Let’s talk about the decline of organic Facebook reach for business pages and why engagement strategies are so important! This problem represents an additional reason to having a “Call to Action,” CTA!
With so much content being published on Facebook, the space has become extremely competitive to gain needed visibility in the News Feed. With a significant decline in organic reach to fans of your business Facebook page, creating engagement can help outsmart the algorithm so to improve organic reach again for your brand. (Note: Your brand is your business, but also for a non-profit, the brand is their organization and, thus, their Facebook page).
What is “engagement?” Engagement on Facebook is considered to happen in one of five ways, which pertain to how fans engage with your Facebook content.
Having engagement is very important for a business to continue to show-up on fans’ news feeds, because when a consumer engages (responds to your CTA), this shows Facebook that your content is of interest to your fans. This is because Facebook recognizes how competitive the news feed space is and wants to provide users with content that is most relevant to them. If your fans are doing one or more of these five engagements, then you are showing relevance to Facebook of your posts to the particular fan. AND…the longer you can get a fan to stay on your post, watch the video, or write a comment, Facebook monitors this as well as how fast a user bounces off a post. Keep your fan engaged as long as you can!
More on strategy: Content has to be exciting and also that there is a call-to-action (CTA) associated with the post. This CTA is something that you are wanting your fans to do such as like, share, ask them a question, watch something, leave a comment, tag, etc. It is very important to have some form of CTA for each post, even when following the 4-1-1 or 70-20-10 rules. The more fans take action on a post, the more the posts will show up in the newsfeed.
Recognize that Facebook algorithms are being refined all the time, aimed at personalizing news per user. So when you post content on your Facebook page, in order for the post to continue to be displayed on a fan’s Facebook newsfeed, you need that CTA, or the algorithm starts to downplay the content being posted and it will not show-up as much. According to several sources, Facebook’s organic reach is super low such as 2%-10% versus a few years ago being much, much higher. Because of the low organic reach, engagement strategies for Facebook are very critical.
Review of the 4-1-1 and 70-20-10 concepts: These are similar whereby when content is being developed and posted for Facebook. Out of six posts, four of the posts should be focused on education or adding value to the customer while building brand awareness. Then one post can be a soft promotion and one post can be a direct promotion. Each can have a CTA and should, but that CTA is different for the last “1” as it can be a much stronger request of the consumer than simply “liking” the post or clicking through to your website.
The 70%, 20%, 10% concept is very similar where 70% of your content should add value to the consumer. An example would be to post an article of interest, sharing helpful advice, etc. Then 20% of your posts could be sharing other people’s ideas, advice, links to YouTube videos on your topic/interest, etc. The last 10% refers to the hard sell–the actual CTA that drives buying something directly because of the post. This can include a coupon or discount code, but still needs to be balanced and the hard promotion still has to have engaging, valuable content.
To add to engagement of Facebook, be sure to review comments and work toward responding to all of the comments. This creates excitement for the brand and shows you are current and interested in those who are liking and commenting on your Facebook page. Post often, but keep it realistic for your market/industry. Having a post once a week can be enough for some businesses, but in other business situations, you may need to post daily. For management of these posts, utilize Facebook post scheduling so you can write an entire month’s worth of posts at one time, but still don’t forget that engagement includes your contribution to posting responses to comments. AND…be very careful with posting too often. With brands, reach can often drop with each additional post. Having three posts or more a day may sound like you are really doing a good job, but in fact, you may be significantly hurting your reach.
Tip: The Facebook post boost feature is very important. Posting to a “preferred audience” is a strategy that should be followed with any post. Targeted and selective publishing with content that is valuable to the consumer is paramount! The use of Facebook ads are very important to consider. If you want consumers to know about your brand through social media, the landscape is changing daily and it is not enough to just have a Facebook page and post some content a couple of times a week. Consider Facebook as part of your paid marketing platform and not just an organic one, which is not so “organically” successful anymore. ~ Sabrina Pack-PCM