Uh oh… it has happened AGAIN… Facebook has changed its algorithm again affecting thousands of solo businesses who have invested SERIOUS time and money into building up their pages.
A few years ago, Facebook was really pushing business pages. Now they are essentially not going to show content from those pages unless you’ve paid for that post to be shown. This is really crazy making – its a total turnaround from what they were doing. People built their business models around organic Facebook reach.
Some of the people in our community have noticed a 90% drop in the engagement rate. Posts are just not getting through… at all.
I’m getting really strange sense of deja vu here… In the 10 years I’ve been online, I’ve noticed that big changes like these are one of the two things that are certain in online marketing. You cannot depend on building an audience in Facebook (or Google or YouTube) because at the end of the day, those audiences don’t belong to you and can be taken away in an instant.
The key to success is creating a list that 100% belongs to you. The easiest way to do that is through building your email list. The people who sign up for the list belong to you. You can download them onto a spreadsheet if you want to – they don’t belong to a third party.
To build you list, you need a solid lead magnet to convince people to sign up for your list. Not sure where to get started with that?
Feeling a bit stuck with your opt-in? Talk about it in our Solo Biz Hacker Facebook group. There are lots of friendly people there to help out.
Tired of slaving over your Facebook posts only to see that 10 people viewed them. What’s the point of posting if nobody ever sees your hard work. This week’s paid solo biz hack is an audio class with 21 ideas for getting more traction on Facebook. You can grab it here.
Here are 5 ways to get more traffic for your post:
Use a hashtag. Yes, I know hashtags used to be used for Twitter. But, using hashtags can get you traffic on Facebook too. In the class, we talk about exactly where to go to find out which tags are most effective.
Follow the crowd Posting about popular topics can get you more views. It can also make it harder for your voice to rise above the din. It is all a matter of making your posts relevant to your audience.
Verify your account If your business has a phone number, go to settings and verify with Facebook. Your reward – slightly better traffic AND access to Facebook Live and the ability to stream videos live.
Don’t post things you wouldn’t want to see While you don’t have to be super positive ALL the time, don’t post nasty pictures, profanities, super political posts, etc. Facebook pays attention when people hide you from your feed.
Don’t waste a good post It takes 11-15 impressions for a message to “stick” in your prospect’s mind. Use your post on other social media, post them on your blog, e-mail them to your list. Don’t let your hard work go to waste.
Want more tips like this? Check out our audio class.
Do you remember the Occupy Wall Street movement?
Hundreds of people camped out in Zuccotti Park in New York City’s Wall Street financial district protesting against social and economic inequality worldwide.
I would like to start an Occupy Facebook movement!
Since going public (and having to make money), Facebook is rigged against business who are just starting out.
The only way a lot of people will see posts on your page is for you to take out an ad (that takes money).
When people give Facebook classes and share their big results, look at the ad spend. It usually totals in the thousand at least.
The more fans you have, the more effective your ads are… so this is truly a case of the rich get richer and the poor don’t get anything.
Facebook can/and will ban you for posting too many promotional posts. I know people who have had their ad account completely shut down.
And all of this is too bad… because Facebook has the potential to make a real difference in the lives of people just starting out online. You can (still) get reach with Facebook that you couldn’t afford with traditional media.
It just seems like the playing field is getting more and more tilted to people who can pay.
As I said, I want to start a revolution. So, I created a little something for you (and for just $7 it is very affordable!).
I wrote up 21 ways to get some real traction with your Facebook posts without spending a fortune on ads. You can grab your copy here.
I want to see you using these tips and doing well. Let’s “Occupy Facebook” together.
Online Marketing is NOT for everyone.
Whew. I just said it. If you have known me for a while, you are probably really surprised to hear me say that! But, it’s true. I think a lot of people are using online marketing as a distraction from getting on with the real business of getting customers.
Yes, the fantasy is alluring isn’t it? You put up a squeeze page, people subscribe to your list and you have customers. All without leaving the house!
And, wouldn’t it be amazing if that were true. Sometimes the model does work. I would recommend having a basic website and a way for people to get into your e-mail list. A presence on social media is also very useful.
And, this is a big BUT…
You are spending too much time on online marketing and too little time getting out of the house and meeting people. I have a client with a big online business. She doesn’t have clients in her hometown. Still, most of her sales come from face to face speaking engagements and phone calls. People will buy inexpensive (under $500) products online, but selling anything more expensive that that takes a conversation.
And, if you are marketing to people who aren’t online, then you need to be spending time with your clients!
The other day we were masterminding with one of our community. She is an award-winning trainer who is well known in her local area. She could easily get five figure corporate consulting gigs. Instead of doing that, she is creating a $97 product. Most employees, won’t spend money on work training on their own time. Most companies are suspicious of $97 webinars. Most companies are *really* suspicious of anything that looks “homegrown”.
She would be much better off spending her making lunch dates and have conversations with people who could refer or hire her about what the big problems are that can be solved.
But, how do you know this if you are just starting out? Most of the coaches you’ll find online want you to teach you online marketing. But the outcome of that marketing is in the conversation that it generates – that’s where the sale is – and hence the money. Focus on the outcome.
Looking for n outcome? Feel free to request a no-obligation phone call and we’ll help decide which is the right plan for you! Schedule a chat with me here and we can explore your situation together.
If you share links to other people’s websites as part of your overall content plan, you need to check out Start a Fire. Start a Fire allows you to bring the traffic back to your site by creating a little pop up box with recommended content from your blog.
No affiliate commissions here – the service is brand new and is free to use. It hooks up with Buffer and Hootsuite to automatically create links that will add your badge and related content to the pages you recommend.
Let’s get serious for a minute. Are you spending ALL your time on Facebook – but just not seeing any returns? Facebook is a great way to reach your audience. After all, according to Needham.com, 1.44 billion people are spending 20+ minutes a day liking, commenting, taking random “true personality” quizzes”. Your audience is likely there too!
But wait a second…
Facebook is a little different than many of the other communication channels you use. And that means a whole lot of marketers make the following three mistakes once they start engaging their marketing on social media.
Check it out – are you making these mistakes too?
Social media is, as the name suggests, an interactive social platform. So if you sit on your Page with a bullhorn and just blast out ads, your audience is going to be turned off in big way.
So what should you do instead?
Interact. Engage. Create dialogue (rather than monologues).
A good way to do this is to start posting content where you specifically ask your readers for feedback. For example:
“What’s your opinion on this idea? Let me know below…”
“How would you do this differently? Share your ideas below…”
“What is your favorite weight-loss trick? Leave a comment below…”
“Are you as mad about this as I am? Comment below…”
Here’s the problem with Facebook: they only show your content to a small part of your audience, unless you pay to boost your post. So if you’re relying on this platform to communicate with your entire audience, you’re going to be pretty disappointed.
The solution? Capture emails. Create a “sticky” post at the top of your Page that offers your audience something really desirable and valuable for free if they join your list. Check with your e-mail service (i.e. Active Campaign, Infusionsoft), You might even be able to create a tab on your page just to capture emails. Then you can market to them via email.
Here’s another common mistake…
Facebook is built in a way to make content easy to share with others. That’s the whole point of Facebook. But if you’re not creating share-worthy content, then you’re not going to get any traction.
If you want a good example of someone who has a rocking Facebook page and gets thousands of likes and shares with everything he posts, check out George Takei’s Page at: https://www.facebook.com/
He posts a ton of funny stuff. The vast majority of it isn’t even his own. But every time he posts something funny, it goes viral – and he gets even more fans.
His audience is super-engaged because he’s sharing stuff he knows they’ll love. So when he shares an affiliate link to Amazon or a link to one of his sites, you can bet this engaged audience clicks and buys like crazy.
So the point is, create content worth sharing. This might be something novel, something funny, something really useful, or even something controversial. This engages your audience, which gets your content in front of even more people (which sends more traffic your way).
Want more tips on how to create shaerable Facebook posts? Join Solo Biz Hacker. We are putting the finishing touches on an audio class that will show you how to create Facebook posts that are shared and get seen. The class will be released as next week’s solo biz hack. Grab it now.
Do you remember Vine? Vine was a way to create quick 6 second snippets of video and put them on Twitter. I sort of thought of it as the Haiku of online video marketing. What could you really convey in a tiny amount of time. They say that a picture is worth a thousand words and the tiny Vines did manage to convey a lot.
But… I still felt like Vine wasn’t worth it to me because it took me too much time and effort to pare down my message to its very barest essentials.
Twitter now allows 30 second videos. And… good news for you, very few people are using them yet. So, your mini-masterpieces will really grab some eyeballs.
If you are a big twitter user – this is big news.
For right now, the twitter video app is available on Android and iPhone. The nice thing about it is that it includes an editor, so you can shoot and then only include the good parts 🙂 You can create videos from your phone, or upload them from your hard drive. So, it is possible to use the same video you use for Twitter, on YouTube, Facebook, etc.
And the best news of all is that Twitter is reporting that the engagement with videos is about 2.5% greater than regular posts.
Here are a few quick ideas from Twitter on how to use Twitter videos in your business.
Watch TV commercials to give yourself some ideas. The length is about the same.
Want step by step instructions on how to include videos on your Twitter feed, check out this excellent post on Twitter Video from Buffer.