Apr14 The Minimalist Guide to Boosted Posts on Facebook

The Minimalist Guide to Boosted Posts on Facebook

If you’re one of the people who has been frustrated by Facebook’s changes to the way they distribute Fan Page posts in the News Feed, this blog post is for you!  I know that hating Facebook’s changes can be a nearly full time passion for business owners trying to make sense of Facebook’s constant changes.  But sometimes I wonder if the frustration is just because there’s so much to learn. For small business owners, especially new ones, the world of advertising on Facebook might just seem like it’s a reach.  So when Facebook makes a move toward decreased organic reach and requiring pages to actually pay for their posts to appear in their fans’ News Feeds, it might put people off and seem overwhelming.  As I talked about in my last article, I don’t necessarily think this is a bad thing. There are only so many spots in users’ News Feeds.  There has to be some way for Facebook to rank which business posts will show up and which ones don’t.  They’ve spent a considerable amount of time tweaking their algorithm in recent months to be more attuned to what users truly find valuable, and this is one part of that process.  Some people’s response has been the old “I’m going to pack up my toys and go home,” response.  Meaning – they’re reevaluating whether Facebook is the right place for them to be.  I think it’s always good to reevaluate where you’re spending your marketing dollars to make sure… Read More

Apr07 How Facebook’s Decreased Organic Reach Benefits Your Business

How Facebook’s Decreased Organic Reach Benefits Your Business

Have you heard the news?   Well, let me back up.  Calling this news might be a bit of a stretch. But it seems to be a hot topic on Facebook these days, so it’s a good time to take a look at it.   Facebook organic reach for pages is down.  Way down. It’s been happening since late last year, but it’s gotten much more noticeable lately.   And it’s intentional on the part of the people at Facebook.   Honestly, it shouldn’t come as a huge surprise, though.  Because – just like you, if you’reusing social media to build your business, Facebook is also a business. And as a publicly traded business, its success does depend on its ability to keep its shareholders happy.   So in a move to increase profits (among other reasons which I’ll talk about in a moment), Facebook is decreasing organic reach for Fan Pages in an effort to force brands to use their paid advertising services to reach more fans. It’s easy to get up in arms about this, but I don’t think it’s necessarily a bad or greedy thing.  Nor do I think decreased Facebook organic reach is something to get upset about.  And I think there are a number of things you can do (besides paying to increase your reach) to continue to boost your brand’s reach via social media. Why Decreased Organic Reach on Facebook Isn’t Bad Once upon a time, it used to be that fans could expect… Read More

Mar17 How To Use Facebook For Market Research

How To Use Facebook For Market Research

Are you ready to go full steam ahead into Facebook for business? A good way to start is to see what “the other guy” is doing. This is a relatively inexpensive way – except from a time standpoint – to do the market research that the Big Boys have already spent tons of money to complete. Why not take advantage of their investment to build your own Facebook presence? The first place to start your research is on Facebook and search for your competitors by name. Their accounts should pop up if they have a fan page, but there’s no guarantee as their Facebook names could vary in some significant way from their official company name. If you don’t find them through a Facebook search, go directly to the company website to locate their social media links. Not sure who your competition is? Use your favorite search tool. Enter the keywords that relate most closely to your industry and see who pops up. Again, go to their websites to see if they’ve got a Facebook page. Don’t overwhelm yourself! Start with just three competitors to research. You may want to pick them according to location or company size or product offerings; do what makes sense for your company. You can always add more later. Once you’ve located their Facebook pages, here’s what you’ll be looking for. Start at the top: How many fans do they have? How many people are talking about it? The average percentage of engagement is about… Read More

Jan27 Using Automated Posting Tools For Facebook Business Pages

Using Automated Posting Tools For Facebook Business Pages

As an entrepreneur, time is one of the most important resources that we have.  No matter how hard we try, we can never get more time in the day.  So that begs the question of “If we can’t get more time, is there anything that we can do to better leverage the time we DO have available”?   Let’s face it…when it comes to our Facebook Business page, none of us can stay in front of our computers ALL DAY, EVERYDAY.  By doing so, we would be neglecting the actual duties of running the business, or more importantly, making sure that we’re working “on” our businesses vs. just strictly working “in” our business.  With that being said, there’s a chance that you may consider learning how to use automated posting tools for your Facebook Business Page. Becoming familiar with the right way to use automated posting tools will help you regain control of your time. Learning how to use them properly will help you avoid epic marketing failures that automated tools can contribute to. There are some experts out there who believe you should never use automated tools.  The belief is that all of your interaction can and should be done in real time. In theory, this is a great idea. In practice, it leaves you open to the risk of not having content posted if something happens to you or your ability to post. Ever have a power outage? Or has your Internet service always been 100% reliable with… Read More

Jan13 10 Great Ways to Generate More Facebook Business Page Likes

10 Great Ways to Generate More Facebook Business Page Likes

Generating more 'likes' on your Facebook Business Page is essential, regardless of the niche that you are in.  Keep in mind that the more 'likes' a page has, the larger their potential audience is.  The larger the potential audience, the higher the likelihood that a business is able to reach their prospective clients or customers. If you are a newbie when it comes to Facebook or utilizing your Facebook Business Page, fear not, because below is a list of some fantastic ways to generate more 'likes' for your business page. #1 – Invite your e-mail contacts. #2 – Invite your friends from your Personal Profile. #3 – Host a giveaway for “likes”. Note – Facebook has rules for the way you can and can’t do promotions. This is one reason it pays to have a professional social media consultant or manager you can strategize with, unless you are willing to keep up to date on Facebook’s rules and changes. #4 – Provide a link to your Business Page in the “About” section of your personal profile. #5 – Include a link to your Facebook Business Page in the signature of your email program. #6 – Make sure your calls to action inviting people to “Like” your page are strong and to the point. (Ask people to do one thing – Like your page.) #7 – Targeted Facebook advertising can help by introducing your page to a wider audience of people likely to be interested in it based on the demographic information you used to target your ad. #8 – Make… Read More

Nov18 Improve your Marketing in Facebook by Measuring its Impact with Analytics

Improve your Marketing in Facebook by Measuring its Impact with Analytics

  Any marketing effort that doesn’t use some form of evaluation will never be as effective as it could possibly be. I don’t usually like words such as “always” or “never”, but in this case I think it applies. Facebook Page Insights is where you go to get an idea of how your Business Page is performing.  Because Facebook Insights rely to a certain extent on Facebook’s algorithm, they are not necessarily a perfect measure of what is actually happening on your business page with respect to engagement. However, it’s the best thing we have, and it’s a great place to notice overall trends. For example, it can help you discover what types of content your audience engages with the most. Engagement is a little bit different than reach in that engagement shows you anyone who clicked anywhere within your post, whether it was to view, see more of a post,  comment, like or share. Reach, on the other hand, just simply tells you the approximate number of people who could have potentially seen your content. A subset of your engagement metric is the “People Talking About This” or PTAT number. This shows people who are more deeply engaged with a particular piece of content. By more engaged, I mean that it only measures likes, comments, and shares. That’s it. This is a good number to stay on top of for each piece of content that you post. It can be especially helpful when you’re trying to determine what kind… Read More