One of the most important aspects of successful online marketing is traffic. Traffic refers to the amount of people visiting your sites and the views that you get. Without sufficient traffic, you won’t be able to make any kind of impression with your digital footprint.
While having great content is very important, that alone won’t be enough. Same goes for having fancy conversion funnels. The trick is in being able to get your content in front of as many eyes as possible, and that means being able to grow your reach.
While having your brand on as many relevant social media platforms as possible is vital, there’s no doubt that Facebook has become the dominant platform for businesses looking to reach a large audience.
In this article we’ll be going over 20 proven strategies that will help you boost your organic reach on Facebook in 2018.
What is Organic Reach?
First off, let’s differentiate between organic reach paid reach. Paid reach is the amount of people who see your posts as a result ofyour paid campaigns. Organic reach is the number of people who see your content without paid distribution—so, people who see your content without you having to spend a dime. It includes people who are shown your posts as well as your Facebook page.
There are two major factors affecting your organic reach that you need to keep in mind. First, there is a lot of competition. There is more content being published—by your competitors, by news outlets, by individual users—than there is news feed space for it to be shown. Second, Facebook uses specific algorithms to ensure that only the most relevant content is shown to each user. They do this in order to increase engagement and optimize their user’s experience by making sure the content shown is tailored to each user’s individual interests.
Why Marketers Need to Pay Attention to Declining Organic Reach
If your organic reach is low, then that means the overall health of your Facebook page is low. This will have a negative impact on your business for several reasons:
1. Lead Generation – The better your organic reach, the better your lead generation and conversion funnels will work.
2. CPC Campaigns – Organic reach is critical to increasing the effectiveness of your paid reach/ads, and ultimately will help you stretch your advertising dollars.
Understanding News Feed Algorithm
If you want to be able to grow your organic reach, you need to be able to understand and work around the constraints of Facebook’s News Feed Algorithm.
Keep in mind that Facebook is focusing first and foremost about user experience. It wants to continuously improve their experience with high-quality, relevant content.
Content that is overtly promotional will not do well with users, and there has recently been a crackdown on this type of content, meaning it doesn’t get good organic reach. To add to your challenge of growing your organic reach, Facebook is throttling traffic from publishers in favor of user-generated content.
20 Proven Strategies to Boost Your Organic Reach on Facebook
However, it’s not all hopeless. If you follow these 20 strategies, you can continue to grow your organic reach, and thereby grow your business on Facebook and drive traffic to your website.
Build your presence and authority
Focus on growing an audience that is finely tuned to your business and actively interested in what you’re doing.
Publish evergreen content
Publish content that is timeless—it will be useful for your follow for longer periods and be more valuable to them. This will keep them engaging with your post.
Create invite-only groups
Make a space for your most engaged audience members to help them stay informed and to ensure that they see your content.
Use organic post targeting
Make sure the targeting feature is enabled on your group page, so you can focus in on those who are most important or relevant to the content.
Post when your competitors are asleep
If you want the most shares and clickthroughs, Facebook recommends 1 PM, 3 PM, and 9 AM as the optimal posting times.
Post more links—or don’t
Respect your audience’s choices and learn from their actions. Analyze your data from Facebook Insights to find the type of posts that resonate with your audience.
Publish videos natively on Facebook
Native videos plays silently until a user clicks on it, and these videos can be very effective in growing organic reach.
Test your posting frequency
The rule of thumb is to keep it between 1-3 posts/day, depending on your following. Play around to see what works best.
Partner with other Facebook pages in your niche
To achieve good results from this strategy, look to strike deals with pages that have good followings themselves—look for pages with tens of thousands of likes.
Use advocacy to grow your brand
Brand advocacy is a practice where people who’ve engaged with your business promote your products and services to their individual networks.
Utilize your email list
Include Facebook share buttons inside your email newsletters.
Contests generate a lot of engagements—from shares, to likes, to comments. These do wonders for your reach.
Share your posts
Share posts from your Facebook page on your own personal Facebook profile.
Audiences like content that engages their emotions. Post content that inspires action with persuasive copy.
Use hashtags the right way
They should also be used in moderation—only two hashtags max.
Go against the grain to stand out
Both your visual and written content should stand out—remember you have a lot of competition for News Feed space.
Take advantage of new updates to the Facebook app
Stay on top of changes and updates to Facebook and see how it can benefit your posting strategy.
Use Facebook boost post and ad campaigns
Paid reach can funnel into your organic reach and extend the lifecycle of your posts.
Harness the power of Facebook “dark posts”
“Dark posts” are essentially unpublished posts that are News Feed-style ads that don’t get published to your feed. This means that they won’t be found on your timeline or in your fans’ feed.
Focus on providing value
While your goal is to increase your reach, you shouldn’t focus only on that. Focus on providing value, and the reach will follow.
If you want to learn more about how you can grow your brand through Facebook and other social media platforms, then visit Cereal Entrepreneur’s blog. Follow us on Facebook, YouTube, and Instagram for education content weekly!