Weird. Your page likes or followers remain the same, but you no longer reach as many of them as you did in the past, right? The reason is obvious – algorithms change as does the business strategy of social media networks. Let me explain what I mean by that.
In 2018, Mark Zuckerberg announced that Facebook would reduce the organic reach of branded content and will focus more on “meaningful connections”. What is a meaningful connection you may wonder… Facebook no longer aims to keep you on their feed as long as it can, but instead focuses on quality time. Thus, users should be much more in touch with their friends, communities and groups than they are part of and, most importantly, truly interested in when it comes to content.
What is the result of this change? A 34% decline in organic reach on average. But that hasn't been the first time we faced such a drop in organic reach...
In other words, those who were building their community and follower base on Facebook in the “early days” of Facebook leveraged the opportunity to reach almost everyone for free. Today it's totally different.
This strategy applies for more platforms, of course. Instagram (being owned by Facebook) follow the same rules. So do the others… And it makes (economically) completely sense for them.
How to get out of it?
It looks like a huge problem, right? But what if you can use this to your advantage? Focus on great content, optimize according to the data that you get and leverage the latest Facebook formats and you may overcome your competitor pretty soon… Not everyone is able to follow the trend and change the processes accordingly.
Here are some tips to follow to increase your reach:
By high-quality I do not mean professional pictures or videos. What I mean is content that your audience wants! Study your target audience thoroughly before making any content plan. It will pay off, believe me…
There are more types of content according to its characteristics:
Do you sell houses and have a community that had been engaging with your content for some time? Make your posts personal. Bring your story or stories of your previous customers into it. Leverage the fact that people get inspired by others and are interested in reading breathtaking personal stories.
Is your business about repairing cars? Bring your authority in! Create practical content (be it articles or videos) that educates your audience and increases your brand awareness.
If you create something that matters for your audience, I guarantee you will not face such a drop in organic reach.
Let me point it out again: meaningful connections. The word meaningful has already been described above (quality content). Let us speak about the connections now.
Managing a profile on any social media is not about having a constant monoloque – simply posting one piece of content after another. It is rather, about being conversational – having a dialogue with your audience.
Facebook prefers certain signs of engagement over others. This is positive feedback on your posts: comments with a positive sentiment, likes and shares. If someone shares your piece of content with friends on Messenger – boom! Good for you! Make sure you respond to those comments, open discussions and provide further knowledge. That's what a great community manager does.
Social media is about being conversational – having a DIALOGUE with your audience.
Facebook tends to sideline business pages, we already know that. But what if you create a group (related to your page) and build your audience there? Groups tend to be much more practical and focus on a particular topic where everyone can add their point of view/ experience. Is this a type of meaningful connection? Facebook thinks so. Is this a place for you to reach out to people you are no longer reaching with the content that is published on your page? Absolutely!
If you're new to Facebook groups and don't see the difference between a business page and a group, check out this article where we cover the differences between all Facebook asset formats.
Of course, this is what Facebook wants us to do – invest in their platform. On the other hand, it still brings results. After your post gets published, you can invest some dollars into spreading it into your current fan base or anyone who engaged with your content in the past.
The great thing about ads is that you can reach an audience that has not been in touch with you previously (marketers call it the top funnel). Thus, you can not only increase your reach, but also search for new customers that had no idea your business even exists.
If you're not sure where to begin, make sure to check our series of webinars where we cover topics like how you can target your desired audience, how the auction works (how you pay for ads) or how to measure and analyse your efforts.
Bring someone in and leverage the synergy between your businesses. Micro influencers offer a great opportunity to create a win-win partnership with someone who gathers your audience (potential customers) and allows you to increase your reach. Heepsy or InflueNex are amongst the tools that can help you find the right collaboration.
Timing is everything. If you pay attention to when your audience is online and ready to engage with you, you are much more likely to get a higher reach and engagement! If you already run a Facebook business page, you probably know where to look for this information:
In our example, 11 A.M. is the best time to post content on our Facebook page. You can even dig deeper and see the times for particular days.
Besides timing, you might be interested in seeing what type of content gets a higher reach:
Again, in our case, it is photos that generate the highest reach. Video, on the other hand, stumbles behind by almost 20%.
Last but not least, if you have competition that is really killing it, get inspired. Facebook gives you a tool to do it:
With these insights, you can see the posts of any of your competitors and see the engagement it generates. It is not always best to simply copy your competitors – your audience will notice – but a little piece of inspiration won't do any harm…
We have covered the current trendline in organic reach drop on Facebook, stated a few of the reasons and, most importantly, guided you through potential ways to showcase your content in front of the eyes of your audience. We would be happy, nonetheless, to get insights from you! How have you been handling the organic reach decline? What tactics worked for you? Let us know at email@example.com
Gone are the days of driving through different neighborhoods and searching for houses and apartments with the for-sale sign. With around 50% of new homeowners finding their new homes online and only 7% finding it through the traditional yard sign it is easy to see why online advertising is becoming very important and effective in the real estate industry. More and more buyers are using the internet to search and find their dream house and it is easy to see why. Today’s technology allows us to search for any corner of the country for properties from the comfort of our living rooms.
So, with everything happening online here are 5 effective ways to sell houses with online advertising.
Before launching any marketing campaign, we must ask ourselves the question: What is it that I want to achieve by running this campaign? In other words, what goal do I set. This is crucial as it determines the outcome that needs to be tracked – the key metric(s) that I want to analyse. Let us call the key metric the North Star for now.
Imagine you sell houses in the U.S.A. By making great content (e.g. pictures & videos of a new house near a lake) and running an online ad, you want to reach as many people as possible! You worked out how to effectively target your customer and now it's time to evaluate your efforts.
Did you sell a house? Tell people. It's not only a success, but also confirmation for others that you're an expert and can sell their properties.
Live stream house tours
You probably organize home tours. With a mobile phone, you can simply make a live stream through Instagram, in which you walk through the house, describe its advantages in your own words and show it to potential or current clients. The live stream, unlike a regular tour, reaches a larger number of people. Don't get me wrong, it is certainly not a substitute for real house tours. But it can help you reach people, who don't come, instead.
Live stream from the neighborhood
You will probably agree that the neighborhood of the house is one of the most important things to consider when buying a house. There is nothing easier than walking around with a phone in hand to show customers where the house is and what is nearby. Livestream that is done well can give them a real sense of the area.
Make quizzes and polls
It is a very simple and engaging thing you can do. Making quizzes and polls in Stories, or even as part of regular posts is a great way to increase engagement with people.
Chat in Stories
Now you can add the Chat feature to your stories. It means that everyone can join a group and chat with you or other participants. You can use it as a weekly FAQ and for a limited time to answer your followers' questions. It's personal and engaging.
Share existing content
There is plenty of interesting content on Instagram. And this is an advantage for you, because you can easily share the posts you like and show your followers interesting content that they enjoy. Sharing others content and mentioning their accounts alo increases awareness of your account.
Give people tips and ideas for interior design. People like this type of content. Take advantage of existing Instagram content and just share it on your network.
You are probably on a path to choose the best marketing automation software for your business. In our latest post, we've covered all you need to know about marketing automation when you are a small business owner. Automation is a trend. And every small business can embrace this – it's not just a game for the big players. In order to choose the right tool, there are some things to keep in mind. There is not just one category of automation tools. Some help enterprises with their robust database and multi-channel campaign orchestration, others help small businesses get rid of the daily marketing routine. Let's dig into the 5 features you'd expect to find in your perfect marketing automation software solution.
Having a local business essentially means that there is a hyper-focus in your marketing activities. You can use greater precision to find your customers. When it comes to marketing, the key is to get the most out of any channel that gathers your customers. Today, we'll speak about Google search ads. And not only that. We'll introduce easy tactics to dominate a search engine for just as little as 6 bucks.
Yes, that's correct. Even a small marketing budget can be used for business growth. Online is not only for the big fish. Especially when it comes to search listings.
Say you have a local business, such as a yoga studio, barber shop, restaurant or a coffee shop. The odds are that people probably already search for businesses like yours. Let's look at what shows up when people search terms related to “yoga in New Orleans.”
If you have a yoga studio in New Orleans, guess what... You want your website or social media to pop up when people search for a term like this. Google search ads help display your website or social media page at the top of the search – with the “Ad” label.
Before we jump into concrete details of what you can achieve for such a small budget, let's summarise what has to be done first:
Say you run a bakery shop in London. After you check the data in the Google Keyword Planner, you'll find out that the term “bakery near me” is searched more than 12,000 times per month. That's pretty huge, right? Moreover, the competition is low, which positively influences the unit cost – cost per click – of your ad. Look at the results we got when we ran such a campaign.
In other words, we showed the ad to people who searched for “bakery near me” and were in London at that exact time.
What you see above is the Google Ads interface. The campaign spent less than $6 and ran throughout the whole month.
Here are some of the main metrics we got:
Interested in seeing another example of such an ad? Here you go.
In January 2020, we ran a campaign to promote a yoga studio that lies in the heart of Prague. The campaign ran for a whole month and got our client some astonishing results. Again, the investment was 910 CZK which is equal to around $36.
To sum it up, here is what our client got:
Your case might be slightly different according to your budget options, but one thing remains clear. You can easily promote your local business on Google without having to spend thousands of dollars on marketing.
💡 Such campaigns that promote your brand should run continuously, not only for a limited period of time. You can, of course, adjust them based on your timely limited offers.
The key is, of course, to inspire website or social media visitors to take a desired action: your store visit. That's closely related to what your website or social media profile looks like and is, therefore, a completely different story. But the fact that you showed your business name and outlined your unique selling propositions – things that make you better than others – to more than 1,000 people counts too and will, eventually, transfer into dollars in your pocket.
We introduced one of our Google campaigns that worked well for a local business. We found out that people already search for what our client offers and easily leveraged that fact through a Google ad. You can do the same. With as little as a few dollars a day and, thanks to our tool. And you can do this all with very little marketing knowledge. So what stops you from getting started now?
You, as an SMB owner, have a bunch of daily sales and marketing tasks you are probably facing every day, right? With these tips we will help you save some time.