Are you wondering if you should you close your Facebook business page?
Ever since Facebook made changes to their algorithm, making it harder to get your posts in front of the people who like your page (talk about hair-pulling frustration), I’ve been asked over and over if creative entrepreneurs should continue to promote their businesses on Facebook.
“My posts are only getting in front of 6% of my fans. Should I stop using Facebook?”
“Should I use that time for something else like Twitter?”
“Is it a waste of time?”
My opinion: you’d be a little crazy to shut down your business Facebook page.
Why? Because it’s one of the most popular social media platforms.
I’ve been asking every non-business owner I come across what social media platforms they’re on (cause I’m curious), and all of the people I asked (except two) are on Facebook. Many of them don’t get Twitter and aren’t on Instagram (cause they don’t see the point when they’re sharing their pictures on Facebook). Another popular one among the people I polled is Pinterest, but many told me that they don’t use it daily—but most said they hop on Facebook pretty much daily, especially when they’re taking a break at work.
You want to be where your target market hangs out and for many of us, Facebook is one of those places.
You have to know where YOUR target market spends time, and if they linger on Facebook regularly, you should be there, too.
I understand that you’re frustrated.
You’ve put in time and effort to get people to like your page and now Facebook is making it extremely hard to get in those peoples’ feeds.
What the heck happened?
This article explains things really well. Basically, because there are a ton of businesses on Facebook (and it’s constantly growing) and people like a lot more pages than they ever did, there’s no possible way everything can make it into a person’s feed (even if that person is spending seventeen hours on Facebook—please tell me this isn’t you). There’s just not enough time in the day.
Can you imagine seeing updates from every business you like every day? I know I’d be overwhelmed. So, Facebook has to pick and choose what to put there.
And, part of that equation is based on your popularity, the post’s popularity and the type of post.
What does that mean for you?
You’ve got to post stuff that people are actually interested in (crazy concept, right?).
Just posting a photo of your latest product with a link to buy it on Etsy isn’t gonna cut it anymore.
Facebook “tests” each post you publish with a small number of your fans and if they like it, comment and share, Facebook puts it into more of your fans’ feeds. If those select fans don’t engage with your post, they don’t put it into more of your fans’ feeds.
So, if you’re just updating your Facebook page, because you think you should and you’re not putting thought into your updates, you’re wasting your time.
I think this is kind of a good thing (don’t throw tomatoes), because it means that I’m going to get quality stuff in my feed—stuff that I’ll actually enjoy and like (for the most part).
And, if you’re not willing to work for my attention, then you don’t deserve it. If you’re not paying attention to the details and not being creative with your updates, then I’m glad your posts aren’t showing up in my feed. Good riddance.
With that said, you should continue marketing your business on Facebook.
When checking my stats for the past month, I noticed that 29% of all my social media traffic came from Facebook. I would lose out on that traffic if I gave up on Facebook.
Plus, I kinda like Facebook—almost as much as the delicious vegan, gluten-free lemon poppy seed donuts with vanilla icing that Bollo’s in Blacksburg makes special on Saturdays.
Since Facebook made these changes, I’ve seen an increase in engagement on my page—more likes and comments (not kidding). One reason is that I spend time on writing thoughtful status updates. I don’t rush through updating my page, because I know that will hurt my reach long-term. If today’s post isn’t successful, they’ll put tomorrow’s post in less of my fans’ feeds.
Are you with me? Are you ready to give it your all?
If you’re willing to put in some work to use Facebook effectively, here are eleven tips that’ll help you up your Facebook game:
1. Pay attention to details.
You know how you edit your blog posts and you consider every single word before hitting that publish button? (Wait a second. You don’t edit? The blog monster is coming for you…) Well, you need to do the same thing with your status updates on Facebook.
Ask yourself these questions before hitting “post:”
a) Will my target market enjoy this update?
b) Is it written in my “voice”? Is it entertaining, funny and/or filled with personality?
If you answer no to those questions, spend a little more time tweaking it. See the examples below for personality-filled status updates from two amazing creative entrepreneurs I heart (and click on them to check out their Facebook pages).
2. Include photos.
Text only updates tend to get lost in peoples’ feeds. They just don’t stand out compared to posts that include pictures, so include a photo whenever possible.
Share quality photos—not blurry, dark pics that you haven’t edited. Are you noticing a trend here? I’ve got a thing for editing, whether it’s writing or photos.
3. Get creative. Sell and promote without just selling and promoting.
You run a business. You need to promote your products and services. That’s why you have a business Facebook page. But, just updating your page with “buy this xyz” isn’t gonna work.
If you get creative with your posts, you’ll get more engagement and more sales.
Over the past month and a half, I’ve been promoting my creativeLIVE course, Build a Successful Creative Blog, but I didn’t just post “RSVP for my course” over and over on Facebook.
I came up with creative ways to promote it and mention it such as: sharing pictures of a messy bun I was thinking about wearing on one of the days I was speaking, asking for book recommendations for my flight to San Francisco (I ended up reading Wild by Cheryl Strayed and The Desire Map by Danielle LaPorte {amazon aff. links} for those who sent me recommendations), and sharing a picture of me at the airport with my new Kelly Moore camera bag (see that one below).
Those status updates were incredibly popular—much more than the “here’s a link to my course” posts. In fact, the post above has been one of my most popular Facebook posts to date.
4. Get your Facebook fans on your email list.
One of your top goals should be to get your fans on your email list, so that you can control how often you get your content in front of them.
Instead of relying on Facebook to put your posts in every fan’s feed, you know that your fans are getting your content/updates because they’re on your email list and you’re mailing out each week.
At least once a month, you should be encouraging the people who’ve liked your page to subscribe to your email newsletter (but don’t call it a newsletter). Tell them WHY they should subscribe—give them something they want like a 10% discount on their next purchase, free shipping, a value-packed ebook (but don’t call it an ebook) or video training series.
5. Boost posts and use Facebook ads strategically.
I don’t spend money on advertising anywhere but Facebook. I don’t pay for sponsored posts or advertising on blogs, because I’ve found it to be ineffective, especially compared to guest posting and interviews which are free.
However, boosting some of my posts on Facebook for $5-10 works extremely well. It always results in more engagement, and often, it results in new Facebook page likes and sales. Cha-ching!
I have a budget for Facebook advertising each month, and it’s paid for itself over and over. I highly recommend experimenting with boosting some of your posts and possibly trying out a Facebook ad (not on the sidebar—choose the type that’s placed in peoples’ feeds). See if it works for your business.
Start small with a $15-25 budget for the next month and see what happens. It may be well worth it. It is for me. I’d estimate for every $25 I spend, I make at least $125.
6. Post regularly.
Update your Facebook page at least once a week—a few times a week or daily would be even better.
Your Facebook page reflects on your business and if someone lands on it or clicks on the Facebook icon on your blog’s sidebar and sees that you haven’t updated in two months, it looks unprofessional. They’ll wonder, “What else is she slacking on?”
7. Reply to comments and questions.
Facebook is a SOCIAL media platform, so be social. Use it as a way to connect with your target market and your customers.
Ask questions. Some of my most popular Facebook posts are ones that include questions like: What do you like most and least about blogging? What are you having for dinner? What should I add to must-do list when I travel to San Francisco?
Have fun with it.
8. Stop doing the whole “if you like my page, I’ll like your page” nonsense.
This is ultimately BAD for you.
Why? Because, the people who like your page in order to get you to like theirs are unlikely to be your target market. They aren’t going to like and comment and share your updates. So, when Facebook tests out your post in their feeds, Facebook is going to think that your post isn’t resonating with your fan base so they aren’t going to put it in more of your fans’ feeds which means you’re severely limiting your reach.
Numbers aren’t everything—really they aren’t anything if the right people aren’t liking your page. So, stop saying stuff like, “I’m almost at 1,000 likes. Help me get there.” That results in the wrong people liking your page. You only want diehard fans to like your page—not ones you have to manipulate to like it.
You’ll be much better off with 75 fans that love your business and want to see every update you post than 750 fans who have a lukewarm, “meh” reaction to your status updates.
9. Don’t link your Facebook updates to Twitter.
I know you might think that this kills two birds with one stone (does anyone else find this idiom creepy?), but it doesn’t work well because your Facebook updates usually get cut off on Twitter (140 characters, people!), making them confusing. It’s annoying for the people who follow you on Twitter.
10. Schedule status updates on hectic weeks.
If you know you’re going to be super busy, simply schedule posts for that week. Make sure to spend a few minutes checking in and responding to comments and questions.
11. If you want more likes, share quotes.
I know this might sound silly, but one of the most popular types of posts on Facebook is a visual quote like the one below. If you want to increase your engagement and likes, schedule a quote a week for the next three months. It’s like magic. You can illustrate your own quotes or use something like this.
Hey April,
The quotes tip has worked in the past for me. I recently posted my latest blog post of a review of my last market to my Facebook fan page and it seems like because the content was something people were interested in (since I’d been promoting the market previously), I got more engagement. So I definitely believe that. It’s all about content, content, content. I am loving these tips April and will definitely be using them to as I develop a more cohesive plan.
This post is awesome for me. I’ve only been on Facebook for a couple of months for fun and added a page for one of my blogs recently. I kept reading all the hoo ha about posts not showing up in feeds and other issues which really put me off it all. Your explanation of how it all works makes a lot of sense. So for the moment – no deleting my page. I have hovered around that idea but will persevere for the moment.
Thanks for the sneaky peaks behind the curtains and sharing your return on investment and statistics – THAT we can understand and see the reality. Love that the changes increased your reach. Such a different experience to what many bloggers are saying.
One thing I would add is this – own your own real estate. Have a blog or website. If you build your business solely on a social media platform, changes like these will kill your business until you figure out how it all works. And if its no longer the popular thing, that will cause the same thing…MySpace anyone? Thats why an email list is so important, right April?
Great post April, as always. I started a daily art project a couple of months ago and post a little painting each day. I have been surprised at how popular it’s been; I am experimenting with all sorts of different styles and media – it’s interesting to find out what appeals to different people, and I’ve been getting a lot of great feedback on it. It’s not strictly to anyone’s ‘benefit’, but it’s fun and quick for me and has been proving a way for people to connect with me by sharing their thoughts about them, and some people are even being inspired to do their own! I actually share them on Instagram and link it to Facebook so that allows me to share it more widely.
I think people like it as well because it gives them permission to do something quick and simple, and to realise every painting or drawing doesn’t have to be a masterpiece! {Mine certainly aren’t!} All this to say my engagement on Facebook has actually gone up since doing this {as well as some other things like more considered wording and asking questions etc}, so it’s worth experimenting with different ways to encourage engagement.
As I am JUST starting out with a new on-line business, so this advice is invaluable. What great synchronicity that I had signed up to get your blog! 😉
I’ve been listening to Amy Porterfield’s podcast lately. She has some amazing tips for Facebook marketing strategies. http://www.amyporterfield.com/category/podcast/
My most popular post are inspirational quotes that I put onto my original photos. I tell a little bit about the photo in the description.
My absolute most popular post was when I told everyone that I had forgotten to flip my calendar page from March to April so no wonder I never know what day it is (I noticed this around April 18th). EVERYBODY commented on that one!
I totally need to up my Facebook game! Thanks for the kick in the pants on this one.
I usually post on Facebook once a week and that’s only to share my latest blog post! And, it’s usually a boring message about the post or worse yet, just the title! 🙁
I have noticed that I get more interaction when I do post “behind-the-scene” type photos or ask questions. So, I guess…the theme I’m learning is to “Do More of What Works”!
Thanks for these tips, April!!
April, girl I had your blog saved for a while on favorites and just recently got into reading your posts and watching your videos for the last few days! I’m smitten and inspired in the best way!!
I’m new to blogging and toying with the idea of starting a creative biz but I can attest to the quote thing– they always seem to go over well on the blog : )
Just wanted to say hi and thanks for all your great information from a fellow Virginian (I live just west of Richmond and I went to VA Tech for 1 year!)
Great Post April!
I admit I’ve wondered about leaving facebook a few times lately.
Since they changed the algarhythms it’s so much more challenging to get my posts in front of most of my audience. I also realize, a lot of the people who have liked my page are not my ideal clients. They are friends and family who are trying to be supportive, people who felt obligated to follow me back (I don’t participate in those anymore), and others like this.
I do have some great friends who interact with my posts, who are interested in what’s going on but I need to get myself an audience of loyal fans who are my target client.
Thank you for all the tips to help me head my page in the direction I actually want it to go!
Yes, yes, yes (did I say yes?) YES! to #8. That drives me insaaaaaaaaane. Or people who demand that all their friends like their page. Sorry chickadee…i love ya, but just because we’re pals doesn’t mean I’m interested in your website that clearly caters to single chicks/dog lovers/pagans/kombucha drinkers…whatever.
And yes, making illustrated quotes always gets a good reaction. 😀 I’ve done “regular” FB advertising, but I haven’t played around with boosting posts much….now I may have to try. 🙂
Great post! Taking your advice to heart about posting things that are relevant to followers, I shared this article on that page. Thanks again!
Your tips are all great, but I feel like most of these wouldn’t apply to my page because people want to see my art.
Frankly, I find it quite annoying when a business posts quote graphics just to get engagement, because they don’t seem to have anything better to post.
Maybe my own personal views are preventing me to try out something new?
Essentially, I don’t want to waste people’s time with content they didn’t sign up for.
I do see the benefit of plugging my email list every now and then though.
Nela, I’m confused…which ones don’t apply to your business? I know plenty of artists who post on FB, including Studio Jewel that April mentioned in her post.
I don’t just coach. I crochet, paint, doodle, photograph, etc. And I post pictures of the materials I’m using, or part of the crocheted project….I also do post photos of finished items. People who truly want art aren’t going to be satisfied by a picture of it. So don’t be afraid to post pictures…now if you sell digital art you have to be more careful, but for physical art..have fun with it!
As for the quotes, yes they get more engagement, but who said that’s the only reason to post it? I happen to really enjoy fun & quirky quoteables, and they’re also great for Pinterest/Instagram/Tumblr. 🙂
Hi, April! I absolutely love your blogs and this one was particularly got me! I have been struggling with my FB page, my fans had grown organically and some paid (30, 70) …
You metioned that when you post it had to be funny and very original, fun, the pages you quoted are full with that (included yours) my question is how you do that, if you do not have that I mean is not that I have no personality or funny but I am not sooo funny and I do struggle to come with super fun original posts (also I think because of luck of skills w/the languaje, I speak spanish) I used to spend hours to make my post look nice and well thought, and I was posting everyday with no much interaction 🙁
I keep posting but not as much as before … got a little bored with it (when I did not see results) thought I was talking to the air……. and waisting my time
Any thoughts???
GRACIAS
Howdy, i find myself that i seen you actually went to my own website well, i got here to come back a really want? . We are attempting to in locating what to greatly enhance this site! Perhaps their sufficiently good to employ many of your thinking!
Great advice, April. I’ve let my page go fallow while I’ve concentrated on my Pinterest marketing, but you’ve inspired me to try again. It’s good to hear that paying for ads is effective. I think many small business owners (me included) get nervous about any extra costs, but this helps allay my fears. Thanks 🙂
These are great tips, April! I personally love the value that Facebook provides my business, and I credit it with a good portion of my new clientele. I know that it might be a bit frustrating to see the changes, but I agree that it’s worth the effort!
Wow April, I have only just discovered you this morning and I will be
signing up to follow you! I struggle with my fb posts, and have the same
(Problem) with mainly friends and family being super supportive likeing & commenting but rarely organise fans of the page. I find it so disheartening!
I am not keen about making the posts too personal however these are the ones that receive the most feedback. I am inspired to spend some more time making my posts interesting and funny……… I wish I could just hire a social media expert, ha ha!
Incredibly helpful post! Thanks for the tips April!
Great post, April!
I only recently joined Facebook and some groups and already had my share of both fun and tears. Ah well… Oh those like me and I’ll like you games are driving me crazy… I voiced my opinion of why they are not helping and was kicked and screamed at by “SEO professionals” who said said that do not understand the trickle down effect of SEO… Oh, give me a break! (wanted to kick them in the shins *hint*hint* )So glad that you are on the same page with me on that matter!
Hi April this is great, so clear! My business has been plodding along for the last few years. I have a good number of sales on Etsy, have been published in books and magazines but I feel like things are plateauing and I’m not growing (and feeling bored with it all)! I go with the flow a little too much and am not proactive! Last year I saw an Ad for Creative Live (I think on FB) and it has inspired me to stop procrastinating and improve all aspects of my business.
I am presently doing your Creative Live ‘Build a Successful Creative Blog’ course and I love it! Blogging for me is a nightmare as I’m not a great writer (if you pop over to my blog you’ll see no posts since April and the previous ones totally lack any form of creativeness)! I’m only half way through the course, and whilst I feel a little overwhelmed by it all I am also feeling inspired and planning my next blog posts!
I just wanted to thank you so much! best wishes Rachel