It is ironic but true all the same.
At a time when a survey by McKinsey & Co. revealed that facebook is really a poor alternative to email marketing when it comes to customer acquisition, facebook is nonetheless working to increase advertising spend on the platform!
The uncanny way they are doing this?
By reducing the organic reach of brands’ facebook pages!
Though there has not been any official announcement to this effect, a marketing document that was purportedly sent out to partners recently and obtained by Ad Age, states plainly:
“We expect organic distribution of an individual page's posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
In the face of this development, many brands are asking questions like:
“Why continue investing your precious man-hours on facebook if you will only reach 1 – 2% of your fans?”
“If Facebook is really that dismal when it comes to customer acquisition, how do we know that advertising on facebook will give the desired results?”
Indeed, these are questions you will need to answer if you must continue using facebook for marketing your business.
But, Should You Entirely Abandon Facebook?
In my previous post where I talked about the McKinsey & Co. research which gave the thumbs up for email instead of social media marketing, I also made it clear that the same report showed that between 2008 and 2012 email usage declined by about 20% compared to social media networks, instant messaging and mobile-messaging!
I think this is reason enough not to abandon facebook marketing entirely but rather to change your facebook marketing strategy.
First, you must admit the fact that Facebook is a business that needs to grow its income. And so, instead of blaming it for its business stand, you should rather strategize to maximize your advertising spend.
If you put the knowledge gained from the McKinsey & Co. research into your facebook marketing strategy you will be able to design a tactic that will greatly help your business. One such tactic is to use facebook “Boosted Post” advertising option to drive more attention to your business fan page while building an email list in the process!
Using Facebook “Boost Post” Ad to Grow Your Email List
1. Design an Irresistible Giveaway Offer
Having your target audience in mind, craft a giveaway offer that will help you collect the email contacts using your facebook fan page. Then proceed to design an attention grabbing landing page for this offer on your site. Ensure it is targeted at your facebook audience.
2. Update Your Fan Page Using the Giveaway Landing Page
Post an update on your facebook page encouraging your fans and visitors to the page to download a free copy. To make this really awesome include an eye-catching image with a one to two sentence description that will encourage click-through. Use the URL of the landing page as the link in your update.
3. Craft a Powerful “Boost Post” Ad
Once you have posted the update in #2 above click on the “Boost Post” button. This will bring up a window like this:
You have the option to either boost your post to your page’s existing fans and their friends or a targeted group.
For example, if you want to target a special group of facebook users, on the audience option check the “People you choose through targeting” option.
Now enter your target countries, the age bracket you want to focus on, the gender and then the interests of this target group. This way you will be able to greatly ensure that your post is shown to only those people who will be interested in your free giveaway.
3. Continue the Relationship on Your Blog Until They Become Customers
If you take care of #1 and #2 above very well, you are not only going to acquire new likes on facebook but you will be able to pull in a few of those likes into your email list. Once you are able to achieve this, your next move is to use result-oriented email marketing tactics to nature this list of prospects until they become customers.
Indeed the above may look simple but don’t let that simplicity deceive you. If carefully handled, this tactic can help you beat facebook at its game! So, instead of running away because there is a decline on organic reach or because you’re not presently seeing any good return in investment from your facebook marketing efforts, re-strategize and use this tactic both to build an email list and also increase your facebook likes.
Your turn: What are you planning to do about your facebook marketing in light of the recent changes? Will you jump ship or do you have a plan in place to ensure you always win?