It’s true. Facebook ads are becoming an increasingly important component of effective social media strategies, and organic reach on Facebook has decreased in relation to paid advertising. There have even been some reports of organic reach below 1%. Unfortunately, for many small and growing businesses, shelling out a lot of money on Facebook ads isn’t in the budget yet.
Don’t fret! There are a lot of Facebook fan pages out there that have created large, engaged, organic followings while spending $0.00 on Facebook ads. They’re able to drive fans to their Facebook store and boost sales without massive advertising costs. It may be more difficult, but if you know the rules of the game you can successfully avoid “paying to play” on your fans’ Facebook walls.
Here are 10 ways you can get better organic reach with your Facebook page without buying advertisements:
1. Post content that leads to high engagement
It seems like a no brainer, but many businesses forget that low-quality posts will lower your overall organic traffic. Every time you post something that has a low engagement rate you’re sending a signal to Facebook that says “This isn’t interesting to my fans.” Test a few different types of posts with your fans to see what gets the most comments, shares, and clicks. If one of your latest posts didn’t have high engagement, ask yourself why, and then adapt.
2. Always include an image, link, or video with your post
Visual is powerful. 40% of people will respond better to visual images than to plain text.
3. Don’t overpost (or underpost!)
The rule of thumb is to avoid posting content more than 2-3 times/day. That said, make sure you’re posting at least once every other day to avoid stagnation on your page.
4. Cross promote your posts on other platforms
Share your Facebook post on Twitter, Pinterest, your blog and any other platforms you use to distribute your content. You’ll be able to get your posts in front of a larger audience, which will help you expand your overall reach and post performance.
5. Continue to grow your fan base
Only getting 10% of your current fan base to see your posts? Double the total number of fans on your page and you’ve doubled your reach. Here’s a trick you can use to invite all of your friends and family to like your page: Invite All Facebook Friends to Like a Page at Once
6. Avoid “click-bait” text with your post
What do I mean by “click-bait”? I’m talking about posts that are heavy in words like “Click here!” or “Comment on this post!” or “Share this post for…”- Facebook is cracking down on click-bait and you don’t want to take any risks that might hurt your reach. Stick with posts that contain interesting content that your fans will enjoy rather than “salesy” content (posts that just encourage fans to take an action or make a purchase).
Have you used other techniques to avoid buying ads on Facebook? How are you increasing your engagement rate? Let us know in the comments or send us a note on the ShopTab Facebook page.