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Facebook Marketing Requires Organic and Paid Effort

The Facebook algorithm decides which posts people see when they check their Facebook feed, and in what order those posts show up. Facebook marketing today requires that you understand the algorithm and how to combine organic and paid content to gain attention.

The Facebook algorithm evaluates every post, scores it, and then arranges it in descending order of interest for each individual user. This process happens every time a user refreshes their newsfeed. The details aren’t public, but Facebook’s goal is to keep people visiting and scrolling so that they see more ads.

Facebook’s Current Algorithm Favors New and Popular Content

In 2021, the Facebook algorithm is made up of four main ranking signals: recency, popularity, content type, and relationship. The best organic reach is given to content that people engage with.

Known ranking signals include:

  • Relationship: Is the post from a person, business, news source or public figure that the user often engages with? (i.e., messages, tags, engages with, follows, etc.)
  • Content type: Does the user interact with this type of content?
  • Popularity: Are people who have seen the post reacting to it?
  • Recency: How new is the post?

5 Facebook Marketing Tips for Brands

Combine Organic and Paid

Post regularly on Facebook so that the algorithm ranks your content. Get the most from your best content with paid boosts to increase the number of people who see it. The goal is to increase the number of people who trigger algorithm ranking signals so your content ranking improves.

In addition to boosted posts, run ads that attract attention and draw people to your brand on the platform.

Generate Conversation

The algorithm prioritizes posts from pages that a user has interacted with in the past. Post content intended to generate conversation and engagement likes and shares. Reply to every comment on your content.

Be sure to post content at times that your audience is online, since the newest posts go to the top of the news feed.

Note that the algorithm weighs reaction buttons more heavily than a simple like. So target emotional reactions in your posts: love, caring, laughter, sadness, and anger.

Foster an Active Facebook Group

The Facebook algorithm prioritizes posts from groups users care about, so a post that gets amplified in a popular group by enthusiasts and fans is likelier to earn more reach. Set up a group that connects people you care about with content they care about. Encourage conversation and react to posts and comments.

Use Video

Posts with live and other forms of video continue to get attention on Facebook, so they are favored by the algorithm. Live video on Facebook continues to grab attention. Because live video receives 6x more engagement than regular video, the algorithm ranks it highly.

Watch time and completion rate are both crucial ranking signals for video because they indicate that the viewer enjoyed the video enough to watch the whole thing. The longer you keep people interested, the higher your video post will be scored by the algorithm, and the higher up in the Facebook newsfeed it will appear.

Expand your reach via your best advocates

People – including employees, customers and brand loyalists – have more credibility and authority with the Facebook algorithm than any brand page. This is because people have more credibility and authority with followers and friends.

Invite people to like your Facebook page and/or join your group. Encourage people to share your brand messages both directly and by sharing your content. Know who your best advocates are on Facebook and involve them in your marketing.

These tips should put your Facebook marketing on the right track. Keep in mind that the rules can and will change. Watch the Facebook platform for updates and changes so that your Facebook marketing strategy continues to leverage best practices.

Market Your Services with Facebook

Facebook has 1.7 billion followers and continues to grow. It offers every business access to a huge audience. To connect with people there, you need a business page. You also need to use the tools provided.

Here’s a look at how to market your services on Facebook.

Create your page.

You need to set up a personal account to create a business page. You don’t have to use the personal account, but you can’t skip over that and create a business page without one.

When you create your page:

  • Name the page with the EXACT name of your business
  • Use your current logo as the profile picture
  • Use an image that is branded to your business or related to your business as the cover image
  • Complete all the relevant fields
  • Make sure you enable a way for people to contact you

Attract people to your page.

Let people know about your page as a way to connect with your business. Add a link to your website and your email signature.

If you actively use your personal Facebook page, post there and invite people to visit and like your page. Facebook lets you invite personal connections to like your page with just a click.

Make your page valuable to your audience.

Keep your page active with information that your audience wants and needs. You want to create an ongoing connection, so you need to give them a reason to come back again and again.

Post your latest news and information regularly. Make sure your Facebook visitors get all the latest about your business and what you offer.

Consider using the Facebook Live option. You can have a live event right on your Facebook page!

Use the Events option to share your events on and off of Facebook. Events posted to Facebook are shared beyond your followers. Facebook matches events with interests of users to help them find new things they may be interested in.

Be interactive.

Be sure to reply to any comments your posts may get. Also monitor to see if you get any direct messages to your page. Anyone who takes the time to reach out to you should get a response.

Budget for paid ads.

No matter how many followers you gain, Facebook won’t share your information very widely for free. To be visible you need to pay for boosts and/or ads.

Once you get your page created and are actively posting, start using paid features to attract interest. Boosting a post is the easiest paid option. You simply click “Boost Post”, select your audience parameters and budget.

There are other ad options to attract new page likes, drive visits to your website and more. You can explore the Ad Center area of your page to see the options and evaluate which will help you reach your goals.