A friend owns a martial art studio.
I asked about his website. "Oh. We just use Facebook," he replied.
Most small businesses and entrepreneurs do. But here's the deal: Relying exclusively on Facebook guarantees you will fail.
Because you don't own the platform. Any change they make affects how you interact with customers.
There are 5 reasons Facebook can't be the only tool in your bag.
1) FACEBOOK UPDATES BURY YOUR PAGE
Facebook calculates which content to promote. This calculation can change any time.
Publishers lost as much as 48.2% traffic when Facebook changed its algorithm in March 2018.
Facebook prioritizes family and friends over business. That makes sense yet is an obstacle between you and clientele.
Do you enjoy clientele visiting competitors? No one does.
Facebook wants to keep users on its platform. Posts with these 3 elements are rewarded:
Which you obviously want your posts to have. But know that actions tempting users off Facebook are not rewarded.
And there are changes yet to come!
The number of eyes balls you get in front of could drop off instantly! But I'll show you how I work around it.
2) YOUR POSTS ARE QUICKLY FORGOTTEN
Any post you write on Facebook vanishes like snow in the desert.
It takes just 2 hours and 30 minutes for posts to receive 75% of all impressions they'll ever get.
(Posts don't get seen after 2 hours and 30 minutes to put it another way.)
That's a problem if your business is running a promotion. Or if you have critical info for clientele.
Here's what I do instead.
I rarely write content on Facebook directly.
Blog posts are first published on my platform and then shared to Facebook.
You've probably seen an article headline on Google several times. But you'll never see the same Facebook post weeks apart.
This is because good content builds credibility over time. Google promotes authoritative blog posts indefinitely.
That's more profitable for your reputation in the long run.
3) YOUR PRODUCT MAY BE BANNED
Not all products and services can be advertised on Facebook. Some are obvious like smoking and pornography.
But I was surprised to learn Facebook's policy does not permit the sale of weapons or weapon accessories. Even if the sale is legal.
Ads can't reference weapons at all!
You're not obligated to use Facebook Ads but it's an insightful tool.
And I fear the ban list will increase as society becomes more politically correct.
Be prudent and diversify your marketing.
4) YOUR OPINIONS CAN GET YOU BANNED
Ryan Stewman was a top Facebook marketer until they put him in jail.
"I don’t promote any candidates and I don’t spew any hate speech. I’m mostly just posting jokes on the site. But I was getting worried because they had kicked me off twice and I didn’t even know why."
He soon had a reason.
His 60,000 member marketing group spoke with candor. 5 users had their jokes reported to politically correct employers and lost their jobs.
This infuriated Stewman.
"If you’re a grown man who calls someone’s boss and hurts their family because of shit posted on Facebook, kill yourself."
Facebook suspended him for 30 days.
You may agree or disagree with his behavior but the lesson is that you can never misspeak on Facebook. And even if your speech is innocuous, who knows?
5) YOUR AUDIENCE IS IN THEIR HANDS
Noah Kagan was Facebook's largest app developer.
Then they pulled his service.
Does this story sound familiar? His $150,00 daily revenue dropped to $15,000 within 24 hours.
But what could he do? His product was directly tied to Facebook and they snubbed him.
Kagan couldn't tell clientele what had happened. He realized that...
"The best way to control your own destiny is to have direct communication with your customers and not depend on other platforms for your success."
And I'll show you how Kagan did take control of his destiny.
WIN ONLINE WITHOUT FACEBOOK
Today Noah Kagan contacts fans directly. Fans opt into an e-mail list rather than trust Facebook.
His own online platform made it possible.
And that's why I advocate small businesses own their platform. You must go beyond Facebook pages.
Does it have a place? Sure.
But nowhere else can you be 100% authentic while communicating with your best clients.
If you have a sordid story about Facebook affecting your business, please let me know in the comments below.
SPEAK FREELY WITHOUT LOSING YOUR INCOME.