Sure, this infographic is filled with a bunch of mind-blowing numbers, but the really juicy stuff, for marketers at least, is Facebook’s mobile reach. I mean, 67% year over year growth in mobile users? Since 2009? That’s truly incredible…
Despite all the criticism over FB’s mobile ad strategy, there’s no doubt that its mobile reach is second to none. The problem is that there’s really only one way to reach all those millions of users — through their news feeds.
The best (and cheapest) way to break into the news feed is organically, by posting awesome stuff that people comment on and share a lot. Basically, you want to post a bunch of comment fodder, because it will boost your EdgeRank. The higher your EdgeRank, the more people will view your organic posts.
But there are paid options as well. We’ve talked about Promoted Posts on the blog before. Now there are a half-dozen other options that target mobile specifically, including Suggested Posts (see below).
So Facebook is clearly a good way to reach mobile users, because they’re all there… but it’s never a good idea to put all your eggs in one basket.
A concept that is being kicked around in digital circles is the concept of “digital sharecropping,” which basically translates to building your business on someone else’s platform.
For example, if you’re one of the folks who said, “who needs a website? I’ll just create a Facebook page and run my business through that,” then what would you do if Facebook suddenly decided to charge massive fees to keep it? You’d be kind of stuck, huh?
We saw this in the internet marketing community when Google began delisting sites that it considered “spammy.” Many digital entrepreneurs were simply ruined and never recovered.
It’s a risk to integrate a platform too deeply into your business strategy. Whether its your website or mobile strategy…
The most important part of the equation, even more important than getting the mobile traffic, is converting that traffic into leads and buyers. Getting mobile leads from Facebook is great, but you really need to get those leads to a web property you control. Into your autoresponder… Check out Sonia Simone’s awesome article about sharecropping.