Gaining steam on social media is undeniably an uphill battle these days. You have to contend with algorithms that make it nearly impossible to get discovered until you achieve a certain level of visibility through engagement.
Nevermind the fact that social media overwhelmingly prefers silly or opinionated content—two things that really don’t gel with the average business’s branding. Sure, you can gain thousands of shares by posting ridiculous cat videos, but there’s a slim chance all that attention will aid your business goals.
Facebook has announced that as of September, a relatively new and controversial feature on their advertising platform called Campaign Budget Optimization will become the mandatory default. Not the optional setting that it is now.
Facebook has become such an important way for businesses to market their products and services. But with recent changes to the Facebook algorithm, many businesses are struggling to get the same exposure they used to get on Facebook.
As this graph illustrates, the distribution and engagement of a typical post have gone way down over time, and the trend continues to this day.
Here’s a startling statistic from a recent study from HubSpot. 84% of millennials don’t trust traditional advertising at all.
The reality is that consumers are becoming more and more jaded by what seems to be traditional advertising. I’m referring to, banner ads and aggressive offer ads that are completely focused on getting you to make a transaction.
Millennials have grown up in an age where content marketing is the norm, and they expect content instead of advertising.
Facebook Workplace: Did you know that you can use Facebook for business?
I’m referring to what’s known as Facebook Workplace, the business only solution from Facebook that’s designed to help businesses increase communication and collaboration and make getting more work done easier and more efficient.
You’re obviously very familiar with the Facebook tool or a social media platform for personal use, given that it’s by far the largest social media platform on the planet and just about everybody has an account at this point.
Sean Ellis, a founder of the growth hacking community, and a legend in Silicon Valley has to say the following about getting more customers to buy from you, “Conversion rate equals desire minus resistance.”
Most of us are focused on increasing the desire for our products through effective sales and marketing. While of course, we should all be doing as many sales and marketing as we can afford to do and doing it as effectively as possible, it’s very important that we don’t overlook the role that resistance plays.