4-Step Marketing Plan Navigates Facebook Algorithm

In this week’s blog post, our special guest, Salome Schillack, talks all about the algorithm changes that Facebook recently announced.

Salome was also my special guest on a recent Facebook Live where she talked all about it!

Watch it here!



4-Step Marketing Plan Navigates Facebook Algorithm

Don’t freak out.

Yes, Facebook has announced it changed its algorithm again. To summarize: Posts from friends and family are now appearing more than business posts in news feeds.

But I see this as an opportunity. It’s a time for us, as business owners, to improve our Facebook marketing.

What follows is a four-step marketing strategy I believe will help business owners navigate the new changes to the Facebook algorithm.

Organic and paid marketing work synergistically

Despite the new algorithm’s restrictions, Facebook says in its announcement (above) that business posts that prompt conversations between friends have a greater chance of appearing in news feeds.

That means engagement is still possible – to some extent.

A good way to boost engagement on Facebook business pages is to post both organic content and paid Facebook ads. This combination is the basis of the four-step strategy that will drive engagement and carry it through all of your marketing sales funnels. 

Step 1: Organic marketing

This is the top of your sales funnel: You can spark good conversations on your Facebook page with people you don’t know by creating and sharing Facebook Live videos, gifs or memes that entertain, educate and add value.

You’re not talking about sales here. It’s just conversations, relationships and high-quality content.

Step 2: Paid marketing

This is where the new Facebook algorithm can work for you: Look at those organic videos that have had good engagement and then turn them into targeted boosts. You’ll send them to:

  1. People you know: To get the most bang for your buck, target people who like your page and who already know who you are. You can boost your content for $20 (or $5 a day for a week), so that these people will then see the content and engage with it.
  2. People you don’t know: After people you know are engaging with your posts, send your targeted boosted content to a cold audience, people you don’t know. And again, just spend $20 so those people you don’t know can join the conversation.

To review so far: At the top of the funnel, you’re stimulating conversation. You’re putting that conversation in front of people who already like you, and then with all of that social proof, you’re taking it to a cold audience. This is how paid content and free content can work synergistically to help you build your audience.

Step 3: Follow up with freebies

The next step is following up your organic and paid content with a valuable free piece of content. Promote it everywhere.

Step 4: Bottom-of-the-funnel sales

Later, when you’re ready to start selling a service or product, like a webinar, you can send an ad to the people who’ve engaged with you over time. This is your long-term strategy. The ad is more likely to convert them into customers because they’ve already had conversations with you.

A combination of organic and paid content is a good strategy!

Using this four-step strategy with organic and paid content can guide you through the latest changes to the Facebook algorithm. It not only helps you increase engagement and follow through your marketing sales funnels but also helps you think more creatively and intentionally.

Do you already use these strategies? Let us know in the comments.

As owner of Shine and Succeed, Salome Schillack helps coaches and online course creators reach more people, sell their online courses and attract more coaching clients with high-converting Facebook Ads. Salome was born and raised in South Africa and now lives in Perth, Australia, with her wonderful husband and two adorable daughters.


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