I was at a web marketing talk last week and as seems to be common practice there is always an emphasis on social. This isn’t necessarily a bad thing as I think a good social strategy is important for most businesses, but I always cringe when I hear so called social media experts encourage people to grow their social media followers.
The problem is if you grow your Facebook page likes or Twitter followers then you do so more for Facebook and Twitter than you do for your business. At the end of the day it is Facebook and Twitter that own that data, not you.
If Facebook decides to make a change to their algorithms and only show your status updates to 15% of your fans then they can and you will be powerless. This has already happened. Facebook have been limiting page reach for a few years now and small and medium size pages are now only seeing a 15% – 20% reach on updates. For large pages this figure is closer to 2%.
Why would they do this?
To encourage you to advertise with them. You may have noticed the Boost button below your page updates. Facebook make it vary easy for you to promote your posts and get more people to see it for little money.
This is great, but only if you first except that all that time and money you spend promoting your Facebook page to get more likes, has led to very in terms of organic reach.
All things considered though, having a Facebook page may still be a great way for you to promote your business. You just need to make some changes and put an emphasis on how you promote it and what you promote with it.
I have argued for a long time that you need to use your website as the central element to all your digital marketing. Directing traffic from other social media sites to your website, with the goal of building your mailing list. This will put you in total control of your fans and not leave you at the mercy of large corporations whose goals are to sell more advertising.
To help get you started you should take a look at this infograph on how to get your first 1,000 subscribers. If you want some tips on planning the perfect business website then download my guide to an effective website