Reach is a key metric marketers use on Facebook to measure brand awareness, after all, if you don’t know how to reach your followers, you will fail no matter how many followers you have.
In this blog post, I’ve set out to share my best recommendations on how you can widen the reach of your audience on Facebook and boost your success on the social network. Enjoy!
Nobody wants to engage with a boring brand. Think of your presence on Facebook like a show performance: your content should be there to educate, enlighten and entertain. To generate engagement and increase Facebook audience reach, showcase your staff, behind the scenes clips and shine the light on your customers and how your products or service is solving their problem.
Here’s a great post from Starbucks. They gathered 45 of their Starbucks baristas across six different cities in Asia to share joy around the world with a Christmas song. Funny, entertaining and personal. Perfect!
Hashtags today are everywhere and you need to learn how to incorporate them into your social media strategy to increase your Facebook reach. Start by searching for hashtags that would be relevant to your business (including your business name) and see if people are already using them. You’ll also want to search for currently trending (or viral) hashtags to see if you might be able to create a connection with your brand and piggyback on existing engagement. You can use a social media analytics tool to provide. you with such insight.
The Internet is one big content repository, and a lot of it can be of interest to your company and your followers. Curation is the new creation, and content marketing has now been democratized, so all you have to do is look around to associate relevant content to your own interests and brand. I bet that you already are following some blogs relevant to your company (and if not, you should), and I bet that some of these blogs use Facebook comments. Why not add some thoughts on relevant posts—but instead of linking them to your personal page, add them as your business.
Just click the Change link in the comment section, select your business page, and write your (interesting, thought-provoking) comment. Your comment will be seen by everyone who is reading the comments thus increasing your business page Facebook reach.
“Like this post if you love pizza!”
“Did you find this post insightful? Share it with your friends!”
“What do you think? Add your comment in the section below.”
CTAs are a direct marketing tactic, and they’re a great way to get audiences to engage with your Facebook posts and share them with their friends, which will in turn, boost your entire Facebook reach.
Using calls to action can be a slippery road, though. You don’t want to overdo it, and it should be natural. Here’s a nice example from Chevrolet. They let their followers choose what kind of car they like the best by either liking the post or sharing it with their friends.
Nicely done, Chevrolet! (I’m European, so my vote is old school.)
Make sure you consider the wider business objective when thinking of what call to actions to use in your Facebook social media strategy.
Asking someone a question is a great way to engage that person and stop them from continuing to scroll through their newsfeed. Asking questions to your followers activates them, leading to greater reach for your Facebook Page. At the same time, it gives you the answers to questions that may be crucial for your company’s sales and marketing strategy.
Keep in mind though that the goal of asking questions should be to start a discussion - and you need to be a part of that discussion! Reply to your followers’ comments and make sure that the discussion not only increases your Facebook reach, but that they also provide value to your followers.
Liking and connecting with other companies on Facebook you will improve your Facebook reach too. When you comment on other relevant pages, your brand will appear in the newsfeed of their followers therefore helping to extend your reach to new audiences and boost brand awareness as a result.
Using images in your Facebook posts is a simple way to boost engagement as Facebook's algorithm prioritises posts with pics. But what sort of images should you post?
My recommendations are that you use high-quality images, quirky images, images of your staff and/or clients, images of how one can use your products, and images that show the joy that your company brings.
Contests are a great way to improve your reach on Facebook! Businesses are able to collect entries by having users comment or like a post and—more importantly—we can finally use likes as a voting mechanism.
You could, for example, post something like:
“Win a free dinner for two! Like this post and let us know in the comments below why you should win. The comment with the most likes wins!
Let your friends know and share this post.”
You can’t force users to share your posts as an entry mechanism any more than you can force a purchaser to enter a contest, but the “like” is powerful on its own. The more users who like and comment on your post, the more users you’ll reach via their activity feeds.
Facebook Insights is a great social media monitoring tool to learn more about your Page, your posts, your followers, and your Facebook reach. Visit your Facebook Insights, click on Posts, and order all your posts by Facebook reach. By doing this, it’s quite easy to find out which posts reached the most users.
This data will give you the insights to post more of whatever works for you. I’ll give up my own business intelligence (hope you can read Swedish)!
If you want to read more about Facebook Insights and how you can use all this data to improve your Facebook Reach I suggest that you read the blogpost 4 Facebook Metrics Every Company Should be Measuring.
There are millions of companies that have spent the past few years improving their reach on Facebook. So, it’s pretty safe to say that a lot of “tricks” have already been tried out by other companies. But who are the companies that reach more and more users every day? Who are the companies that are great at engaging their followers?
Well, it’s not that hard to find out—and that business intelligence is actually free!
For some time now, Facebook’s organic post reach has been in decline. You may have 1,000 likes to your business page, but how many of the people who have liked your page are actually seeing your message? Well, it depends on how often people engage with your content, but the figures are alarming: estimates are around 10%, but some writers put the number as low as 1%. So your 1,000 likes may result in 10 people seeing your post.
With this in mind, how can you boost your Facebook post reach without breaking the bank?
OK, this is a tough one. But there is nothing more effective in maximising your Facebook reach than excellent content. If you produce content that is fantastic, then people will engage with it: and if people engage with your content, they are more likely to see your posts, thus boosting your reach.
You would be surprised with the effect that asking questions has on your engagement levels. People enjoy being asked their opinion and are often happy to share it. So use content such as asking open questions, caption competitions and fill in the blank competitions: a good way to drive your reach not only to your existing audience, but to new people too.
There is no excuse for not knowing your numbers on Facebook. The insights section has improved dramatically over the years and you can now easily find out what time is best to post your message, what type of content works best and what your audience looks like (gender, age, location, etc.). You can also send messages to targeted areas of your page – for example, you can send a post to an audience segmented by location, gender, age or language. The more specific the message, the better the engagement.
A lot of businesses go wrong with Facebook right at the start: they see it as a good way of selling more. But Facebook is not about that, it is about engaging an audience. If you were catching up with your friends and someone who you didn’t know interrupted and started selling something to you, how would you feel?
I know that I said there were ways of boosting your Facebook post without breaking the bank, so why mention advertising? Well, Facebook advertising doesn’t need to be expensive. You can run a full campaign where you can select your audience and budget, or you can choose to ‘boost’ a post. This is where you can choose to spend a small amount of money to reach an audience that you select with one of your posts. You can see the number of people you are reaching as well as how that changes if you amend your budget.
This article was originally written by Justin Wilson from Business2Community and was legally licensed through the NewsCred publisher network.