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Coming Facebook Changes Mean the Time to Rethink Your Content Strategy is Now

Coming Facebook Changes Mean the Time to Rethink Your Content Strategy is Now

In January, there will be massive changes in the way Facebook displays business page posts in users’ News Feeds. Content that is considered promotional – such as posts that display merchandise, talk about sales events, or encourage a purchase – will be squelched. Facebook has said that pages that post promotional content can expect to have their organic reach diminish significantly over time.

Is this the end of Facebook as a viable marketing vehicle for the small business owner?

Not necessarily – but if you’re going to thrive in this new, overtly-promotional-content-free Facebook environment, there’s some serious work ahead of you.

Consider your current content mix on Facebook. As a percentage, what amount of your messaging can be defined as promotional? This is the amount of content you’re going to have to replace with something else. Think through what kind of posts you can create that will be of interest to your audience, capturing their attention without doing any selling. Facebook has shared their thoughts on how things should work in this post. You’ll note that they’ve emphasized that promotional content needs to appear via advertisements, so now is the time to consider a larger Facebook ad budget.

It’s important to start thinking through what your Facebook content mix is now, because once that January deadline hits, Facebook’s punitive actions toward pages that post promotional content begins. Identifying what topics and types of content are likely to appeal to your customers, creating or collecting this content, and integrating it into your existing overall marketing plans will take some time. Plan on taking more pictures, creating more original copy, and devoting more time to maintaining your Facebook presence than you currently do, at least until you become acclimated to the new routine.

It’s not particularly fortunate for the small business owner that Facebook decided to announce this change during what is, for many of us, the busiest time of the year. If you’re not sure what your new Facebook content strategy needs to be, or how non-promotional copy will ever convert into sales, give us a call. We’re here to help you make it happen.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office