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Can Organic Marketing on Facebook Be Effective in 2022?

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As another cat video is served to me in my Reels on Facebook, I am beginning to wonder if this platform can still serve to attract clients to my coaching business. And as the wondering turns into worrying, I feel a pressing need to make some vital changes to what worked for my solopreneur business for half a decade.

In this article, I invite you to join me as I share my personal insights and contemplate possible adjustments and embrace change – especially if you have been relying on organic marketing and your personal brand to find clients on Facebook.

My story

In 2017 I started using my Facebook profile very actively, raising awareness around my new business direction as a coach and trainer for online visibility. I’d gathered an extensive experience over the years helping small businesses, solopreneurs, and various projects. Using social media marketing and networking, I helped them build the visibility they required to boost their businesses or achieve other goals (like winning a public vote contest for a national award.) I was ready to “take over the world” and was looking for a platform where I could get the most visibility to reach more people in my audience.

And although I was not the “first to the party,” I was still enjoying the benefits of surfing the wave of a Facebook algorithm for extended reach. Over the next couple of years, I became an expert on Facebook profile marketing (using a personal profile for social networking and social selling rather than a business page). As Facebook was running out of advertising space to sell, pages’ organic reach suffered tremendously, and I found using a personal profile in a very authentic way and without bending any policies and terms and conditions actually worked perfectly, specifically for coaches, experts, and trainers.

In 2018 Facebook announced that they were focusing even more on building personal connections and private communities.

However, in recent months, things have been changing dramatically. With the rise of TikTok and an entirely different approach to content consumption, Facebook’s (currently Meta’s) focus has shifted completely from facilitating personal connections (the original reason for creating the platform) to copying TikTok’s approach – and becoming more of a content discovery platform.

My initial reaction to this shift was quite dramatic. I felt that I had just wasted years of my life and career mastering a strategy that seemed no longer effective. Instead of helping me build relationships with other Facebook users to whom I am connected on my profile, I now see more and more random people and pages in my Newsfeed.

What the new direction means for solopreneurs

With the latest announcement about the introduction and moving personal interests and connections’ content to the secondary Newsfeed, the hope of being visible to strategic connections I have been building is becoming nonexistent.

Something needs to change in how I approach profile marketing, and it needs to be done in a way that boosts my visibility and client attraction, not adding to the struggle of running a business. This is the big question for anyone who has been using their profile (or their page) to attract clients on Facebook.

But let us pause for a moment and look at the good stuff these new changes are bringing. To start with, there will be more exposure for content creators to complete strangers -a cold audience. 

I am hoping that there is still some sort of relevancy element in the way the algorithm operates in order to serve us brand new content. If that continues to be the case, and my content is relevant to what my ideal clients are seeking, the more new people whose interests match that topic I am likely to be exposed to. And that is great news!

The challenge here is to create the type of content that stands way above the rest, and that can be a problem. More and more of the videos I am served in the reels are of a very low value, although maybe highly entertaining (thus taking up my time and energy without any business-related benefit for the creator) – like puppy videos or pranks. But if you are a business owner and you want to address some pain points that you help remove or just generally offer slightly more “serious” content – it just gets scrolled by. I admit I have been skipping any of the “expert videos” in my reels lately.

We suddenly complete with cat videos even more. (Have you stayed watching through the credits of Matrix 4 to get to the after-scene? It really nailed it for me. It explained why the movie simply couldn’t be equivalent to the one made in 1999, and it added more depth to the message, which I believe most people who watched this brilliant ending to the story are missing. The world has changed.)

I think that Facebook’s shift is reflecting that change. We are becoming less about deeper connections and more about numbing our minds and emotional pains. Getting “digitally distracted.” Personally, as someone advocating for Facebook as a great social networking platform for years, I feel deeply disappointed.

At the same time, I am one of those people who take the U-turn when required without dwelling too long about getting to the dead end. And this will not be the first time everything needs to shift and pivot in order to find the life of flexibility and freedom that I set out to have when I embarked on the journey of entrepreneurship in the first place.

Should we just move to LinkedIn?

My plan to manage this change does not include “leaving Facebook to move to LinkedIn” – a statement I am hearing more often these days. This is not a smart move in the first place, as these are not interchangeable platforms. They are very different in terms of the demographics that they target and the certain unspoken rules of what content works best. 

I do not feel that LinkedIn is a great platform for targeting non-professionals or solopreneurs. They might have an account on LinkedIn, but in my experience, they are rarely active there at all. As a marketer, I understand that the key to choosing the platform to put your efforts into is always determined by “where your ideal clients hang out” – not necessarily what platform is more convenient or familiar for you personally to use or where you assume a good place could be. 

Time is a precious commodity these days, and we should put our creative juices into areas that actually have the potential to bring some ROI, both financially and energetically.

The next step

And for any coach or an expert, I suggest focusing more on the opportunities that the new direction offers versus getting too bogged down about the need to change. The success (and the money) is in embracing flexibility, not resisting it.

My prediction and my focus will include much more discoverability with value-based content that may no longer find as much visibility if I keep it all on Facebook exclusively. I used to write a lot of long-form insights and contemplations, helping my audience with some mindset and practical advice inside the platform. It used to be the center stage where I drove all my traffic to.

From now on, my focus is shifting to delivering this in-depth content by email to my list with a link to my blog – if the word count is slightly too long for an email – or directly into my podcast or YouTube channel for audio/visual experience.

I will focus on creating the most interesting but short-form video content for my Facebook profile (probably using Reels and Stories even more) with a view to attracting complete strangers with a highly optimized title, caption, and relevant topics. These short videos can then link to a longer form piece of content to allow the initial excitement of delivery to trigger the desire to binge on more value pieces I have already created.

Content optimization for search engines, headlines, and titles will now become the KEY to grabbing the attention and stopping the scroll. And no, we do not have to dance around pointing at stuff or mime to external audio tracks to create entertaining content. But in order to stop the scroll, it has to speak directly to what your ideal client is going through (good or bad, desires and pain points).

This means nailing your messaging and really mastering it is becoming even more important, as the doors are slamming shut on mediocre “expert” content. Does it feel like pressure? YES! But it is healthy for us to employ our creativity and self-expression. It is good for us to feel pressure to find our own authentic and MAGNETIC voices. To stand out for all the RIGHT REASONS. 

Facebook is changing, and it is a change coaches, experts, and trainers need to really prioritize showing up and standing out. And changing is never easy. But where there is a will, there is always a way to find something perhaps even better. We can draw motivation from this increased demand for producing much higher quality content, as well as exploring a more holistic way of attracting clients and becoming more discoverable beyond the walls of one platform.

I, for once, see the opportunity to reduce the “busyness” that being visible required by Facebook profile marketing – the constant posting and creating discussions. (Hustling like that is not always natural, and this is why I love Human Design – my go-to tool for aligning the marketing strategies with our personal energetics.)

Perhaps the new direction will help us let go of things that no longer serve us and embrace a new, more enjoyable, and empowering way to attract clients online! At the end of the day, our businesses are here to bring more flexibility and freedom to our lives – so why not focus on creating that flexibility in our marketing now and turn what may feel like a disaster into an opportunity.

Juliette is an online visibility strategist, specializing in marketing and business coaching for life, wellness, and business coaches and experts. She is internationally known for her direct, non-traditional methods where the main focus is on using Human Design for positioning yourself as an authority in your niche, making correct for your design choices and decisions in your business, and attracting perfectly aligned clients. Featured in Forbes, she is a contributor to Entrepreneur amongst multiple other prominent publications and the host of Show Up! Stand Out! online visibility show as well as Visibility By Design podcast. She's mentored thousands of coaches and experts, helping them to breathe life back into their marketing, reach and make huge breakthroughs in their businesses, profits, and even their lives. Juliette is a passionate speaker, writer, and thought-leader. You can follow Juliette on Facebook or visit https://juliettestapleton.com

Success Advice

How to Leverage Your Leadership Style for Business Success

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When we hear that leaders should operate within their zone(s) of genius, it’s easy to think that this only applies to tasks that they excel at. Whilst this is true, the piece of the puzzle that is often overlooked is the positive correlation between a leader’s zone of genius and their leadership style. (more…)

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5 Simple Habits to Live A Less Chaotic, Happier Life

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Many of us spend our daily lives searching for happiness. We jump from one job to another, from one hobby to another, hoping to spark a sense of joy and purpose.

But it’s hard pursuing happiness. After all, life is full of frustration and can put a stopper to our feel-good days.

And it’s challenging to be happy when we are juggling the responsibilities of everyday life like work and relationships. While achieving happiness is arduous, it’s not impossible. Try out these 5 habits to enjoy life more and be happier.

1. Walk in Nature

Spending time in nature has always improved my mood. Taking a walk around my neighborhood park, surrounded by trees and vegetation, I enter a peaceful state of mind.

The worries previously weighing on my mind are suddenly lifted, and I feel an indescribable sense of joy.

Taking just 20 minutes out of my day to get a fresh breath of air is extremely relaxing. 

In our work culture that favors busyness, there is little room for calmness. We associate a busy schedule with how successful we are, which isn’t entirely true at all.

In fact, it might be a disaster in the making. All that stress and anxiety bottled up without an outlet—the outcome is obvious.

So getting in touch with nature is my go-to way of maintaining a proper work-life balance. It makes me energized and ready to blast through the rest of my day with optimism.

2. Smile More Often

I make it a habit to smile every day; they aren’t fake smiles but genuine ones. And they have become a regular part of my life.

What am I smiling at, exactly? It can be the night sky covered with shining stars, like fine quicksand. Or, it can be the flowers sprouting new leaves in spring.

I embrace everything with open arms. Even when I have a rainy day, I don’t let it ruin my momentum.

Regardless of what happens, a simple smile can brighten my day; and best yet, it’s completely free.

At some point, everyone can have a stressful day and feel burned out. So put up a smile. Even if you’re not a positive person, take a firm stance against negativity. Your daily life will surely burst with joy.

“Happiness is not something ready made. It comes from your own actions.” – Dalai Lama

3. Find Your Passion

Many people dive headfirst into a day job that doesn’t interest them. They do it just for the money, which only makes them more miserable.

People who aren’t attached to their work will find difficulty achieving happiness. They live in a gray and stale world devoid of positivity.

Listen to your heart. Ask yourself: What makes me feel enthusiastic and excited? This is a time to discover your hopes and dreams.

You have endless opportunities in this world. Start a business. Volunteer at a charity drive. Figure out your reason why.

Personally, I used to turn to real estate to earn dependable rental income. But there was no sense of fulfillment. That feeling soon reached a tipping point, which pushed me to re-prioritize everything.

I wanted to make a positive impact on people’s lives. Combining my interest in business and self-improvement, I pursued my passion for blogging. And I can’t be any happier about it.

Everyone needs something that keeps their life meaningful. It can be a source of light that helps us walk in the right direction.

So having goals and dreams makes us genuinely happy. Without them, it will be a long, treacherous journey.

4. Practice Gratitude

Some days we may not feel a shred of gratitude. We are overwhelmed with the hustle and bustle of life where we seek perfection, one that is only full of success and wins.

However, that will only put you further away from happiness.

Take the time every day to pause and appreciate something in your life. What I find helpful is sitting down with a pen and paper.

I start with “I am grateful for…” It can be the appreciation for my afternoon cup of herbal tea. It can be the clear blue sky on a sunny day.

This routine sets up a support system that reinforces positive emotions. It reminds me that there are many things I’ve experienced in life and even more things that I’m grateful for.

Even if I have a bad day, I try my best to be grateful and encourage lasting joy.

So appreciate everything that enters your life—all the good and bad. You will see your mood elevate to an entirely new level.

5. Create Memories With Loved Ones

It can be tempting to focus all our time and energy on reaching valued goals. We say, “I’ll take it easy and spend time with loved ones after I’m successful.”

But what if that time never comes? What if, at some point, your loved ones are suddenly gone?

Don’t wait until it’s too late. Prioritize your loved ones today, not next year. After all, you wouldn’t want to leave any room for regret.

The cherished memories you make now will be a spark of joy. They can even be a source of motivation when shooting for goals.

As social creatures, sharing stories, feelings, and dreams can make us happy and fulfilled.

Living a solitary life is not for everyone. Although having some alone time is perfectly fine, you should still make memorable experiences with those close to you. They will be cherished within your heart for as long as you live.

The quest for lasting happiness can be daunting at times. We spend much of our time searching for it, almost giving up along the way.

But you need to see the bright side. Living a better and happier life isn’t a far-fetched dream; it’s within reach. Remember that happiness can come from the small habits and things you do daily.

If you want to lead the life you truly want, practice these 5 habits and be consistent every day. Don’t give up halfway. Once you do so, there will be nothing stopping you from enjoying life to the fullest.

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Success Advice

Avoid These 12 Mistakes on the Way to Success

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One day when I was writing an interesting article my wife asked me, “Why did you achieve success so late, during the late forties?  Did you ever find out the reasons for your late success?” The question was an interesting one as I seldom thought about why I achieved success so late in my life until then. I thought about this for a while; here are the reasons that come to my mind: (more…)

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5 Surprising Ways You’re Sabotaging Your Success

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Everyone’s entitled to having a bad day every now and then. Yet, when a bad day has turned into a bad week, or maybe even a bad month, it’s time to pause and assess, before your leadership reputation is on the line. 
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