Start truly thinking pro-customer

[suchona.kani.z]

Let's start with the bad news: it will cost you money. The good news? Some competitors will give up and others will refuse to give Facebook the money.

1) Forget about organic content
Creating posts that have any decent organic reach has always been difficult. Now it will be practically impossible. Don't waste your time trying to create a viral post. Very few topics have viral potential.

Focus on posts that you can promote. Posts should be useful, relevant, or timely—solving a problem your fans are having, informing them about news, or otherwise helping them in their lives.

In practice, it pays to promote every post on Facebook. But show each one with paid advertising only to users who might actually be interested in it. Focus mainly on the quality and added value of the posts.

2) Get to know your audience better
If you haven't already, develop personas . I recommend the Value homeowner database Proposition Canvas method . This method will show you what problems users are actually solving . You can then offer them solutions on social media.

A third of our readers come to our blog regularly from paid advertising, most often we show them instructions and tips on how to deal with common marketing problems. Admit it, good advice is always useful. This applies not only to Facebook, but also to other networks. Test ads and do not overwhelm users with nonsense. You can target an article on how to set up an SSL certificate only to IT people, but you will of course target an article about Facebook differently.

3)
Advertising is slowly becoming a dirty word these days, and marketers are to blame for that. They are constantly focused on higher conversions, better CTR, and so on. They don't see customers as human beings. Despite the fact that service and user experience are what matter.

Think of marketing in the context of the overall service – yes, service, because service is also crucial for the products you sell. Invest in improving the online shopping experience (we would say in a professional way: take care of UX). The user will be served all the information they are looking for and as a result, your website conversion rate will improve. However, conversion rate is only a consequence, not the number 1 goal.

Don't overwhelm social media with your offer, but offer improvements to the experience or solutions.

4) Evaluate and optimize
Because you will have to pay more for your posts, you will also have to watch them more. Pay attention to performance so that you don't spend unnecessarily on the type of information that no one is interested in.