We’re all experiencing the effects of Facebook’s current News Feed algorithm, Edgerank. We’re concerned that the changes will reduce organic reach for brand pages to a small percentage of their fans. We’re also worried that we will soon be paying for Facebook capabilities that are now free.
Those fears about Facebook remind me of similar worries that marketers felt when Google launched Adwords way back in 2000. (That’s right, 2000. If you were around then, you remember those early ads that said, “Have a credit card and 5 minutes? Get your ad on Google today.”)
In the years that followed the Adwords launch, a number of experts fretted that Adwords would erode the power of Google as an organic, cost-free channel that brought traffic to their sites. But we found a way to make Adwords just another part of our marketing toolbox, right? I predict that we will all develop similar strategies regarding Facebook.
Our thoughts? It’s not enough for us to just become better marketers. It’s not enough for us to just create great content. We must focus on great content distribution. We must evolve as marketers and take responsibility of helping our retailers do the same. We must make our retailers better marketers.
Yes, your content is only being seen by a fraction of your fans. Guess what that means for your independent retail partners – the ones responsible for a lion’s share of sales? The ability for your Mom and Pop retailer to self-promote and easily connect with fans has changed severely.
Maybe you’re thinking that the problem feels too big, the consumer audience too small, and your independent retailer base too fractured. So, let’s break it down, because I know how you feel. It’s how I felt, but here are the solutions we’ve found:
There are still more tricks to be tested. Promoboxx has a few up its sleeve that are being piloted by brands like Reebok, Trek Bikes, Electrolux, Mohawk Flooring, and General Electric. But you’ll need to ping me separately to get the details on those. 🙂