If you use Facebook for Business and track your analytics, like any marketer should, you would have noticed the many changes that have been made due to Facebook improving the user experience.
You probably noticed that your post reach has started to decline across the board. First, you should remember that Facebook is a business with shareholders that want to make money and allowing businesses to advertise for free wasn’t in the best interest of their investment.
Facebook made some algorithm changes, as they do every two weeks, but some major changes have made waves for business pages. To improve the user experience to Facebook users, posts are now weeded out based on prior engagement. This has resulted in the user seeing more of what they want to see and what they are more likely to engage in.
So what does this mean? If you aren’t interacting with your followers, you aren’t going to show up in their newsfeed very often, if at all. If you use an automated scheduler for Facebook, you will start feeling the pain by losing “likes” and your reach will drop drastically. Now, with that being said, if you mix a scheduler with real time interaction you can stay above water, but it’s best to start really reserving your automation software for the times you cannot be active.
This also means that if you want to reach more people, you need to pay for Facebook ads. I have always been anti-Facebook ads because you can manipulate your usage to get around them, but it’s getting harder and harder every day. Plus, Facebook ads, even when optimized, have always fallen short of where they should have been.
Those days are over. Facebook has really improved their insights and ad distribution algorithms. You can get more in depth insights for all ads and campaigns in the new and improved ad manager, even on your mobile device.
Ad targeting improvements have been made to help you target your ad even if you aren’t a marketing pro. Facebook analytics now tell you exactly who you should be targeting, will help you choose the right verbiage, the best images, choose interests and allows you to only show the ad to users most likely to engage with your page.
Though Facebook is tightening the “free” reach ability, it can be done but, ads are fairly inexpensive. You may realize the hours spent manipulating the system far exceeds the cost you spend on an ad. You set your budget and set a maximum budget to insure you don’t exceed what you can spend.
Again, I’m not saying you have to buy ads to be successful on Facebook. If you areactive, position your content, study your analytics and encourage interaction, you can still reach hundreds and thousands of people, but ads will become more and more effective.
Log on to your Facebook for Business page and snoop around at the ad manager dashboard and insights. If you want to improve your social media performance we offer a social media training course to teach your team how to take advantage of the power of social media. Click here for more information.