Question: Is it worth your time to regularly post to your business’s Facebook page?
Short answer: Probably not.
Better answer: Yes, but you need to invest in your ad budget.
As most marketers have heard, in January 2018 Mark Zuckerberg revealed that Facebook would be shifting its news feed algorithm to prioritize content from “friends, family, and groups.”
Zuckerberg said, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard – it should encourage meaningful interactions between people.”
The top-ranking factors Facebook uses to decide which content to show which people include post comments and comment replies, reactions, sharing links over Messenger or to a group, and engagement on post shares.
This update, along with the Facebook and Cambridge fallout, caused a stir in the digital and social marketing world. You may wonder if posting to Facebook to market your business is even worth it anymore. But don’t worry just yet – there are still ways to get your business content out into the world without breaking the bank on ads.
Why investing in your Facebook ad budget is the way to go
The organic reach of Facebook posts has been declining for years. With the influx of advertisers, family and friends, and celebrity influencers, saying there’s a lot of competition for space on someone’s news feed is an understatement. According to Facebook, an average user sees at least 1,500-3,000 pieces of content in their news feed every day.
So to stand out from the crowd and get your content not just seen but engaged with, you have to know how to utilize Facebook ads.
The targeting capabilities of Facebook are … amazing. Facebook has an average of 1,500 data points per user that advertisers can tap into. Just moved to a new neighborhood? Seen every Parks and Recreation episode? Have a teen driver in the house? Yeah, Facebook knows that.
Compared to Google AdWords, magazine ads, and any other online or print advertising channels, Facebook ads are cheapest every time. If you’re on a tight budget, you can set daily or lifetime limits on what you’re willing to spend – and let Facebook handle the rest. Spending even $1 a day will get you in front of 500+ people you wouldn’t have reached otherwise.
Tips for maximizing your ad spend budget
Don’t get distracted by short-term tactics – you need a thought-out funnel with clear goals, relevant content, and audience targeting. Short-term tactics include throwing a few dollars at the “Boost Post” button every time Facebook suggests it or using “engagement bait” to get cheap clicks.
Don’t take the easy way out for a few quick wins – strategy will always win.
Align your goals with Facebook’s goals. You play by their rules, or you don’t play. Gone are the days of trying to outsmart the algorithm; as Zuckerberg said, Facebook’s goal is “to make sure our services aren’t just fun to use, but also good for people’s well-being.” This means not pushing advertising on people who don’t care about what you’re offering. Make your content meaningful by telling stories, giving a relevant offer, or showing compelling imagery.
And luckily, you don’t have to do it on your own. There are many trusted resources, tools, and people at your disposal. Start with Facebook’s resource center; if that doesn’t help, step back and ask a few more questions.
(NOTE: If you’re still not convinced you can or have the time to do it on your own, contact Leading Results. Our dedicated team of Facebook wizards can get you started.)
Also install the Facebook pixel on your website. A Facebook pixel is a piece of code you place on your website that tracks conversions and visitors on your site. Pixels can build targeted audiences for future ads and remarket to qualified leads. You can find the pixel in your Facebook Ads Manager account. From there Facebook will guide you through installing the pixel code on your website.
Now that you have a better understanding of Facebook’s algorithms, reasons you should advertise, and tips for making the most of your Facebook budget, it’s time to get started!