You probably know that fewer than 10% of your followers on Facebook are going to see any of your business page posts. The organic reach on Facebook continues to decline. The Facebook algorithms are getting more restrictive yet many business page owners are surprised by their low engagement rates. The surprise partly stems from their experience with their personal Facebook profile which always generates commentary and "Likes". However, the algorithms controlling the visibility of personal posts are completely different from those controlling business pages.
Nothing about the decline of Facebook’s organic reach should really surprise us. Early adopters to Facebook had a free ride for a long time and now we have to pay to dance. Using Facebook as a marketing vehicle requires you to actually participate in the marketing effort. Merely having good content on your Facebook page is not enough because without boosting your posts nobody will see your great content.
As a marketer seeking client engagement, you have to ensure your viewers see your content and visibility typically requires a marketing investment.One of the best things about Facebook, however, is how cost effective your marketing can be. An investment of $20 or less can yield tremendous results with the proper tactics.
Here is an article I recently wrote on the topic: Give Your Facebook Marketing a Boost.
With regard to your travel practice, here are a few more tips to getting the exposure you need as cost efficiently as possible:
Having built large audiences on three separate Facebook business pages, I am convinced the investment will pay off for travel consultants who study the options and choose wisely.
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