5 tips to help you increase your facebook reach
Entrepreneurs and marketing managers know that a company's presence on Facebook is crucial to building a positive social media experience. While there are plenty of other niche social media networks that can be important to a company, everyone and their grandmother uses Facebook. More and more customers are researching companies on Facebook, and are expecting to see a vibrant page with active posts and rapid responses to questions.
But organic reach – the number of users who see your posts on Facebook – is rapidly decreasing because of the sheer number of companies that use Facebook. It's impossible for users to see all the content posted by all of their friends and family, so Facebook uses algorithms to determine what users will see.
Here are 5 tips to help you increase your organic reach without paying to promote a particular post.
Keep the social in social media
As a company, your first plan might be to just promote your business; after all, your goal is to drive up sales, right? In the end, yes, but your goal on social media is to drive users toward your website. Your website's job is to sell; your social media page's job is to engage potential customers.
What are you more interested in reading, the millionth post in your social media feed about why you should buy a company's product, or an engaging and fun video about the behind the scenes life in the office?
When you post on Facebook with an eye towards educating, informing, and inviting conversation, your posts will get more likes and shares, which encourages Facebook to show your post to more people. Always be careful on what you post on your social media channels, the wrong message could backfire.
Engage with your content once you post it
Encourage any employees to Like your Facebook page and Share them to their own social media networks. (But don't require it; that'll generate more annoyance on the part of your employees than you'll garner in good will). But that's not where your job ends.
Your posts should be encouraging people to comment and reply, and when they do, respond to their comments (professionally!). Answer their questions, respond to what they say, and thank them for being there.
Every Like and Comment increases the chance that your post will get a wider audience and be seen by more people.
Play with posting times
If you search on Google, you'll find endless opinions and studies on what the optimal time is to post on Facebook. Most companies post during the business day, Monday through Friday, and insist that posting any other time is the death knell for your social media strategy.
It might be, if that's the only time your fans are online. But there are plenty of East Coasters who stay up late or mess around on their phones one last time before they go to sleep, or West Coasters who work overnights. Take a look at your audience to find out when they're online, and see if any of those times overlap with non-peak Facebook hours (between 6pm and 8am). Post during those times, and see how your post does.
Follow your data, not what the experts say
Even us! Regularly look at your content. Are photo posts performing better for you than link posts? Two years ago, photo posts were considered necessary, but in 2015, studies are showing links are performing better for many businesses. Controversial posts such as “anti-aging workouts” perform much better than “everyday exercises at home”
The trouble is that what many businesses do doesn't help you. What you need to know is what works for you, what engages your customers. Facebook's analytics tools will help you figure it out. When you serve your fans the kinds of posts they want, they'll be much more interested and engaged, which will increase your visibility.
Worry less about reach
This sounds counter intuitive at this point, but let's be honest: how much of your concern about your Facebook reach is because you can easily see the measurable metric? What you need to remember is that Facebook reach is just one way to measure engagement. If your reach is increasing, but your conversions aren't going up and your clickthroughs are stagnant, then you're not publishing a right content, and it's time to change things up. And, strangely enough, if you're less obsessed with the reach of every single post, you might find that you have more fun on your business's Facebook page – which can translate into better content and better reach.
Facebook is a fantastic tool to increase your business's visibility and entice new fans, but if that's not translating into sales, it's time to look at things a little differently.
Margarita Hakobyan is a businesswoman and an entrepreneur that is addicted to creating. As an owner of several businesses she brings a wide range of education and experience including business strategy, business ethics and leadership. Founder and publisher of Solopreneurs, online...