The Challenge of Marketing on Facebook | Travel Research Online

Image
Image

The Challenge of Marketing on Facebook

You probably know far less than 10% of your followers on Facebook are going to see any of your business page posts. The organic reach on Facebook continues to decline. The Facebook algorithms have become more restrictive, yet many business page owners are surprised by their low engagement rates. The surprise partly stems from their experience with their personal Facebook profile which always generates commentary and “Likes.” However, the algorithms controlling the visibility of personal posts are completely different from those controlling business pages.

Nothing about the decline of Facebook’s organic reach should really surprise us. Early adopters to Facebook had a free ride for a long time and now we have to pay to dance. Using Facebook as a marketing vehicle requires you to actually participate in the marketing effort. Merely having good content on your Facebook page is not enough because without boosting your posts nobody will see your great content.

As a marketer seeking client engagement, you have to ensure your viewers see your content and visibility typically requires a marketing investment. One of the best things about Facebook, however, is how cost-effective your marketing can be. An investment of $20 or less can yield tremendous results with the proper tactics.  Design strong posts with inspiring photography or video. Your posting strategy should be to drive leads to your site and to grow your base.

Regardless of your goals and tactics, however, consider allocating some portion of your marketing dollars to Facebook. Do so in small measured doses: $5 or $10 can go a long way if you choose your audience well. Wanting to engage your existing clients and drive them to your site? Then when you boost your posts, target “People Who Like Your Page”. Want a larger group of followers? Create an audience using Interests such as Conde Nast Traveler, Travel+Leisure, etc. Then, consider restricting your geography to your hometown or area unless you truly have a national market.

Study social media marketing. Don’t overlook Facebook’s own materials, which are excellent.

 

You may find the following to be of some assistance to you:

 

Share your thoughts on “The Challenge of Marketing on Facebook”

You must be a registered user and be logged in to post a comment.