The Death Of Facebook Fan Pages
Have you felt like your "reach" on Facebook has been decreasing more and more when posting on your fan page (or more often called "business page)? If you have, you're not alone and the stark reality is, it's only going to get worse.
It all started back in the beginning of 2018 when Mark Zuckerberg made a statement to the public about Facebook changing it's algorithm. I highly recommend this article from Hootsuite to get the 30,000 foot view of that statement. Rather than allowing fan pages (same thing as business pages) to continue to make a post and have upwards of 50% of their followers ("likes") see that post, Facebook realized that businesses had been flooding users Newsfeeds for years promoting their products and services for FREE...
For business owners, this was a GOLD MINE...
But the consequence was that users became unhappy and engaged less and less on the platform as Newsfeeds became more like floating advertising billboards rather than a place where they could keep up with their friends and family. This is what prompted Facebook to make major changes and update their algorithm (sidebar: algorithm in this case is the mathematical equation based on your past behavior to filter content that is put in your feed that you would most likely enjoy), shifting their focus to showing you more and more content from friends, family, and Facebook groups you belong to. The reason behind this is because these are people-to-people interactions versus business-to-people or brand-to-people interactions.
So What Does This Mean For Your Business?
Here are some key things to keep in mind about the state of Facebook's algorithm going into 2019:
1) The posts you make on your fan/business page will likely reach less than 5% of those who have "Liked" your page. This is based on what other marketers in the industry are seeing and what we have been seeing on our own pages as well.
2) With less than 5% of people who like your page seeing your posts, there's little benefit in trying to get people to "Like" your page. It makes for great social proof, however, it doesn't usually lead to generating new customers in the long run.
3) The best way to use FB for generating local business is to friend people in your local area and use your personal profile as your new business card. This doesn't mean you should promote your business constantly on your personal profile (FB can ban you for this), but you should be sharing your content to your personal page when appropriate as your posts on your personal profile will typically get 10x the reach compared to your fan/business page.
4) The best way moving forward into 2019 to market your business using Facebook is to move into paid advertising. While it may seem daunting, it's by far and away the cheapest way on the planet to get in front of thousands of local people using their geo-based and interest-based targeting. If you're curious about the benefits of paid vs free Facebook strategies, I highly recommend listening to this episode of the Healthy Funnel Podcast...
Facebook Posts For Physical Therapists
In this edition of Tuesday Night Fever, Alex breaks down his FB post strategy that sees him regularly get over 100+ comments per post! You aren't going to want to skip this one!
If you want to get Alex's PDF for The Perfect Post Formula, you can get it by clicking here!
Overcoming Customer Objections Using The XAVIER Method
In this Tuesday Night Fever episode, Alex dives into The XAVIER Method, which breaks down creating incredible offers and how to overcome customer objections. If you want the free cheatsheet that comes with this episode, you can find it at https://www.healthyfunnel.com/xavier
Or you can watch the whole video replay here:
In this episode, Alex shares his reflections from spending several days at the Offer Mind Conference, hosted by Funnel guru, Stephen Larson.
In this episode we cover Alex's big takeaways from the conference when it comes to creating attractive offers, how to research what people are already saying they want, and how to best implement new offers into your business!
As always, if you're looking to learn more step-by-step online marketing tips, jump into the Healthcare Digital Marketing Facebook group!
- Alex and Will