Marketing on Facebook can be a really frustrating place. You work hard to get lots of likes and then see your organic post reach drop. You might have seen little or no interaction with your posts, making is seem like you’re talking into thin air. It can seem like Facebook just want you to pay to advertise and so that keep changing the rules, making it harder and harder for you to reach your audience.
You know that almost half of all adults in the UK have a Facebook account, so when you discount babies, children and elderly people, that’s nearly everyone. You might even know that out of this figure around 70% of people with a Facebook account check it every single day. And out of those the average person check Facebook up to 15 times a day!
That’s a lot! Your ideal customer is bound to be on Facebook at some point – but how do we reach them?
You may have heard me say ‘You can have the best product in the world, but it no-one knows about it your business will fail’.
Ahh, so what can you do to improve your organic Facebook reach? By organic we mean the reach (the number of people who see you post) that you didn’t have to pay for.
Well here’s 3 things you can stop doing that is hurting your organic reach.
1 – Stop using it like Twitter
Remember that Facebook is a very different fish to Twitter. The key is quality over quantity.
Posting the same post several times on Facebook isn’t good. Facebook posts are sticky – they move up and down the feed, whereas in Twitter they are stuck on a chronological order. So if you post the same content several times, you could be clogging up your audiences news feed with 3 posts about the same thing. Just post once and do it well, if you want to tag people in the post so they see it, do so in the original post.
The difference with Facebook is that if you overwhelm your audience and they stop engaging, Facebook will stop showing them your content. So even if you have 3000 likes, if those 3000 arent’ regularly liking, commenting or sharing they won’t see your posts in their newsfeeds.
Facebook is set up to show people more of what they like, so if they aren’t liking or engaging with you, Facebook will assume they aren’t interested.
So, choose what you post carefully, check out your insights to see what you audience is interested in and give them more of the same. Get to know your audience and what they respond to.
2 – Don’t post to Facebook from a third-party app
Facebook wants you to be in Facebook. It doesn’t want you to be posting from another site. So if you are posting to Facebook from a platform like buffer or hootsuite you will see your organic reach drop. Facebook has amazing scheduling tools and insights for you to use. So make sure you are posting to Facebook in Facebook.
3 – Limit the outbound links you refer people to
Again, Facebook wants people to stay on Facebook and so if you’re encouraging people to click away from facebook they will lower your reach. Try as much as you can to stick within Facebook. So, if you have an event – list it on Facebook, with the link to buy tickets in the event function and when you post about the event link to the Facebook event link. If you are going to use video, Facebook would rather you uploaded them straight to Facebook rather than using a youtube or vimeo link. You can now add your services onto Facebook and invite people to give you reviews on Facebook.
As I write this it appears that Facebook can be a little bit of a monster – what Facebook wants, how to please Facebook, don’t piss off Facebook! But really it gives you access to so many potential clients, that you can build relationships with – it’s worth the effort!
Want to learn how to promote your business on social media with clarity & confidence? Find out more about working with me? Lets talk!
Looking for some more Facebook advice? Take a look at these other blog posts:
Facebook – are you getting enough reach?
How to add social media tabs to your Facebook page
Facebook Advertising – The Marketing Project
Why timing is everything with Facebook