At the time of writing, my Facebook business page has a very unimpressive 167 likes.
I’m not going to get the ‘influencer of the year’ award for that (if such a thing even exists).
Yet despite this, business is booming. My coaching practice is going really well and my free 5 day Facebook copywriting challenge is getting more popular each time I run it.
Sidenote: I run my free ‘Facebook Copywriter’ challenge every 5-6 weeks or so in a private Facebook group. If you want to join in, you can see when the next one is here.
So what am I doing different to everyone else?
Well, I’ve accepted the painful truth that’s been coming for at least 5 years. And that truth is…
Facebook business pages are pretty much a waste of time these days. Unless…
- You’re using them for ads (which I do)
- You’ve got at least a million followers (which I don’t)
You see, it’s all down to reach – reach being defined as ‘when you make a post, what % of your followers does Facebook actually show your post to?’
10 years ago, if you had 1000 followers on your business page and you made a post, Facebook might show it to 900 of them – 90% reach.
5 years ago that number had dropped – maybe to 200. 20% reach.
Today, reach is somewhere around the 1% mark. Meaning…
…you can graft and toil for months to build your business page up to 1,000 likes. Then when you post, Facebook will ‘reward’ you by showing that post to a whole 10 people.
If you’re getting little to no engagement on your posts, there’s a very good chance this is the reason why.
So instead, for the last 2 years I’ve posted almost daily on my Facebook personal feed. In that time I’ve gone from zero presence, to having a healthy brand where customers come to me (rather than me spamming their inboxes).
“Richard, you total moron! It’s against the Facebook Terms of Service to post about your business on your personal profile! What kind of ‘marketing expert’ doesn’t know that?”Generic Angry Commenter on my Facebook Ads
This is true. That’s why I’m careful to post in a very specific way. I don’t try to ‘sell’ on my personal feed. Instead it’s about branding.
I create engaging posts that generate interesting discussion (Facebook loves that). I prove my credibility, but not in a braggy way. I give out genuine value that you don’t get from everyone else.
Over time, my target market see my posts and – despite being sceptical at first – start to think ‘you know what – maybe this guy can help me.’
That’s when they end up in my Messenger inbox and we have a 1-1 chat.
Let’s say you have a high ticket program which you sell for $5k. If you can generate only a few of these 1-1 chats each week and you convert one of those chats into a customer…
…suddenly you’re making $20k/month without really breaking sweat.
That’s exactly what I do.
If you want to see in detail exactly how I do this, feel free to check out my 5 day challenge right here.