Can your social media marketing reach do better?
Increase organic search on Facebook
Facebook is the most popular social platform when it comes to generating organic growth for a business. Because of this, it is no wonder why most businesses turn to Facebook first when implementing their social media marketing strategy.
However, because Facebook is constantly changing its algorithm there are times when your post will not reach the number of people it once did. You may have great content but wonder why you still haven’t grown as fast as you would like.
To understand it simply the recent changes made by Facebook is a big popularity contest. They want to show the content that users like and engage with the most.
You can think of it as a grassroots start from the bottom up for posted content. Your post will first be shown to your immediate audience and then snowball to a larger audience if it warrants enough engagement.
10 tips to grow your organic social media.
Although there is an array of social media platforms at a business’s disposal it isn’t necessary to be on every platform. It is far more impactful to have a foothold on one channel than to spread yourself thin on multiple channels. Especially ones that you don’t use that much.
For some businesses, Instagram is a power driver that helps get them, new customers. For others, Instagram may be a complete waste of time with little or no results.
However, those successful on Instagram might view things like using Facebook as a waste of time but others see Facebook as an important tool for their business.
1. Which Platform Should You Focus On?
Depending on the product or service you sell you may find that certain social platforms drive more engagement than others. So you should focus your energy on what is currently bringing you the most results and engagement.
If you are new to social or your audience and followers have remained stagnant you should look at your competition and see what is working for them. After assessing their channels consider adopting a similar strategy.
Observe what is being said and who is commenting on their post. If those engaging with their posts are similar to your demographic then it would be wise to share and promote your content on those channels.
2. SEO For Social
If you are familiar with SEO/Search Engine Optimization you understand that google ranks your content based on keywords that coincide with what a person is searching for, such as, “dog house”, or “injury lawyer near me”. If done correctly you create content around those keywords to help your SEO.
Doing this for your social channels is no different. As most social media platforms have adopted Google’s algorithmic like structure all of your pages and content should align with that of what you sell. This is also true when creating ads. Facebook will want to show your ads to people with a higher probability of interacting with your page based on those keywords.
This is a key advantage to you and your business as most people are unaware of this fact.
3. What To Post?
When deciding what you should post on social media you should keep in mind that the lifespan of a post is very short-lived. For this reason, it is important to have some forethought and post things which will stand the test of time. Or as those in the digital marketing sphere call “Evergreen Content”.
Evergreen content are pieces of content that stand alone in their messaging. It can be a famous quote, funny meme, or educational blog post. The more evergreen your content the greater your popularity on the web, as your posts can be reshared at any time of the year and not lose its thunder.
The trick is to find a subject matter which you think will help your audience. As mentioned above it can be an inspirational quote, quotes often do really well for organic engagement. Find a quote from one of the titans of your industry so those who are interested in what you do can share your post to their audience which will help you as the originator of the post.
4. Post-High-Quality Content
It is important to note that posting high-quality content is highly favored by all social media channels. If you post a blog article with high-definition pictures and great information that is of value that one article may be shown to more people than if you would post 5 or 10 pieces of content with no real significance to the user.
It is also important to view a platform like Facebook as you would an actual customer. Speak to your audience as you would speak to them in real life. Example being, would you tell that potential customer “lol, look at all of this funny dog and cat they are so funny”. Or would it mean more to show them how your product or service can better their life?
If using social media for fun and connecting with friends then sharing funny videos is great. But if you are actually trying to build a brand to generate interest and sales it is better to post content of value and approach things with an end goal in mind.
5. You Can Hyper Target Your Audience.
Did you know you can target an audience to show your post to? It’s like running an AD but not as in-depth.
Being able to show your post to a specific audience may go out to a smaller set of people but the engagement may be a lot higher because you are showing it to people in your industry.
In order to use this setting, you must first enable it.
- Go to settings on the admin page.
- Select audience optimization for posts.
- Check the box and save changes.
Once this is done a new target icon will appear in the bottom box section where you write a post. From there you can select the audience for your post. This works best on pages with 5,000 or more fans but will still work if you have less than that.
Similar tactics can be used on other platforms such as using the hashtag on Instagram, Twitter, and Pinterest.
6. When To Post
According to sprout social, these are the best times to post on Facebook.
Best times to post to Facebook: Wednesday at 11 a.m. and 1 p.m.
- Best day: Wednesday is the best day to post on Facebook.
- Most consistent engagement: Weekdays from 9 a.m.–3 p.m.
- Worst day: Sunday has the least amount of engagement for Facebook during the week.
- Lowest engagement: Early mornings and evenings, before 7 a.m. and after 5 p.m. have the least amount of engagement per day.
Based on consistent data these are the best times to post on facebook. However, because these are the best times to post, you can imagine there are a lot of posts to be competing with at this time. Because of that we would take the opposite approach and post an hour or two before and after these times so that your content won’t get lost in the mix.
If you have ever posted anything on social media you may have seen that certain posts got more engagement during certain hours while others got less. Part of this has to do with the content of the post the other half the time of the post.
Look to see the time of your posting and which ones got the most engagement then do more of the same.
Also no matter the time of your posting, be it during peak hours or before peak hours the most important thing to remember is the quality of your content. If your content is share-worthy you will always have engagement no matter the time. So rather than only focusing on the time of post to game the system, focus on the quality and value-added for every post on your social channels.
7. Video Is Better
If you are trying to figure out which type of posts does better, the answer is video. Video still performs better than any other type of content for social media. Whether its Instagram, Facebook, LinkedIn, or any other social platform video has shown to outperform all other content.
What does this mean for your organic reach?
By creating or posting videos about your industry your target audience will engage with and spend more time on your page. The more eyes on your pages, the more you will be shown to a bigger and better audience.
8. Promote and entertain your social media profiles as you would your business.
This one might seem like an obvious one but it bears repeating. Your social media channels should always be mentioned with your place of business wherever you promote it Be it flyers, chamber of commerce, community events, etc.
It is also a good idea to mention what they can expect when visiting your channels. Such as “we give business tips, or learn how to grow your organic reach” :).
This will incentivize people to visit your channels increasing your reach
9. The Famous 80/20 Rule
When it comes to posting content the 80/20 rule still applies. 80% of your content should be content which adds value to your audience and 20% direct promotion of your product or service.
Abiding by this rule will build trust in your audience. They will know that you want to actually help them solve a problem rather than selling something all of the time. Marketers helping brands have found this to be the most useful to grow their audience and increase their sales.
What is also great about this rule is that you are able to see engagement from demographics which you may have never thought would be interested in your product or service. By going a little deeper you can see the type of people sharing your post and if they are who you had in mind then you know you’re on the right track. But if you pick up on a new demographic you can create content centered around them and speak to them directly.
In order for you to grow your channels and increase your engagement, you should engage with your audience first. It is extremely important that you reply to users comments, questions, and direct messages as soon as possible.
Those who interact with your pages will feel important. It also shows your potential customer that you care and will be there for them to answer any questions or concerns should in the future.
We hope these tips help you in increasing your organic reach on social media.
If you need any help managing your channels our marketing team at Tribus Solutions would love to hear from you.