How the recent changes to Facebook can benefit your business

Recent changes to Facebook mean that businesses need to be more savvy in their marketing efforts. It used to be the case that if you had 1000 followers every time you created a post all 1000 followers would see it. Sadly now the organic reach is as low as 2% and at most 10%.

This means that good, strategic paid advertising is your best bet if you want to increase page likes and drive website traffic. With some know-how, even a daily budget of $5 per day can get you some impressive results. The key is to leverage the lookalike audience option to hone in on potential customers who are most like your current visitors and followers.

Facebook is adding some great new metrics and page insights including landing page views and stats on whether or not visitors have been to your website previously. This is all very valuable information, particularly if you do re-targeting campaigns on Facebook.

Probably the most impressive new stat is Previews– the number of people who have seen your page without actually clicking on it.

The Facebook algorithm (tech speak for the formula Facebook uses to determine how many people actually see your unpaid posts) is increasingly favouring posts that are relevant to the user and not overly promotional. For instance if you own a dress shop- rather than creating a post that says “Our new wrap dresses are only $49.99” say something like “Looking for a versatile wardrobe staple that can be worn in a variety of ways? We have some great affordable wrap dresses that can be dressed up or dressed down to suit every occasion which means that your clothing budget goes further”.

The bottom line is to make sure your approach is data-informed but not data-driven. If you continue to offer relevant, engaging posts then Facebook is an invaluable marketing tool for any business.


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