The Pool & Hot Tub Alliance has named Sabeena Hickman as the organization's new president, chief...
A 9-year-old girl in Citrus Heights, Calif., died after being electrocuted in her family’s...
After a 15-year hiatus, the Journal of the Swimming Pool and Spa Industry is returning as an...
It's taken a lot of effort to get fans for your local business Facebook page. A few times a week, you make sure to log on and post a great update to your page — maybe you have a sale coming up, or a pool project you want to show off. Isn't it great that all of those fans you've worked so hard to acquire now get to see what you just posted? Too bad Facebook doesn't work that way!
There's good news and bad news when it comes to how many people see posts on your Facebook page. But there's also one little fact that will probably surprise you and change the way you think about Facebook posts.
OK, let's start with the bad news.
On average a Facebook post will reach about 16 percent of your fans.
Yep, that's right. Even though someone liked your page, they won't see every post that you make. Why? Facebook says that the average person would get over 1,500 posts per day from friends and pages they follow. Nobody can read that many posts, so Facebook uses a formula called EdgeRank to decide which posts are the most relevant and interesting to each person.
Of course, that 16 percent is your "organic reach" — the number of people that will see your post assuming that you don't pay Facebook to boost the reach of your post. How many Facebook fans you have also impacts your reach:
Less than 1,000 fans: 29.5 percent 1,000 to 10,000 fans : 16.4 percent 10,000 to 50,000 fans : 11.1 percent 50,000 to 100,000 fans: 9.1 percent
These numbers may seem tough to swallow, but no marketing channel will reach 100 percent of your customers 100 percent of the time.
Most local businesses have less than 10,000 fans. That means your Facebook post probably reaches 16 to 25 percent of your fans. Interestingly, that's about the same percentage of people who open your emails when you send them.
MailChimp sends billions of emails each month for millions of businesses. According to their latest benchmark report, email open rates average around 20%. That means when you send an email to your subscribers, only 20 percent of them actually open and see your message.
A Facebook post reaches approximately the same percent of followers as an email.
With Facebook, as with email or any other social media site, recognize that not everyone is going to see your message. But your efforts are not in vain! Keep encouraging your customers to join your Facebook page. Then do what social media does best … build community and engage your customers with posts that are interesting to THEM.
Keep doing that and you can indeed build customer loyalty and grow your business with Facebook. Want to learn more about online marketing? Download "Local SEO for Spa and Pool Professionals" for free!
Eric Shanfelt is the Founder and CEO of Local Marketing Institute. He has over 20 years of experience in digital marketing with multiple B2B and consumer media companies. Eric also has a passion for local businesses ... especially the local microbreweries in Northern Colorado where he lives.
An industry pro went on Facebook to find a "customer" writing negative comments on her company page — but they were never a customer to begin with! Should she speak up and defend herself or simply keep quiet? Industry pros share their insights:
Paige Pruett-WichernPruett's Pool and Spa | West Plains, Mo.
"What would you do if a 'customer' is publicly posting untrue comments about your company on...
You're most likely well aware of the basic email marketing concept. If you aren't, here's a simple, watered-down version: The goal of email marketing is to build a list of email addresses, including past, current and potential customers, which is used to send newsletters, discounts or general sales offers with a goal of gaining new business.
Most of you already do that, which is great. But...that's just scratching the surface of what your email list can do. Here, we will share a...
Every year as the holidays approach the airwaves are awash with ads touting sales and special hours at the world’s retailing giants. But smarter shoppers know going to Best Buy isn’t the best idea of you really care about your community, and that Target isn’t what to aim for if you want to keep your money circulating locally. People do care about these things, but they need a little prompting to look beyond the media blitz and patronize the mom-and-pop stores that make up shrinking share of...
Have you met "The Legend" yet?
If you're familiar with Haviland Pool & Spa Products, you might have. He's the host of Haviland's web series, "Legendary Pools & Spas," which debuted earlier this year on the YouTube channel of the same name. Each episode depicts The Legend, portrayed by Haviland Regional Sales Manager John Bokor, shining a light on one of the many interesting facets of our industry.
Sometimes he talks to a dealer with a remarkable story, as he did when...