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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. Last year it reached the point that no one could avoid noticing the dramatic decrease in organic reach.

Every business needs to be on Facebook. The platform has more than 2 billion monthly active users. With the right strategies, you can still maintain and increase your organic reach.

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.

The days of chronological feeds and easily attained organic reach are gone.

Engage or Be Invisible

Engagement still plays a major part in Facebook news feed position. This metric must now be the focal point that businesses must tailor their Facebook strategies to meet. 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.
  • 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.
  • Activate employees and influencers. Get as many people talking about you as possible. Everyone has friends and family they influence.
    Help them by creating content calendars and thanking them when they shares.
  • Avoid links. Facebook’s goal is to keep users on Facebook. Rather, 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. When managed correctly, a Business 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.

Six Facebook Changes for 2019

Facebook is always changing. In 2018, the limits placed on organic reach of business pages got all the attention. It’s time to consider some things that will impact what you do in 2019.

  1. Facebook Page Recommendations: Facebook Page Reviews have been updated to Recommendations.
  2. Redesigned Pages on Mobile: Facebook business Pages have been redesigned on mobile, making them easier to navigate.
  3. More Ad Targeting Options: Facebook will now help you identify and target people similar to your customers based on online and offline behaviors.
  4. Facebook Stories Ads: Ads have been added to the Facebook Stories option.
  5. More Video Metrics: Facebook recently updated its video ad metrics in order to help advertisers measure video engagement and optimize videos based on those behaviors.
  6. Video Creation Kit: Speaking of video, Facebook recently launched a new Video Creation Kit which enables you to turn your existing photo assets into mobile-optimized videos. Templates include text options also.

Facebook Insights Cheat Sheet

Facebook Insights can be a goldmine of valuable data. That is, if you know how to look at the data.

Which elements are most important? What matters?

Here’s a cheat sheet to key Insights elements, what they mean, and how they can inform your digital marketing on Facebook.

  • The page summary shows you key metrics for your Facebook company page for the last seven days.
  • Recent promotions shows you results from your most recent paid ads.
  • Use the data under recent posts to find out which post is performing best. This is the one you should consider boosting for more exposure.
  • Pages to watch is a list generated by Facebook of similar companies. These can give you great comparative data.
  • Use the reach data to assess how many people you are reaching with your content. The data here reflects both organic (free) and paid efforts.
  • Reactions tells you how people are connecting with your content. Take a cue from the content that gets the desired reaction and do more like it.
  • Your ads always have a goal. Actions data shows you the demographics of who took action based on your ad.
  • Under Posts, you can see When Your Fans Are Online by day and time. Use this to schedule posts for maximum impact. You can also see the engagement you get by post type.
  • The People tab gives you data on who is following you. This is a good check on whether you are targeting properly. You can get similar insight from the Manage Ads>Audience Insights area.