How to Increase Your Organic Reach on Facebook
It is important for brands to build online communities and connect with their target audience through social media, but what happens when you’re left talking to an empty room?
In this post I share 5 strategies from Brandon Seymour, (Director of SEO at BodyLogicMD) that can help your brand reclaim organic visibility, boost engagement, and improve Facebook ROI.
1. Create Killer Content
- One of the most effective ways for brands to increase their organic visibility is to consistently post quality content.
- Facebook puts a lot of emphasis on content quality and relevance.
- Higher engagement is key to boosting your reach.
- So, how can a page boost engagement when no one sees their content?
- Experiment with some paid promotion.
- Facebook allows you to “boost” posts so that they appear higher your followers’ newsfeeds.
- The engagement you get for promoted posts helps to establish your credibility and effectively increases your organic reach.
- The amount of promotion needed really depends on the value your content provides for your audience.
- The better the content, the better the results.
2. Use Facebook Insights
- The more you know about your audience, the better.
- Facebook Insights is a proprietary analytics platform that provides of variety of different data sets to help page owners measure the performance of their content.
- Currently Facebook Insights is broken down into five separate tabs: Likes, Reach, Visits, Posts, and People.
- Likes reveals the total number of people who have liked your page within a specific time range and also where the like happened (i.e. on page, page suggestions, mobile, desktop, etc.) You can also see a breakdown of paid vs. organic likes, as well as how many people “unliked” your page.
- Reach is an important metric because it tells you how many people have seen your posts. You can also see some positive engagement metrics, such as likes, comments, and shares.
- Visits gives you a breakdown of which pages (tabs) were visited (i.e. timeline, likes tab, custom tabs, etc.) and also which referring sites (external) brought people to your Facebook page.
- Posts analyzes your content based on post type, targeting, total reach, time of day, and engagement.
- People shows you the demographics of your fan base. You can see things like gender, location, language, and compare people reached versus people engaged.
- If you’re only looking at likes and shares, you might be missing the bigger picture.
- Facebook Page Insights gives brands a 360 view of how their page is performing.
- It’s surprising how many brands aren’t taking advantage of this data.
- There’s a ton of value here, it’s relatively easy to use, and best of all it doesn’t cost a thing.
3. Use Competitor Insights
- Even if you’re a top influencer in your niche, there’s still a lot you can learn from your competition.
- Sometimes we get so wrapped up in our brands that we miss out on what’s going on in our industry.
- The great part about social media is it is relatively easy to see what your competitors are up to and whether their strategies are effective or ineffective.
- There are countless tools available to help you gain competitor insights.
- Some of the most popular are Simply Measured, Social Bakers, and Quintly.
- Brandon’s personal favorite is Buzzsumo, which is designed to help brands identify the top performing content for any keyword, topic, or brand name.
- Brandon recommends that you do a Google search for “Facebook competitive analysis tools” and find the one that best suits your needs and budget.
- Also, although these tools can save you a lot of time, you can do most of this research on your own.
- You can start by manually searching for your competitors on Facebook and seeing which posts and content received the highest level of engagement.
4. Build a Community
- It’s not about you – it’s about them.
- For brands, social media is about building online communities and providing value for your audience.
- Brands with strong online communities don’t need to focus on impressions, clicks, likes, or shares.
- Instead they focus on the value they provide on a daily basis.
- Ask yourself: what are you really offering for your followers?
- Think of your Facebook page as an “About You” page for your followers.
- The content you post shouldn’t promote your brand, but instead should promote the values and interests of your brand loyalists.
- Social media should be a conversation.
- If your posts and content don’t start conversations or at a minimum, add to conversations, then you’re doing it wrong.
- Remember that engagement is a two-way street.
- They should reflect the personalities that helped shape your brand.
5. Don’t Be Lazy
- Sometimes it’s not about what you do, but what you don’t do that makes you successful.
- Here are some practices that brands should avoid to boost and maintain organic reach on Facebook:
- Buying page likes
- The biggest reason for brands to refrain from buying fans is because it could kill your organic visibility.
- The fake fans drive down the average engagement for your page, which means Facebook will be less likely to show your content to your real fans.
- Posting a ton of promotional content
- Facebook serves content based on interest – not intent.
- People don’t use Facebook to shop for products and services – they use Facebook to be social and engage with people and content that they find interesting.
- In an effort to enhance the user experience, Facebook recently announced they would be reducing overly promotional content in the newsfeed.
- If you want to advertise on Facebook, it’s highly recommended to buying ads.
- Using manipulative tactics
- Contrary to popular belief, click bait, like bait, share incentives, and other shady tactics aren’t good for engagement.
- When Facebook updated their spam algorithm, they specifically targeted pages that were using manipulative tactics such as these.
- Brands should post as much original content as possible to provide their audience with a more meaningful experience.
Success comes from making sure your brand is seen and heard. It takes a lot of time and effort to do it right. You need to optimize your content strategy to ensure your content is seen by your followers.
It all comes down to creating value for your audience.
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To Your Success,