It’s estimated that Americans are exposed to about 4,000 ads on a daily basis. In some regards, getting in front of your target audience has never been easier thanks to new outlets like social media. On the other hand, that’s a lot of competition to cut through. Recent Facebook changes have made it even harder for brands to get seen by customers online. What’s a business to do?
Understanding the Recent Facebook Changes
When many people create Facebook accounts, they do it to keep in touch with friends and family. It’s a great tool for sharing pictures, videos, and important moments and milestones with loved ones.
Over time, businesses realized value of such a popular platform. By creating business pages, they could create their own online conversations and keep in touch with customers wherever they are.
Fortunately or unfortunately, Facebook realized that the main goal of personal connections was getting lost. The solution was to change the algorithm to prioritize person-to-person connections.
This meant that publishers and brands would see less screen time, despite continued postings. These Facebook changes have already led some major companies to re-think their social strategies.
What the New Facebook Algorithm Means for You
While many companies are ready to give up on Facebook, there are ways to make it work for you.
More than 79% of the Americans have Facebook accounts. This means that the majority of your customers are likely using this platform. Don’t give up!
The key to getting seen on Facebook is creating high-quality content that people are interested in. People like learning new things in a quick, easy format. That’s why those short recipe videos are so popular on the network.
Think about things that your company is known for, and make the most of that. Are there any products tutorials that you can make a video out of? What about common questions that you can answer?
Give people a behind-the-scenes look at your business and what makes it unique. And don’t be afraid of advertising! If there’s a particular promotion you want to run, create a budget and run a formal campaign.
Recent Facebook changes have favored a pay-to-play model for brands, so feel free to designate some ad spend there.
Making the Most of Your Digital Marketing Strategy
Facebook is an important tool, but it’s just one piece of a larger puzzle. In light of these Facebook changes, it might make sense to overhaul your entire marketing strategy.
Experiment with other digital marketing efforts such as Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, email marketing, and maybe even a new website.
Ultimately, the goal was never to get people to your Facebook page — it’s to get people into your business. There are many avenues on the web that will help get people through the door. Facebook just one option.
Taking the Next Step
With so many ways to promote your brand online, it can be difficult to decide on the best solution. If you’re a large business with an unlimited budget, you have the flexibility to try out new processes.
If you’re a smaller company with limited resources, it’s best to consult with an experienced marketing team.
Let us know your goals and pain points so that we can create a plan that makes sense for your business. Contact us to discuss your strategy.
