Facebook has changed a lot over the last few months. I’ve noticed it with my social media clients – this time last year, we were achieving consistent page growth simply through regular sharing of good content and engaging with followers.
Now, organic reach (which basically means how many people see your posts) is down to somewhere between 2% and 6%, sometimes even 0% for pages with fewer likes. This is due to Facebook’s algorithm changes.
They’ve made it much harder to reach your audience (and potential audience) for free. If we want to market our businesses on Facebook, we’re left with no choice but to pay for it. But that’s not to say there’s not more we could be doing to help our content go further. Here are my top tips.
1. Accept the need for paid ads
Organic reach has been reduced to the point that we can’t avoid the need for paid advertising. It’s best to have a clear strategy that combines sharing quality content with some focused adverts. Facebook has lots of options to choose from – they’re really targeted and can achieve excellent results when executed well.
2. Aim for engagement
Not just page likes! Engagement tells Facebook that your post is of interest to people and to put it in the newsfeed. The more engagement you receive, the more people see it, the further it reaches, the more people click through and like your page. Pay attention to the types of posts that receive engagement on your page and replicate them!
3. Get personal
As I discussed in last week’s post: Business vs. Personal On Social Media – Where Is The Balance? The line between business and personal on social media is increasingly blurred. Adopting a more personal tone on Facebook is a good way to generate more engagement. People are far more likely to respond to a post if they know who’s talking, and if they can relate to what you’re saying. Try posting things like personal stories, photos or opinions – let your audience get to know the real you!
4. Get reviews
As with engagement, reviews also have a bearing on the newsfeed algorithm, as they tell Facebook your business is important to people. Not only that, but they act as social proof for any prospective clients visiting your page who might be making a purchasing decision. Needless to say, start collecting them! For more about the benefits of reviews, check out this post: Have You Been Reviewed?
5. Share content with your own network and groups
Don’t forget, you can give your content a kick start by sharing it with your personal Facebook friends and in groups. The engagement generated on a “share”, even if its from you, still counts and will raise the profile of your post in the newsfeed.
6. Promote your page outside Facebook
This is an important point that I try to impress on my clients – don’t expect your page to grow if you don’t tell people about it! Your clients and contacts are ideal as a core audience, and are more likely to engage with your content than strangers. Add a link to your email signatures, at the bottom of invoices, business cards, put paper slips inside orders/purchases, add a ‘like’ box to your website…ask for their support, and spread the word!
Facebook is constantly changing, which means we need to adapt. No marketing strategy is going to work forever when it comes to social media – we as business owners need to change our game in order to keep up.
If this means that we have to add a small amount to our advertising budget for Facebook in order to get the results that we need, so be it! Using the suggestions above in conjunction with a small amount of paid advertising might just be the boost your page needs to succeed!
Have you noticed a difference since organic reach has been in decline? How are you dealing with it? Let me know in the comments!