Facebook Search Changes Open Doors For Small Business Marketers
Published on January 9, 2015
Remember when Facebook introduced Graph Search? It has already been two years since we saw the launch of this enhancement, which turned Facebook users' searches from "Chicago" to the more specific (and more useful) "Friends who live in Chicago, Illinois" option.
Now, Facebook has given us another great search tool, which replaces their former integration with Bing search engine. The results appear to optimize personalized search results, taking Graph Search to a whole other level - one that small businesses can use to their advantage.
Here's what we know so far, courtesy of the Walker Sands blog.
Encouraging News for Brands
Changes in Facebook's algorithm last year left small brands struggling to reach fans. Organic reach was suddenly reduced to near zero without using a paid strategy. With this new search strategy, however, it looks like smaller businesses may have fighting chance.
Facebook users can now search specific posts that have been shared by friends and Facebook pages you're a fan of.
What does this mean, exactly? I'll give you one word that you've undoubtedly heard in your marketing career before: keywords.
Creating Keyword-Boosted Content
If you run a dog walking business, your new search strategy will include creating posts and content with keywords around dog walking, your service location, pet care, and more. You can use an extensive keyword strategy like this one to help identify keywords you'll want to pump up your posts and content with.
Story-Based, Shareable Content
Keywords alone, however, will not do the job. As Adam Miller states on the Walker Sands blog:
"At the end of the day, Facebook is about its users, not the brands selling to them."
It's true. Your business page still isn't going to trump the friends your prospective client has on Facebook - user pages will likely always top company pages and posts in the News Feed.
This means that small businesses need to get creative and focus on quality, shareable content - getting your content shared by friends is the top way to boost readership.
What it takes to get more Likes and Shares on Facebook is really quite a detailed subject. However, one thing is for certain - media works. Videos, pictures, infographics, and more will appeal to Facebook users. Complete the picture with a story-based and keyword-highlighted post for total search optimization.
Stay in the Know - Stay Relevant
Facebook is a platform of news transference. Your company stories will always take a back seat to current events.
The two, however, don't have to be mutually exclusive. Be willing to comment on the latest trends in your field, articulating what it means for your fans. For example, when the latest iPhone or Android product is released, technology-based companies chime in on the issue because:
- It is relevant to their customers
- They can offer an informed take on the news
This shows they can be a reliable go-to source for industry practices AND the latest news in their field.
These topics will also bode well with the new search engine structure, as users will more likely to search for hot topics in their field. Complete the picture with your relevant, story-based, keyword-saturated posts to garner new readership.
Questions? Looking to start a content-based marketing strategy, but unsure where to begin? Don't hesitate to send us an email or give us a call. We'll be happy to help!