In the digital marketing world, everything is changing all the time. Technologies are always advancing, new channels are forming, and old ones are adapting. It is a world that looks very different month-to-month. One of the largest driving forces of change is when Google or Facebook makes a change to their internal algorithms.
These algorithms determine what search results come up when you do a search on Google and what content is displayed in your news feed on Facebook. From a marketing standpoint these algorithms are in control of who sees your messaging and how frequently. If you want your business to succeed you need a digital marketing strategy that is prepared for the next change and is looking forward and planning for tomorrow.
When Google makes a change to their algorithm will your roofing company still get found on Google’s search engine results page? Is your roofing companies social media strategy still going to be effective when Facebook starts limiting content from publishers?
At Roofing Contractor Marketing our team is always preparing for the next algorithm change and adapting your digital marketing strategy to fit it. Here are a few of the ways we are keeping roofing companies relevant in social media.
What is the latest Facebook algorithm update?
This latest algorithm update reduces the number of posts from business pages, publishers and news sites in a user’s newsfeed. Instead, content that is sparking engagement and conversation from people’s Facebook connections will be prioritized.
Think strategically to expand your reach
Know your audience
I teach marketing to small business owners on my Facebook page, and I run a group for those who want to learn how to market their business because they can’t afford to hire a professional marketer yet.
Understand their needs
In that group, I ran a poll to see what their biggest questions about marketing were. I asked them about their businesses because I want to get to know them and be able to help them.
Use that information to shape your strategy
- I’ve used the data from my polls and comments in the group to generate content ideas for both the business Facebook page and group. By doing this, I know I’m giving my audience exactly what they need from me, and in return, they engage.
- New people have liked the page because they saw a friend’s comment on my live video show up in their News Feed. People have tagged friends in the comments because they thought what I was teaching would be helpful.
- When I’m sharing examples in my training, I try to tailor them to some of my group members. If I know there’s an example that would work exceptionally well for someone, I’ll share it with the audience.
Take organic performance up a notch
When I have an organic post that is getting significant engagement, I spend a little money on ads to expand my reach. It’s worth it to me because I know it’s something my audience is interested in and it’s being seen because they’re engaging. I’ll create an ad from the Facebook Live video and spend $5 to $10 a day on ads to share it with a targeted audience. Using this strategy has resulted in up to a 5,000 percent reach on some of my training videos.
Since the reach of blog posts is lower, I’m starting to use some ads to support those as well, so they continue to get read by my audience.
What should your Facebook strategy look like for content?
If you haven’t incorporated video yet, it’s past time. Video is the format that converts the most on social media channels right now. Facebook, in particular, is favoring live video in its algorithm. In my testing, I’ve seen a 30 percent to 50 percent increase in reach for live video vs. prerecorded and edited video.
If I were trying to figure out what to do with my business page in the wake of this update, here’s what I’d do (It’s pretty much what I’m already doing).
- Poll the audience to find out what they’re interested in, have questions about or want to know.
- Create content that addresses their issues.
- Test which format of content works the best for your audience. Try updates, prerecorded video, live video, GIFs and whatever other types of content you have in your mix. Test and measure the effectiveness of everything you do.
- Create ads out of the best-performing posts or videos.
- Support your blog posts and content with Facebook Ads for expanded reach.
Stay strategic and focus on your audience, and your business page will survive this algorithm update.
Read the entire article at marketingland.com…
Are you unsure if your roofing company is prepared for the algorithm updates? Get a free, no-obligation analysis of your digital marketing.