As another cat video is served to me in my reels on Facebook, I’m beginning to wonder if this platform can still work to attract clients to my coaching business. And as surprise turns to worry, I think some significant changes need to be made for my solopreneur business to function for half a decade.
In this article, I invite you to join me as I share my personal insights and consider potential adjustments and embrace change – especially if you are looking to find clients on Facebook for organic marketing and your personal business. Trusting the brand.
I started in 2017 Using my Facebook profile very actively, raising awareness of your new business Direction as a Coach and Instructor for Online Visibility. I have gained a vast experience helping small businesses, solo entrepreneurs and various projects over the years. Using social media marketing and networking, I helped them build the visibility they needed to promote their business or achieve other goals (such as winning a public vote contest for a national award.) I was determined to “capture the world.” Was ready and looking for a platform where I can get the most visibility to reach more people in my audience.
And although I wasn’t “the first to party,” I was still enjoying the benefits of surfing the wave of the Facebook algorithm for extended reach. Over the next few years, I became an expert at facebook profile marketing (Using personal profile for social networking and social selling instead of business page). As Facebook was running out of advertising space to sell, the organic reach of the pages suffered tremendously, and I found that the personal profile was used in a very authentic way and without any policies and terms and conditions. The hooks really worked perfectly, especially with the 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, the focus of Facebook (currently Meta) has shifted from facilitating an entirely personal connection (the basic reason for creating the platform) to mimic TikTok’s approach. Has moved – and become a content discovery platform.
My initial reaction to this change was quite dramatic. I felt that I had wasted years of my life and career mastering a strategy that was no longer effective. Instead of helping me build relationships with other Facebook users that I’m connected to on my profile, I now see more and more random people and pages in my newsfeed.
What the new direction means for solopreneurs
with latest announcement Regarding presenting and transferring the content of personal interests and connections to secondary newsfeeds, the hope of being visible to the strategic connections I am building is becoming negligible.
I need to change the way I approach profile marketing, and do it in a way that increases my visibility and customer attractiveness, and not struggles with running a business. That’s the big question for anyone using their profile (or their page) to attract customers to Facebook.
But let’s pause for a moment and see what good things these new changes are bringing. To begin with, content creators will have more exposure to complete strangers – a cold audience.
I’m hoping that there is still some sort of relevance in the way the algorithm operates to provide us with brand new stuff. If this continues, and my content is relevant to my ideal customers, the more new people that match that topic, the more likely I am to come across. And this is great news!
The challenge here is to create the type of content that stands above the rest, and that can be a problem. The more videos I’m shown on the reels are of little value, although perhaps highly entertaining (thus taking my time and energy without business related benefits for the creator) – such as puppy videos or pranks. But if you’re a business owner and you want to address some of the pain points to help you remove or generally provide a little more “serious” content—it just scrolls through. I’ll admit that I’ve been dropping any “expert videos” in my reels lately.
We suddenly accomplish even more with cat videos. (Did you keep looking through the credits for Matrix 4 to get to the after-scenes? It really struck me. It explained why the film couldn’t be on par with the 1999 film, and it added more depth to that The message, which I believe is missing for most of the people watching this glorious end of the story. The world has changed.)
I think this change of Facebook is reflecting that change. We are becoming less about deep connections and more about easing our mind and emotional pain. Being “digitally distracted”. Personally, as someone who has advocated for Facebook as a great social networking platform over the years, I feel very disappointed.
Plus, I’m one of those people who makes a U-turn when needed and doesn’t stick around long enough to reach the dead-end. And it won’t be the first time Everything needs to shift and pivot In order to find a life of flexibility and freedom that was what I first set out to embark on the journey of entrepreneurship.
Should we just go to LinkedIn?
My plan to manage this change doesn’t include “abandoning Facebook to move to LinkedIn”—a statement I’m hearing more often these days. This is not a smart move in the first place, as these are not interchangeable platforms. They differ greatly in terms of the demographics they target and certain rules for what content works best.
I don’t think LinkedIn is a great platform to target non-professionals or solo entrepreneurs. They may have an account on LinkedIn, but in my experience, they are rarely active there. As a marketer, I understand that the key to choosing a platform to deploy your efforts is always determined by “where your ideal customers hangout” – not necessarily by which platform you personally want to use. is more convenient or familiar to or where you believe may be a good place.
Time is a precious commodity these days, and we must channel our creative juices into areas that really have the potential to bring in some ROI, both financially and energetically.
And for any coach or expert, I suggest focusing more on the opportunities that new direction provides versus being too bogged down about the need to change. Success (and money) is in embracing resilience, not resisting it.
My prediction and my focus will include a lot of discoverability with value-based content that may no longer get as much visibility if I put it exclusively on Facebook. I used to write a lot of long-form insights and reflections inside the stage to help my audience with some mindset and practical advice. It used to be center stage, where I used to take all my traffic.
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 a bit long for an email – or directly to 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 (perhaps using reels and stories even more) with highly customized titles, captions and relevant topics with a view to attracting complete strangers. These short videos can then link to a longer form piece of content to trigger the initial excitement of delivery to trigger a desire to binge on more value pieces I’ve already created.
Content optimization for search engines, headlines and titles will now become the key to grab attention and stop scrolling. And no, we don’t need to dance to the point of stuff or mime to an external audio track in order to create entertaining content. But to stop the scroll, he has to talk directly about what your ideal customer is going through (good or bad, desires and pain points).
That means it’s becoming even more important to excel and really master your message, as doors are closing on mediocre “expert” content. Does it feel like pressure? Yes! But it is healthy for us to employ our creativity and self-expression. it’s good for us feel the pressure To find our own authentic and magnetic voices. To stand out for all the right reasons.
Facebook is changing, and it’s a change that coaches, experts, and coaches need to make it a priority to really show off and stand out. And changing is never easy. But where there is a will, there is always a way to find something better. We can draw inspiration from this increased demand for producing very high quality content, as well as finding a more holistic way to attract customers and become more discoverable beyond the walls of a stage.
I see, for once, an opportunity to reduce the “engagement” required for Facebook profile marketing – creating constant postings and discussions. (This kind of bustle isn’t always natural, and that’s why I love human design – My go-to tool for aligning marketing strategies with our personal energetics.)
Perhaps the new direction will help us drop the things that no longer serve us and take on a new, more enjoyable and empowering way to attract customers online! At the end of the day, our businesses are here to bring more flexibility and freedom into our lives – so why not focus on building that flexibility into our marketing now and turn what felt like a disaster into an opportunity Go.