If you’re like most practitioners, you probably rely on Facebook as a source of client leads.
But things have been changing over the last few months – the Facebook News Feed has reached saturation point, and Facebook has announced that the time has come to listen to its users and return to core values.
What this means is that Facebook will show LESS content from businesses and brands, and more from family and friends.
In an announcement in January, Mark Zuckerberg said:
… we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other … the balance of what’s in News Feed has shifted away from the most important thing Facebook can do — help us connect with each other…
… I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions…
… The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups. As we roll this out, you’ll see less public content like posts from businesses, brands, and media.
The recent Cambridge Analytica scandal only serves to sharpen Facebook’s focus on ensuring that their primary customer is looked after above all others.
(Hint: their primary customer is not your private practice 😉)
What does this mean for your business?
- It’s going to get harder to get your business seen on Facebook without paying for it.
- The costs of reaching people on Facebook will start to rise significantly as advertisers compete for opportunities to appear in the News Feed. Some sources say a 10x increase in advertising costs is not unrealistic.
- The businesses who succeed on Facebook will be those who “encourage meaningful interactions” with their audience.
So what can you do?
- Always remember that ONE is the most dangerous number in business, especially if you don’t have total control. Too many practitioners have gone out of business because their single source of clients dried up overnight – whether from a “Google Slap”, or change in policy from the likes of Facebook. Make sure that your practice isn’t totally reliant on one source of new clients.
- Recognise that you’ve had it easy until now. Going forward, you’ll need to factor in the costs of getting new clients, and take steps to ensure you convert website visitors into clients as efficiently as possible to keep your cost-per-client down.
- Make the interactions with potential clients meaningful… tell client stories they can resonate and empathise with, advocate for them and help them with useful information and advice (like this, hopefully), help them see you help people just like them.
How can we help you?
As professional marketers who are dedicated to helping practitioners build sustainable practices, we’ve seen this coming for quite some time, and this is one of the reasons why we built Trusted Practitioner.
As a result, members of Trusted Practitioner already have a head start. That’s because reviews are a natural source of client stories that potential clients can empathise and relate to.
Trusted Practitioner reviews help build trust so that you convert more website visitors into clients, and also boost your ORGANIC search engine presence with rating stars.
If that sounds good, then why not get started now?