Measure Marketing Results
Measuring Marketing Results is the difference between a well planned out, successful marketing campaign and throwing money away. With the recent decline in the effectiveness of Facebook pages, measuring it’s reach is at an all time importance. I have a current client that I just pointed this out to and his business posts are now reaching about 14 people per day. 14!
The person that posts to Facebook for him is receiving $1500 per month for this service. This practice is a blaring waste of money and doing the simple math we can conclude that about $1499 of this is being thrown away.
Some failing marketing plans aren’t quite this obvious but need to be measured none the less. I mentioned the decline in Facebook’s effectiveness in few months back in my blog post here about The Death of Facebook Marketing and since December of 2017, this has become a reality. Others also predicted this as well including this article that came out in November of 2017 on Facebook changing it’s newsfeed. This is a Facebook Insights reach graph I just pulled from one of my client’s accounts.
Do The Math
You can clearly see the decline in organic traffic starting around December until well into February. This trend will continue until this reach is cut off 100% by Facebook. Your only option will be paid post reach, which isn’t necessarily a bad ting.
Furthermore what all of this will mean is all of the hacks who hire some $10/hr. guy to “post on Facebook” for the business will go away. They can’t justify their jobs anymore because the exposure just isn’t there. No longer will there be a sea of spam to wade through. Y our well thought out marketing message will now stand out without being surrounded with other crap.
Yes you have to pay for it but (almost) all successful marketing campaigns come with a price. So develop a cost of customer acquisition you are comfortable paying and do the math. I suggest hiring someone who does Facebook paid marketing well. It isn’t as easy as it may seem and there is a ton of science behind campaigns that work and the people who say “I tried that and paid Facebook posts don’t work”. They don’t IF they aren’t done correctly. It’s not the platform that fails, it’s the author.