If you run a business that relies on Facebook to engage customers and potential customers, your world is about to change. Facebook announced that, starting in the next few months, its news feed will strongly favor conversations between family and friends. A standard business post that announces a new product or service, or your comment on your company’s page about an industry trend, will be much less likely to show up on anyone’s screen. “As we roll this out, you’ll see less public content like posts from businesses, brands, and media,” said Facebook founder Mark Zuckerberg. “And the public content you see more will be held to the same standard – it should encourage meaningful interactions between people.”
What can you do to maintain a significant presence on social media, where many of your customers have become accustomed to hearing from you? First, don’t panic. Here are three steps you can take to stay in front of your audience, communicate regularly with your best customers, and continue to fill the top of your sales funnel.
Facebook still offers options
Goal: Attract not just viewers, but comments and shares. The more discussion your posts generate, the more likely they are to show up on your Facebook friends’ news feeds, and the more likely their friends will see them.
Issue: It takes effort and time to write posts that engage people and entices them to
Solution: Facebook Live is the fast-growing video streaming segment within Facebook. It allows you to build on a blog post or other content you have already generated. A weekly Facebook Live post that gives a few details about a blog, white paper or a new offering on your website, can entice viewers to move further into your sphere.
Move to Instagram
Goal: Build an audience on Instagram, a popular channel that is making it easier, not harder, for businesses to connect with consumers. A new feature, Instagram Stories, allows you to add your link within a post so viewers can move directly to a blog or other feature while remaining on the Instagram platform.
Issue: What? You want me to learn a new social medium?
Solution: If you have time to focus on only one social media channel, give up Facebook and put all your efforts into Instagram.
An email newsletter
Goal: Keep your best customers up-to- date with regular communication that they trust – and that they know is coming to their inbox. A newsletter is a forum to discuss trends, the latest products and new services. You can determine the percentage of people who open the email and how much time they spend reading it.
Issue: Why do you insist that I have loads of free time to create content? I am running a business and I AM ALREADY RESPONSIBLE FOR DOZENS OF TASKS!
Solution: Admittedly, content creation takes time and energy. It’s on you to figure out where to carve the time from, but everyone has plenty of raw material at their fingertips. Your customers are a good source of content ideas. Every time you answer a question, you are developing content that could become a blog or an Instagram post. Likewise if your business makes adjustments for the seasons – including tax season, beach season or various holidays – you have content that will help identify you as an expert in your field. Once you have a piece of content, you can maximize its use in ways not possible even a few years ago. Imagine: Post a Facebook Live video referring viewers to your Instagram
Story, which is a tease to your latest blog, which you repurpose in your newsletter.
I’ll help you with the details. Schedule a meeting here and we’ll discuss how to make your communication plan as easy and efficient as possible.