Facebook's organic reach has decreased. Descent.
In the past, posting a link on your Facebook or Instagram page could generate hundreds of clicks. No more.
Social media recommendations have stagnated around 5 percent of all data traffic for years.
The average Facebook post reaches a little more than 5 percent of your followers.
The encouraging news is that the reach of social media is still enormous.
There are more than 3.5 billion active social media users.
Reaching this massive audience is harder than ever, however.
What's the answer? That's exactly what we're going to get into in this article.
What exactly is organic reach on Facebook
Organic reach is the number of people who see your content without paid distribution. It includes people who see your posts in their own feed or whose friends have interacted with you.
Paid reach is the people who see your content as a result of paid promotions. It is influenced by your ad targeting options and can also affect organic reach.
But it is not that easy.
The reach of your content has a lot to do with engagement. As many people like, respond, comment, or share your post.
Engagement rates are way up – but organic reach is way down.
And it's still on a rapid decline.
Why don't our posts appear more often?
Let me explain.
Why Facebook's organic reach is decreasing
There are two main reasons Facebook's organic reach continues to decline:
- Further content: More content is being published than can be shown in the news feeds. More than 510,000 comments and 293,000 statuses are posted on Facebook every minute.
- Personalized news feeds: Facebook offers the most relevant content to every user. In order to increase engagement and optimize the user experience, the content is tailored to the individual interests of each user.
With this decline in organic reach, can companies continue to thrive? Absolutely.
You can still get tons of traffic from Facebook.
The network's ad platform has cushioned the damage for those who made the most of it. The number of advertisers has so far exceeded 9 million.
Knowing this, should marketers really be concerned about organic reach?
Wouldn't we be better off focusing on Facebook ads?
Yes and yes.
Why you need to think about decreasing Facebook's organic reach
Organic reach is important for several reasons.
Reason 1: Drive more leads and organic conversions
Many people use social media solely for brand awareness.
That's fine – but there remains so much opportunity on the table to get real results for your business.
Lead generation is one of the missed opportunities.
It's also the linchpin of any successful marketing campaign.
You need to attract potential buyers and guide them down your sales funnel. If you do this organically, it won't cost you anything but time and effort.
Again, the price of converting these potential buyers into actual buyers will be lower.
That's because the results of an organic campaign are more likely to lead to snowballs. This means that more campaigns will add context to your campaigns as more people engage with your content.
The more organic reach you have, the better your lead generation and conversion funnels will work.
Reason 2: Reduce the cost per click for paid campaigns
Yes, Facebook's ad product is one of the most intuitive and impressive we've seen.
And yes, the sophistication of the audience options is every marketer's dream.
AdExpresso analyzed over $ 100 million in advertising spend and determined the average advertising costs for the whole of 2016.
They found the following:
As you can see, if you master the other variables, the average CPC for ads can be very low.
But here's the deal:
You might as well spend a fortune on Facebook ads and see no return.
This means that organic reach is vital to making your ads more effective and increasing your advertising costs.
Reason 3: There are tons of new (underutilized) Facebook features
In the past, your options on Facebook have pretty much been posts, videos, and ads. Now there are tons of new features like Facebook Stories, Facebook Watch, Facebook Groups and Facebook Live.
Many companies do not make optimal use of these features. This offers an opportunity to encourage organic traffic by filling the void.
With that in mind, let's take a look at how Facebook's newsfeed algorithm works to display content.
Then we'll look at some strategies to increase the organic reach of your page.
Understanding Facebook's newsfeed algorithm
The Facebook algorithm has changed drastically in the past few years. The introduction of reactions and the "Why do I see this post?" Changed Facebook's decision about which posts to show users.
Facebook uses hundreds of thousands of factors to decide which posts to display in a user's news feed.
Who you interact with, what type of media and how popular the post is are used as ranking signals
According to Mark Zuckerberg, Facebook is now prioritizing posts that create “meaningful interactions” and posts from friends and family.
There are other detailed data points that come into play:
- As recently the article was published.
- How often the publisher publishes content.
- The number of likes, comments, and approvals in the post.
- How many times has the user interacted with the page where the update was posted?
- Previous user interaction with the same post type.
- Negative feedback on the post.
- How useful the post is.
The list goes on, but these factors give us enough food for thought.
What is Facebook's ultimate goal for newsfeeds?
Like other platforms, Facebook cares the most about its users. She wants to continuously improve her experience with high quality, relevant content.
Excessive advertising does not do well with users, so Facebook is cracking down on this type of content.
To top it off, Facebook is reducing traffic from publishers in favor of user-generated content.
So how can you increase Facebook's traffic when these algorithmic changes decrease your reach?
Let's take lessons at BuzzFeed.
They have an impressive Alexa Rank of 147.
Facebook alone accounts for about 37% of the traffic.
What is BuzzFeed doing right? In addition to posting engaging content on Facebook, they also spend millions of dollars on Facebook ads.
Now most people don't have a lot of money like BuzzFeed.
So we're going the smarter way that doesn't require large investments for a small business owner.
Before we dive into the secrets to improving your organic reach, there are five things you should absolutely avoid doing on your Facebook Page.
1. Don't automate everything
It's a social platform and your brand needs to have a human touch. Don't just schedule your latest blog links and product updates. Publish your team photos like Zappos.
Social media marketing should show off your fun or creative side like Nutella.
Or share inspirational graphics like me.
2. Don't just promote products and services
Facebook is based on interest, not on purpose. Not every update you send on your Facebook page should be promotional. Rather, 80% of your updates should be social. Otherwise, users won't hesitate to click the Other than button on your page (just a click away).
Instead, use Facebook to build a community. Create value and start conversations with your audience.
It is best to vary your posts to include different types of content:
- Brand story posts
- Authority building post
- Perform nursing duties
- Personal contributions
3. Don't try to defraud the Facebook ecosystem
Buy 5,000 likes for $ 5. Use clickbait headings. Bombard your fans with 10 bad quality updates in an hour.
It's a waste of time and money.
Facebook takes serious action against spammers. Stick to the Facebook code and be in good hands.
Not only that, these manipulative tactics bring no real value to your business. In fact, they are likely to hurt you.
AdExpresso conducted a paid experiment in which they published an identical video on three of their fan sites. They then paid to improve each post.
No engagement was found on the two pages they bought likes from, even after Facebook automatically deleted the paid likes.
4. Don't build a fan base that you cannot sustain
The brutal truth about having a large following – no matter how targeted – is that your reach will automatically decrease.
This means that you will have to put in extra work to create content that is relevant and useful for different audience segments.
Would you rather have a small but very engaged audience or a large and unresponsive one?
It's a no-brainer.
How to track and analyze your current organic reach on Facebook
Now that you know what not to do, it is time to work on what you can do to improve your organic reach on Facebook.
The first step is to determine exactly where your shortcomings lie. We are going to collect some key metrics to measure your performance.
Without this diagnosis, you will not know where to focus your efforts.
Let's jump in.
Step 1: Export Insights data from Facebook
First, click the Insights tab on the left sidebar of your Facebook company page.
At the top of the Insights page is a button that allows you to export your data at both the page and post levels.
A window will open with three different options for your insights:
Choose your option and click "Export Data". Your data will be saved in an Excel file.
Step 2: Dive deeper to publish metrics
In my experience, post-level metrics are more revealing than page metrics.
Page metrics provide a great panoramic view of your performance. Post metrics provide a more granular view of how users interact with your content.
And that really makes the difference.
For a deeper view, go to "Posts" then "Post Types".
Based on the data you have collected, you can determine the following:
- Which posts have the highest organic reach?
- What types of posts do your audience prefer?
- Number of likes in each post
These will give you a good guideline for starting an effective content strategy.
Step 3: Optimize your data and choose only the metrics that you need
Not all data points are useful.
Browse through them and pick the ones that make sense to you – and which can vary based on your industry and social media goals.
Here is the data that will tell you the most:
- Organic reach
- Link clicks
- Number of people who gave negative feedback
Now that you've analyzed your organic reach, it's time to make some improvements.
20 strategies to increase Facebook's organic reach
Remember that every industry and audience is different. I do not currently recommend implementing all of these strategies. Instead, look at your data and see where you can make the most of improvements. Then choose a handful of strategies that you want to try.
Keep what works, leave what doesn't and try a different strategy. Rinse and repeat.
1. Build your presence and authority
I know what you're thinking.
If the organic reach decreases as the target group increases, what is the value for increasing your presence?
Well, having a large presence has some advantages.
- You can add social context to your ads, which will make them cheaper and more effective.
- You get better posts and page insights to tailor your marketing efforts. This includes both demographic and psychographic data.
- Your perceived influence will increase which increases your credibility factor.
Increasing your presence is not about increasing your page likes. The number of likes on your page is not an indication of how your content is performing.
What matters is that you have enough authority to command your audience to act. This means that they will deal with your content for less.
Here's what you can do to increase engagement:
Attract the Right People to Visit the Facebook Page
Random fans are useless.
They don't get involved and don't have a positive impact on your marketing campaigns.
For this reason, I don't recommend growing your Facebook page at the expense of building an audience.
You want people who are precisely tailored to your business interests.
That way, the content you post will become more relevant to them. In return, it has a greater chance of showing up on their news feeds.
What can you do to build a target audience?
Have a strong brand presence
If your brand is watered down, chances are your audience will too.
What you want is a brand image that resides in the minds and hearts of your audience.
Constantly reinforce your message, publish content that is relevant to your business, and always stay consistent.
Use Audience Insights to create a target person specifically for Facebook
Before that, we went through tracking your page and posted insights. The same information can be used to construct your persona.
Gender, age, background, location, and occupation are black and white data points that you can collect.
You can then do it with more meaningful information like:
- What are their pain points?
- What are your interests?
- How do you feel about your company or your industry?
- What are your objections and how will you address them?
Target this demographic when increasing or promoting your posts
You can create a custom audience based on your ideal person. This way, you will be more likely to reach these people when you improve or promote a post.
Later, I'll walk you through paid campaign best practices.
Make sure that your like campaigns are very targeted
I'm all for more likes – but not if it's just a vanity metric.
You want quality over quantity.
There are a few ways you can attract people who are interested in your brand:
Aside from running similar campaigns for your target audience, you can also invite people who liked your individual posts to like your page.
First, add your page to the search bar.
Select one of your posts and click on the group of people who liked it.
This is a gold mine for finding people who already have an affinity with your content.
Browse to see how many people liked your posts but didn't like your page.
Invite them to do it.
9 out of 10 times they will.
Add integrations and customizations to your page
You can integrate your Facebook Page with other apps, tools, and platforms. These can improve the usability of your site and increase your marketing efforts.
Here are some of the customizations you can include:
- Custom tabs
- E-mail entry forms
- Video player
- Apps for running competitions
- Schedule apps
- Blog and RSS feeds
- Ecommerce tabs
Cross-promotion of other social media platforms with Facebook
If you've built a sizable following elsewhere, you can use these platforms to grow your Facebook Page.
Here's what you can do:
- Leave a link to your Facebook page on your other social accounts bio
- Place clickable social icons on your cover pictures
- Submit your Facebook page to your other networks and ask them to get involved
2. Increase Facebook's organic reach by posting evergreen content
Too many people are not strategic with their social media content.
Whatever your goals for your Facebook Page – be it to generate revenue or drive traffic – evergreen content is the most powerful tool available to you.
Freshness isn't just Google's ranking factor.
The life of a post in the Facebook newsfeed also depends on how up-to-date it is. Publishing timeless content will be useful to your audience for a long time. You will continue to occupy yourself with your contribution.
Make sure users know that they can revisit evergreen posts that they have liked and engaged in in the past.
This leads to an increase in engagement and Facebook ensures that your post gets more dissemination and shows up in feeds for longer.
I urge you to improve the durability of posts with evergreen content.
The above evergreen post appeared 18 hours after it was published.
That is an extremely long lifespan!
For posts that perform this way, you can re-use them to make sure you maximize their reach.
Here's a simple process for reusing evergreen content:
- Choose posts that have performed extremely well and will add value to your audience long after they're published. Write them down in a table.
- Approach this content from a different angle. Put a new spin on it or change the context. Note that video content can outperform the same textual content and vice versa. The key is to test what will resonate best with your audience.
- Publish your reused content at different times. This ensures that some fresh eyes can see and engage with your newly revamped content.
But what if you don't want to go through the hassle of creating and reusing your own posts?
Curate other people's evergreen content
Content curation is not about viewing someone else's work as your own.
It's about collecting contributions from the internet and sharing them with your network.
But it's a little bit more than just stumbling across a post, liking it, and hitting the share button.
Instead, treat the curation process as if you were posting your own content. Spend some time reviewing and analyzing multiple posts on the same topic and sharing them with your audience on a consistent release schedule.
Prime example: Problogger regularly publishes a reading with articles on blogging.
As they do this on their blog, you can adopt the same concept for your Facebook page.
Here are some examples of evergreen content using curation-style posts:
- Video tutorials
- Prescription contributions
- "How To" postings
- questions and answers
- Thought pieces
- Industry-specific statistics
- Weekly summaries
- Company mentioned
- Industry news
How can you make sure your audience engages with this content?
Make sure that your submissions include all convincing tests and considerations.
Developing a content strategy is half the battle.
You still need to make sure that you create the types of posts that will get your audience to share and engage.
Some tips for creating action-packed and inspiring posts:
- Use solid graphics
- Don't be too formal
- Keep it short and snappy
- Ask a relevant question
- Be human
- Have a clear call to action (I would be careful if I just ask people to like or comment)
3. Create a Facebook group for your most engaged audience members
Facebook is about building communities. A close-knit group is the closest you can reach on social media.
A whopping 400 billion people use Facebook groups.
You have two community options:
- Start your own group.
- Join an engaged and relevant group that serves your business goals.
We'll focus on number 1 as this is the best addition to your Facebook marketing arsenal.
You can use it to listen to and connect with your trademark attorneys.
Before we dive into the steps to building your group, let's talk about the reasons you might want to start your own group.
Most people reform groups:
- Your brand / business
- Your products / services
- A specific lifestyle, e.g. a book club or magazine club
- Specific topics, e.g. a content marketing group
Of course, these are not your only options. As long as you can bring a group of people together for a common purpose, you are good to go.
I've found that the most valuable groups for businesses are those that are either brand specific or product specific.
You can use a brand group to build and maintain a community around your business. It is also a powerful tool for marketing your product / service.
Likewise, a product specific group is geared towards helping customers get the most out of a product or service you offer.
It's about customer success, customer loyalty and loyalty.
You can have live coaching sessions, live Q&A, personal implementation feedback sessions, and accountability systems in your groups to ensure customers get the transformation they paid for.
Let's get to the steps to create a group.
Step 1. Create and name your group
Find the "Create Group" option to begin the process.
It's easy to find from your homepage.
After clicking this tab, you will be prompted to name your group.
Step 2. Create a description
Write your value proposition in your group description and establish clear rules for posting in the group.
Pro tip: Pin your regular fee to the top of the group feed. It will guide new members to act appropriately.
Also, set up your group's privacy settings properly.
Step 3. Invite engaging audience members to join
Depending on the type of group, you may need to provide incentives to attend.
For most groups, however, the promise of community and support is enough to get them on board.
However, if you need incentives, you can:
- Have an actual start for your group. Why not make it an event? You can set up an email capture form to add people to a notification list.
- Offer new members a welcome gift. It could be a coupon code, an e-book, or something related to your business.
- Offer a bonus referral gift to anyone who recruits other members.
Step 4. Ignite conversations that are relevant to your industry
Good conversations encourage engagement after engagement. Don't just promote or sell your content and products.
Other ways to increase engagement in Facebook groups:
- Consider giving active members of your group admin / publisher status so they can promote the group.
- Live questions and answers
- Create challenges for group members
Step 5. Create a content strategy for your group
This can include creating content topics and instigating user-generated content campaigns. User-generated content results in 6.9 times more engagement than brand-generated content.
For example, you can set a specific topic or engagement topic for each day.
Melyssa Griffin's group does this very well:
Step 6. Moderate your posts
Moderate all posts in the group and have a zero tolerance policy when it comes to spam.
You want your group members to have the best experience possible, so get rid of the spammers quickly.
It's much easier to do this if you have what qualifies as spam in your group rules.
So that's it to set up a group.
However, I would like to warn you: Groups require an investment of time. You need to show up to welcome new members and stimulate discussion.
As groups grow, so does engagement. At this point, you may want to break larger groups into smaller, more focused groups.
Some people completely shut down groups with tens of thousands of members because of poor engagement.
You do not want that.
4. Use Organic Post Targeting
Targeting isn't limited to Facebook ads.
You can target your organic posts to ensure they reach the right people.
While it's been a while, with the decrease in the organic reach of quality content, the feature has become more useful. You can target your mail to relevant customers based on their age and location.
Your contribution must appeal to at least 20 people. You could go below this threshold if your site only has a few thousand fans.
Here are the steps to start targeting.
Step 1: Activate the targeting function on your site
Go to General Settings to enable targeting through your Page Settings.
Step 2: create your post and customize the targeting options
Browse your Facebook Insights for data about your target audience and choose targeting parameters based on your goals.
When you're creating your post, click the "Public" setting under your page name. The option to set a "restricted audience" is displayed.
Select Restricted Audience and choose the age and location you want to reach. This is especially useful for local businesses or businesses with multiple audiences.
Step 3: run multiple targeted posts with different parameters
This way you can test how your content behaves for different audiences.
Step 4: review the results
Hop on Facebook Insights and review your results. Did the organically aligned post perform better?
Compare these social media marketing results to your average engagement rate. Also, determine the targeting parameter that has better performance.
In the social media reviewer's experiment with organic targeting, a smaller page did better than a larger page.
However, the results vary depending on the target audience.
5. Post when your competitors are asleep
When is the best time to post on Facebook? There is no easy answer.
You need to consider:
- Your location and that of your audience
- Your target group profile (age, interests, occupation, etc.)
- The type of content you are creating
- The planning tools at your disposal
CoSchedule reports that the optimal time is between 1 and 4 a.m.
They even broken it down by day of the week:
- Saturday and Sunday from 12pm to 1pm
- Thursday and Friday from 1 p.m. to 4 p.m.
- Wednesday at 3 p.m.
For most approvals and clicks, they gave 1:00 p.m., 3:00 p.m., and 9:00 a.m. as optimal times.
Here are a few more studies and optimal times for any media marketer or business owner to get the most out of good content.
Scratch your head already, right? Don't post blindly at any of these optimal times.
Browse through your Facebook Insights. Find out when your fans are online.
Then do your own test.
Post outside of rush hour (6:00 p.m. – 8:00 a.m.) with the maximum possible fans online. Your chances of appearing in the feed will increase as other Facebook pages will not be published during this period.
Here are the results when Track Maven was tested with this social media marketing strategy.
Jon Loomer also tried to post links after off-peak hours and got positive results with his organic reach.
The reasons this strategy is effective (alongside less competition) are:
- If you have an international audience, you will reach fans in a different time zone.
- If your post gets higher engagement, Facebook will distribute the post to more of your fans.
It can even result in improved views of posts over the newer content posted at peak times.
Note: Fan Page Karma enables you to monitor your industry competitors' social media marketing posting strategies.
6. Publish the content your users like
Links work better for directing traffic. Sometimes.
Fred Alberti found that pure links generated 82% more page views than posts with photos and links in the caption.
Photos have become an unpopular post type with users and thus with marketers.
My recommendation is to post all kinds of updates that add value to your fans, be it links, pictures, polls, Facebook Lives, Facebook Stories, or even Facebook Watch videos.
Don't stick with one content form in another just because a certain type of post is (currently) performing better on Facebook. Just like Google Facebook updates its algorithm regularly.
Instead, analyze your data from Facebook Insights to find the types of posts that resonate with your audience.
If you can, try to add value to the types of content that your audience likes.
You can also ask your audience what they prefer and respect their choice.
Just create a poll on your Facebook page:
Ask your question.
You might be surprised with the results! Don't test new features as they come out.
Facebook Watch, for example, generated a ton of traffic when it first launched and a lot of marketers are still not using it!
7. Publish videos natively on Facebook
In the last few years there has been a shift towards video content.
Facebook Watch shows the top 1.25 billion monthly users.
Facebook tends to favor video updates, which leads media marketers to use more content for video blog posts.
Native videos are one of the strongest performers in the news feed.
The video will play quietly until a user clicks it. It is important that your video is high quality from the very first frame. It also needs to attract attention, even without sound.
Here are some tips for getting started with Facebook videos.
To further motivate video viewers, you can add a call-to-action (CTA) to visit your website or a destination of your choice. This can be in the last frame, or you can enhance the video and use Facebook's ad CTA buttons.
AdExpresso noted that "Learn More," "Shop Now," and "Sign Up" are more popular.
You also get deep video insights so you can find out what is working with your audience.
If you want, you can pin a video to the top of the Videos tab on your Facebook page. Just click on "Feature this Video".
BuzzFeed received 1.7 million views for a featured video.
The featured video will also be featured prominently under your info area. Social Media Examiner used it to promote their upcoming event.
You can also embed the video in a blog post. This makes for a good multimedia experience for your blog audience and can also increase the engagement for the Facebook post.
But can you embed videos from YouTube or should you upload them straight to Facebook?
Of course, Facebook prefers native uploads over embedded videos from YouTube or other third-party providers. A business owner shouldn't be intimidated by this media marketing strategy.
This SEJ study was conducted on three Facebook pages for two weeks – Search Engine Journal, Breathtaking and Interesting Facts, and Did You Know That.
Here is a detailed breakdown of the numbers.
Native videos also offer a better user experience and are usually cheaper to promote.
You can use native videos for Q&A, product launches, and co-authoring with other target users.
8. Test your booking frequency
How often should you post on Facebook? It depends on.
Massive websites like Huffington Post, Telegraph, and The New York Times publish a large amount of content every day. They also aggressively push their content on Facebook.
For the average brand, this is not realistic.
Don't try to post 20 times a day.
Engagement actually drops if you post too often.
As a rule of thumb, the value should be between 1 and 3 posts per day, depending on what you say.
Here are some tips on how often social media marketing is posted on Facebook:
- Avoid posting more than the recommended one to three times a day. It can overwhelm your audience.
- You can post more often at very different times if you have an international audience. This allows you to reach different audiences (who live in a different time zone or who occasionally log into Facebook).
- Always post high quality content. Engage your audience with humor, inspiring, and educational content.
- You can also be successful with a higher frequency of publications by providing a wide variety of content. Mix up your booking schedule and your post types.
- Test your page frequency. Only your data can reveal your audience's exact answer.
9. Collaborate with other Facebook Pages in your niche
A while back, I shared a case study on how I made $ 332,640 on Instagram in three months. I have signed contracts with Instagram influencers (with a large following) to post links to my landing pages.
You can use a similar strategy on Facebook.
I reached out to Facebook pages with fewer than 30,000 likes for my Nutrition Secrets project. I offered a shoutout-for-shoutout deal to Facebook Pages in my niche (roughly 1 in 10 pages accept such requests).
This helped me increase the number of likes on the Nutrition Secrets Facebook page. Any business owner will appreciate the simplicity of this media marketing strategy.
Also check out the Facebook pages of media sites like Huffington Post and Elite Daily. Both have millions of Facebook fans and similar audiences (for certain types of content they post).
They regularly share their blog posts on Facebook. This improves post views for both parties and offers great content that they didn't have to create. This is just smart media marketing.
Here is an example of a Huffington Post blog post shared from the Elite Daily Facebook page.
And here is an Elite Daily blog post shared by the Huffington Post.
Wired and Refinery29 also appear to have a similar partnership.
To get good results with this strategy, you need to get deals with sites that have tens of thousands of likes.
This means you need a solid influencer outreach strategy.
You must note the following:
- Is your target influencer contextually correct? Your brand needs to resonate with your audience. Promoting your brand to a misaligned audience has no effect.
- How much range do they have? Your influencer doesn't need millions of followers. You just need a solid reach to make a difference.
- How much authority do you have? It is important that your influencer has enough influence to get the audience to act.
- What's your leverage? If you are targeting someone with a large following and authority, you must be able to offer something equally valuable.
10. Use word-of-mouth marketing to strengthen your brand
There's no better way to get your brand noticed than by turning your clients, employees, and fans into lawyers.
Word-of-mouth marketing is the practice of using devout fans to promote your business.
Think of brands like Apple, Microsoft, and Nike.
They are known for their die-hard fans who constantly promote their products and content.
The best part?
Most do so with no paid incentive.
You too can use word of mouth marketing.
Here are a few ideas:
- Reach the right people. Engaging your employees is one of the most effective ways to foster a culture of advocacy. Give them a reason to rave about your business!
- Offer your customers rewards and loyalty points.
- Give referral bonuses for recruiting more people on the network.
- Have world class customer service. You can use Facebook Messenger bots to communicate and add value to customers.
- Create special branded content that your advocates can share with their networks in real time.
- Always measure the effectiveness of your advocacy program. You can track sales through referral links, brand content engagement, and the overall performance of your advocates.
11. Put your email list in place
Ever wondered how I get hundreds of shares and comments on every blog post I write?
It is triggered by my email subscribers.
I'll just send them an email informing them of my new post. You start the interaction and share it in every post.
Jay Baer shows us the similarities between an email list and Facebook fans.
How can you inspire social actions via email?
Basic social media marketing recommends adding Facebook share buttons to your email newsletters first. Some email platforms like Mail Chimp make this easy.
Otherwise, you'll need to create an HTML version of your email and create custom code for the share buttons.
Convince and Convert also recommends sending your popular and interesting status updates to your email list on the same day.
This increases the reactions and comments on the post and encourages engagement on your Facebook page.
You can also combine this email list with the Facebook group strategy.
Ask your subscribers to take part in exciting conversations in your exclusive Facebook group.
Killer strategy to increase Facebook shares
Let's say you already have a few hundred social media shares on your post. How would you like to increase the number of shares to a thousand?
You need to plan a strategic influencer email outreach campaign and move from a good content strategy to increasing post views.
Vero staff developed such a contact for their email marketing best practices guide.
You have more than 10,000 stocks in the guide.
12. Run competitions to increase Facebook's organic reach
Facebook contests are an easy way to quickly grow your presence.
But it's a little bit more than just attracting fans with a free gift.
Step 1: Set a goal for your contest
Would you like to increase engagement? Are you growing your fan base? Generate more leads?
Whatever you choose, make sure it is specific and measurable.
Step 2: choose what type of competition you want to run
If you want to generate leads, your input method should include some mechanism to capture those leads, such as: B. an e-mail access.
If you want to grow your Facebook fan base, you can require participants to follow your page and like them in order to enter the competition.
Do you see how your input method should be tailored to your goal?
Step 3: Determine the conditions of participation
Before doing so, be sure to read Facebook's Guidelines for Running Contests and Challenges.
You will still need to set your own rules for the competition.
Simply write a short description that will let entrants know how the winner will be selected, who is eligible to enter, and the details of the prize.
Step 4: decide how the winners will be selected
In most competitions, the winner is usually chosen at random.
If your promotion is challenging, you will need someone or a group of people to assess the listings. Alternatively, you can have a voting system to select a winner.
Step 5: Pick a price and develop an advertising strategy
Most brands fail miserably here.
If you don't choose your prize carefully and promote your contest, there is a good chance it will flop.
Always choose a prize that is relevant to your business so that you don't just attract people to attend for the giveaway.
Here are some ideas for promoting your competition:
13. Share posts from your Facebook page to your Facebook profile
This strategy is aimed at avid Facebook users. You should have at least 1,000 friends on your personal Facebook profile to get significant results.
The strategy is simple to improve post views.
You first share a post on your Facebook page. Then share it from the page in your personal Facebook profile.
With this strategy, WPChronicles increased their reach from 5 to 134 people.
Keep in mind that this strategy is not scalable and you might annoy your friends if you do too much.
However, you can occasionally use it for posts that add value to your Facebook friends.
Pro tip: If you've just started your Facebook page, it's a quick way to build your first 100 fans and get social proof. Just use the "Invite Friends" feature.
This feature can also be used to expand your Facebook page from your email list. However, it is not available on all Facebook Pages.
It's easy to use. Upload your contacts from MailChimp, Constant Contact or any other email service. Facebook finds them and suggests they like your page.
14. Increase Facebook Organic Traffic With Hashtags (Used Carefully)
We are all familiar with hashtags and how they work.
But what's wrong with them on Facebook?
Do they have an impact on the reach of a post?
We will see.
BuzzSumo analyzed more than 1 billion Facebook posts from over 30 million pages.
Their study seems to be in line with the general consensus that Facebook users are prone to hashtag fatigue.
Posts with hashtags performed worse than those without.
Does that mean marketers shouldn't use hashtags on Facebook at all? Not exactly.
Facebook hashtags are very useful.
It's about experimenting with relevant to see what works in your industry and for your audience.
They should also be used in moderation – a maximum of one or two hash tags.
Why so little?
Interactions reported by Post Planner are highest when one or two hashtags are used.
While there is a consensus that you shouldn't hashtag everything, Facebook is nonetheless designed to allow their use.
This means that there are quite a number of features you can use without adding hashtags to all of your posts.
Here is how.
Create your own hashtags
There is no special protocol for creating hashtags.
Anyone can do it.
I recommend making your hashtags unique to your brand so they don't get confused with anyone else's. It's also smart to use the same branding-style hashtags on all social media platforms so the channels are familiar.
Pro tip: Use your brand hashtags as a metric to track your brand equity on Facebook. Their popularity gives you a good indication of how many people are buzzing about your business at any given time.
You can also direct your audience to the URLs of certain hashtags so that they can join the relevant conversations.
Use hashtags to make your Facebook group easier to navigate
Facebook creates a unique URL for each hashtag used. This means that you can use them to search for content.
This is especially useful in groups when you don't want evergreen content to be buried. Simply hashtagged them so that users can keep referencing those content items by doing a quick hashtag search.
For example: If you create content topics like I recommended, your users will be able to find all of the published content for each topic by looking for the unique URL.
Use the Facebook trending topics
Ever heard of newsjacking?
It's when someone piggybacks a trend to gain brand awareness.
We saw that it is best to use hashtags sparingly.
However, if there is ever a prime time to use them, it will be when they are tied to a trending theme. That way, you will tap into the traffic and increase your exposure.
I have to warn you: This strategy requires caution. You don't want to bet on a trend that is doing you more harm than good.
15. Go against the grain to get noticed
A big piece of the organic-reach puzzle is competition.
You have to fight for your audience's attention.
Would you like to know how to stay one step ahead of your competitors?
Find your differentiator and flaunt it.
Both your visual and your written content should stand out.
Some pro tips for your visual content:
- Avoid blues and grays at all costs. These colors dominate the theme of Facebook, which means that you will turn into a user's news feed. You want to use colors that stop someone. Red, yellow, and orange are great options.
- Create multiple graphs per post and A / B test to see which ones do better. After you've run multiple tests on your posts, you'll see a sample. Your audience is likely to be more responsive to some designs than the others.
- Add call-to-action buttons to the actual image. This is because you want as many visual cues as possible so that users know they should click here.
- Don't use photos. Transparency and authenticity are important on Facebook. Create your own images to humanize your brand and share images that your audience can connect to.
- Capture and keep your attention with short captions on your pictures. Posts with 80 characters or less get 66% more engagement.
- Ask questions. Posts with a question have a higher level of engagement than those without.
16. Use the new Facebook functions
The constant app updates from Facebook are no secret.
The changes come quickly and frequently.
But here's the thing:
You can fly under your radar if you don't make staying informed a priority. This is because new features are almost always released at different times in different segments of the platform.
You can take advantage of these updates.
If you get in early, you get the benefit of the Early Mover. This means that you can master it faster than anyone and use the new features for the benefit of your company.
Some recent updates that offer golden opportunities:
- Facebook Messenger bots: You can use this to get in touch with users and to convince them with targeted messenger sequences.
- 360-degree photos and videos: This allows you to capture a 360-degree panoramic view. You can use this to showcase the human element of your brand by capturing group shots, events, workspaces, and more.
- More intuitive and flexible video: Users no longer have to manually tap to play a video. In addition to the autoplay update, you can now watch a video while you are still scrolling through your news feed. The video is automatically minimized in the corner of the screen.
- Facebook stories: If you are familiar with Snapchat and Instagram stories, you will be familiar with this format of visual content. The feature generates a lot of traffic and engagement.
- Facebook offers: You can create and share coupons, discounts, and other promotional offers on your company Facebook page. These offer ads can even be created to be combined with other ad campaigns. You can also track performance in ad reporting.
- View facebook: Facebook Watch is a streaming video tab on Facebook that allows viewers to access longer form videos from creators.
- Facebook marketplace: The Facebook marketplace is not just for selling items in your home, it can also be a business drive.
17. Create an Effective Facebook Paid Marketing Strategy
You have to ask yourself, "I thought it was about organic traffic?"
Here's the thing:
Paid reach can get into your organic reach and extend the life cycle of your posts.
This means it will appear to more people and allow users to interact with your content for a longer period of time.
How is that possible?
The users can still see your post even though they were not addressed by paid distribution.
The audience you are paying for can choose to share and engage with the post. In this case, it gets organic reach if the audience gets involved too.
Now, let's get into how to run effective paid promotions on your posts.
Step 1: Install the Facebook Tracking Pixel on your website
The Facebook pixel allows you to track the specific actions on your website and other landing pages.
Better still, you can create custom audiences to target again with people who have visited your website.
If you haven't already installed it, go to your "Ad Manager" or "Power Editor".
You will be asked to create a pixel if you don't have an active one.
After creating your pixel, you will be given a tracking code that you will need to copy and paste into the header of your website.
To easily place the pixel on your website, you have two options:
- Use Google Tag Manager to paste the code into your title tags without messing around with your website's HTML files.
- Use a WordPress plugin called PixelYourSite. Once installed, get your Pixel ID from your ad manager and simply copy it into the plugin's settings. You don't have to play with codes and title tags.
And that's it!
Do this once and you are good.
Step 2: Organically gain traction before paying
We saw how organic and paid reach work hand in hand.
This is an effective way to ensure your ads reach more people at a cheaper cost.
Some tips on organic advertising:
- Share your post multiple times on Facebook. Make sure you vary the format as well as the time you post.
- Reach out to influencers to share your content with their networks.
- Post on other Facebook pages and groups you are allowed to.
Step 3: create your ad or increase your contribution
You can either run an official Facebook ad or a boosted post campaign.
At first glance, they look the same.
What is the difference?
A few things.
- Ads are created using your ad manager, while enhanced posts can be served directly from your company page.
- You need to post a post on your page first to improve it, while an ad doesn't have to be on your page.
This means that the strategy of promoting contributions organically first is best suited for amplified contributions.
Let's get into the details.
How to Increase a Post on Facebook
First, find the “Boost Post” button under your post.
Choose a destination:
Limit your audience.
You can opt for:
- People who like your page
- People who like your site and their friends
- People you select through targeting
Set your budget and the duration of your campaign.
Finally, make sure your tracking pixel is enabled.
So that's it for increased posts.
What about actual Facebook ads? The concept is not much different.
Put these steps into action.
Step 4: Create your ad using the ad manager
Go to the Facebook Ads Manager.
Choose a goal for your campaign.
You have far more options than increased contribution.
However, you can only choose one destination.
Step 5: Define your targeting options
You can either:
- Create a custom audience: To reach people who have already dealt with your company. For example, you can import your email list to create a custom audience.
- Create a like audience: To reach new people who are similar to an audience you already have elsewhere.
- Use a saved audience: If you've served ads in the past, you can use the same audience.
Select your ad placement.
Set your budget and schedule.
Format your ad, write clickable caption, and add an eye-catching picture.
After you've completed the creative elements, you're ready to place your ad order and get started.
Pro tip: Read this post to find out how you can improve your Facebook ads.
Step 6: use retargeting
Have you ever visited a website and ten seconds later you ran a Facebook ad from that very website?
Chances are you have.
If the marketer misuses it, it can become annoying to a consumer.
Imagine seeing ads all the time for a product you've already bought or a website that you've never really been interested in.
Either way, this is still one of the most powerful tools in a marketer's toolbox.
Here you can experience the full potential of the Facebook pixel.
If you've implemented Step 1, your step should be started and ready to go.
How does retargeting work?
This allows you to target your ads to people who have shown interest in your business.
Here is a visual representation of the process:
As you can see, this is a great way to regain lost leads.
The whole premise is that it is easier to convert someone who is already into your business than a total stranger.
Your retargeting ads will be set up using the same steps I described above for a normal advertising campaign.
Your targeting is the only option.
Keep the following in mind: Retargeting campaigns take some time to grow in importance. Set a goal, set a timeframe, and make a commitment to run your ads for that period.
Step 7: determine the ROI of your Facebook ads
Let's talk about the results.
Facebook campaigns aren't difficult to get started.
However, many marketers are not seeing the results they were hoping for.
But here is the brutal truth:
Unless you track your ads, how much they cost and the ROI, there is no way you can optimize your performance any further.
So what metrics should you be tracking?
- Conversion rates
- The number of times an ad was served to a user
- Return on Dollar Investment
- Click Rate (CTR)
- Cost per click (CPC)
These are all available in your Power Editor using Facebook's ad reporting feature.
Analyze your results and work to improve them.
18. Use the power of Facebook "Dark Posts"
Facebook "dark posts" has been around for a while.
However, they are one of the least used marketing tools.
Is the concept as scary and shady as the name sounds? A little bit.
Dark posts, also known as unpublished posts, are newsfeed-style ads that will not appear in your newsfeed. This means they won't be found on your timeline or in your fans' feed.
So what's the point?
- Build as many ads as you want without turning off your target audience
- Split up multiple elements of your ads to choose the most powerful variations
- Make a choice to show only the high impact ads to your organic audience and be confident that they are performing
- Stay in good hands on Facebook. Your page will be less promotional which the Facebook algorithm prefers
- Personalize your ad copy for different target audience segments
Now that you know the benefits, you can start using unpublished "dark posts" for your business.
Go to the ad manager and follow these steps from Facebook.
You have created an unpublished post, also known as a "Dark Post".
19. Get noticed and inspire action with convincing copy
If you've succeeded on Facebook, you already know that the creative elements are the variables that matter.
What does this mean for your Facebook strategy?
You need to test different aspects of the subject. This involves split testing your copywriting and visuals to find the best performing combinations.
It will serve you well for both paid promotions and your organic reach.
We've already gone through the visuals.
So let's talk about copying.
The purpose of the convincing copy is:
1.Improve your click-through rate (CTR)
Click-through rate refers to the number of people who clicked on your website after your ad served.
If it's low, that's a pretty good indication that your ad copy and artwork are in need of work.
CTR is not a metric that will hurt or affect your media marketing performance, but you don't want to go wrong either.
That would mean leaving a better result on the table.
2.Lower your cost per action (CPA)
An action depends on your conversion goal.
It could be:
- Video views
- App installed
- Ecommerce store visits
- Page visits
- Shares, comments and likes
This is where every action you want users to take when your content is served comes into play.
The less it costs you to take these actions, the higher your conversion rates.
What does persuasive copying have to do with CPA?
Well, users will just be passing a solid call to action (CTA).
Again, the strength of your CTAs depends on your copy.
How to Create Compelling Facebook Views That Convert
- Always tailor your CTA to your conversion goal. A generic unit copy does not cut.
- Use the exclusivity to increase the perceived value. This goes hand in hand with urgency. In fact, words used to convey exclusivity can also be used to increase urgency.
- Create urgency to give users an extra boost. Think of relevant words and phrases that evoke a sense of the now. The fear of missing out (FOMO) will increase and users will have a greater chance to take action.
- Eliminate weak verbs like download, save, study and figure out. They lack the energy and the punch to inspire people. If you need to use them, add urgency words to change. For example: CTAs with "Now" at the end always convert better than those without.
- Don't let the rules catch you. Yes, the tips above have been proven time and time again to get results. But your audience and what they're responding to matters. The other elements in your content also take into account so that you are not looking at the call to action in isolation.
20. Focus on the value and don't worry about the reach
As a marketer, conversions and ROI matter, right?
The organic reach of your posts on Facebook is like a secondary metric.
Jon Loomer sums it up perfectly.
If you are looking for reach rather than valuable content, then you will try playing the Facebook algorithm.
Do you remember Google taking action against black hat SEOs trying to improve their search results?
Every platform wants to improve the user experience and increase engagement.
So don't chase Facebook's organic reach.
Instead, share each post with a goal.
- With links, you want to get clicks and drive traffic to your website.
- Status updates should focus on engaging with your audience and getting comments.
- Share graphics to inspire and engage your audience.
- Split videos to get video views mainly. The CTA in the video can be used to drive traffic to your website.
Your page's organic reach isn't your best performance indicator.
So while looking to improve your game, you need to consider how much coverage is enough to justify the time and effort invested in building your Facebook assets.
Write down the goals you want to achieve through your Facebook page.
- The size of your company
- The scope of your operations
- Your goals
- Your audience
- The ROI of increasing Facebook reach
Only then should you develop a Facebook marketing strategy that takes these goals into account.
Choose the metrics you want to measure your results against.
Don't let algorithmic changes dictate your marketing strategy.
Facebook is a brilliant marketing tool.
There is no doubt about that.
The number of companies actively using the platform increases by millions every year.
But Facebook is not without its challenges.
The influx of published content has resulted in a downward spiral in organic reach and competition for newsfeed space is fierce.
Things that used to be done with the autopilot now require significantly more effort and care.
Will the organic reach decrease further?
Or will it get better?
Nobody really knows what the future holds for organic reach on Facebook.
In any case, our task remains the same.
We need to get creative in our social media marketing and provide our audience with top quality content.
If you implement the strategies that I am sharing in this post, you will be well on your way to increasing your organic reach.
You can also better navigate Facebook's ever-changing platform.
What is the average organic reach of your Facebook page? What strategies are you using to combat the decline in organic reach on Facebook?