Facebook has been an incredible tool in just about every digital marketer’s tool belt and that’s mainly due to these 2 reasons:
- The huge number of people that use Facebook daily. (Facebook has over 2 billion users with 1.32 billion using the platform daily)
- The ability to identify and target potential clients in a way no other platform can.
There are many more reasons why Facebook should still be a huge part of your marketing strategy in 2018 and I’ll tell you how to use later on in this post.
In recent years, Facebook has changed it’s algorithms several times to make sure that users see more from family and friends and less from businesses and marketers like us. (Bummer, right?)
Just last week, Mark Zuckerberg released a statement highlighting even more changes, and less visibility in the newsfeed for businesses! (Ahhhh… what a way to start the new year)
Of course, tons of people went into a frenzy, wondering what this will mean for the future of businesses and if Facebook will still be a valuable tool in the marketer’s tool belt.
The answer is YES!
Here’s the thing:
When Facebook makes all these changes, it’s to make sure that they remain relevant.
The only way they can do that ensures that when people come on Facebook, they see more of the things they really want to see from family and friends and spend more time on Facebook.
The more time people spend on Facebook and the more relevant Facebook is and ultimately, that’s great news for us marketers.
So, Facebook making more changes this year doesn’t mean it’s the end of the world. It simply means you have to tweak your strategy to align with Facebook’s new direction.
In this post, I share 5 tweaks to make to your Facebook Marketing Strategy in 2018.
1.Do Not Use Facebook To Sell. Use it to build KLT.
Gone are the days when you put an image on Facebook and expect the sales to come pouring in. The core of your Facebook marketing strategy should be to get potential clients to Know you, Like you and Trust you (KLT). Focus on being social. The sales will come later.
2. Utilise Facebook Groups
Facebook has other tools that you can use such as Facebook Groups. In just the past year, Facebook has done a lot of work on Facebook groups, really encouraging people to build communities. Think about how to build a community around what it is that you sell, and open up a Facebook group to allow like-minded people interact with you and others. I believe we’re going to see groups get even better this year.
3. Pay to Play
We’ve known this for years and it hasn’t changed. Facebook has become a pay to play platform. All these changes to the algorithm do not mean that you won’t be able to reach potential clients. It just means you’ll need to pay to reach them. Don’t let this throw you off. Be willing to pay to reach those potential clients.
Caution: Do not just throw money at Facebook and hope to get results! Only put money behind the most relevant things and the things that work.
(To learn more about using Facebook Ads for your business, check out this 1-hour training on Creating Facebook Ads That Work.)
4. Use Custom Audiences
Custom Audiences are audiences that Facebook creates from people who have engaged with your content either on Facebook or on your website. This could be people who liked a post, watched a video, visited a website, existing customers, etc. This is where you can now move to selling to these people and only them. You have gotten them to interact with you and now, you can get them to go further in their relationship with you – become paying customers.
(To learn more about Custom Audiences, check out the Facebook Ads Masterclass)
ONE is the most dangerous number in business. Having only one channel where you get customers from can be detrimental to your business. Diversify. Use other channels to reach out to your ideal clients.
That’s it. With these 5 simple tweaks, Facebook could still be one of the most valuable tools in your arsenal.
P.S.: Need help figuring out what to post on Facebook? Check out the 9 Killer Facebook Post Ideas blog post.