BREAKING NEWS from Facebook: The algorithm is changing!
Business pages, once again, can expect to see a dramatic decline in organic post reach.
*Que frantic disorder and confusion amongst social media marketers worldwide!!!*
These changes are big, and they will change the game of Facebook for *some* business pages… but these changes don’t surprise me at all. The writing has been on the wall for a LONG time, and we’ve all experienced a decline in our post reach over the past 12 months.
So, before I dive deep into my strategic advice. I just want to share with you some words of wisdom that I always share with my clients.
I believe we should be grateful for the free organic reach that we have received over the past 10 years. (Yes, a little lame, but hear me out…)
Facebook has provided us with the opportunity to find, engage and connect with our customers worldwide. It’s given us the ability to give our business and brand a voice and personality.
Prior to social media, was there any other way to communicate and get in front of clients in the same way… for free?
Unfortunately, I feel like this has made some people feel entitled, and some business owners will forever expect free organic reach.
But here’s the problem with free organic reach on Facebook.
A newsfeed is only so big.
Quote from Zuckerberg:
We’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.
Facebook users would prefer to see content from friends and family…
… and fair enough!
The question is now – what are you going to do about it?
Are you going to walk away bitter and twisted? Or are you willing learn new strategies and continue to stay one step ahead?
We live in a fast-paced digital world and changes will continue to happen each and every month across all social media and digital platforms.
The key to longevity is to be strategic, and evolve with technology.
Here are my top tips for Facebook & digital marketing, post-2018 Pages Apocolypse.
GROW YOUR LIST
Facebook should not be your sole method of communication with your followers. Social Media is borrowed land, it can be taken away at any time. It’s far too dangerous, in this day and age, to rely too heavily on ANY one platform.
Social media is a tool to help you get discovered and to help you find & engage with potential clients and customers.
Your conversation and ongoing communication should take place elsewhere.
Use Facebook (and all other social media platforms) to drive traffic to your sales funnel, and continue to build your email list. That way – when social media platforms die or change – you can find new ways to get traffic and you’re not completely devastated and homeless.
CREATE MEANINGFUL CONTENT THAT ENCOURAGES INTERACTIONS BETWEEN PEOPLE.
Pages aren’t dead. Crappy content is dead.
Create content that encourages live, meaningful interaction. AKA Live video.
Quote from Zuckerberg:
As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.
Be human. Be real. Show your face.
Let’s be honest – Not many people are going to take this advice!
And guess what – that creates HUGE opportunity…
These new changes will pave the way for business owners who are ready and willing to stand out and get noticed.
And – If you’re not willing to do live videos – that’s ok too – but be realistic with your expectations. Unless your actively advertising, your Page will become a directory for when people search for you.
BE ACTIVE IN GROUPS
Joining groups and becoming active in groups is a great way to create new business connections.
There’s currently no word on whether the new algorithm changes will affect groups. However, I’m sure as groups become more popular changes will come into play, and we’ll eventually see a decline in reach.
In the meantime, while Groups are still hot – use them.
Share your high-quality content, continue to build relationships, share experiences and knowledge.
Remember: People love people.
If engaging in groups is your strategy, then you’ll also need to think about creating a Personal Profile strategy because groups are connected to profiles, not pages.
PERSONAL PROFILE STRATEGY
With personal profiles ranking higher in the newsfeed, it’s a great time to create a personal profile strategy that links to your business page.
Up until recently, I’ve kept my personal life separate from my business life. However, since I’ve started engaging in groups, I’m likely to receive a number of friend requests every week from people who want to engage on a personal level. Which I’m happy to accept.
You need to decide if this is something you’re happy to accept.
If you do accept business related ‘friends’ – think before you post. Make sure you’re happy with potential clients or customers seeing your personal posts.
Accepting business connections as ‘friends’ provides you with the opportunity post some strategic content on your personal profile that links to your business LIFE.
Just to be clear here – I’m not suggesting you turn your personal profile into your business page… because a.) it’s not allowed. b.) You’re likely to annoy your friends and family and c.) spam alert!
However, posts on your personal profile that share what you’re doing in your business, and linking to your page, are 100% AOK!
If you haven’t started advertising on Facebook – 2018 is the year!
It’s the most affordable and effective way to reach your ideal customers and clients, gather high-quality leads and make sales.
Just be sure to learn how to do it the right way. Becuase due to the reduced reach of organic posts, businesses are going to flock to Ads… which means prices are going to go UP! If you’re not setting your Ads up correctly, you’re going to feel the pinch.
> The changes are pretty big. It will kill some business, and others will thrive.
> Don’t freak out and make any BIG decisions based on FEAR.
> Wait & see how the changes affect your reach & engagement.
> Test & tweak new content that encourages meaningful interactions between people.
> Embrace it, because you can’t change it.