For years we have been counseling our JanSan clients to implement a solid, integrated marketing program that involves many different tactics to reach customers, attract prospects, nurture relationships, and grow their business.
Naturally, participation in Facebook has become a small piece of this program, but we have always felt strongly that most marketing efforts should be put into other marketing activities.
Why? Because we don’t see the return on the investment in the JanSan industry from Facebook efforts. We see Facebook participation as “image” for the business, but certainly not worth significant time, energy or resources.
Not too long ago, a study was released that revealed between 3 and 7.5% of Facebook page “likes” will actually see a post. So, let’s say you have 125 “likes” on your Facebook business page ... you’d be lucky at the high end if about 9 people actually saw your post. And chances are, one of those nine people are you!
We’ve always asked “how many of your ‘likes’ are really solid customers or prospects?” In most cases the response we get is a confession that only a small number are true customers or prospects. As we all know, most people are inclined to like your page if you offer something for free or if they are personally connected with you in some way.
Translation: Where should you put your marketing dollars? You can direct your resources either into social media (including Facebook) to reach friends, relatives and a few prospects, or concentrate your efforts into proven business building activities that grow your customer base and increase existing sales.
Facebook Reach is Now Below 3%
This month, Facebook delivered a huge blow to small business. It made changes to its news feed algorithm, resulting in an astonishing decline in organic reach for business pages. Some business pages experienced an 88% drop in organic reach, with an average drop of 44%.
According to an analysis conducted by Ignite Social Media, brand page reach on Facebook is now often under 3%.
This is not the first time we’ve seen how a changing algorithm can wreak havoc on a marketing program. We’ve successfully sheltered our clients from the changing winds of algorithm adjustments … such as the changes of Google’s ranking algorithm from Panda to Penquin to the current Hummingbird.
We suggest for the JanSan industry … it’s not always a good idea to chase the shiny new toy and ignore the “tried and true.” That said, Facebook should be a part of your marketing efforts, but not a major effort.