More small businesses are using Facebook as a primary Marketing channel to reach their customers online. It’s easy to understand why this is true – how many people do you know that are NOT on Facebook? I know two – my parents! And I’m sure they’ll get there soon!
Last week we discussed that organic reach on Facebook is diminishing. Now this week we have news that organic reach drops almost solely related to the level of engagement that a business has with its customers/followers.
I hate to admit it, but this makes a ton of sense. You’re well aware of the adage “there is no free lunch”, right? I can’t tell you how many times I see “Like us on Facebook”, or “Help us get to 500 Likes!” fly across my screen. Or, the person that posts the same marketing message 3 times a day (or even 3 times/week) hoping that somebody will respond – and figuring if they post that message more times, they have a better chance at getting more responses.
Here is an amazing analogy from digital marketing guru Avinash Kaushik – “Likes simply represent people walking by us on the street who smiled at us. They meant nothing more. We need to make sure that we are creating content that is incredible and of value. That is what causes people who gave us a passing Like to come back again, engage with us, give us their precious attention.” [ Attribution: http://www.kaushik.net/avinash/excellent-analytics-tip-critical-digital-metrics/ ]
We will reiterate that success online consists of multiple efforts:
- Consistent and fresh content about your brand
- Showing what outstanding service you provide (not just the product, but the service)
- Engaging your customers in multiple ways and on multiple fronts (not just Facebook!)
I’m sure many of you are shaking your heads now – this stuff is hard. It’s too time consuming…. I don’t have the ability to search out the most effective channels online to promote my message. We agree! This is why we created Bizyhood. Our goal is to turn your online marketing efforts into a proactive effort that doesn’t take a lot of time, rather than a reactive and repetitive effort that takes a lot of your time and doesn’t produce the results you want.
Building something of value takes time and effort. Studies are showing that you won’t be able to build a powerful online community of your customers simply by asking for Facebook Likes. But it doesn’t have to be that much harder. The question is, where and how are you going to spend your time to do this effectively?