I often hear business owners g-r-o-a-n about their Facebook reach.
You know how it is. If you have a Facebook business page, two percent of your status updates penetrate your fans’ newsfeeds, if you’re lucky.
The unless is this: you can better penetrate your fans’ newsfeeds if you buy advertising.
If you have a Facebook page and you don’t buy advertising, I can tell you that it’s phenomenally difficult to get engagement on a Facebook page without advertising.
Difficult but not impossible.
If you want your posts to reach more fans, you need to follow a two-pronged strategy: provide the best, original content you can and allocate some funds to an advertising budget.
Some people are giving up on Facebook, but that move would be shortsighted. Facebook remains the second most trafficked website (after Google), and it has more than 2 billion users, far more than any other social media network.
12 Tips for Better Facebook Reach
Here are some strategies for helping your posts receive more exposure among your page fans without the expense of advertising.
- Post more frequently. I recommend twice each weekday and twice on the weekend.
- For better Facebook reach, change up days and times. You’ll want to check your Insights (Facebook’s native analytics) to see when your fans are on Facebook. Experiment to determine whether you have better results during the peak hours or right before the peak hours when there’s less competition in your fans’ newsfeeds.
- Write short (100-250 characters) status updates. Don’t write lengthy posts. Text overload is rampant these days so if you want your fans to read your post, don’t write more than 250 characters. The ideal post is 80 characters.
- Include more personality. I’ve been deficient in this area. Sure, when people buy Toyotas they are essentially buying from a brand. Not your customers. Your customers buy your products or services from your small business so don’t be afraid to share information that reveals more of your personality.
- Be controversial at times. Don’t take a stand on abortion or an election. Instead, stake a stand on an issue in your niche.
- Add calls to action. Don’t be afraid to ask your fans to buy your products.
- Vary your types of posts.
- Respond promptly and tag commenters. Try to respond to comments as soon as you can and be sure to type their name (tag them) in your response.
- Host Hangouts using 22 Social. Consider being a guest on a podcast within your niche or industry, if applicable. Or you can appear on a radio show.
- Change your cover image. On a quarterly basis, freshen up your cover image using Canva or PicMonkey.
- Drive traffic from other sources to individual post URLs. When you click on the date stamp of your Facebook post, you will see that your post has a unique URL. You can drive traffic to that post, especially if you have a call to action in it.
- Embed Facebook posts on your blog. Hover over the top, right-hand corner of your post and click on Embed. Then copy the html code and add it to your Facebook post. You’ll need to navigate to your WordPress website to add the code on the text (not visual) page of your blog.
Some theorize that in the future Facebook reach will continue to worsen. For now, however, use advertising when you have a specific objective in mind, such as notifying fans of a sale price or discount or an ad to grow your email list. Until then, keep providing your fans with the best content you can.
Frances Caballo is an online marketing consultant and the author of six books on social media. Click here to schedule an appointment with her. Writing a book can serve as the best possible business card you can possibly have and establish your authority in your field. Once you publish your book, learn to market it by visiting my other website, SocialMediaJustforWriters.com.