Take a look at your news feed on Facebook. What do you see?
If your feed is like mine, it’s full of articles from Dr. Mercola, Mind Body Green, and other natural news sources are passing through your feed daily, giving you the latest updates on discoveries related to nutrition, health, and how to live an optimal life.
As a result, these great content creators might give you the idea that Facebook is the place to be when marketing your content.
Now the truth is, Facebook isn’t bad. But recent research shows that engagement on the platform is so low that it might be a thing of the past in the near future.
According to a report from Forrester research, engagement and reach on Facebook, and on Twitter for that matter, is so low that you’d almost be wasting your time using these platforms for marketing. As far as marketing tools for health professionals go, this research shows that it might be the worst!
The Numbers
Now, we’ve known for a long time that when you make a post on your Facebook page, it doesn’t reach all of your followers. But you may not know just how low your reach on Facebook really is.
Back in March, Ad Age reported on findings from Ogilvy, showing that organic reach on Facebook has plummeted to unbelievably low levels.
How low? For pages with less than 500,000 likes, the organic reach was just over 2%. 2.11%, to be exact.
What that means is that when you make a post, only 2.11% of your followers will see it. So let’s put that into perspective. If you have 500 followers on your page, your post will, on average, reach just 11 people.
11 people out of 500!
And engagement is even more dismal. 0.073% of brands see interaction on average. An absurdly low number!
All that hard work you did to build up your Facebook followers, engage with your community, and provide interesting content becomes almost useless at that point!
The numbers for Twitter are just as bad, with a pathetically small 0.035% interaction rate.
So What Do You Do?
What this means is if you’re looking at marketing your health business online, Facebook might not be the way to go.
It seems counterintuitive though, doesn’t it? After all, Facebook has 1.5 billion active users! That’s more than 20% of the people on the planet, and they’re all plugged into the same system to interact with each other.
From a pure numbers standpoint, yes there may be more people on Facebook than anywhere else online at any given time. But as these numbers clearly show, it’s becoming harder and harder to get a real bang for your buck when it comes to marketing on there.
So what can you do? How can you get the best return on your marketing investment online?
There are countless marketing options out there for health-related businesses. After all, people want to be healthy! If you’re running a health-related business and you’re interested in spreading the word about what you do, contact us for a FREE marketing assessment. You’ll get the chance to sit down with us as we take you by the hand and show you the state of your industry, and give you some advice on how best to proceed forward.
Click here to contact us and discover more about how you can start driving more qualified leads to your door!
With acknowledgement to Marketing Land
