Have you given up on Facebook marketing because it seems that no one is seeing your posts in their news feed? You aren’t alone, and it may not be your fault, but there are things you can do to overcome this issue.
Facebook’s ‘organic reach’ has shrunk fairly steadily for a couple of years now, which means that more and more accounts are finding that sometimes less than 5% of their potential reach is being realized. You can’t really blame Facebook, because without their filters and algorithms in place everyone would be getting an endless flood of ads in their feed. Then everyone would leave.
Adapt and Overcome
You should definitely not leave Facebook as part of your strategy, even if your reach is struggling. Facebook is still by far the largest social site on the web and there are over 18 million business pages located there, so to completely abandon ship would be a silly business move. However, Facebook is not the only outlet you should consider either.
You need a complete social media strategy if you are going to have one at all. If you aren’t sure what that looks like, you should hire a social media manager to either handle your accounts or at least for consultation.
Besides being well-rounded in a social media marketing sense, there are specific things you can do that will help your posts get more eyeballs on them. Here are a few.
Post when people are offline. Of course, there’s never really an off-peak time for the internet since it’s global, but there is an off-peak time for your target audience or primary readership. Posting at off-peak times might help improve your chances of being read, which in turn increases your chances of being liked and shared, ultimately increasing your reach and your opportunities for sales conversions. One Facebook marketer tried this experiment with very positive results.
Allocate marketing dollars for Facebook ads. Facebook isn’t shy when it comes to answering questions and complaints about the lack of organic reach on the site. Their advice? Buy ads, of course. Facebook is a business just like your company is, and they have a bottom line to maintain as well. Just like your company, when they have more capital they can provide more services or improve existing services. You wouldn’t expect the local newspaper or radio station to advertise you for free, so why would you expect that of Facebook?
Make your posts worth reading. You should be creating original content on a blog connected to your website. That’s what you share on social media to get people to your site. The rest is just creating interest. Use infographics and pictures a lot, keep a decent percentage of your posts relevant to your field in some way (preferably a unique way), and hold your promotional posts to 20%, or one out of five, as a maximum. Write headlines that grab attention and try to make people smile or laugh when you can. Research pages that are popular and see what they do. The more interesting you can be, the more people will end up seeing your posts.