With the recent changes, Facebook has reduced the business pages’ reach to only most engaged followers. It means that your posts may not be seen by all who liked your page. Is it still viable to focus your marketing efforts on Facebook? Let’s examine this further.
According to Forbes, Facebook pages are “a bad investment for small businesses”. Elan Dekel performed an experiment where he set up a business page for his website and actively promoted it to attract likes. After reaching 6,000 followers, he discovered that his posts were lost in big part and not displayed in the fans’ news feed.
I’m intrigued, both personally, as well as professionally. I follow number of brands myself and would love to find what kind of regulations are in place when it comes to the content I see on Facebook. Is there something I’m sheltered from too?
Facebook Pay per Click
Well, it turns out the solution is simpler and more trivial than I thought. Less sophisticated too! It’s of course all about the money. Facebook simply wants us to pay a little extra if we want all fans to see our messages. There’s a little ‘Promote’ button by each post, which is social media’s answer to Pay-per-Click.
You can promote your ecommerce business notes to be visible in your fans’ feed, as long as you are prepared to pay each time they click on the ad. You pay a little extra to promote your page – and eventually your website. But if you wanted to play with PPC, wouldn’t you go straight to the master of the game, papa Google?
It seems like Facebook, although it does its best to deliver the most tailored messages due to the fact we share so much of our personal life with it, is still a far from reaching customers on their right product cycle journey.
Right stage of a buying cycle
When people go to Google to search for a product, they are on a stage when they have made up their mind, identified their need and now are looking for a solution. They’re in a further stage of a buying cycle than browsing Facebook on a lunch break.
Seeing a product on Facebook won’t necessarily lead to purchase – not unless it’s a highly discounted item, last minute promotion or a real money saving opportunity. But is there really a point of spending money to promote product or service that is already highly discounted?
What are your thoughts?