One of the platforms we help our clients set up, navigate and use is Facebook. It is an ever evolving platform, generally benefitting the individual, but these changes may make a negative impact on a business Page.
What we forget is that years ago, before social media, a business would pay for any marketing strategies it executed. The only thing that was and still is no cost, is word of mouth referrals.
Along comes Facebook, which has become the social media industry giant with over 1 billion daily users. But as it’s user base and functionality has grown, the dollar price tag for the user is still zero. When we aren’t paying to play, we tend to be at the mercy of the platform.
Business Pages were introduced in 2010, as a function able no cost landing page on a highly active website, now the most active place on the web, so it made sense for Facebook to monetise their hard work. The algorithm which delivers the fabulous user experience is constantly evolving, and has always been about the individual.
Facebook said in their recent update; “Our top priority is keeping you connected to the people, places and things you want to be connected to — starting with the people you are friends with on Facebook.”
Nothing new here, but it does means they are updating the News Feed again, to improve the user experience so that the things posted by the ‘friends we care about’ are higher up in the News Feed.
YOUR BUSINESS ON FACEBOOK
Facebook stated that “Overall, we anticipate that this update may cause reach and referral traffic to decline for some Pages. The specific impact on your Page’s distribution and other metrics may vary depending on the composition of your audience. For example, if a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts. We encourage Pages to post things that their audience are likely to share with their friends.”
This update further embeds that to be visible and engaging to your ideal audience, you need to be engaging.
What we have seen over the last year is an increase in engagement in the behind the scenes, achievements, after hours type posts that celebrate the people behind a brand, their personality, passions and moments to celebrate. People connect with real stories, celebrations, challenges and humour.
BARBARO HOMES ON FACEBOOK
Our client a Perth boutique builder, has built a community of engaged supporters. What doesn’t work are external links. Building tips are not that exciting. But what their audience go nuts for are personal stories, about their clients or the team.
Here is one example…
Joseph Barbaro and his team were engaged to build a dream home for a couple in Perth. Sadly the husband had a terminal illness, but his wish was to see their dream home built so he could enjoy it with his wife. We love feel good stories told from the heart.
Coupled with beautiful photos of the property, this story has become their most engaged yet, and we didn’t create it for them.
We are so proud of client’s who achieve results from their content, because they know the stories best. Sometimes we work with clients to extract the stories, but often there is a team member who makes for a fabulous reporter.
Take a look at their page and see the type of content they regularly share. Team stories and photos work well, especially around achievements.
WHAT NOT TO DO
No longer can we just share a bunch of inspiration quotes and product promotions and call that ‘social media marketing’. It simply will not work. Outsourcing your brand to a marketing company that doesn’t know your audience, their interests and the uniqueness of your team, who create updates that are scheduled to feed every platform in the same way will no longer cut it.
WHAT TO CHECK
- Check you Facebook Insights to see what engagement you are currently getting, but also check who your audience is, what type of content they prefer and when they are online.
- Check your website analytics to see where traffic is coming from, which social media is driving traffic, who your audience are, what their interest profile looks like and how long they hang around.
- Monitor enquiries and leads coming via email, online bookings, phone and in person. Do you ask how they found you or what brought them to you?
HOW CAN WE HELP?
Our unique point of difference is that we may tell you not to bother with Facebook. We may tell you it is better that you create your own content, because we want you to get the best results with then minimum investment.
Our straight-forward honest approach surprises many people, but we prefer to work with you, your team and the skills they have. We work with clients to hold their hand as we train them, mentor and ensure they are accountable.
Our designer loves to make the content sexy, our content strategist loves to map out and repurpose content across various channels (including LinkedIn, Twitter, Instagram, YouTube, email marketing and of course blogs). Our web developer loves to measure the results of the marketing efforts and optimize the website to improve the results, and our leader loves to report the good news back to our clients and talk about the difference this has made to their leads and conversions.
We work with clients in Perth and Western Australia who are confused, overwhelmed or have been burned by other marketing and SEO agencies.
For an open discussion about your marketing, social media, website and SEO, buy Ming a coffee. His straight-forward approach may surprise you. He may even tell you to keep doing what you are doing. A second opinion is our gift to you.