A recent report published by Social@Ogilvy called Facebook Zero only solidifies what we all already know: Facebook brand page reach and fan engagement are falling. The days of using this powerful tool for "free" are seemingly coming to an end, and it’s about time marketers figure out a way to do something about it. One option might be to diversify your marketing efforts.
A while back, we wrote about the importance of having different marketing channels. Putting all your eggs in one basket is risky – especially when you don’t own the basket. Instead, give people different avenues to discover or find what they need.
But if you want to continue marketing on Facebook, what can you do to pick up the marketing pace? How can you get ahead of the curve and make sure you're always top of mind? Here we list 3 things you should consider if you’re one of the many brand pages experiencing falling, organic reach:
Consider paid Facebook ads. You knew this was coming, didn’t you? Just because the free community-building tool is starting to restrict reach, doesn’t mean the tool itself is ineffective. Facebook usage around the world is still up, and it’s undoubtedly the largest social media network around. To get your message to millions of people understandably costs money — and the earlier you jump on the bandwagon, the sooner you can leave your competitors in the dust. The budget for Facebook ads varies heavily on your overall goal for the marketing campaign, and be as little as $5 a day (if you really wanted to.)
Post more like a friend, and less like a brand. One of the biggest reasons Facebook decreased organic reach of a brand page is for a better user experience. People log onto the social network to see what’s going on with friends, not necessarily to be sold by a company. If your business were a person, what would it say? If your fans are actually real-life friends, what would they want to know about you? Like we’ve said before, people connect with people — give your brand a unique voice. Brands like Taco Bell do a fabulous job in creating imagery and copy that really speaks to their core audience.
Do something worth talking about. Think of Facebook as another communications tool, not a lead generator (although it really can act as that.) People like to share information that’s different, cool and worthy of their time. Think about all the reasons you would share information to your friends and family — something newsy, inspirational or funny. Get your company out there and make headlines. Participate in charity events, find a local celebrity to take a picture with your product, showcase a video of how your product or service positively affected someone’s life… possibilities are endless. Give people a reason to talk about you. The more likes and shares you get, the more Facebook will show your page. Ask friends, clients, employees and partners to engage with and share your page.
In a saturated market, it’s important to figure out how to stand out above your competition. What makes you memorable, what makes you special — what is your USP (unique selling proposition)? The same methods you use to set yourself apart from the rest as a brand is the same technique that will help you create a special presence on Facebook.
If you’re not sure that you’ve covered your foundations in social media marketing, check out our free video series, which goes in-depth to help get your business talking on social media.