If you haven't heard about Facebook CEO Mark Zuckerberg's
announcement earlier this month about their newest algorithm changes,
you definitely need to STOP what you're doing and read this blog entry -
especially if you depend on Facebook to help support your small
business' marketing efforts. Because VERY SOON, it's all about to
change! The question is, HOW will the new Facebook algorithms affect
YOUR small business?
Many small businesses, including many of LT Web Design's clients, rely on Facebook advertising - both organic and paid - to help stimulate customer interaction, boost sales, and drive traffic to their websites, with varying degrees of success. There's no arguing that Facebook and other types of social media advertising can be a powerful, and inexpensive way to market to a broad audience. But that could all be changing, along with Facebook's newest algorithm changes.
Without going into great detail, here are the basics behind Facebook's newest algorithm changes:
In short, Facebook wants to "reduce news feed noise", and get back to more "meaningful interaction" between people. And although it sounds like Mark Zuckerberg is doing a "noble thing", the effect it could have on advertisers could leave them feeling anything BUT "social"! Read on to see why...
Click the button below to learn MORE about how to survive Facebook's newest algorithm changes without freaking out!
Big advertisers spend billions of dollars on Facebook advertising every day in order to "buy" their share of the social media marketing feeding frenzy. And even small businesses have seen a respectable increase in THEIR revenue with just a couple hundred dollars a month worth of Facebook ad "boosting". For many businesses, big AND small, it creates the "lions-share" of their online traffic and revenue. But what happens once the new algorithms go into play? If viewers are left with FEWER advertising ads in their news feed, how will that affect advertisers ROI? Will LESS exposure mean LESS revenue?
While the new algorithm changes could be a much-needed improvement to the social media platform by reducing "click bait" ads, "fake news" and uninteresting stories, it leaves advertisers scrambling to find ways to replace their lost revenue and beef up their marketing efforts in other ways. As I've always told my website and social media clients, DON'T put all your "advertising eggs" into one social media "basket". That advice needs to be heeded more NOW than ever before! But don't panic! Here are some ways you can STILL reap the benefits of social media advertising, AND beef up traffic to your website, despite Facebook's newest algorithm changes.
1. Get engaged - with your social media audience!
Instead of using third party apps or your son's thirteen year old friend to post your updates, take some time to really get to KNOW your Facebook audience and engage with them on a one-to-one basis. After all, YOU are the one that knows the MOST about your business, and are the MOST qualified to answer any questions or respond to comments. Ignoring your Facebook audience is like ignoring a customer who walks into your business! Take advantage of the opportunity to relate to your Facebook visitors on a more personal basis and create a BUSINESS RELATIONSHIP with them online. The new Facebook algorithm will be looking for posts with LOTS of social interaction, so by interacting with your visitors, your post will earn more "brownie points" for being more "socially engaging", which is Facebook's ultimate goal! So not only do YOU get to know your viewers better, your Facebook business page just got moved to the TOP of your viewer's news feed!
2. Create MORE high quality content on your website, then SHARE it with your Facebook viewers!
It's a simple, yet SO commonly overlooked concept by most small business owners. From Google to Facebook, search engines are all about QUALITY CONTENT, which goes back to what Facebook is doing - trying to recreate a MORE INTERESTING feed so that MORE people will interact and socialize MORE about the things that matter the MOST in life! Take a page from Facebook's play book, and do the SAME for YOUR small business! Again, take the TIME to sit down and write an interesting blog, create a special promotion, or update the information on your website that interests YOUR specific target market. Then SHARE that information with your Facebook readers to stimulate meaningful conversation! Really "LISTEN" to your customers when they post comments, and THEY will tell you what they want to know MOST about your product or service, which will stimulate MORE valuable interaction, and keep YOUR Facebook posts in front of your customers more often, not to mention give YOU valuable feedback about how to better serve your customers!
3. GO LIVE! Utilize the "live" feature on your Facebook app and bring your posts to LIFE!
Shoot a live feed from your business promoting a special sale or event, or just paying special recognition to a valued employee! Interview your customers (make sure you get their permission first) and make them famous! Shoot a live video demonstrating a new product or service you offer. Social media viewers LOVE interacting with live feeds, so get OVER your camera shyness and join in the fun! The new algorithms will LOVE the spontaneity and social interaction you have with your audience, and your viewers will LOVE the way you connect with them through live video!
Only time will tell how Facebook's newest algorithm changes will affect small businesses, but in the meantime, use this opportunity to explore NEW and CREATIVE ways to promote YOUR small business, while still staying connected to your Facebook audience!
Questions? Post them in the comment section below and I'll do my best to provide you with an informative answer!
Website designer, social media consultant, nature photographer and published author, with over 10 years experience in business advertising and marketing! LT Web Designs specializes in website design and social media marketing for small and local businesses in Eastern North Carolina.