Let’s get down to the nitty-gritty: if your Facebook marketing is going to be effective, there are two key factors you need to have in place: relevant, valuable content that your ideal customers want to engage with, and high visibility to give as many people as possible the chance to engage with you and your brand.
There’s an art to getting as many people as possible to see your stuff on Facebook without using Facebook Ads, and it’s definitely worth doing.
Here are 5 things you can to do max out your organic reach on Facebook:
1 – Post the right type of content
Your goal is to post content that your audience finds valuable and that causes them to interact with you. Why? It creates a relationship between you and your potential customers, builds your brand authority and as a bonus, the more people who interact with your posts, the more newsfeeds Facebook will publish it into. Interactions = increased organic reach.
You can see this in action on your own Page – compare two photo posts for example, and you’ll find the post with the higher number of likes, comments, shares, clicks etc also has much higher organic reach.
You can see the reach each post achieved either in the Insights section of your page, or by looking below the post on your Page’s timeline:
2 – Post more frequently
Facebook caps organic reach for each post you publish. There’s no definite number, but organic reach tends to be around 2-6% of your total fan count per post.
The solution? Publish posts more often. If you post once a day, let’s say 5% of your fans see that post. If you post twice a day, you could reach another 5% of your fans, doubling your organic reach for that day. If you post multiple times daily, you’ll reach even more of your fans. Some Pages even have a 24 hour posting strategy to max out their organic reach and to ensure that as many of their fans as possible see at least 1 post from them each day.
If you’re worried about ‘spamming’ your Facebook fans by posting frequently, don’t worry too much – if you publish 1 post a day for 5 days a week, it’s likely that your fans will see a maximum of 1 of those 5 posts during the week (and most of them won’t see even one of your posts) – that’s not a lot, is it? Just because you’re posting doesn’t mean your fans are seeing it, so feel free to post more frequently in the knowledge that you’re only helping more of your fans see content they’ll love.
3 – Re-use content
If the thought of posting more than once a day sounds daunting, know that it’s perfectly OK to re-use your content and post the same thing several times. I’m not saying you should post the exact same content four times on the same day, but if only 5% of your fans are going to see your latest blog the first time you post it, why wouldn’t you want to post it a few more times to show it to more of your fans?
As a general rule of thumb, you want to spend 20% of your time creating your content and 80% of your time promoting it. Re-post content, re-use old blogs/videos/etc, and promote your content to your fans without spending time creating new content every day.
4 – Mix up your Post types
Different post formats get different organic reach on Facebook. At the moment, video posts get the most reach by far, exceeding photos, links and text-only posts.
Frequently, link posts get the second-highest reach (not as much as video posts), and photo posts and text-only posts get the lowest reach. The total reach of each of these post types however does depend on several other factors which can include interactions, hashtags (see below) and how valuable your content is to your audience .
5 – Experiment with using relevant hashtags
There’s no exact science to this, it’s a case of test and learn for yourself. For example, I recently found that using #wordsofwisdom on one of my Pages often resulted in over 100% reach for those posts. That means that people who weren’t even fans of my page saw the posts I tagged with #wordsofwisdom.
Remember – the key to your success is to take action – what are you waiting for? Take action now.