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Facebook and pay to play

Discussion in 'Digital Marketing' started by PaperCutter, Dec 10, 2013.

  1. PaperCutter

    PaperCutter LawnSite Bronze Member
    Messages: 1,996

    Chris Heiler (landscape industry consultant) linked to this on FB: https://www.facebook.com/business/news/What-Increased-Content-Sharing-Means-for-Businesses

    Sounds like a given that they're going to be pushing businesses more and more to a pay to play model, especially given this statement from the article: "Because the content in News Feed is always changing, and we’re seeing more people sharing more content, Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. "

    Anyone else seeing this already? Used to be I'd reach about 25-30% of fans with my posts, now that magic 16% is actually a pretty decent day. I think it's going to make a lot of SMBs rethink their Facebook strategies.
  2. Ben Bowen

    Ben Bowen LawnSite Bronze Member
    from PNW
    Messages: 1,178

    Yeah, I just don't see FB as a good strategy for small businesses- especially local ones. If I already had a following I would keep cultivating it. But how much time is it worth developing a following that you can barely target?
  3. PaperCutter

    PaperCutter LawnSite Bronze Member
    Messages: 1,996

    That's what I'm struggling with. I have 427 followers, and I would love to blow that # way up, but I recognize that that's more because I'm a "let's whip 'em out and compare" kind of person than expecting to get a real return. The last time I paid to boost a post I was really disappointed with the result, too. It was "seen" by a few thousand people, but in the past when I've had a post organically get that many views I've added 10+ followers. On the boosted ones, I added no one. Seems pointless to me.
  4. Ben Bowen

    Ben Bowen LawnSite Bronze Member
    from PNW
    Messages: 1,178

  5. tonygreek

    tonygreek LawnSite Gold Member
    Messages: 3,867

    Completely agree. I already don't think FB is a great, or even mediocre, avenue for local service business. With this evolution, it's even less so.

    If you look at what your FB marketing has accomplished for you so far, is that something you would now pay for? If you go back and assign value or ROI to what you have gained from your FB Page, where does that line up with what it would have cost you under whatever pricing they come up with?
  6. PaperCutter

    PaperCutter LawnSite Bronze Member
    Messages: 1,996

    Nope. Let's say I set $30 as my threshold for a boosted post. There's still time that goes into it, because obviously I'm not boosting any random post, I'm boosting something I think will convert. So, thirty bucks and a small block of time, and so far nothing's come even close to converting. Or I can spend that thirty bucks and go to a networking event at the Tower Club and meet one or two people who may end up great referral partners.

    I will most likely continue using FB for two reasons. It will encourage me to dig for content, which will lead to more and better content for my blog; and it has served as a way of helping me find my brand's voice, so I think that's important (I'm currently rebranding and even my wife said "tell her to look at your FB page to see what you're about more than your website").

    But I can't see paying at this point. The numbers aren't there for me.
  7. Xener

    Xener LawnSite Member
    Messages: 29

    From what we've seen, FB posting reach has diminished already over the last several months and paid promotion of the postings has a return rate almost as low Google Adwords. I don't think that there is anything wrong with having a Facebook account that can be kept up-to-date with the work that you do. It is still a good way to let people see that you're active and see the quality of your work via photos. Also, some people actually search for service providers on Facebook, as opposed to Google or a directory service like Angie's List, Kudzu, etc.

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