Small businesses need to gear up for the new Facebook changes coming next month. The network will be increasing its efforts to filter out free promotional status update posts from user news feeds. This effort has been going on for quite a while. The reach of posts has been dwindling. If you currently don’t pay to promote your post, you are only reaching a very small fraction of your fans. Facebook has now formally announced that businesses which promote free marketing pitches in their status updates will see a “significant decrease in distribution.” The push toward paid advertising is on. One can only imagine what the percentage of fans who see those posts will drop to with the new year changes.
What does this mean for your business? You need to rethink your Facebook fan page marketing strategy.
Facebook still needs to be an integral part of your marketing efforts. It is an important tool for acquiring and maintaining customers and building brand awareness. You need to think of Facebook as another pay to play marketing channel. With Facebook, there are two pay options:
Boosting. You can pay a nominal fee to boost your posts so that more people see them. You can choose to boost it to people who already like your page and their friends, or, you can choose to have it shown to people who don’t yet know about or like your page. If you choose the later, you can select the audience that you want to see your post. You select the budget and how many days you want your post to run.
Ads. Your other option is Facebook advertising. Create a graphic ad and choose an audience. You can target your audience by location, demographics, interests, behavior and connections. You can also create your own audience by bringing in a custom list. As for ad pricing, you can choose from a daily budget, a lifetime budget, cost per thousand impressions, or cost per click bid.
New year, new changes. Make sure your adjust your marketing budget accordingly so you don’t get lost in the minds of your Facebook fans, their friends, and new prospects.