Over 1 billion users are constantly engaging on Facebook and the numbers are just growing by the way.
You probably heard that Facebook is the must-go or must-use social media platform for both business and leisure. At the same time, you may hear that it is not that effective as what it is supposed to be.
Well, you may be confused right now — I get it. So, let’s dive into today’s topic.
As for the record, Facebook is good but the current evolution it is facing is making it tougher for publisher to leverage the real power of Facebook.
3 Reasons Businesses Should Not To Focus Entirely On Facebook
Reason #1: Facebook organic reach is literally … non existance
It’s real and it’s happening. If you are fan of podcast, listen to Joe and Robert in PNR episode 76 where they discuss on the dipping of Facebook organic reach.
If you are managing a page, you will tend to realize that not every post of yours will be visible on your readers timeline. And in most cases, only a small number between 1 – 5% who will actually sees it.
Tell me if I’m wrong but I believe this contradicts with the point of using Facebook pages.
Need more examples? Take a look at Darren Rowse, Chris Brogan and Mark Schaefer. They are sharing more on their Facebook profile instead of Facebook pages.
Reason #2: Advertising on Facebook is
So, you think Facebook advertising is all about spending $10 to $20 a day and you’re all set for success? Not really.
If you want to invest time and effort into Facebook advertising, you need to understand how it works. Of course, there are great resources such as Amy Porterfield and Jon Loomer that will keep you out of trouble.
But trust me, it is no easy work and definitely not a walk in the park.
It is easy to fork out your credit card and add some funds into your Facebook advertising strategy but in order to make it work for you, a lot of time is needed to make ‘that’ happen.
For starters here are some serious Facebook features you need to master:
- Pixels (creating and placing)
- Creating lookalike audience
- Deep analytics with Facebook insights
Here’s the thing. You don’t have to master all the above, but master them would give you a better opportunity to reach more audience and audience that matters most to you.
Reason #3: Facebook advertising won’t work if you have low budget
Advertising on Facebook isn’t an one off thing. Here’s the concept most people have when it comes to Facebook:
- Promote a post
- Promote a product
- Get more likes
And if you score either one of the above, you’ll get sales and get more money. Not really.
What people doesn’t see is that they aren’t doing it correctly. Facebook is a semi-paid media platform and you need to ensure that you are getting the BEST out of it.
How much is a click for you? Maybe a few dollars or a few cents? Instead of leading these potential buyers straight to your product page, convinced them to sign up for your mailing list.
Why? So you can use them in the future, for Christ’s sake!
The whole point of this is simple. Facebook advertising isn’t just strategy to improve sales. Use it only when you have your sales funnels ready; email list, buyer’s persona, buyer’s journey etcetera.
Reginald, why are you giving me all these rants? Bad day, maybe?
Okay, I admit it. It took me over 60 minutes just to write one paragraph because of crappy Internet service I experienced the past few days. But no, that’s not the reason.
I seen too many businesses assuming that Facebook advertising is the only way for social marketing. The worst part? They go in with very limited knowledge and without preparation. In return, thousands of dollars spend for just a minimal ROI.
Again, let me stress on this. Facebook isn’t bad and it is really powerful especially for paid media. But don’t ever consider Facebook as your only option for marketing a business.
So what do you think? Tell me, share your rant etc in the comments below.
See also: 4 Tips on Using Facebook Ads for Your Business