If you are a small business owner you probably have a Facebook page for your business. I have one for my business and I can’t imagine where my business would be without Facebook! Over the last few years I’ve been excited to see that the number of clients and Facebook users who have been following my business page has increased to over 7,000!
However, while my LIKES have increased, the number of people who actually see and interact with my posts has actually decreased, which had made me think about changing my Facebook strategy. The screenshot below shows my Facebook page’s reach in January 2014 and March 2014. Do you see the big drop in the number of people who see my posts (that’s what Facebook calls Reach)? You’ll see that from January to March 2014, my page’s Facebook reach has dropped dramatically.
You probably have noticed the same thing with your own Facebook business page as well. That’s because Facebook has made a lot of changes to their algorithm – and they’re not shy about why they’re doing it. They’re making it very clear that if you want your fans to see your posts, you’re going to have to pay for it!
But what does that mean for you? It means that the “free ride” on Facebook is coming to an end. And it also means that it’s time to change how you use Facebook for your business.
How I used to use Facebook for my business – until now…
Back when I launched my business in 2011, Facebook was a great place for me to share recent blog posts, to ask my readers (that’s YOU) questions, to get to know you better and to answer any business-related questions. In other words, Facebook was a great way for me to connect with you and to build my community. It was a place where I can also share a bit of personal info and show you who I was outside of my business.
It was also a great way for others to discover this blog, but my main purpose for using Facebook was to nurture my already existing audience. I loved the two-way conversations, the instant feedback and the quick connections.
At first, I put a lot more effort into growing my Facebook Likes than I did into growing my own list. I even had a Facebook Likes pop-up on the home page of my website AND a Facebook Likes box in the sidebar of every page of my site. That helped to grow my reach to over 7,000 Likes without spending much and it was great! Facebook was the third top referred to my website (after Google & Pinterest) and it definitely helped me to build the Launch Grow Joy community, especially since so many of you also requested me as a “friend.”
But over the last few months, I’ve been noticing less and less “reach,” even though I’m spending a lot more time on Facebook. And it’s turning out that my ROI on Facebook isn’t what it used to be, so I’m switching gears a bit and won’t be spending as much time there as I used to.
How I’ll use Facebook for my business – going forward…
That’s not to say that I won’t be using Facebook going forward! I’ll still be using it for my business, but I’m going to focus on it more as a way to get new readers and fans (through paid advertising) rather than as a way to nurture and get to know my already existing community, since so many of you will never see my posts anyway unless I pay to boost my posts.
That means that I’m going to set aside a small budget for Facebook ads and I’ll be experimenting with other social media platforms like Pinterest and Instagram. (Will you take a second to follow LaunchGrowJoy on Instagram so we can start connecting there going forward)? It also means that I’m going to be growing my already existing relationships through my weekly newsletter, so if you aren’t already subscribed, make sure to do so by entering your name and email address below this post.
I’m curious to see where this new strategy will take me, but I love to experiment and try new things in my business. Has your Facebook strategy changed at all? If so, leave a comment below and let me know.