What does social media 2018 online look like? More fun stuff between friends and less advertising it seems – great!
However, how does that affect marketing for small, local businesses?
Long gone now are the days of being able to completely run a business on Facebook via a Page, (not something I’ve ever advocated) but recently the changes are more and more challenging to those reliant or thinking they can easily use social media for their small business.
The Facebook changes will reduce your posts being seen by even your most loyal fans on Facebook, returning Facebook more to the peer to peer friendship site it started out as, with more suitable and relevant advertising slipping into the mix much more occasionally.
Read from the horses mouth on Facebook for Business about it here from Adam Mosseri, Head of Facebook Newsfeed.
“…we’ll show less public content, including videos and other posts from publishers or businesses….As we make these updates, Pages may see their reach, video watch time and referral traffic decrease.”
YouTube also announced massive changes, affecting tonnes of small business owners. Again, if you want to know about the correct changes to the advertising rules on YouTube, please read the rules from Google (YouTube) themselves here.
“new channels will need to have 1,000 subscribers and 4,000 hours of watch time within the past 12 months to be eligible for ads. We will begin enforcing these new requirements for existing channels in YPP beginning February 20th, 2018.”
So what is going on? Well, as we know, everyone is getting online and the more and more crowded it is the more it seems, it’s only the place to play now if you are BIG with a huge advertising budge. However, there is still a place for the small business owner.
Keeping a mix of marketing and changing as you grow and keeping up with changes online will help you survive. Joining in local Facebook groups, setting up your own and nurturing your fans or customers is a good option. If you have something people want or need, keep your business focus on providing your customer more places to view, see and share with you and others what they want and need. Next focus on your staff (if you have them, or you if not!) developing and getting better at customer’s wants and needs, getting feedback etc and making money/shareholders last. I truly believe this is the way to go. If you get the first two right, the money should naturally follow.
A few years back I went to an Entrepreneurs Academy meeting where they talked about having several ‘pillars of marketing’ to hold up your business. Never before has this been in my mind as so critical – think if your whole business revolved around YouTube and you have no back-up, or your main sales come from your Facebook page?!
Don’t rely on one customer, one channel, one thing – ever!