In today’s Unpopular Podcast with Tea Smith she makes the not-so-daming-claim-now-that-I-think-about-it that organic reach on Facebook is dead. To put it in blunt terms, her claim (which has been backed up by Gary Vaynerchuck recently – more here) is that if you open facebook.com, click onto your business page, write some words in the post box, maybe add a blog link or a photo, then that content is going to go nowhere.
Tea’s not wrong, my average organic (fancy word for non-boosted or not-paid-for) post is seen by 5-15% of my 5000 likes, unless the content is something really spectacular – in which case I’d argue that the traffic doesn’t even convert to sales or fans. But I also don’t think that organic content has no place in my business marketing strategy.
We’re on the wrong drug
I’ll speak for myself, and you can raise your hand if you’re the same: I’ve been addicted to the wrong drug. It’s ok to form an addiction, but I’ve been on the wrong stuff. I’ve been getting high on likes and comments, shares and views.
I should be getting high on leads, revenue, profit, holidays, time away from the business with Britt.
But here I am in the corner of the room snorting a bag of Facebook likes up my nose.
We need a strategy
So I’ve broken down my whole Facebook strategy into two distinct goals:
- Lead generation
- Social proof
And the two are intrinsically linked.
I just want more people who have a similar worldview to me, to know that I exist.
Lead generation, that is, the art of building a larger base of humans that inquire of my business, has always come at a cost and it’s almost always been fuelled by advertising so it’s not that crazy that Facebook would charge for the same.
Early on in the piece everything was free on Facebook, and they got us hooked to the likes, but the likes didn’t pay bills and the shares never did any chores. Lead generation costs cash, but luckily for us it’s quite often a very cost-efficient method.
If you’re looking for a Facebook ad expert that can deliver expert advice on lead generation, that’s not me. Maybe I’ll pay Tea to write something for you soon. Today’s article is about strategy, not about the doing part.
So my first goal is lead generation, and I know that my organic content won’t achieve this – so I need to jump into Facebook Ads manager. So is my organic content any good at all?
Our friends at Wikipedia have a stunningly clinical definition of social proof:
Social proof, also known as informational social influence, is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation.
My strategy for social proof is to act as a backup to my website and any forms of contact, that is phone, email or meeting in real life, to verify that I am in fact the real deal.
When spending at a high level, on a single-use service purchase, I understand that the discerning couple are doing even the lightest amount of research. So I’m prepared for them to do their research with the following:
- I ask all former clients to leave Facebook reviews. There’s no more authentic voice on Facebook that a Facebook account that’s not you leaving a star-review.
- I post a range of organic content regularly to ensure that my Facebook page is never a day or two out of date. I use the social posting tool Edgar to automatically feed content from my content library to all of my relevant social networks.
- Finally, I make sure that my postings get some likes or comments – by posting content that matters and invokes a feeling – but I know it’s not for sales purposes.
You’ll need to develop your own strategy – but once you know what you want to do, you’ll be much more equipped to do it. I know for my strategy I need to learn more about targeting – and as Tea suggests, I need to start reaching outside of my home office and engage the services of an advertising agency. I think she might have just been selling herself! 🙂
Image Credits: William Iven.