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Is Facebook Forcing Small Business Owners To Buy Advertising?

Is Facebook Forcing Small Business Owners To Buy Advertising?

Have you heard about the Facebook Fit sessions yet? These educational seminars are marketed as a training opportunity to learn how to raise your company’s visibility on the popular social platform. However, as Time magazine reports, they’re actually focused on the many types of Facebook advertising.

Ogilvy & Mather, one of the world’s most proficient advertising agencies, has done the research and found that the organic reach of brand content on Facebook has been steadily declining. Numbers vary, but as a rule of thumb, you can count on only 6% of your pages’ fans seeing any one of your posts – unless you promote them.

Facebook advertising, on the other hand, gets a lot of eyeballs. Whether you’re choosing to promote a post or purchase geo-targeted display advertising, you’re going to be far more visible than you will be relying on organic reach alone. There’s no downside in this situation for Facebook: reducing the reach of free posts results in more cash flowing into their coffers.


Look! A Silver Lining!

While it does seem pretty clear that Facebook is persuading – none too gently! – business page owners to become advertisers, they’re also rolling out some new marketing tools that should make it easier to realize more satisfying results. One interesting function allows you to market to customers who are on your e-mail list, but not fans of your Facebook page; another, called Lookalike Targeting, is designed to reach Facebook users who share many traits in common with your customers.

Creating a reasonable budget for Facebook advertising begins by understanding the relevance of Facebook in your overall marketing mix. Consider how much of your website traffic originates from Facebook. If you’re not sure how to do this, here’s a helpful video on understanding Google Analytics to get you started.

One interesting note in the Time Magazine story was the restaurant owner who used his Facebook page in lieu of a website. This isn’t a strategy that will work for everyone, but it can be a viable marketing choice to cultivate a web presence as you work on launching your own website.

Consider the type of results you’re currently getting from Facebook. If you’d like those numbers to remain constant or increase, given the knowledge that Facebook has said it will continue decreasing organic reach numbers, developing an advertising strategy to keep you connected to your customers makes good sense.


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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