How’d you love to see the reach of your Facebook posts climb?
If you’re marketing on Facebook, you could find that your posts are only seen by 5% of your target audiences. This isn’t what you want to see after crafting a perfect post update in the hope that your audience base will engage with it.
Unfortunately, that’s the way it has been for most brands and marketers since Facebook tweaked its algorithm. Facebook came out to acknowledge that after it made internal changes, the organic reach of Facebook posts and pages had declined.
Decreased organic reach meant that companies have to pay to reach their audience, leaving the brands who’ve spent big on Facebook over the year feeling like they’re a victim of a digital shakedown.
However, Facebook had its reasons to make this change. There are around 1,500 stories competing for attention in a user’s News Feed at any given moment. The new algorithm selects around 1/5th of them to display. If the social network didn’t make this change, the News Feed would be flooded with so many stories that users won’t have a chance to stick to anything. And that’s not ideal to user experience.
As a result, you have to supplement your organic post reach efforts with some paid advertising. You can’t simply expect the gifted free ride with those product-lead posts and cheap contests. Now you have to do some promotion with ‘boosted posts’ and sponsored stories’ to increase post reach.
That said, there are still ways to increase the reach of your posts, without paying for ads. The following tips detail those ways:
1.Use Facebook Insights
Facebook Insights is a powerful tool that allows you to track the performance of your post. What is your engagement rate? What kind of posts have the greatest reach? These questions can be answered by analyzing Facebook Insights data.
Different things work for different people. In order to figure out what is the best way to increase your post reach, you have to try various approaches, look at the data, and make decisions based on that data.
That’s what Braxton Animal Works, a third generation pet supply store with low prices and great pet advice, did. They used Facebook Insights to develop content that their audience loves…… And it led to a solid local community that shares and engages with their posts, improving their reach.
2. Optimize your content
It’s important to always remember that the main reason why people subscribe to fan pages is because they are interested in the content a particular page is offering – and if you want to keep your fans coming back, you have to make sure that you provide relevant and valuable content on a regular basis.
It’s not enough for your post to include valuable and relevant content, though, you have to also package it right. Make sure that the post itself is intriguing, then enhance it with images, videos, links to helpful resources, etc. This will help your posts to stand out and get the attention they deserve.
Take a look at this Nerd Fitness post: a story about a nerdy fast food manager who lost 100lbs complete with a before and after picture. Not only audiences engaged with it themselves, they also shared it with their friends, because let’s be honest, most of us wouldn’t mind losing a few pounds ourselves.
3. Use a clear CTA
You can’t hit the target if you don’t know what the target is. Ask yourself what are you trying to achieve with a particular post? Do you want to start a discussion in the comments? Do you want people to share your post with their friends? Do you want them to click through to your website?
Of course, your first impulse is probably ““I want all of that!””, but going after all those things at once often leads to not getting any of them in the end. You want your fans to take action? Well, add a call-to-action to each of your posts.
This post by Nomadic Matt may seem rather straightforward, but if you look closer, you’ll notice how in a few sentences it describes the target audience and the benefits of joining the community, provides social proof, and, of course, ends it with a clear call-to-action.
4. Use hashtags
Hashtags are a great way to participate in real-time conversations that people are having right now. Research which hashtags related to your niche are trending, then make sure to use them in your posts. This will allow you to capture interest of people who haven’t even heard about you yet and improve post reach.
1stWebDesigner combined a motivational image with a #deliver hashtag to people who are not in their audience yet – and it worked great!
5. Respond to comments on posts
Respond to comments left by people on a post. Whether you answer a question or add something to the post, commenting is a great way to increase audience interest. The reach of your post will improve further if people tag others in the comments section.
You can use AgoraPulse to keep track of comments and receive alerts on tags.
6. Time your posts right
Your target audience might not be online all the time, and if you’re posting when your fans are asleep, you can be pretty sure that your posts will not get the attention that you want.
Use Facebook Insights to determine when most of your fans are online and post at those times for the greatest engagement results. You can use a tool like Inbound Zombie to schedule your posts.
7. Use themes to post every day
It’s a great idea to come up with themes for your daily posts. What does that mean? For instance, Monday you can have motivational posts that would get people pumped for the week ahead, Wednesday you could have a post related to productivity since mid-week is a busy time, Friday you could have post related to winding down or having fun, etc. Just don’t forget to keep things relevant to your particular niche.
1stWebDesigner has Espresso Mondays QnA videos that they post every Monday – and each Espresso Monday post gets a lot of attention on Facebook.
8. Remind your fans about notifications
Did you know that your fans can get notifications from Facebook pages the same way you get notifications from your friends?
All they need to do is go to the fan page they are already subscribed to, hover over Like button, and then choose Get Notifications. Most people, your fans included, simply aren’t aware of this.
Encourage them to opt in for getting your fan page notifications so that they’d be notified whenever you create a post; this will give your post the best chance to be engaged with.
9. Share your top-performing posts with your email subscribers
Your email list is without a doubt one of your most valuable (if not the most valuable) online asset – and you should definitely leverage it to improve your post reach. How? Simple: put a link to relevant Facebook posts in your newsletters (P.S. section is a great place for that).
Use these tips to get ahead
It might be intimidating to think about how harsh the competition for attention on Facebook is. However, with a little bit of knowledge you can put the odds in your favor. This means that you don’t need to be a marketing genius to get ahead, you simply need to be less clueless than others.
Got anything to add? Or any other suggestions? Feel free to leave comments.