If you’re failing at Facebook marketing, your answer will probably be one of these:
- I have a lot of fans, but Facebook doesn’t let them see my posts
- Facebook sucks
- Facebook ads don’t work
- Facebook selling ads is extortion, I am not going to spend money on it
Before putting all the blame on Facebook, consider that it may not be at fault. Just like Copy Blogger, the source of the problem maybe you!
Who is Copy Blogger and what happened to their Facebook page
Copy blogger is a a well known and very successful content marketing educational website. To quote their own description posted on their Google Plus page:
Copyblogger Media is a software and training organization with more than 115,000 unique customers — and it was all done with useful content, smart copywriting, and solid products and services.
Anyone who pays attention to content marketing would agree that they are great. But let’s face it, no one is perfect, even Copyblogger.
Today Copyblogger announced that they are “Killing” their Facebook page. Apparently, they were having trouble to get engagement from their Facebook page, so they hired, as Brian Clark put it in this thread, a “Facebook Expert” to help them succeed.
The blog post announcing the closing of their Facebook page was written by the above mentioned “Facebook Expert” outlining what she had tried to resuscitate the dying Facebook page. Nothing seemed to help and finally they decided to pull the plug on their page.
Who is to blame for this failure?
The answer lies in their announcement, I encourage you to read it! Here is what the blog post reveals about Copyblogger’s Facebook problem:
- Copy Blogger focused on quantity rather than quality: Among the 38,000 fans of the Copyblogger Facebook page they found “an overwhelming number of junk fans”.
- Copy Blogger did not maintain their page: Over a week was spent to remove the “junk fans” and to limit the locations to which the page would be visible. Had Copy Blogger been vigilant in maintaining their page, they would not have to pay a Facebook expert to spend over a week removing junk fans. This service alone must have cost them a fortune!
- Copy blogger wasn’t that much into their fans: As stated in the article, “Facebook hadn’t been a brand darling for Copyblogger to begin with”, which implies that they basically ignored their fans! If you ignore your fans, they will end up ignoring you, it’s that simple!
- Copy blogger did not appreciate the true value that can come from a well targeted ad: According to the article, Copyblogger amassed the 38,000 fans without paying for ads. Brian Clark stated in this thread that Facebook advertising is extortion, so he refuses to pay for them. Yet, he was willing to hire a Facebook consultant to spend over a week cleaning junk fans. That money would have been better spent on well-targeted ads that would drive their fans to their website, or re-target their website visitors on Facebook, to name a few.
Copy blogger failed at Facebook marketing and now they want to blame Facebook for it. The mistakes they made are all too common among many page owners. They lack a clear strategy, they don’t pay attention to analytics, they don’t know their fan base, they don’t want to spend money on ads, and when they’re stuck, they resort to band-aid tactics instead of going back to the basics.
Don’t blame the tool if you don’t have a solid strategy
Copyblogger is having loads of success on Twitter. Is that because Twitter is a better tool than Facebook?Absolutely not! Had they ignored their Twitter fans the way they did Facebook, they would have probably failed on Twitter as well. If you don’t start with sound strategy, if you fail to maintain your page, if you ignore your fans, don’t blame the tool. Any tool is only as good as the person who uses it!
Don’t go into 2015 without a strategy
If all of this sounds too familiar, I encourage you to change your approach and outlook. Copy blogger’s experience with Facebook could be a great lesson learned for everyone: Begin with good strategy, get to know your audience and appreciate the fact that sometimes investing in well targeted ads can be game changing.
The original version of this article was published on my LinkedIn profile