In case you haven’t been keeping yourself in the loop regarding what many people have termed “Facebook Zero,” let me be the bearer of bad news: organic reach on Facebook can now be as low as 2 percent. So if you post something that your fans don’t engage with right away–by liking, commenting or sharing–then it basically just goes off the radar and the rest of your fans do not even get a chance to see it in their newsfeed. You can read about the reasoning behind this here: Organic Reach for Facebook.
What this means is that you have to create super high-quality content which will be sure to engage your audience every single time you post, or else you risk losing touch with your followers. When your fans stop interacting with your page, they stop seeing your posts. The other way to solve this problem is to “boost” your posts, which essentially turns a post into an ad (it will say “sponsored” but people will see it in their newsfeed just as they do regular posts from friends and businesses).
What I suggest is that you combine a strategy of choosing quality over quantity when it comes to content, and also be willing to part with $5 or $10 per post to get the fire started. The more fans who get a chance to actually SEE the post in their newsfeed, the more likely you are to get some type of engagement, which will then get you organic reach. And if you’ve posted something really interesting, your reach will continue to grow by a sort of “compounded interest.” What I mean by that is, your post now has natural momentum combined with a paid boost. It’s a naturally popular post on Miracle-Gro, so to speak.
To give you an example, if I’m working on a page that has around 500 followers, we typically find the organic reach of an average post to be 30-50 people. However, if we boost a post with $5-$10, we usually reach well over 1,000 people. Facebook will notify you when your organic posts are performing well and then suggest that you boost them. I usually accept this suggestion. But sometimes you don’t know the true potential of a post until you give a little fuel and see how it performs. The great thing is, for as little as $5, you can experiment with each post, see what your audience responds to, and adjust accordingly. You can monitor your results even while the ad is in progress, and compare the ratio of paid to organic reach. If you have an extremely high ratio of paid to organic reach, you may want to kill the ad. It just isn’t engaging your followers.
The other thing that Facebook is out to reduce are posts that some across as “promotional” or “salesy.” Facebook (and its users) want your business to use the platform the way it was intended, which is to be SOCIAL. You can do this by sharing valuable information, and creating a community around the things that are meaningful to your business. Decide what topics are important to the culture of your brand, and be consistent with your content.
Aside from creating content and boosting posts, there are many advanced marketing strategies you can (and should) be utilizing on Facebook. Some of those include: creating custom audiences based on a pixel installed on your website, or a custom audience built from your email list; targeting audiences based on demographics and specific interests; and creating (and boosting) events, posting videos, and even sharing content from other pages. For help with any of these, give me a shout, I can also be reached through Facebook or Twitter.