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Blog posts tagged with 'Small Business'

Turning Lemons Into Lemonade | Facebook Marketing - Part 2

Yesterday I gave an overview of how Facebook is changing their marketing platform and how it will effect small to medium busninesses. Yes, I know some of you are probably ready to choke me for cutting yesterdays article short and not revealing the "how to," so without further a-do, here are you "how to's" when it comes to turning your Facebook marketing lemons into lemonade!

So how should you position your sales team in order to turn Facebook lemons into lemonade?

  1. Diversify your content plan. Help your accounts go big with fresh content. Facebook changes of this magnitude were bound to happen sooner or later. Things that are free and good at some point either stop being free or no longer are good. Facebook chose the former.
  1. Commit to the content. You will do well publishing varied, two-way communication. Think of your content plan as you would your relationships. Be real, be sincere, and be helpful.

  2. Remember, you’re the expert. Illustrate your agency customers’ professionalism. Chances are, your account is best doing what he or she does. Make that shine through their content
  1. Unleash the power of community. Leverage content to evangelize your connection to the local community. Remind your audience of the value of giving back. First, lead by example.
  1. Use promotions, offers, and sales. Announce and remind your audiences of the value of being your customer. One-day sales and Internet-only specials are examples of powerful “give back” tools. Everyone loves a deal.

Is there life after the news feed?

Without question. The silver lining has shown us what happens when we rely too heavily on any one channel or audience. Facebook is running its business. Your customers are running a business, too. It’s our job to help our customers communicate and market their business, so they can do what they do best. 

We can’t control what Facebook does next. Now is the time to take control of your customers’ content and audiences with the five steps above. Content marketing will position your account as the expert, show they’re connected to the community, and help their promotions get above the noise.

For a full and more in-depth description of each point, click HERE!

Zachary T.Brown
Marketing Director
StormsEdge Technology

Turning Lemons Into Lemonade | Facebook Marketing - Part 1

Hundreds of millions seemingly become more dependent on Facebook each day. The smallest changes from the social media giant send ripples across the social universe. If Facebook changed the way we communicate, and now Facebook is changing again, how much damage did it create?

According to Facebook, delivering relevant content in a way that won’t be missed by Facebook users is the goal. This was explained in a blog post by Facebook. The objective is to remove content that is “gamed” in the news feed to gain more distribution than it normally would. Facebook engineers went to work to scrub three major areas aimed at reducing news feed spam.

I saw the early accusations against Facebook. The company claimed that just 6% of a business’ page feed would appear on followers’ news feeds. “How dare they?” and “Facebook should be free!” angrily rang out.

This behavior, coupled with Facebook’s rising ad revenue, would have social media critics crossing their arms and telling us, “I told you so!”

Facebook is clearly on the lookout to suppress certain types of content. Like-baiting, frequently circulated content, and spam links now face intense scrutiny. That’s the Facebook company line.

However, others are not so sure. A source professionally familiar with Facebook’s marketing strategy, claimed the social network is “in the process of slashing “organic page reach” down to 1% or 2%.

Marketers have been on a honeymoon with Facebook. Now it’s time to pay the wedding bill. 

Businesses have benefited from the free promotional power of organic reach. They will want to rethink their social strategy.

Imagine a small- or mid-sized business audience of, say, 1,200 likes. Last year’s doughnut sale was a hit. It drove traffic into the store and got folks talking socially about the “buy a dozen for a penny” sale, thanks in part to their message reaching over 1,000 news feeds.

A strong promotional message reaching that audience will produce sales results. Now, after organic reach is slashed, that same doughnut sale reaches a couple dozen, at best — no pun intended. That’s no way to run a doughnut shop. 

So how do you exactly go about turning these lemons into lemonade? Find out tomorrow morning in "Turning Lemons Into Lemonade | Marketing - Part 2!"

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