It wasn’t too long ago that Facebook made some serious changes to their newsfeed algorithm. This is news is a bit more on the stale side, but what’s still fresh is the question: what can my business do to stay ahead? Contrary to many fears Facebook’s algorithm changes do not mean the death of your ability to market; they do mean you’ll need to adapt though.
In short: everything.
Just kidding, but really quite a lot did. It used to be that newsfeeds would be cluttered with posts from brands and companies. Going on Facebook felt like one giant advertisement, namely sponsored by Tasty, CNN, and Buzzfeed. Much like the rest of our lives, it was an intrusive billboard. So in the name of the users and a good user-experience, Mark Zuckerberg took to the streets and ensured that your time on Facebook was better spent. How valiant of him.
This made Tyler the Facebook user excited. I was sick of company posts I didn’t care about! Then Tyler the startup founder scratched his head and thought ‘Gee, this isn’t good for Blog Trackr.’ Then ‘Wow, this isn’t good for our clients!’
And it’s not. We saw organic reach, engagement, and growth drop after the changes took effect. Where we would regularly get 20-50 impressions on a single post, we started seeing 10-20 become the norm. Yikes! Where all our posts were all but guaranteed to get into the newsfeeds of our followers, now only those that are engaged with have a chance at a wider reach.
The effects on B2B businesses
This primarily hurts B2B (business to business) organizations. Businesses of all kinds on Facebook will be impacted, but when you’re B2C (that is, business to customer) you’re already used to engaging with your customer base. Using us as an example, our customer isn’t Jane Doe or John Smith – our customer is the company they work for. Blog Trackr is about helping other businesses grow, and while we are passionate about the people who work for those businesses it’s not as clear-cut when it comes to reaching them.
If you’re B2B do not worry, we have a few tricks up our sleeves we feel will help. When life throws a wrench your way it’s a time to dodge it and adapt rather than be caught smacked in the face. When I woke up a month ago to see the change on my Facebook newsfeed I was a bit dumbstruck, but with some practice and measurable results, I’m glad to see we’re not down for the count. Neither should you be.
What we’re doing in response
Facebook favors posts with high engagement – that’s the fact that we can now accept and work with. If you’re a B2B business this means posting in a way that will attract the decision makers at the companies you are trying to reach.
For us this means marketing executives, founders, CEOs. This means people in their 30s-40s; people who run their companies, maybe even built them from the ground up. And so we try to post about the things they care about, as well as about our industry. Before anything else, Blog Trackr is a thought-leader in content marketing, as a result from positioning ourselves this way we’ve seen higher levels of engagement in recent weeks.
We post questions to engage our audience:
We want to know how our clients work, what they struggle with, and what makes them tick. Not only does this allow them to open up a bit, it gives us a chance to cater to the businesses we work with to ensure their experience is as optimal as possible. As well as fun images and insights into the lives of our own employees:
We do this to give our business a face and start a discussion. Marketing is a fast-paced and sometimes confusing field of work. We understand that more than anyone having been in the business of trying to keep up with the trends and changes. We see our Facebook page as a place of discussion and community. Ultimately, that’s what Facebook wants to force businesses and ads partners to do: play their part in a larger community.
At Blog Trackr we’re okay with that. In fact, we’re all in when it comes to doing our part.
What to do about Facebook’s algorithm changes
Facebook’s algorithm changes don’t have to mean the death of business as you know it. Rather they can mean the birth of a whole new strategy. As time goes on we’ll continue to adjust our own strategy and experiment further – all in the effort to grow our client base while practicing what we preach so as to set an example to follow.
Interested in following our journey? Click the button below to check us out on Facebook and see how we adapt to these changes. Be sure to follow our blog as well to stay on top of all the industry trends so you can leverage your content strategy to its fullest.