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?
The power of Facebook can’t be under estimated. You have as well thrown more light on it.
I intend sending my affiliate store to Facebook and I do hope I’m going to get the expected results.
That’s really good news! The fact is simply knowing what really works and then focusing on it. To know, you will need to test and track. Taking the initiative is really what matters.
I hope you achieve your dreams and thanks for the comment.
Good to be over at your blog – it’s been a while, and I see a lot of new changes around too – great going! 🙂
Yes, a lot has changed, and perhaps will keep changing because Facebook is changing it’s ways, and why not – everyone needs to earn, so are they making ways to do the same.
Honestly speaking, I haven’t really tried the boost feature of FB, though I know it works for people, mainly because presently I don’t have anything to sell or market as such, and without that, it would be just a sheer wastage of money I feel.
But I loved your tips and the ways to increase our email list you shared with us – yes, this could work, provided you have a landing page with some giveaway or offer for the people.
I also hear many people are thinking of switching over to G+ now, instead of FB, because of these changes, so that might be better as it’s free so far as compared 🙂
Thanks for sharing. Have a nice week ahead 🙂
What a joy to see around! Yes, it’s really been a long time and the changes are just part of the deal to change with the changing times 🙂
I agree with you completely that spending money on Facebook ads when you don’t have a product will amount to wastage of money. Of course, if you have plans to put a product in the market in the new future, you can use this strategy to build a list now and start building the relationship that will pay you later. In that case you can consider your spend on ads now as an investment for the future.
On people moving to G+, I’ve always preferred G+ to facebook but the when you are marketing online you need to consider your target audience. If your target audience are more on facebook moving to G+ because of the new changes is really not a good business decision. This is why finding some ways around these “harsh” changes comes to play. And of course, who knows what Google may be introducing in the new future!
Thanks for the comment and it’s really a pleasure to see you once again!
Nice and informative post
Social media has become one of the top most platform for online marketing. Many online business use social media to promote and advertise their product or services. Facebook is one of the top most social media networking website. Facebook provides the necessary tools and all features for the web masters to develop their online business through Facebook.
I do agree that there is a drop in Facebook now a days . But that doesn’t mean that we should leave Facebook. I have never tried the boost feature in Facebook.though it would help in providing very good results as traffic and sales. But now I feel that it should be given a try. I would plan to start by developing my landing page even more better, also introduce a new offer and then would try the boost feature.I am sure it would produce good results.
Great post i hope this post would help many people especially beginners .Thank you for sharing..