Social media marketing is everywhere these days and for good reason, social media marketing is like a digital form of "word of mouth" and it can reach tens of thousands of new viewers if you know how to market correctly. For many businesses, Facebook is the preferred social media platform for advertising since it's a platform that almost everybody utilizes but how do you maximize your Facebook reach for the best return on your time investment?
On Facebook you have paid reach and organic reach, both are equally important to the success of your Facebook page, however, most people are more concerned with the organic reach since it is the no-cost way of marketing. Organic reach means getting views on Facebook through non-paid avenues such as search engines, a post being on someone's newsfeed and also by someone sharing the post on their newsfeed. Many businesses claim that lately their organic reach is going down by the day, and it very well might be. Facebook, along with many other social media platforms, constantly change their algorithms and that's why it's important to stay up to date with the most current information. Secondary to that, every platform favors their paid advertisers for obvious reasons; they make money from it, and that's why we have to use what we have to maximize our reach - our current Facebook fans. Below I will share a few ways to maximize your organic Facebook reach so you can get your posts and page out to people without paying anything!
Upload Videos on Your Page
Most people are very visual and will opt to watch a video over reading text, this is why uploading videos to your Facebook page in the form of posts will stop your audience from scrolling past your post in a newsfeed and will entice them to watch the video. Personally, if I see a video in my newsfeed, I am more inclined to watch the video over reading a very text-heavy post. There are different types of videos that you can upload, but some popular ideas are:
- Behind-the-scenes videos
- Tutorial Videos
- Instructional Videos
- Informational Videos
Another idea would be to do a Facebook Live session. Facebook Live sessions not only catch the eye of your audience when they're scrolling through their newsfeed, it also allows your audience to interact with you and see the personal side of you and your business. This will increase your engagement as well as your organic reach.
Offers and Coupons
There is one thing that is common amongst almost all people, and that is that everyone loves a deal. One of the best ways to grab people's attention and keep them coming back is to offer something that is of value to your audience. It could be a free download, a free course, a coupon, a deal that they can claim within a certain amount of time or even a contest. Facebook has most recently changed their policies about contests & giveaways to make them more accessible to everyone and easier to conduct.
Create Amazing & Shareable Content
Even though I mentioned how important it is to share videos for those who are visual, content is still king. It's very important to mix up what you share on your Facebook page so your audience doesn't get bored. Sure, videos are easy, fun and informative, but sometimes good old content is what your audience wants. Create amazing and informative posts that your audience will want to share. Share a new post that you have on your blog, share an interesting article that you recently read that is related to the content that you create, write a post that may solve a problem or answer a question that your audience may have. Be fun, be personable but overall; be informative.
Engage With Your Audience
Engagement is important because you want your audience to know that there is a person behind your brand. If they have questions or comments, always respond to them when you have the time to. Questions or comments may be in the form of messages or even replies on the page, so keep an eye out in your replies for any questions that may need an answer. I also suggest to ask your audience questions so they can start a conversation. If you have the time to, weigh in on the question yourself or reply to some of the comments. If you engage with your audience, they will feel like you are giving them attention and they will know that you care about them as a person and not just a number/statistic.
SEO & Hashtags
Hashtags used to be something that only Twitter users would use, but in the past few years, hashtags have also come to be popular on Facebook. If you optimize your Facebook content using keywords that people may be searching for within Facebook search and if you use hashtags that describe your content, more people will be able to find your content.
Start a Facebook Group
People absolutely love to engage with others in Facebook groups and sometimes groups can be very informative and helpful. If you have a Facebook business page, you are able to create a Facebook group that is connected to your page. When you're creating a group, make sure that the niche of the group is associated with the niche/topic of your business page, this will ensure that those who join the group are also interested in what you have to offer. Once you have members in your group you have the option of posting on the group from either your business page or your personal page. Make sure that you always post as your business page so your group's members will be able to see and click through to your page if they are interested. The best part is Facebook groups pretty much market themselves. I would suggest adding a link to your group on your website, but other than that people are searching for groups everyday and will easily be able to find yours in a search. Just make sure that the name you choose for your group describes what your group is about and is different than the other groups on Facebook.
Know Your Audience
I know that you probably know who your ideal business avatar is but what does your audience on Facebook want on your page? Well, this may take some time, trial and error, but it is possible to figure it out. Take a quick look through your Facebook page statistics and try to find out what they enjoy the most. Are they posts that are infographics? Are they posts that contain images or videos? Are they Facebook Live events? To accomplish this you can even do a split test and post videos on (let's say) Mondays and Wednesdays and informative posts on Tuesdays and Fridays. From there, you will be able to see which group of posts performs better; is it the videos or the informative posts? This will begin to help you see what your audience wants, enjoys and expects from your page.
Creating an interested and engaged audience on Facebook takes time and a lot of effort on your part, but once you have that audience it will feel very rewarding and humbling to see them engaging and enjoying your posts.
What are some ways you maximize your reach on Facebook?