02/03/2023
I ruffled some feathers in a Facebook group (that I usually don’t participate in and now I remember why!) The topic was: can you succeed as an online business with organic reach alone. To which of course I said NO WAY. On Facebook? It’s largely "pay to play".
This person maintained that since she had nurtured her page for the last ten years and had made a handsome revenue doing that and that advertising was all but a waste. Now…she’s extreme but her opinion is not that far from the messaging we see in a lot of ads…"Get x number of clients without ads!"
How often do we see these ads? All. The. Time.
Plus, in many coaching circles, people attribute “going viral” to the ultimate social credibility. What’s more validating than having your business take off all on its own (without even trying).
But this mindset is horrible for your business growth (just think of this…all the biggest companies in the world continue to advertise (billions$$$) despite dominating the market just to remind us they are still there…why? Because it’s THAT important).
This is the mindset of thinking advertising is an expense when it's really an investment. But people LOVE to see these silver bullets in their newsfeed….”GO viral in just 3 minutes a day with no ad spend, no funnels and no clients…”Because it’s tantalizing to see a fake offer like that and people eat it up over and over. But I always like to point out this is nothing more than marketing hooey. It’s the equivalent of those “magic pill” ads that say you can drop x number of kilos by sipping martinis at the beach.
Now…is organic posting important? Vitally.
For a multitude of reasons, chief among them being that Facebook favors pages who post regularly and it can help to dramatically boost ad results.
And I coach ALL of my clients on the exact process of posting organically and I get them to commit to doing this because it is THAT important (other benefits…free market research…ample retargeting material…rapport building with potential clients and
existing clients…).There are so many reasons to have a strong organic posting presence.
But can you ultimately “succeed” that way? Nope. Not unless you’re just looking for a side hustle. In 2019, you’ve got to embrace paid traffic….and if you’re a business with big goals and aspirations? Why wouldn’t you? Never has it been so easy to advertise to the exact right person! Let’s be grateful for this opportunity.
Never has it been so easy to find out market data about people and about topics that your potential customers like. Are Facebook ads getting harder?! But of course. But if you follow the right leaders and adopt the strategies that are working now, you can still CRUSH it with Facebook ads and it’s an investment worth its weight in gold.
Advertising in your business is smart.
Advertising for your business is an investment, NOT an expense.
And this is the key mindset difference that separates the side hustler’s from the truly serious business owners who have big goals and a mission to achieve (and the ones who actually do it).
Advertising in your business is SMART!! 🙂
Thank you so much for reading. Thoughts?
