I refuse to join in the outcry over the recent changes to Facebook Edgerank… an update that has reduced the reach (number of people who see your posts in their newsfeed) of your page posts down from about 16% to around 5%.
There’s a lot of people posting all over Facebook completely up in arms about this, but I couldn’t care less.
You see, Facebook Edgerank has zero impact on my ability to generate warm leads and sales from Facebook – yet Facebook continues to be the largest source of those warm leads and sales.
So how could that be?
I don’t focus my Facebook marketing efforts on my business page. My daily priority for Facebook is to add value to my ideal clients, and build quality relationships.
My Facebook page is merely an assistant to that process.
Let me explain; imagine you’re at an offline networking event…
- YOU ‘work the room’ talking to your fellow attendees
- YOU build quality relationships with the people you meet
- Over time, your new connections grow to know, like and trust YOU.
Now they’ve got that emotional connection with YOU, they’ll want to know more about your business and what you offer. At this point you’ll possibly hand them a brochure or business card, with a call to action directing them to your website.
When they arrive on your website, the call to action they see is to download your Lead Magnet… converting your new networking connection into a warm lead, and giving you the ability to keep in contact by email… nurturing the relationship until they are ready to buy.
But at the core of this is that they met YOU, and warmed to YOU – it began with a personal relationship with you.
A brochure that attends a networking event without you will not generate sales for you.
So, now we take this analogy back to Facebook…
Substitute the ‘offline networking event’ in the above scenario with 3-4 relevant, supportive Facebook groups that you interact in daily. YOU showing up and networking – meeting new prospects… making friends… personal relationships.
This isn’t you posting your offer in 75+ groups like I’m seeing some people do… urgh… that’s how to get banned from groups for good. It’s not about you promoting at all in fact… just show up as a friend – giving your fellow members what they asked or hoped for when they posted in the group.
Substitute ‘your brochure’ or ‘business card’ in the offline networking scenario above for your Facebook business page. Only when your online networking community have come to know and like you… when they’ve got a personal relationship with you – will they want to take notice of your Facebook page.
And when they are ready to take notice of your Facebook page, it’s easy for them to find it because you’ve connected it to the personal profile you are using to network in the Facebook groups.
When they visit your page, they’ll see your Lead Magnet being promoted, or they’ll go through to your website where they’ll see the call to action. And by now they will care enough to want to download your Lead Magnet.
You’ve converted a Facebook connection into a warm lead – so you can stay in touch, and nurture the relationship not only in the group still, but also by email – until they are ready to buy.
Any post on your Facebook page that shows up in their newsfeed now is a bonus reminder of you and your value – it’s not a necessity anymore.
Because you are still networking with them in the Facebook groups… you are emailing them every week applying the 75%/25% ratio – 75% of your emails are adding value, 25% are promotion.
Facebook Edgerank doesn’t matter anymore. When Facebook eventually reduce organic reach to 0%, it still won’t cause you any lost sleep – or income.
Social media hasn’t changed the old style way of attracting new business; it’s just made it easier to do so, and increased the number of “attendees” for you to meet.
The money is in the relationships you build. That’s why it’s called social networking.
Are you networking enough?