How to Get Your Business Seen on Facebook
Your business can get attention on Facebook! Here are great ways to get attention in a time of almost non-existent organic reach.
Facebook has been decreasing organic (free) ways for businesses to connect with people for several years. While the algorithm now does less for you for free, it is still possible to have a presence for your business on Facebook.
Understand What Works
Facebook previously used signals like the number of people who reacted, commented, or shared a post to determine where that post appeared in the News Feed.
Now these are ranking factors:
- Posts from friends and family over public content
- Posts that will create interactions between users
Engage or Be Invisible
Engagement still plays a major part in Facebook’s news feed position. Businesses that increase their levels of engagement will earn exposure.
Here are six strategies to engage on Facebook.
- Add video. Video content drives higher engagement and interaction in comparison to all other content types. Video can be recorded or live. You can use Facebook Live to promote upcoming events, capture behind-the-scenes moments, convey authenticity, and humanize your brand.
- Use reels. Short-form videos or Reels of up to 90 seconds that share educational and inspirational content typically perform better than promotional material. The first three seconds are crucial for capturing attention, so a compelling hook that immediately grabs viewers’ interest is essential.
- Ask questions. Write your content in a way that encourages answers/comments. Ask stimulating questions. Make sure your content and the accompanying question are unique and compelling.
- Avoid links. Facebook’s goal is to keep users on Facebook. Rather than sharing links to content outside of Facebook, focus on posting content with interesting visuals or multimedia.
- Use Facebook audience optimization. Target your posts to people who will be interested. Log in to your Facebook Page and click on settings in the top right-hand corner of your dashboard screen. Select ‘General’ settings on the left-hand table and click ‘Edit’ to the right of the ‘Audience Optimization for Posts’ option. Select the checkbox to allow you to select a preferred audience and hit save changes. When you compose a new post, you will have the option of filtering your audience. While it may feel counterintuitive, reaching out to a smaller but targeted audience can be a smarter decision compared to posting to your largest audience possible.
- Create a Facebook group. A Group can create a micro-community of highly engaged users who are both advocates for, and potential customers of, your business. A Facebook Group fits Facebook’s meaningful engagement vision, as they are typically formed around shared interests and create natural discussions. Create a topic of interest to your target customer and post and comment actively. Four Strategies to Maximize Your Reach with Facebook Groups from my previous blog post details this process.
- Try Stories. While Stories don’t benefit from the discovery engine, they maintain a prominent position at the top of the feed. They are an excellent way to test new content ideas and maintain consistent visibility with existing followers.
