"It's suicidal to market your business on a platform that is not under your control. Here's why."
Back in the day when Facebook was new. the premiss was simple. Friends and family made a conscious decision to connect with each other. Each users news-line saw posts from friends and family. If a user had a special interest, they could subscribe to groups and pages they wished to see. Simple and people loved it.
Fast forward to today, Facebook controls what you see, who you see, and even filters a users news-line to one of purely profit making, and data mining. Now you can't complain to Facebook, after all they are offering a totally free product and have the right to run it the way they wish.
But us as photographers, we are running a business, and if a Facebook users likes and subscribes to our page, then they should see our posts. Over the past 6 months my page traffic has dipped drastically. I'm even conducted informal polls and find people no longer are seeing my posts.
Customers are becoming increasingly aware on just how much Facebook knows about us and while many photographers would like to remove themselves off the platform, Facebook remains a essential marketing platform. This is a mistake.
As marketers and business owners, relying on any one platform, including Facebook, to market your business is suicidal. As business owners, it's almost impossible not to use social media platforms to market your business.
According to Facebook, there are 2.20 billion monthly active users as of 2018. So Photographers today really can't afford not to be on Facebook. It has become the default website of choice for many of our customers.
It's a hard sell to any business owner or marketer to entirely leave Facebook as a marketing tool. What we can do is build up our other marketing tools, like building our email list or consider other ways to market to our customers that don't rely solely on the success of social media.
Now I'm not saying close all your social media accounts. I'm saying make any posts on social media drive traffic directly to you personal web site. It's time to start-up individual websites that are under your control.
Use Facebook to drive traffic to your business funnel. One that you control, and Facebook or any other social media product can't control your success or failure. If your consistent, over time, your traffic will shift from Facebook to customers going directly to your website.
Relieing on Facebook for your business is a recipe for failure.