The digital landscape is always shifting, and we’ve become accustomed to adapting to the small changes along the way. But, occasionally, something happens that shakes the digital marketing world at its core and has businesses asking, “what now”?
This is what happened earlier this year when Facebook announced its algorithm change. The social media giant pushed back against brands monopolizing their user’s space and shifted ranking to make news feeds more about connecting with people and increasing the visibility of content focus by family and friends over marketing content.
Admittedly, organic reach does appear to be sliding along a downward curve, but that doesn’t mean that your organic reach must follow the same trends. Facebook hasn’t removed branded content entirely, but they are changing how they prioritize it, which means it’s time for businesses to follow suit.
How can you maximize your social media marketing content on Facebook and take full advantage of the network’s potential? It all starts with a few best practices.
The Connection Between Organic Reach and Paid Campaigns
Paid ads can have a great ROI on their own, but what happens when you combine them with organic reach? Let’s look at how organic reach helps you better define and understand the customer you should be targeting with your paid ads.
Facebook provides a straight path to discovering the type of content and headlines your audience reacts to. Using their analytic tools, you can keep an eye on first followers, and switch things up with organic content to see where engagement really rises.
Speaking of engagement, the more you encourage it through organic reach, the more complete information you’ll have about how to best direct your Facebook spend. So, get in there and spark conversations with your likers, and keep the dialogue moving. Plus, Facebook loves engagement and is going to show more love to brands that can achieve it through organic reach.
Facebook Groups for Small Businesses
There’s a direct relationship between engagement and organic reach. However, before you can amp up your organic reach through non-paid posts, they need to first get in the line of site of Facebook users, so they can start engaging.
Maybe you’ve noticed that your own Facebook feed is like a ghost town in relation to the number of businesses you’re seeing represented as you scroll through. It isn’t that the content isn’t out there, it just isn’t reaching you.
The brand content that does show up in feeds is often that which comes through Facebook groups. For small businesses, engaging with groups that are connected to your audience is one of the best ways of making sure your brand is getting noticed.
New to the group concept and maybe a little nervous? Just keep these 4 tips in mind:
- Never be spammy and respect the members
- Make a regular appearance
- Offer helpful, valuable comments and advice
- Make building relationships your #1 priority
Getting Personal with the Messenger Option
Taking a cue from email marketing, we can expect to see Facebook’s messaging app emerge as a powerful marketing tool. The messenger app is great for answering customer questions and providing top level customer service. It can also be used as a workaround to Facebook’s new algorithm.
From the messenger app, you can encourage people to opt into your updates, much like earning a subscriber through email. Once they’ve opted in, you can send regular updates and use an automated system to help you engage with customer directly.
Is Organic Facebook Reach a Thing of the Past?
We don’t think so, but maybe that’s because we know how to get results. If you’d like to increase your organic reach and pump up your paid strategy, contact Quincify today and let us show you how your social media marketing efforts can be successful.
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