If you’re an entrepreneur or small-business owner, you probably have a Facebook page dedicated to your product or service. It’s a great way to stay connected with clients and creating new ones at a low-cost.
Have you noticed that the reach on your Facebook posts have dramatically decreased over the past two years?
It’s a trend I noticed with the pages from my clients. In the past, organic reach was nearly as large as your total Facebook following. So, if you had 200 people who liked your page, a post you published would likely be seen by most of them.
Over the past few years, this “organic reach” of showing up in someone’s newsfeed has plummeted to less than 20 percent. Why?
Facebook says there are many more users today than there were five years ago, and they must create algorithms dictating what shows up in someone’s newsfeed and what doesn’t. While this is true, it’s also worth noting that Facebook the company has since gone public. They, like you, are a business and need to make money.
So, they’ve found a way to decrease your organic reach while simultaneously encouraging you to buy their advertising. I endorse business owners who want to utilize this service, but it’s not meant to be the only way to get posts in front of followers.
If you’re like a lot of small businesses without the money to contribute to these efforts, it results in all your hard work being pushed to the side. I’ve seen a lot of big pages — with as many as 8,000-10,000 followers — have an organic reach of as little as 10-20 people.
What should you do? Is it time to stop paying attention to your Facebook page, or get rid of it altogether? Not quite.
Despite being less effective than ever before, it’s still worth your time and energy to update consistently, but a different strategy is needed.
Instead of posting five times a day, cut it down to publishing two or three posts at times you know have been most successful for yourself. Be aware of when the peak times are for your niche and take advantage of that. Remember to always work smarter, not harder.
Post on Thursdays, Fridays, Saturdays and Sundays since those are known to be most successful. Whenever you do publish a post, make sure a picture accompanies it. If you’re showing up in less newsfeeds, you want to ensure you do everything possible to get noticed by the few you do end up in.
And once in a while, it’s OK to splurge on Facebook advertising, especially if you have a very shareable post. Breaking news, product/service announcements or an opinion on a hot topic all fall into that category.
Don’t forget that as little as $10-20 spent on Facebook advertising can put your page or post in front of thousands of people who wouldn’t have seen it otherwise. It can be successful if used properly, but it’s also not something you should break the bank for, especially if a flexible budget doesn’t exist.
Outside of utilizing Twitter to its fullest capability, the best suggestion I’ve found is leveraging an email subscription list to replace a Facebook following.
Hopefully you already have one. If not, now is the time to create one. This is the best way to spread a message consistently to people and have it land directly in their inbox.
Just starting this list and don’t know how to build it up quickly compared to your Facebook audience? First, advertise on every social media outlet available. Post it to your personal Facebook profile and send out a mass email to work contacts, as well as the contacts in the customer service department (if they have a different email address).
Finally, you can craft a Facebook post on your page and pay for the advertising.
The days of Facebook being a free marketing tactic are long gone, but that doesn’t mean you should stop using it. Just tweak your current strategy so you’re not spending a large chunk of your day on it.
The post Why Your Facebook Page’s Organic Reach Has Dramatically Decreased first appeared on Matthew Musico, M.S.