you’re getting the most out of your time and money on social media.
Live and in action!
Ever since Facebook started its live feature, video content has been on the fast track. Incorporating this into your overall digital marketing campaign will no doubt help boost your engagement. Go live from an event or tradeshow! If you’re in real estate, do a quick live video of the property to attract potential buyers! Small business owners have so many opportunities to use this component. Have a sale going on? Offer a “sneak peek.”
Do not hard sell!
I can’t stress this enough. This has always been the case, but now it’s on steroids. Facebook wants discussion and for audiences to jumpstart conversations. You don’t want to push your products. Think of yourself and your business as a resource rather than a robot with extra buttons to drive sales. If people are interested, trust the process that they will make it through the funnel. Sharing rich content is what will garner results and get people to click the “Like” and “Follow” button.
Don’t be afraid to share a variety of content.
Text, link, link, text. It’s okay to use this type of post, but not every single time. Don’t shy away from images only. It’s okay if your post doesn’t have a link. More importantly, it’s okay to have a little fun on social media. Create graphics and use hashtags. Hashtags are a way to expand the reach.
Just because your industry isn’t a theme park or skateboard shop doesn’t mean you can’t be creative! Are you in commercial real estate? Post some recently funded deals for followers to see what you’ve been up to.
Quotes are great too! If you’ve recently worked with somebody on closing a deal or you’ve just attended a speaking engagement together, ask them for a short quote to use. This is not only good for business, but it always puts in the good word that you’re trustworthy to work with.
The good ol’ quality over quantity.
Don’t get mad if you still only have a handful of followers. This is actually better than having a million followers who don’t care. You want an audience that enjoys your content, visits your website and shares your posts. You don’t want some Joe Schmo liking everything and anything on your Page just because he stumbled upon it.
The same goes for WHAT you post. Posting just to post is not the ideal way. Posting with intention and purpose is!
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