Facebook has been a ripper of a way for Australian businesses to connect with customers. However, over the years, changes have made it much harder for people to get the same value out of their Facebook pages without paying. Years ago, any business could just post away and reach almost all their fans for free. Today, it is different.
Firstly, you still need a Facebook page.
I recommend every business makes a Facebook page - it costs you nothing and gives you a web presence that is vital for organisations today. If you don't have one, I suggest making one now! An active Facebook page remains useful for branding and customer engagement, but it should not be relied on alone to reach people. Today, it is just one of many mediums.
Organic reach
Organic reach refers to how many people see your post without advertising.
Organic reach is declining.
A study found that organic reach has declined to 6% without paid advertising. So, if you have 1000 people following your Facebook page, only about 60 people see your content. It's better than nothing, but what is the same any more?
Some reasons would be:
- Facebook is trying to make more money: Facebook is like any business trying to make more money, and as its product becomes more important, it can charge more.
- Increased competition: As more people like Pages, there are more Pages, so the competition for visibility on Facebook is more challenging.
- Quality matters: Better quality content is available, which is what Facebook wants; you need to do a better job to get noticed.
Bottom line: Unless you pay, only a very small percentage of your fan base will see your content. This makes achieving marketing goals very difficult without paying. As organic reach declines, businesses rely more on Facebook's paid options.
Owning your audience
One alternative is to focus more on building owned channels like an email marketing list. Email allows you to communicate directly with your customers. You control it yourself rather than relying on Facebook's platform.
Email marketing remains a very cost-effective way for local retailers to stay in touch with customers.
Conclusion
It is more challenging for small businesses on Facebook to compete with larger companies that can afford big advertising budgets. Facebook would argue, correctly, I think, that its tools still help small retailers find customers cost-effectively. For no cost, you can get free advertising; what is wrong with that?
While Facebook offers exposure, retailers must adapt to limited organic reach.
