Just about every day at present I see posts and articles explaining how important it is to reach as many people as possible on Facebook and how that is getting more difficult/impossible for small business owners. While Facebook can be an important part of your marketing it’s vital to remember that it isn’t all your marketing. I want you take a minute and think about why you market your business. This may sound obvious but take that minute anyway.
I bet you are in business to make some money (or lots of money) to buy stuff you want, pay the bills and improve your lifestyle. At the end of the day we all run a business to make money. So your reason for marketing is ultimately to make money. Whether you sell products or services your ‘why’ is the same. More sales!
You need to take a holistic approach to marketing; look at the whole picture. Don’t home in on one single route to market. Spread your marketing across different media and different platforms. This is what I encourage in our Marketing Fit Club.
Focus on the why!
Keeping front of mind the main reason you are marketing means better results. If you need people to phone you to book then the aim of your marketing is to make the phone ring. If you sell goods directly from your website then the aim of your marketing is to drive buyers to your website. Facebook may be a part of their journey but it should not be the only route to your goods/services.
Let’s get specific!
Let’s look at a specific example of things being touted about Facebook Marketing lately. I have heard this one a few times now and in my opinion it’s poor advice. “Don’t put a link in your post, pop it in the comments”. Let’s look at this logically.
One reason given is that Facebook will restrict reach for posts that contain a link that takes the user/visitor away from Facebook (outbound links). Perhaps if every post you did contained an outbound link this may eventually decrease your reach potential; we recommend 1 in 5 posts having an outbound link. I personally see no real difference in my posts that contain a link against those that don’t (in some cases my posts with a link get better reach). I make sure that the links aren’t spammy and aren’t perceived as clickbait by Facebook (Facebook quite rightly doesn’t like this).
So let’s look at the bigger picture now. Why do I post on Facebook? So lots of people see my post? No! I post on Facebook to get sales! While I need people to see my posts I also need that to be the right people and give those people a clear action that will lead to sales. If I dedicate all my posts to building an audience that trusts me what use is that without sales? So I need to think further than reach alone.
Let’s look logically at the bit about putting the link in the comments. So I write a fab post that gets lots of reach, people loved it! The bit that drives my sales is separate to the post itself – in the comments. The people that loved my post share it! That increases my reach – but not my sales potential. Why? Because the comments don’t get shared with the post! So I would need to immediately see the post had been shared, pop onto the shared version and put my link in the comments there too. I don’t know about you but I have more important things to do!
So if I perhaps sacrifice a bit of reach (which isn’t necessarily the case) and pop my link into the post, what do I gain? I make it clear and easy for readers to click the link (Facebook records this in my insights) and buy my products/services. When they share that post (or I share that post) the link is still clear and easy and I stand a better chance of driving yet more sales. I’m not missing an opportunity. I fulfill my ‘why’!
So which is better advice, add an outbound link to 1 in 5 of your posts or pop any links in the comments only? If you want sales then put your link in the post itself not in the comments.
Sadly this is just one example of what I consider Facebook Marketing myths doing the rounds. People mean well but they aren’t remembering the ‘why’ and they aren’t taking a holistic approach to marketing. There is lots of scaremongering about reduced visibility from the latest change in algorithms too. If you do it right you won’t lose reach and you will still be visible to those who matter.
I’m not a Facebook Marketer, I’m a Digital Marketer. I approach all my own marketing with a totally holistic view. I encourage my students to do the same. Even when I teach specifics like Facebook for Business I teach it with the understanding that it isn’t to be your only source of marketing (I tell my students this in class). I don’t make money because I teach, I make money because I teach you how to make money.
If you want to discuss how to improve your sales from Facebook or any other Digital Media then please feel free to message me or call me on 07986 290 974.