Often brands spend their days devising a Facebook marketing strategy only to see their post go live and ultimately show very little traffic or engagement. You immediately think what went wrong or what if no one really likes our brand?
Do not go down that dark rabbit hole because Facebook organic reach is still a struggle for even some of the biggest brands. Let’s get real, Facebook organic reach is extremely tough for those looking to boost their page without ads. However there are ways to improve your reach and build a Facebook audience.
Here are six steps to help your brand increase Facebook organic reach.
- Use Facebook as a Community Hub
Having trouble building an audience on your Facebook Business Page? Ask yourself, why should people even follow you on Facebook? If there is no reward for hitting the Like button, most users will not bother in the first place. However, giving customers a reason to click ‘Like’ on your page sweetens the pot a bit.
One way marketers increase their Facebook community is by making a hub for discussions. Whether it is weekly chats, a place for digital industry gatherings or simple Q&As, making your Facebook page the go-to-spot will help.
Offer your fans something unique that they can only get on your Facebook page. That way, people know there is a payoff to following and liking your page. This means you must stay active, constantly offer new topics of discussion and hone in on the community aspect.
Bringing users in through community building is an effective way to not only increase engagement, but to get people to notice your brand organically. The more people interact with your brand on Facebook, the more likely your Facebook posts will pop up in their feed.
- Funnel Traffic From Other Pages
Building that initial audience is one of the most challenging parts of increasing Facebook organic reach. An easy way to increase traffic is to consistently remind audiences in other channels about your Facebook presence. Don’t go overboard with Tweets and Instagram posts linking to Facebook.
However, at the same time, what is the harm of letting people know where to find you on Facebook within your other social media platform bios? If not there, what about on your website? Is there an easy click to Like your Facebook Page on your homepage?
Don’t worry about overhauling your website, but providing more than enough links to your Facebook page can do wonders. To add to this idea, try posting on whichever platform has a larger audience and remind users you are on Facebook.
Take lessons from the first tip and let people know what to expect what they will get in return for following you on Facebook. Open communication is always the best for a healthy relationship, so why not bring this aspect to your loyal customers?
- Find & Collaborate With Influencers
To add to the last tip, another channel you could use to get more traffic is social media influencers. These power uses can drive authentic traffic to your Facebook page with the right strategy in place.
According to MuseFind, 92% of consumers are more likely to place their trust in a social media influencer over an ad or celebrity endorsement. Whilst this is not the most ‘organic’ way to increase traffic since influencers often have a price tag for their work, it is still a method to funnel potential customers.
You may not find many influencers that are willing to work for free. Try to sweeten the deal with perks to help their brand recognition on your website or through link building. However you do not want to start emailing a bunch of influencers and asking to work for free. Noone wants to open that email ever.
Influencer search tools can come in handy such as BuzzSumo which will help you locate, analyze and discover non-celebrity influencers in your industry. Be careful to research your results by looking influencers up on Twitter, Instagram and Facebook to ensure they are active with their audience.
- Know Your Optimal Times to Post on Facebook
It can be difficult to tell the difference between being spammy and attentive on Facebook. Out of the major social media networks, it is one of the few places users do not like brands to be overly active. Your brand should rarely post more than once a day.
The best day to post on Facebook is Thursday. The most active time is noon to 2 p.m. on Wednesday and 1 to 2 p.m. on Thursday. The safest time to post s weekdays during 10 a.m. to 3 p.m. The least recommended time to post is Saturday and late evenings or early mornings.
- Schedule Consistent Content
After learning how much and when to post on Facebook, it is time to ensure your content is consistent. Whilst it may not seem like a critical aspect to your Facebook organic reach, consistent content is everything. Think of what social media actually does for your customers, it is a line of communication where you want to build a relationship.
If you only engage or post a few times a month, or try various content types, you are not creating a clear path of communication. Increasing Facebook organic reach is about being persistent and reliable with your content. You ultimately build trust with users as you post in relative themes.
For example, Groupon is notorious for its various deals which would make posting a news-related article out of place. Instead the company shares Mother’s Day deals and other topical content that would not necessarily surprise readers.
However, other brands who rely on topical content that would not necessarily surprise readers. However, other brands who rely on topical events, may need to update content to match breaking news or industry updates. The primary goal should be to provide content your target audience wants.
- Don’t Just Rely on Organic Content
Finally, it is in your best interest to utilize as many different channels for Facebook, which includes paid ads. Facebook has quickly become one of the biggest paid social ad channels.
This means you have to include paid strategies into a successful Facebook marketing plan. When you only rely on organic Facebook methods, you are missing out on opportunities to grow your audience.
However, if you do not consider organic in your strategy, your Facebook Business Page will be boring to your followers. I understand that advertising on Facebook may be a bit pricey for some brands, however organic content can help you save in the long run.
You should use organic content to analyze and test to see what works best. Once you understand more about what your audience wants, your brand can then utilize the same content strategies for paid ads. It is smart to A/B test content on paid and organic channels as well.
Users tend to act differently when it comes to paid and organic content. These six steps should put you in the right direction. Be smart with your Facebook strategy and use organic content to increase your reach on the world’s most popular social media channel!