Several recent articles discuss how Facebook continues to impress Wall Street with its earnings. What this means to the average small business is that this popular social media platform is now focusing much more closely on generating more ad revenue. That means also reducing those posts and activities on pages that come across more as ads than as interesting information.
Changed Focused on Feedback
As a result of this focus, executives at Facebook announced recently that they are updating their algorithms to provide more filtering of individual user news feeds. The goal is to limit the reach of “overly promotional” posts by businesses and brands. If you are using Facebook as an important part of your marketing, you may face the need to buy more ads, rather than relying on your current style of posts.
The reason for the changes is focused on providing more user satisfaction and eliminating the sense of too much advertising in those user feeds. The company indicated user feedback complained of posts that:
- Used the same graphics and copy found in paid ads
- Make specific and direct appeals to purchase a product, service or app
- Seek entries in contests and promotions that seem only to be an attempt to make a sale
These new ways of evaluating posts make it important for you to be more creative in getting your message via Facebook in 2015. In addition, you may need to reconsider your marketing budget and include more money for paid ads.
There are still a number of ways to be creative with your Facebook marketing and stay compliant with the company’s terms of service. For example, you can use carefully planned and relevant surveys, contests and events. Also, you can use a social media marketing company to create unique and useful posts that will be shared and liked by your target customers.
Don’t Forget What You Already Have Access To!
Another important aspect of marketing in 2015 is to refocus on your email lists. Too many small companies have let these dwindle from inattention while working on social media efforts. You should revisit the power of this channel, and use Facebook to beef up your list. Use posts that seek email addresses, and put a plan together for sending out relevant company updates using a branded email design. (One tip for this project: Use your current email list as a negative filter when you place a Facebook ad for a custom audience.)
As marketing budgets for 2015 near final approval, it’s worth evaluating the impact of these changes if Facebook is a major part of your marketing strategy. If you understand the value of premium social content that can be shared and liked across multiple social channels, give us a call at Siskey Productions to schedule your consultation.