Do you use Facebook to promote your business? In this case, the way Facebook treats your posts can make it difficult for them to reach your subscribers with certain types of content.
Facebook limits the distribution of non-paying advertising material on users’ news feeds. The company identified the following three types of messages as “too promotional”.
- Publications that only encourage you to buy a product or install an application.
- Publications encouraging to participate in contests and draws without real context.
- Publications reusing the same content as an advertisement.
If you post promotional content on your Facebook page, you can expect it to reach only a small number of subscribers.
What can you do? Here are three things to consider in your Facebook marketing plan.
1. It’s difficult to reach your subscribers through promotional publications
Facebook targets commercial and promotional publications but takes a lighter approach with high-quality, non-advertising messages. Your challenge is to create content that keeps your subscribers interested while making sure you do not openly push the sale of your products or services.
It forces you to better promote your business, says Chris O’Shea, Business Consultant at BDC , whose speciality is helping entrepreneurs improve their sales and marketing results. You have no choice but to create interesting, informative and entertaining content if you want it to reach your Facebook subscribers.
Solution: Create high value-added content
It’s important to get to know your audience and try to understand what content will be most popular. Tap into your daily interactions with your customers to create content that will spark their interest.
2. You must pay if you want to post promotional content on Facebook
You may be hesitant to invest in advertising campaigns on Facebook because you have come, like many entrepreneurs, to consider this media as a free marketing tool. This is unfortunately no longer the case. In order for your promotional publications to be distributed to your current and potential subscribers, you must pay.
Solution: Consider paying for your products or services on Facebook for promotion
Facebook has more than two billion members. No business can afford to ignore such an audience, especially if it needs to reach consumers.
Why not consider allocating a portion of your marketing budget to Facebook ads? Consider your page as a cornerstone of your online marketing plan . It has a multitude of easy-to-use tools to help you create ads and target the right audience for your business based on age, location, interests, etc. By understanding the platform and its potential, you will be much better able to spread your marketing budget.
Ultimately, the effectiveness of your Facebook strategy depends on your knowledge of how this media works. That’s why it’s often advantageous to consult an outside specialist, who will advise you on the best way to use Facebook and your other social media pages.
3. You must closely monitor the performance of your Facebook page
Facebook claims that reducing the number of promotional publications improves the quality of news feeds for all users and that companies that create high-quality content are still able to reach their subscribers.
However, independent studies show that the overall organic reach (the number of subscribers that non-paying publications reach) is declining. If yours goes down, it’s doubly important to evaluate the impact your publications have when they actually reach your subscribers.
Solution: Measure your efforts
Your goal is to improve your conversion rate. Monitor how successfully you achieve your goals (sales, contact forms downloads, newsletter subscriptions, calls, etc.) for every dollar invested in your Facebook marketing. Measuring your results is a crucial step in what should be a cycle of continuous improvement: take action, measure results, perfect your strategy, and start again.
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