Blog No. 3 – When the algorithm sucks ass – Or does it?

There were a few changes to the good old Facebook algorithm in January this year that had, and has continued to have, some fellow business owners with Facebook business pages in a bit of a tizzy.  Facebook decided to prioritise more content from family and friends than from business profiles, also in those updates were prioritised content from Facebook groups.   
Instagram also made changes this year away from a chronological feed towards a more relationship and interest based feed.  Meaning that the platform would prioritise content that you are likely to want to see based on previous behaviour and also accounts you have interacted frequently with over recency on the feed.
Before we go any further let’s get one thing straight.  Social media is a platform to connect with people, it is not the only way you connect with people.  I truly believe the social media for business movement has moved us away from connecting with people as people and investing all our energies on getting our Instagram profile to have tens of thousands of followers.  We also do not own these social media platforms, at any time the algorithm can change, policy can change and your current strategy that has worked for x amount of years can be obsolete overnight.  This makes it more important to ensure we have other forms of contact points with our followers, such as a website, blog, email list, face to face networking or your online store if you have one.  
The fact remains that Facebook and Instagram will both prioritise content from pages/people you interact with and interact with you, meaning that for all of us with business profiles (and I am one of these people too!) if you have content that people engage with (and we are talking comments, shares and tags rather than a like) then your content is more likely to be seen by those people. It is also then booted up the algorithm ladder as your content is seen as more valuable so should be shown to more people.
So basically Facebook business pages are NOT dead, far from it!  It just means that we are now given the opportunity to rise to the task of being people that add value rather than people that just ‘sell’ their offering.  Which is a great place to come from, you will hear me say over and over again, people buy people.  People buy you!  I would choose to go to the bottle shop where the friendly lady knows my name, my kids names and when my fave bottle of bubbly is on special than the one that might be a bit cheaper but the workers all look like their soul has been left hanging on a hook outside.  I mean people I am coming to buy sanity juice be happy for me!  
Why?  Because this adds value to my day.  
When you can inspire, educate, entertain, engage and add value then your followers will be eating out of your hand.  So then when what you offer meets a current or future need they will be ready to sign on the bottom line.  Even better if you can inspire people to believe you have solved a need they didn’t even know they yet had you will be killing it.  (Hint: These are called expressed and unexpressed needs if you are ever reading anything on the sales process and sales conversation) 

Most entrepreneurs or self made business people don’t get into business to be a gun sales person, we save that stereotype for someone with a hat, suit and a cigar selling dodgy used cars. (For all the Roald Dahl fans remember Harry Wormwold from the book Matilda? That is who I always think of when I say this).  But we are all in fact sales people whether we like it or not, we sell a product or a service, it’s whether we do this in a non salesy way that sets us apart from good old Harry and his used cars.
Social media gives us the platform to be able to help our tribe see how what we do can help them with needs they know they have AND needs they don’t. By having a strategic content plan we can ensure we are always showing them we know what their needs are.  So what are some simple things you can do to ensure that you are doing this?

5 actions you can take to add value and beat the algorithm

1. Have a content plan – Preferably written down so you can visually see it or use an app that allows you to do this.  I love Planoly for Instagram this helps me map out my images, posts and content and I transfer what is appropriate to Facebook.  This will help you also make sure that you have a blend of engaging content and your sales pitch.  I work on an 80/20 split and teach this to my clients.  
2. Consider starting a blog.  You don’t need to be the ultimate wordsmith some easy things to start with is writing about how what you offer can help people.  Eg. You sell an organic skin care range.  Write a blog about one of the ingredients and how it is great for anti ageing.  Blogging makes you an authority which will set you apart from those that don’t.  
3. Put you in the feed.  I say this alot!  People want to know who they are potentially doing business with and why you are the expert they need.  Tell them!  Remember your followers don’t know you except for some images and words on social media platform so it’s up to you to show them.  Some may resonate with the fact you used to work in the travel industry and you are saving all your money so you can take your kids on yearly trips to impoverished nations and work with less privileged kids.  This might be what makes them choose you over the next Instagram account with a similar service. 
4. Entertain people!  Most people pick up their phones to escape a bit of reality.  So give them that!  Give them something that is entertaining, let them laugh, show them something that is real.  A mum trying to escape her screaming kids loves nothing more than to know that someone else feels the same way.  Then next time that mum is looking for a great gift for her friend who is having a baby she will come to your online store and purchase one of your unique baby blankets.  
5. Invest in a paid ad budget.  Facebook is still a cheap platform as far as advertising goes, but we don’t know how much longer that will last for.  See we were never promised free advertising forever, but digital and social media ads allow us to get in front of so many people that other mediums do not.  And if Facebook Ads give you a facial tick and you don’t know where to start then hold tight because we have a Facebook Ads bootcamp launching in August!  Woohoo.  

So does the algorithm REALLY suck ass?  Or are we just using it as an excuse to be a Debbie Downer?  (We all love Debbie but she is not always a resourceful personality to have)  Instead use this to have a system to create real meaningful relationships with your current and potential clients so they will be raving fans that can connect with you on multiple platforms.  
Until next time social people!
Stace x