I've just spent three days hearing about marketing on Facebook and elsewhere on the Internet at the Digital Marketing conference in Orlando, put on by Ezra Firestone. Even before I got to the meeting I knew that marketing on Facebook was changing fast. My own posts on my “fan” page for my business were not getting many views anymore if it was a post with a link (to anywhere). I could see Facebook “squeezing” us small business owners to start paying for promoted posts or set up a Facebook ad. I'd heard complaints about this from several of my clients. Sure enough, the Facebook worm has turned. Even Mari Smith wrote about this on her Facebook fan page recently, quoting an article from Ad Age which stated “Facebook urges marketers to buy ads.”
Lisa Suttora put it eloquently in a mastermind group we are both members of when she said the following:
“My fundamental issue with Facebook for business is that it's always been a big siphon of traffic from my blog (and everyone else's blogs). A few years ago, I was telling people, don't build your business and traffic and following on Facebook, it's their playground and they can change the rules anytime. And that's exactly what's happened. I know so many people (myself included) who have ramped up Facebook marketing in lieu of blogging. And now I am FB marketing to virtually no one. I cringe when I think of all the Facebook groups that used to reside in individual forums. All that content now lives on Facebook instead of on the content creator's/managers website. ”
She's right about marketing to no one – unless she wants to start making Facebook advertising a regular part of her budget. So here's some of what I heard at Erza's conference about Facebook advertising. If you're going to invest in Facebook ads you may as well get the most for your money, right?
- Use only 3 types of ads. Video, link to your landing page, or image.
- Keep your video to 45 seconds or less.
- Don't spend money getting page likes. Spend your money getting engagement with your content, as that is what leads to sales.
I learned a TON more advanced info about marketing on Facebook, some of which I've done myself and some not. I'll be talking about this in an audio I'll make available to my readers between now and Christmas. You can sign up to get the MP3 sent to you by leaving me your name and email below. In the meantime, though, it's time for a mindset change about Facebook. So it boils down to two questions:
- Is Facebook where your target market hangs the most? (Is it a valid marketing channel for you?)
- If so, are you ready to pony up in order to make it work for you? Because I'm telling you, the free days are over.
The Facebook worm has turned. If you would like to receive the MP3 audio that gives you more tips about marketing on Facebook along with my weekly marketing tips e-newsletter, leave your name and email below. You'll get the MP3 audio (it's free) in an e-mail to you between now and Christmas.