Facebook has made it much harder to reach your following. The throttling of organic marketing reach means less than 20% of your audience probably sees your posts.
And why wouldn’t they? They’re a business just like any other. If you want to play, you have to pay.
So, if you’re posting promotional content on your Facebook page, you should expect it to reach only a few followers.
What can you do about this? Here are three ways to stay ahead of the curve.
1. Stop posting promotional posts. Instead, create high-value content.
Creating and posting high-value content will have people reading, liking, and sharing it, which signals to Facebook that more people will probably enjoy reading it. And you’ll likely have much higher reach as a result.
It’s also a more effective marketing strategy to begin with, as it establishes you as a thought leader and authority in your market.
It’s important to research your target audience and test different post ideas to see what gets the most engagement.
2. Pay to boost your posts, or better yet, run highly-targeted ad campaigns
Stop looking at Facebook marketing as a cost, and start thinking about how much you can’t afford to not advertise. If you’re getting low-cost leads that convert profitably into paying customers, that isn’t a cost. It’s smart marketing.
Make Facebook a cornerstone of your marketing plan. With 2 billion users and user information that can make targeting incredibly fine-tuned, you can learn to squeeze every last drop of profit from your advertising dollars.
Initially, you’ll be spending money to learn what does and doesn’t work, and to research your market. But once you get the hang of things, Facebook advertising can be incredibly powerful.
Even service companies and business to business companies can benefit. My business, an Alberta hydrovac company, has used Facebook to successfully bring in thousands of dollars worth of new clients.
3. Use analytics to track the performance of your Facebook marketing efforts
Test, test, and test some more. Set a goal, make a plan, and look at the results. Which subjects resonate with your target audience most? Which demographics convert better? What copy works best with your ad campaign? By split testing and then narrowing down your efforts to that which works best, you can streamline your growth and results.