Facebook has now long been considered an essential marketing platform for even the smallest business, and that can be especially true of a local business. However, according to social media experts Buzzsumo, organic reach for the average Facebook business has fallen by 20% since January 2017 and the trend is continuing.
This is not encouraging news for those who really don’t have the budget to launch a big Facebook advertising campaign. However, there is no doubt that social media marketing is still important, especially when it comes to trust and brand building, and Facebook remains the leader in the space by a huge margin.
Before you consider throwing in the towel and leaving your Facebook page to fade away the fact is that there are ways to combat this organic reach decline and we’d love to share three of these effective strategies with you, many of which have been proven by both research studies and real world results.
Yes, once upon a time you were told to post to Facebook often to keep your content visible in users’ increasingly crowded newsfeeds. That is no longer the case though, with most social media marketing experts now suggesting that one post a day – or two at the most – is the best strategy in 2017.
There are a couple of reasons for this advice. The first is that Facebook’s algorithm is getting tougher on what it deems to be spam posting and if a page posts too often it may slip into that category even if that was not their intention. The second is even more important.
As anyone who has tried it knows, finding great social media content takes time, and you don’t always have the time to do that. If you only have to source and create a single post a day – just seven a week – the chances are that you’ll be able to focus on providing higher quality content, rather than stuff thrown together just because you have to fill a Hootsuite queue. And that can only be good for you and your audience and Facebook should like it too.
Try Facebook Live
When Facebook introduces a new feature they, like any sensible company, like to popularize it as far and wide as they can. Facebook Live is one of the company’s big focuses right now and the algorithm does seem to be favoring allowing a greater organic reach to Facebook Live sessions of all kinds.
Almost any company can make use of Facebook live. Host an FAQ session, a product demonstration or even just a behind the scenes glimpse at the way your business works and who’s actually running it. Heck, if you have a cute office cat, broadcasting its antics may even be a big crowd pleaser (and we’ve actually seen it done to great effect) You don’t need a lot of expensive equipment or tech knowledge to make use of Facebook Live so feel free to go ahead and experiment. The investment of a little bit of your time may pay off in a big way.
Post When Your Unique Fans are Online
Chances are you have seen tons of articles over the last few years claiming to offer the best insights into just when you should post to Facebook to gain the best organic reach and exposure. The fact is though is that there is not a single one size fits all time – or times – that will work for everyone.
What you should concentrate on when planning the timing of your Facebook posts is when your unique audience is online. This is information that is provided with nice clarity in your page’s Facebook Insights section. Making use of this free data (you DO NOT have to pay for those extra programs that claim to offer better insights, they don’t) you can make some pretty educated timing ‘guesses’ that can then be tweaked easily as you go along.
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