Mark Zuckerberg posted in January 2018 about his vision for changing the focus of what we see first on Facebook; zooming in on “personal relationships and well-being” via relationships over news content and brands. https://www.facebook.com/zuck/posts/10104413015393571
As a result, businesses have been worried about who will see their posts and outreach on their platforms. https://www.facebook.com/business/news/news-feed-fyi-bringing-people-closer-together
But wait! There are over 2 billion monthly active Facebook users as of June 2017 according to Facebook stats. https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
Facebook definitely still offers an excellent ROI for your business if you learn how to navigate, capture and engage your audience with the following strategies:
8 Strategies For Getting Excellent ROI With Facebook’s New Business Algorithm
1) Video! Video! Video!
Videos create higher engagement and interactions from users compared to any other type of content! https://www.convertwithcontent.com/9-facebook-video-tips-increase-views-traffic/ While we should strive to increase our technical skill level, don’t wait- just go for it! Create short, engaging videos. Post consistently. The more you post videos or “go live”, the better! Followers can opt to be notified when you go live. https://live.fb.com/tips/ Facebook rewards organic reach to posts that influence discussion… and videos are great conversation starters. It’s all about interaction and engagement!
2) Visual Content:
Facebook is de-emphasizing external links and likes to keep things in house. Focus more on visual content which gather is 87% more engagement (Photos, GIF, info graphic etc.) Tagging photos, checking into locations and using #hashtags or shout-outs to other Facebook pages can expand your reach even further. Try helpful tools such as Canva: https://www.canva.com/
3) Guerrilla Marketing:
This advertising strategy promotes your business in an unconventional way and grasps the attention of the public at a more personal and memorable level. This concept was created by J Conrad Levinson, who wrote the book “Guerrilla Marketing” in 1984. It is a strategy that takes the consumer by surprise to make a big impression about the brand and this creates much interaction.
This way of advertising increases engagement and is designed to create a memorable experience for the consumer, which drives word-of-mouth referrals. Another goal is to cause an emotional reaction which causes people to remember your brand.
Link to some examples of guerrilla marketing ads: http://mechaplanet.org/guerilla-marketing-with-examples/
Guerrilla Marketing is NOT Tag Bait or Engagement Bait: https://newsroom.fb.com/news/2017/12/news-feed-fyi-fighting-engagement-bait-on-facebook/#
4) In-House Promoters:
Collaboration with your team! Encouraging your colleagues to tag and share your content amplifies your reach. Statistics show that people are 16 times more likely to read a post from a friend than from the brand themselves. The more your team shares your content with their network of friends and family, the better.
Post regularly, be consistent and keep your news-feed fresh with different types of content. But sometimes, coming up with enough content can be a challenge. One creative solution is to re-introduce popular posts by re-wording/describing, re-tagging and re-posting! You can also re-purpose content; for example: turning a quote into an info-graphic or turning a blog post into a video/vlog.
6) Facebook Groups! (My favorite!)
Create a Facebook group and link it to your page! Be sure it is a public Facebook group. You can still have control over who joins and what postings are approved. https://www.facebook.com/help/1210322209008185
As followers of your page opt into the group and form discussions within it, this creates activity for the Facebook algorithm and recognition to your brand’s content. It’s also a great forum for educating customers, answering questions, problem-solving, coaching, building relationships and forming friendships! Weather open to anyone or you create a niche and invite targeted demographics to your group, this is a win-win strategy for success.
7) When to post?
The Facebook algorithm prioritizes your posts that receive higher engagement, which is why timing of your posts matters. While not an exact science, the highest amount of user engagement on Facebook is between 12 and 2PM Wednesday’s and Thursdays. https://sproutsocial.com/insights/best-times-to-post-on-social-media/#facebook
8) Facebook ads:
Facebook’s stats show positive ROI rate of return on investment with 93% of marketers. You can target your ad options in demographics and you can use videos which will grab the attention of your followers.
Create your own or use tools such as carousel ads. https://www.facebook.com/business/products/ads
Facebook Ads vs boosted posts? https://revive.social/facebook-ads-vs-boosted-posts/
What are your favorite go-to strategies? Comment below with what works best for you.
Even with Facebook’s changing algorithms, businesses can still be extremely successful using Facebook to grow!