Facebook reach has been continually dying.. Engagement has been continually dying.. Clicks to your site every time you post on Facebook have been continually decreasing and dying over time. But does that mean you should give up on Facebook marketing or that it doesn’t work anymore?
Facebook is still an incredible source of business for any organization, as long as they know how to adapt to the platform changes.
So, in this article, we are going to break down for you how you can dominate Facebook marketing despite its algorithm hating you.
Hi there, and welcome back to Serendipity Marketing. We're a digital marketing agency with a mission to help small businesses grow by applying psychology to their marketing strategies.
Now, before we jump into how you can fix this, most people would be like "Well, if I want to fix this and get more traction out of Facebook, I should just leverage Facebook ads, right?".
And yes, you can leverage ads, but that means you're going to have to continually pay for every single click driven to your site.
But here's the thing that most people aren't talking about.
You want to start focusing your attention, at least your organic attention, from posting on your page to creating a Facebook group.
Now, back in 2018, during the second quarter, Facebook had an earning call. And during that earning call, they reported that 200 million members are part of meaningful groups that are actually active and growing.
Now, that number has continually been growing. It's been more than doubling from the previous year.
And it just keeps going and going from that. And the beautiful part is, as you can see over the years, there's been a lot of privacy concerns with Facebook so they have been shifting their attention from traditional public news feeds to private experiences.
And where do you think those private experiences happen?
Mainly through groups.
And that's what Facebook said in May 2019, during their F8 conference, in which they're trying to shift more attention from pages to private experiences.
Now, one thing that you know is that Facebook has a ton of privacy concerns. And because they have a lot of privacy concerns and they're in the news everywhere, they've been shifting their strategy from public news feeds to private experiences through groups.
And that's what they're even doing through their news feeds. They've been updating their algorithms so that way, you just don't see what's happening on pages, you also see what's happening through private groups.
So, look, you now know that you need to be leveraging groups.
So, what should you be doing if you want to keep getting more traffic through groups?
Well, just don't post links to your own site in these groups.
You want to respond to people in the groups.
You want to engage with them.
You want to help them out.
You want to let members know that you care.
Now, this group doesn't have to be your own group, you could also leverage other people's groups as well.
We, of course, would recommend that you create your own group, but at the same time, you should also engage with other groups as well.
Don't just post new articles or videos in the group
If you post new articles, yeah, sure you can get people coming back to your site. If you post videos, sure you're going to get the engagement.
If you want to do really well in the group, you want to start creating things that incentive comments.
So, anything that could be controversial, anything that's asking a question, anything that creates a debate, a poll, all this kind of stuff will create more engagement, and with the more group members that you get to engage with you,
The way the Facebook algorithm works is that when you end up posting, let's say an article, and linking back to your site because a large percentage of your group is already engaging with your site, they'll now see the stuff when you're linking these people to articles going back to your website.
On the flip side, if you keep posting content and it just links back to your site, only a small portion of the people are actually going to see it, and the fewer and fewer people engage in the future, the fewer times when they log into Facebook, they're going to continually see that in their newsfeed.
That's why it's important, every once in a while, to keep rotating up what you're posting, and making sure they're getting high engagement.
If more users see your content, more users will then see your content when you post a link back to your site
Alright, now before we move on with the next Facebook marketing strategies, have you ever thought about how much you should invest in marketing to generate constant business growth? Click the button below to calculate the ideal marketing budget you should allocate for higher visibility, engagement, and profit.
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Start engaging through tools
Most people on Facebook, when they want traffic, just want to say, "Hey, let me post, let me get people to click back to my site."
Even videos, you may even leverage other tips when it comes to increasing engagement, but you're not using tools like MobileMonkey or ManyChat.
MobileMonkey or ManyChat, whatever one you want, they both have free plans if we are not mistaken, at least ManyChat does, when you end up posting your content and you want to get all these people on your groups, your fan pages to engage with you, you can leverage Facebook Messenger and build your own subscriber base, kind of like an email list, but for Facebook Messenger, and then through there you can continually message and message people.
Now, to give you an idea, according to TechCrunch, 1.3 billion, that's billion with a b, use Facebook Messenger.
That's right, 1.3 billion people use Facebook Messenger each and every single month.
So anytime you post a new article, Facebook Messenger's the easiest way, you just send out a blast.
You can do that through, again, MobileMonkey or ManyChat, and then all those people will get notified on the links, and come back to your site.
We're seeing the open rates change drastically.
Messenger bots used to have amazing open rates, years ago, it's slowly starting to go down, but it's still better than email.
And don't think about it like it's going to keep dying down.
It's extra free traffic that you didn't have anyways.
And if that doesn't convince you that you need to be using Facebook Messenger, you should know that the second most downloaded app of all time is Facebook Messenger, according to App Annie.
Can you guess what the number one app of all time is? It's Facebook.
So, number one and number two are Facebook-related.
Hence, you should be using it.
If you're wondering on MyStats, roughly 88% open rates, and 56% clickthrough rates using Facebook Messenger through MobileMonkey. That's what we got over the last 30 days.
When you're being consistent, it isn’t just about posting in quantity, it's about posting quality, stuff people love, stuff people want to engage with, stuff people want to help you with.
The more you are consistent and get outreach and engagement, the more the algorithm learns that your content is valuable and worth being shown.
If you are not consistent, it will be hard to scale up on Facebook as you don’t give the chance to the algorithm to learn.
Actually, if you are not that active, Facebook will see that you don’t get much activity most of the days, therefore, you don’t need to be shown to more people.
Consistency is always one of the main keys to any social media platform. And, of course, on Facebook as well.
And that’s why you’ll want to be consistent if you want to see much higher results through your Facebook Marketing.
If you follow all these Facebook marketing tips, you can continually get more traffic from Facebook's algorithm.
Even though you think that Facebook hates you. You may think they hate you but there are other ways to combat it and still get that traffic.
If you need help with your Facebook marketing or social media marketing to grow your business in terms of visibility, engagement, and profit, contact us today and speak with one of our digital marketing experts to see how we can build the bridge between the point you’re standing at right now and your goals.