The past decade has brought a lot of changes in the world of marketing, specifically in the massive growth of social media. Facebook leads the pack by a long shot, but Twitter, Instagram, Snapchat, and even Pinterest have still been players in the game.
For a while, the rules have been simple. Make a Facebook page for your business. Get some good images and relevant content. Then post, post, post, post, and post. Building a social media audience became the easiest, cheapest, and most important avenue to generating leads and sales. Virtually all brands that are still alive in 2017 have a Facebook page. But this year, the rules are changing.
Facebook boasts a great algorithm that optimizes users’ News Feeds. It brings the most wanted content to the top their feed. But if you haven’t noticed, that rarely includes business pages. In their algorithm, business’s posts get pushed down to the murky bottom, a place user’s only travel when stuck on a delayed flight or a really bad first date.
Is this on accident? Absolutely not. Think Digital founder and CEO Justin Wise said it best: “We’ve all been living on Facebook’s land rent free for years…and now it’s time to pay the rent.”
This doesn’t mean it’s the end of the road for businesses on Facebook though. In fact, it potentially means it’s the start of a new road….a much better road. The challenge for businesses now is to change with the algorithm. Make the transition from the old way of organic social media to paid traffic generation.
The way to do this is through Facebook’s newer features of boosting and advertising. Boosting is simply putting money into your previously organic posts. In doing this, you can put it right to the top of users’ feeds. A step up from boosting is full on advertising. Through Facebook advertising, you can reach totally new audiences with extreme targeting, track conversions on your site, and a billion other things that are unprecedented in the Internet marketing world.
Is this all extremely complicated and potentially tough to learn? Yes, yes it is.
Is this all extremely important and required to be successful in online marketing? Yes, yes it is.
A decade ago, many marketers reluctantly took hours and hours learning social media for the benefit of their business. And it worked.
If you want to be a player in the marketing game in 2017, you’re going to need to do that again with Facebook’s paid traffic. And it’ll work.