The social media free lunch is changing. The reach of your posts and promotions are shrinking. In October of 2013, 16% of free Facebook posts reached their followers. Now, only 6% of Facebook posts are reaching followers. In order to play, you’ll have to pay. The word Cash and Competitive both start with a “C.”
As the amount of digital content grows, the choices your fans and customers face also grows. Your customer is selective. Time does not allow for leisure reading. Reaching target markets is tougher and your customer’s attention span is shrinking.
The basis of good advertising includes the concept called reach. One of the leading university textbooks on advertising defines reach as “the number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time.”
Less reach equals less eyes. Less eyes means less customers. A 6% reach equals 60 reads per 1000 Facebook fans. Of those 60, a smaller number will act. Of those that act, a smaller number will buy. Less reach equals less buys. More reach equals more buys.
Recommendations to adapt:
- Pay for targeted PPC search ads (Bing, Google, or Yahoo).
- Pay for ads & boosted posts on Facebook, and Twitter.
- Focus on your Website. Generate new and relevant website content–at least two to four times per month. If your website does not have a blog, add one. Your website, not social media, is the foundation of your long-term reach and digital success.
- Write clear, concise, call-to-action landing pages so your visitors understand the value your products offer. Benefits, not features, creates buys. “Sell a good nights sleep, not the mattress,” as Konrad Sanders says.
- Use email marketing. Few tools help you stay in touch with customers and their friends, family members, and work colleagues like email marketing. It starts at $15 per month. That’s the cost of one lunch, yet creates sales-creating returns.
Can you settle for only 6% reach? The battle for attention is raging and the free lunch is off the menu. The choice is between buying and making lunch or going hungry.
Remember: if you don’t start paying for lunch your competition may eat you for lunch.
By Stuart Atkins
Leave a Reply