Given the recent algorithm changes made to Facebook, the (new)age-old debate regarding paid versus organic social media marketing has become a lot more complex. By monitoring user content, the platform manages the information individual users see, and has moved back to a more personal experience by making content more relevant to your interests.
What this means for your company or business however is that there is very little chance of company page posts being seen organically.
One of the big changes made by Facebook over the last year is a return to a more person-to-person approach (what the platform was originally designed for), and steering away from a person-to-business approach. Facebook now prioritises the ‘social’ aspect of the platform (news from friends and family), over company page posts. This means that your company page post now finds itself competing for Newsfeed space amongst not only other company posts, but also the more ‘social’ posts that Facebook prioritises.
You might find yourself wondering then, how does your business still compete on the platform and receive marketing value?
At Joburg Capital, we believe that page followers are not necessarily consumers. Writing content on your company Facebook page does not necessarily mean that it is viewed (or viewed by the right people) and that it turns into a sale. We would rather advise putting strategic budget into paid content that will grow your business profile in a more sustainable, workable way.
If your business really wants to reach your target market, then putting money behind a marketing plan (paid advertising) is the only way to go.
Firstly, add value to your viewers. Although we advocate spending money on paid advertising on Facebook, the value of the content advertised is still key. Expose potential clients to content that makes an impact and that makes them want to engage with your company or brand. Treat your content as a holistic storytelling tool, charming your viewer by use of interesting, quality material such as videos, direct website links to effective and user-friendly landing pages, and beautiful images. Share your content with the intention of creating conversation and user engagement, and not just sharing content for the sake of doing so.
Secondly, track your results. Don’t rely on vanity metrics such as numbers of likes and followers, but rather track real conversions – sales leads, enquiries, phone calls, or whatever your business might regard as a measure of success.
Lastly, know your target market. You need to understand exactly what drives your viewer to engage with your website, and what makes them take that final step to conversion.
Joburg Capital Agency, Johannesburg
Your bottom line is our focus. We deliver value, measurable results and enhance revenue.
Our goal is to help companies become more profitable, develop a predictable lead flow, and reach ideal audiences in a more influential way.
We’re interested in what digital can deliver in a real, measurable way – how it can add greater value and drive profitability. This is why our key performance indicators are tied directly to the areas that are most important to our clients.
With unrelenting attention to detail and a real interest in your business’ success, we offer client service driven digital marketing services and creative strategy to ensure you realise your lead or conversion goals in a transparent and effective manner.
