Organic Facebook Marketing
TDMM Academy Video Series | Video #2
By Rob Ewing, Director of Marketing Fitness
Three common statements I always hear about Facebook is, “I tried it… didn’t work… isn’t worth my time.” or even worse “Organic Marketing is Dead”
First off, all of those are wrong. Facebook marketing works, it IS worth your time and Organic Marketing is NOT dead.
Facebook is the most powerful FREE marketing tool that every business has access to and almost none of them understand how to maximize its potential. In Facebook, you are given tools to analyze markets, your business, the people who like your business, similar businesses, send ads directly to the customers you want and also advertise for free.
Organic Marketing is the concept of creating posts and content on Facebook that are free and having them distributed organically, or among your fans for free (and their friends) and then having a return from your effort. (Because organic marketing takes time, I would still not consider it to be Free, but it is free as free can be.)
Facebook was heavily criticized because it throttled organic distribution down to around 3% of your total page for each post, but it was for a good reason. Facebook has 1.7 billion people at the time of this post, and the news feeds of those people are a highly sought after commodity. Your posts will still show up to the people who are interested and will generate traffic if your content is good. This prevents a newsfeed from being a rapid scroll of garbage. If you content is worth looking at, or is getting good engagement, you will see that rate go up to say 6-10%. (At that point, you will know you have a good post and should consider spending money to send it to more people.)
The one thing that you do have at your disposal is a free Call to Action that is available following videos and on other types of posts on your page. It follows your content and is a free redirect to a landing page or website. If your organic content is good, you may generate clicks that would be similar to an ad that you spend $100 on in Ads Manager.
For example: We produced a 1 minute video that we hosted natively on Facebook. We didn’t spend any money on the video, just following the guidelines of writing good copy, linking it to the appropriate groups, tagging it correctly and then putting a call to action of our website following the video. This video was of one of our Pro Day Athletes training and it generated 70,000 reach (our page reach is 30,000) and had 730 clicks to our website. Hypothetically, let’s say that of those 730, we had 2 leads converted into full time members at our gym. (Less that 1% conversion.) Those members would then generate approximately $4.5k in revenue from 1 free post if they were to stay the whole year. That is a HUGE return on no investment.
Additionally, Facebook has the great option of Boosting posts and paying for existing posts to become ads. This means you should focus on creating good normal content because it can become your ad content when successful.
Facebook marketing isn’t the end all to your marketing strategy, but it should be an important tool in your arsenal. Schedule out and post relevant content and you will have much more success with less time invested.