What do you think of Facebook going public
Granted, quite a provocative title for a blog post. A colleague from the USA who is highly valued for his high-quality specialist articles, Jon Loomer, writes to me with his blog post "It May Be Time for You to Quit Marketing on Facebook" almost straight from the soul. For this reason I took up his blog article and translated it freely from the liver. In my everyday professional life, but also in my career and way of thinking, I can see a lot in common with Jon Loomer.
Jon Loomer writes in the introduction: “That’s probably the click-baitiest (most click-baity?) Headline I’ve ever written. I hate click-bait. I'm the king of boring headlines that just tell you what the post is going to be about. But this headline is not intended to "bait". " I like his introduction. I also try regularly to choose titles that reflect the content of my blog posts exactly, even if very boring. In the rarest cases do I choose titles with the intention that they provoke as many clicks as possible. But the title fits: “Maybe it's time for you to stop Facebook Marketing!”.
I think maybe the time has really come to quit Facebook marketing
You and Facebook just don't get along. You're losing money running ads and you don't have the resources to properly manage your Facebook Page. Perhaps you do not trust Facebook, are tired of the many changes, are convinced that Facebook is turning the screw and choking off your reach so that you are forced to buy Facebook ads.
So do it. Quit Facebook Marketing. I'm serious.
It is time for you to stop marketing on Facebook. Do something different, and here's why ...
You hate the changes in the news feed algorithm
Quite a while ago, everyone shared pictures. You've been told that images get the most interactions. Accordingly, you did what you heard. You used images even when it came to sharing a link. You put a link in the text above the picture because you've heard that the reach of links and the interactions are simply terrible.
But when you heard that text contributions would get the most reach, you simply left out the image and published an ugly link without a preview image and without a description.
Example of a URL in the text
Then Facebook suddenly said that text posts with an included office link would be penalized by the news feed algorithm, that the old-fashioned way shared links would be preferred by the system O to penalize those who try to outsmart the algorithm. You were angry because you had to change everything again, but you did it. You have now started to share links, you have been using links with baiting headlines to draw people to your page until they found out that they couldn't find what they originally expected on your page. The people were accordingly disappointed.
Example of a click-bait contribution
You then started using memes accordingly, because these are the ones that get the most interaction. Regardless of whether this interaction makes sense for your goals at all.
Example of a meme
Facebook then, in turn, adjusted the newsfeed algorithm to stop advertisers like you from punishing the use of click-baits and memes. You were angry again and slowly but surely also tired of constantly adapting your strategy based on the last update of the news feed algorithm.
Now you are exhausted. Creativity with no memes and no click baits to trick the system is damn difficult. At least you got a positive return on your efforts. You need sales and Facebook gave you free reach. And you certainly weren't ready to give Facebook money for ads. And now Facebook has also adjusted the algorithm so that brands that use the organic reach of posts to sell things are penalized.
That's it now, you're finished.
I don't blame you. It is exhausting to keep chasing the algorithm. And when you do that, you are essentially just a puppet of the algorithm that pulls the strings. You may not have done any of this at all, but the ones who care about the algorithm are the ones who hunt him. If satisfying the algorithm is your first priority, you will lose control. And losing control really sucks.
I can tell you from my point of view that my posting strategy has hardly changed in the last three years. I don't care much about the Facebook algorithm. The focus has always been on bringing the highest possible quality of content that my target group appreciates or demands.
It's all about reaching the right people with the right message at the right time
On the whole, I've only ever posted links, links that lead to my blog posts. I have published a great many of them, even if they were condemned by the algorithm. If you want to continue to be successful with Facebook, you have to accept that the newsfeed algorithm was designed to show people exactly the content they want to see. If you don't want to believe this, then you have to stop now. I see you roll your eyes, but don't waste another minute of your precious time.
But if you accept it that way, you will develop a better understanding of Facebook. If you accept that your fans are more interested in their own friends, you will find a great place in the Facebook universe. Many people habitually come to Facebook to share, argue, congratulate, and empathize. Your friends are the real stars on Facebook, pages are just a tiny part of the show. When you share something, you need to know that in the back of your mind and you need to change your expectations accordingly.
Do you understand that?
When people liked your page it wasn't an explicit opt-in and to see all of your content that you distribute. Many of your “fans” don't care at all if they don't see any of your posts.
Do you agree with that?
If so, cool. Then continue the crazy Facebook journey. If not, it's not worth the effort. The Facebook newsfeed algorithm is there to filter. And it gets worse and worse the more people and companies join Facebook. It's a fight that goes on and on, and you will always lose that fight.
You can get better range elsewhere
Back to the good old days when we were kids, back then we reached 50% of our fans with a single post. That was huge, right? But what happened? More and more people have started using Facebook. Millions of businesses have recognized the opportunity for free advertising and communication. The crazy battle for the news feed has begun. But Facebook had always filtered the news feed. But this filtering was suddenly emphasized more and more. If you typically have 1500 reports available per day, Facebook only showed you around 300 of them. A lot of content from friends, groups and pages that Facebook thought you wouldn't be interested in has been sorted out.
And yes I know Facebook doesn't know what you or anyone else wants to see. But I would argue that Facebook knows more what you want than you know yourself. Facebook has data on every click and every interaction across the entire platform. They know more than you do. Facebook has fucking tested to find out what the right combination of content is, what gets the most interaction, and what keeps people on the platform the most time. Because at the end of the day, Facebook needs people who stay on the platform as long as possible.
You mean that the business started with the IPO. That Facebook has started to restrict the news feed so that you only reach a small percentage of your fans with the single post. You didn't reach many before because people weren't online at the time you published it. But now Facebook has started stopping you from reaching those who are actually online more and more. Then suddenly you only got 25% of your fans, then 16%, then 10%, now it's 5% or sometimes even less.
Forget it! You are at the end!
I understand this is frustrating for you, but is twitter better? Are you getting more followers with a single tweet just because the newsfeed isn't filtered?
Is Google+ better where a smaller percentage of people are connected?
If you think the grass is greener on the other side, saddle your horse and ride over. But before you go, think about the pages compared to Agorapulse Barometer:
- The average company page with less than 1,000 fans reaches around 22.9% of the fan base with a single post.
- The average company website with a fan base between 1,000 and 10,000 reaches 12.8% of fans.
- The average across all pages is 9%.
I know that's not 50% (or 25%, 16% or 10%), but is it really that bad when 9% of your fans, regardless of whether they are online, see a post when you publish?
We're fucking spoiled because of what once was. Facebook gave us a lifetime chocolate ration, and now they only give us just under a month's supply.
But again, how many of your 10,000 followers on Twitter, if you have that many at all, see a single tweet from you? As you know, a tweet has a half-life of around 60 seconds after you've written and published it. It's not a lot, but I know what you're thinking now. You think the reach of a single tweet is not important because you can tweet multiple times.
But why do we worry about the reach of a single post on Facebook? When you monitor the reach of a post for a full day or a week until what you see may surprise you. But that's uninteresting for you - on principle, because Facebook keeps you from reaching people for free and easily who you could reach more easily in the past.
Sometimes changes are a good thing because of the changes. For example, I would like the coach of the German Football Team to fire player X in order to sign another player who is ultimately just as good or bad as the other. Sometimes, however, it is also the mere change, the realignment, that invigorates you and gives you new momentum.
I have serious doubts that you will reach more people on Twitter. But that doesn't mean that you can't be successful with it. If you take it all and move it from Facebook to Twitter it would be interesting to see what happens then.
When you think a fan's worth is worthless
Now that the reach has diminished, you are convinced that the value of a fan no longer exists. All the time and energy, everything is worthless.
Sometimes fans are worthless
Perhaps you ran a competition on the other to continuously increase the number of fans. Perhaps you have also placed advertisements with a poor target group selection, with a focus on price and quantity, before quantity ... Statements like “here you get fans cheaper”, “I generate fans for € 0.20”, “I have 1000 fans for only € 50 generated ”- I hear such statements again and again. For me, they are also a very clear sign that the person who makes the corresponding statement has not understood some things about Facebook marketing and probably will not understand them in the future either. . Maybe you've already thought about what it would be like to buy fans ... don't worry, I won't tell anyone.
If you've done what I've just listed, your fans are probably absolutely worthless.
If you haven't done these things, your target group or your fans may be much more valuable than you think. Maybe your fan base is worthless right now, but it may have potential that you don't even know. I can tell you with 100% certainty that the fans of my Facebook page are anything but worthless. And I know that there are a lot of Facebook pages with extremely valuable fans.
When I posted this post, I brought a total of 1,927 people to my blog, all organically.
Post via facebook.com/thomashutterblog
Okay, the post was relatively popular, but it also brought 1,794 visitors to my site.
Post via facebook.com/thomashutterblog
And these 1,326 people ...
Post via facebook.com/thomashutterblog
None of these posts used any tactic to undermine the system. They are completely normal, old and boring link posts. Getting people on my side is extremely important to me. When I see how many people I bring back to my site with a single, non-advertised post, it is comparable to a newsletter list that I don't even have to this extent. I'm also not showing these statistics to show off, but to show what is possible after several years of working with the right audience on Facebook - for free.
My fans convert too. This target group of highly relevant people take the first hurdle in my Facebook sales funnel by visiting my blog.
Okay, I hear the voices saying “Thomas, these advertising contributions, they won't work in the future either”.
Absolutely right. And these contributions, which are supposed to push some of my services, will no longer work in the future. That's why I use ads. And yes, fans are converting. They even convert at a very good level. I get registrations for Facebook Ads seminars at 121Watt or CPC-Consulting, I get requests for advice, for presentations, for expertise. All of this often at very low click prices, depending on the content, target group and objective.
Jon Loomer has published a graphic showing how his campaigns for webinars work.
Campaign performance at Jon Loomer
Around a $ 1, bw. 1,397 conversions for an average price of $ 0.76 ... the main reason for this performance lies in the target group: it is fans that it appeals to. And if you don't believe in the power of a like, you should believe in the power of a registration, this will give you an email address and thus the first point of contact for the funnel.
Do you know where the good results come from? Because two groups are targeted here: fans and website visitors. Do you know why exactly these two groups are used? Because it's much more difficult to sell something to people you don't know. Accordingly, fans have a high value.
Okay, you can be cynical or just disbelieving, one could of course argue that all of this is just because I'm writing about Facebook Marketing ... Okay, believe that. If you believe that, it's another reason why You shouldn't be doing marketing on Facebook.
This leads to:
You don't trust Facebook
You don't trust Facebook, you think Facebook is evil. You think Facebook is making horror words with your data that they don't respect your privacy. You believe Facebook keeps fans off your site, fans who want to see your every post. Facebook is doing everything it can to ensure that you have to advertise. Mark Zuckerberg is also angry. The whole of Facebook is one conspiracy.
The ones on Facebook are idiots - have I covered everything?
Okay, maybe that was a bit of an exaggeration now. But I see a lot of comments like this every day. It's crazy to see these comments on Facebook, in my blog posts, or as a comment on the Facebook page or as a comment under advertisements from Facebook itself. And often for posts that deal with the topic of Facebook marketing. If you think these things about Facebook why are you even here? And why do you even think about marketing and advertising on Facebook?
Do you know what I do when I don't trust a company or a person? I make sure that I have nothing to do with the people or the company. I certainly won't give them my money. Not even my time. I simply avoid these people and companies. I know this looks impossible because everyone and everyone's mom are active on Facebook. But it's not a necessity. If you think all these bad things about Facebook, why on earth are you wasting a single penny or a single minute of your life on it?
Stop doing that. You torture yourself. You are violating your own values. That sure feels dirty.You are one who is affected by every Facebook conspiracy and you have enough now. So it's time to go, move on.
Your Facebook ads are not working
Creating working Facebook campaigns is a little science in itself. It takes time and a lot of patience.
There is no simple button. Okay, there's the boost button. But that's very easy, and because it's very easy, it shouldn't be the key to Facebook advertising success. You get a huge number of interactions, but nothing else. You use it to build up your fan base, maybe limit the target group to interests, but forget to restrict the target group to your country or area of activity. You see great results, but you see the wrong numbers. Or you are trying to sell your product and are not receiving any orders. Or you write a post with the aim of attracting people to your newsletter, but you don't see any results.
Or maybe none of these points apply and you won't find any other way that Facebook ads will work for you. There could be hundreds of reasons why it doesn't work. It may not work for your industry. But more often the dog is buried deeper. It could be the wrong picture in your ad, the wrong text. Or, the landing page may not be good (and there are plenty of those). It can also be the product. Or the wrong bid, or the wrong placement.
Mostly it is the target group selection
Back to the story of the results achieved with fans and visitors to the website. I do not count myself among the good copywriters and mostly I have no creative imagery either. But, I am addressing the right people. If you don't build a fan base with the people who know you, loyalty tends to be deep. If you're not promoting the people who visited your website, you're paying more for a click. All of this takes a lot of time in planning. It takes analysis and it also takes failure.
That’s a good thing. Facebook may really not be for you.
Facebook marketing is not for everyone
Succeeding with Facebook is difficult. Creating content that people want to see is time-consuming. Running ads that convert and generate positive leads with a good ROI is really difficult.
But why does it have to be easy?
These are difficult conditions. There are more companies on Facebook than companies that are not on Facebook. Accordingly, there are many failures. But what else is difficult?
- Creating successful websites that attract a lot of visitors.
- Building email lists that convert.
- Algebra is also rather complicated.
If Facebook marketing success is difficult, and building a successful website is a hassle, building an email list that converts is a lot of work, or solving a math problem is difficult, that's okay. But that might not be your fault either. You can work in a difficult industry, and you may not have the necessary experience. Or you don't really have the time or resources to do it all perfectly. This is completely right. You are wasting time doing something that doesn't work for you. Then you have to go ahead, leave Facebook and find something that really works for you.
More and more marketers are expressing their frustration on Facebook. That’s no surprise. Facebook is a crowded space. And it is increasingly becoming a place where only the most agile survive. But did you know you don't have to be frustrated? You can go on, that's okay, and in the end probably the best for everyone.
Now it's your turn!
This rant is the result of my own frustration from what I keep hearing that those who keep complaining but have the opportunity to change that. This post is intended to underline that it is possible to be more carefree because there is an option. But I also know this is a hot topic with strong opinions, especially from those who feel that Facebook has wronged them.
The two most important statements in this post:
- Success is possible
- Marketing on Facebook is not required for you.
What do you think? Is It Time To Get Off Facebook For More Marketers?
Wrong way road sign by shutterstock.com
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