As of the first quarter of 2018, there has been one common question that many of our clients have been asking about their marketing plan. What happened to the organic reach of my Facebook pages? Well, thanks to Mark Zuckerberg he has completely changed how they show new things in the news feed.
Facebook’s main methodology is to create “meaningful social interactions”, and they plan on doing that by showing more of your friends and family in your news feed. This almost completely takes out business pages even if your clients have “liked” the page. While this started at the beginning of the year it seems that this has been fully rolled out now. So how is this affecting you, and what can you do to adjust to it? Keep running your ads and it won’t affect you at all.
So, here is my question to the people that are complaining and saying this isn’t fair. Why are you complaining about something that is free? Facebook is a free platform we can use to grow our business. Sure maybe you aren’t getting the attention you use to get but it is free. What are you currently spending your advertising dollars on now? Is it bringing you a good return on investment? The reality is that even at a CPC(cost per click) of $4, Facebook is still very underpriced when ads are set up correctly. When you have the ability to target the readership of your ads down to income, job type, buying habits, location, and previous internet history, how could you not find a good new lead?
This is the power of Facebook to the people that are using digital marketing. This ability to only talk to the exact client they want to deal with. Does radio let you do that? How about television or billboards? No of course not, you are out there to the masses and who knows if they are even paying attention. I realize that Facebook isn’t working for free anymore and yes that is a challenge, but that doesn’t mean you stop using it all together. You have to continue to grow your brand where the attention is and Facebook is still the most underpriced ad platform available. As one of the thought leaders in digital marketing has said recently on his podcast, “When you have the best hand you have to go all in!”
Now is the time to do it, stop complaining about the algorithm and start using the platform to make money for your business. You will regret it when the Fortune 500 companies have gone from spending millions on TV ads to spending millions on Facebook. This is when we will start seeing CPCs in the $40-60 range instead of the $3-4 we are seeing now. Even more of a reason to use the system we have now while we still can. Let your competitors complain while you reap all the profits from your latest sales.
Keep grinding my friends and keep focusing on your business.