So you say you are happy about your Reach? 400? 1000? 5000? Unfortunately, I have to ruin this moment, but let’s start from the beginning.
Another beautiful day at your restaurant – you create your post, attach tasty photo to it and write some warm invitation for your Facebook followers. In couple of hours your post shows reach of 400. Jessica pops the confetti! 400 people during lunch is really serious challenge even for best chefs.
Too bad – those 400 never came.
Jessica scratches her head and asks silently “But why?”. Let’s see what ingredients are used to make great, one you have dreamt for a long time and begged by everyone – reach.
Let’s say your page has 1400 fans. And your reach is 400. Sounds cool, no? Free advertisement for this number of people.
Now let’s go through some facts. If those 400 fans would have seen your post, they would have pressed See more, so they could see more of what you are offering – salads, burgers or soups, because going to the restaurant which changes their menu everyday would be really brave. But what if your opponents offer something more to you potential client’s taste or they guess their all day dreamt lunch, let’s say some delicious fries with huge steak and for dessert – soft as a cloud cheesecake.
Let’s get back to your restaurant. While having the fan-base of 1400 most of the restaurants will reach around 5% of those (400 saw your post and 20 of them wanted more information), who are interested in what are you offering more. When compared this number to your all fans, only around 1% noticed your full post. While reach shows 400 people (looks cool, doesn’t it?) your real interest shows around 1% (and this one looks sad).
This happens because Facebook changed their algorithm and it became unforgiving – those times, when you could reach tons of fans have ended. Number of fans reached are around 5%. This happens for every business on Facebook and, in my humble opinion, this number will continue to drop, because Facebook changed their policy drastically – they want to go back to people. This means that businesses, who want to reach their fans – potential clients, will have to buy ads. Too bad its prices are growing – buying ads is based on auction system – the more buyers they have, the more expensive advertisement will be.
Bunch of pages just stopped advertising on Facebook because its policy demotivates businesses from trying to reach long-grown fan base.
You are not alone here – this happens to every business in the world – more and more businesses are looking for ways to reach their clients – sale page websites, advertising on TripAdvisor, Instagram and becoming active on Foursquare.
Sadly, but on the other side of the finish line everything is the same – small reach leads to expensive ads and big competition.
I don’t want to scare you by lying that there is no other way.
Application. This, of course, won’t be panacea, but your reach will be noticable. By having an app you will be released from Facebook chains and you will have more freedom for you communication.
I already mentioned reach on Facebook and now I will shortly discuss reach in app. App gives you an opportunity to use push notifications (more on that here). Why is it better? Open rates for push notifications can max out on 99% and that is way more than you can get by using Facebook posts.
Another benefit of an app is that your clients will see your logo every time when turning on their phone screen (even if they won’t notice it). By seeing your logo dozens of times everyday your clients will remember you and their stomach will whisper your name every time before lunch or dinner.
By having your app clients won’t be left out, because it gives you two-way value. You reach 99% of your clients and they get special offers, gets your news immediately and they can participate in your lotteries (scratch and win, wheel of fortune) and win useful prizes or discounts. Loyalty system allows them to gain points and compete in particular kind of social status game – who doesn’t like to compete? More on that here
In a nutshell. If your numbers on Facebook looks promising but nevers gives you any visible benefit – think about having your own app, which can help you to reach much more potential clients and treat them with love. Don’t drown in deep sea of Facebook posts – make a step forward!