To Boost or Not To Boost ~ Is Facebook Greedy? ~ Business Tips for Professional Photographers
To Boost or Not To Boost ~ Is Facebook Greedy?
There are few topics among small business owners that lead to heated conversation more quickly than the topic of Facebook these days. I may regret opening this can of worms. Some of you may not like what I have to say when I tell you that Facebook isn't as greedy as you think they are - Gasp! Did I say that out loud? You really
may not like it when I draw the parallel between Facebook and people asking you to shoot their weddings, birthdays, and any other event in their lives for free, and that, just because Facebook is bigger than your business, doesn't make them all THAT different, but I'm here to try to help you and that can't be done when avoiding the tricky topics and mincing words. So here goes nothing....
Does Facebook care about making money? Well.... yeah.... kinda like you care about making money. Is that the only reason that you see your posts getting so little interaction these days? Is that the sole reason that they have limited your organic rate of viewership to 1%? No. There are a lot of factors at play. In fact, there are approximately 1.35 billion
of them during any given month of this year. That's how many users Facebook had for the month of Oct 2014
and every one of them has an opinion. Facebook execs have the difficult challenge of keeping 1.35 billion users happy else they lose them to one of the competing social networks that have launched, and are still launching, that are competing for their users. I don't envy them. Keeping your customer base happy is a challenge, no? Could you imagine 1.35 million of them? What do the constant algorithm changes have to do with keeping users happy? Everything. Keeping users happy is the only way you have a group to market and promote to in the first place.
Is this the part where I tell you to "suck it up" and pay to promote your posts? Well.... yes and no.
There are a lot of reasons to "boost" your posts and advertise on Facebook:
. Investing in your business shows people that you are successful enough to invest in your business.
[caption id="attachment_6417" align="alignright" width="450"]
Courtesy of Moz.Com[/caption]
You can put your marketing message in front of relevant audiences. You may reach less people but is there really any purpose in reaching a lot of people if many of them don't need your services, aren't local to your area, or can't afford you? Weeding through those "leads" is just a waste of your valuable time. No one can provide you with better targeting than Facebook can.
Many business owners make the mistake of putting money into absolutely everything they can afford to in order to market, but have no way of knowing whether anything has worked.
Especially considering that you can reach a truly targeted audience of potential customers, you would be hard pressed to find anything as cost effective as Facebook advertising. If you don't believe it, call a local magazine, newspaper, or direct mail publisher for a quick quote or three. What you'll find is that they have the lowest cost per 1,000 impressions in the history of advertising.
5. It's easy.
Really, it's just easy.
Am I suggesting that you "boost" every post you make on Facebook? No. Actually, please don't, and please don't abandon the best practices of growing your Facebook community organically. Share content that is relevant to your fan base. Don't just post your sample images and sneak peeks. Don't promote your services constantly. Find articles and images that your customers are interested in. Whether you're trying to reach parents, seniors, or brides, share things they want to see. Don't ask
them to like things (FYI, new algorithms will punish you if you do). Don't ask
them to share things. Just give them things they'll want to. Mix up your content and think of your page as a community. When you have a promotion going on, when it's time for specific bookings, when you launch a sale or have openings in your schedule, then boost away!
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:-) Do you have feedback for us at The Shoppe about what kind of content you'd like to see on our page? Comment here on the blog. Post on our wall on Facebook. Or you can email me, your Shoppe Marketeer, at email@example.com. We look forward to bringing you more info, humor, and inspiration that you want to see!!
Stay tuned for more Facebook tips and guidelines in the future.
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