Why your Facebook page reach is dying and how to revive it?
Of late have you observed that your Facebook page reach is declining drastically? Your followers complain that they don’t get to see your posts in their feed? You are posting a lot of content, buying Facebook ads and promoting content yet nothing seems to work?
Welcome to the advanced world of Facebook marketing.
Last year Facebook made some changes in their algorithm which resulted in a fall in organic reach by 16%. Now what is organic reach? It is a term associated with the non-paid content that you see on your newsfeed from the pages. That means when you post something without promoting it, then how many people are able to see it. Now this means for every 100 people that follow you only 16 people see the posts. Now further changes in the algorithm have lowered the organic reach to less than 5%. Facebook is very upfront about their take on this and also their decision to decrease organic search results.
Facebook is now looking forward to generate revenue with the help of promoted posts. Yes you got me right, the free lunch is over. Now to get people to see your posts will require you to invest into paid advertisements.
So the deal is you can promote your posts over Facebook so that your followers are able to see it but the catch is, this feature is only available for pages with over 100 followers (after the update, it started with 400 likes). Even initially none of your posts were seen by 100%. Facebook’s claims that their aim is to improve the quality and relevancy of news feed content. Under the “pay-to-play” model companies that have already paid to get their audience through page Likes now must pay again in order to reach that audience.
For those companies with large fan bases and big ad budgets this means Facebook will become a necessary evil, but for everyone else, including small business owners, the question remains is this worth the investment?
You need to chalk out your budget and be prepared that the investments might also not work in your favor. But that does not mean that Facebook has no use at all. It can still be used as a marketing resource by you if you make some smart moves.
How can you revive your Facebook page reach?
1. Work on your content- Content is the king!
The best and the most effective way is to build up content that attracts people, shares good knowledge and is easy to relate to.Make sure your posts just do not seem like advertisements. The more a post gets likes and shares the more will your organic reach increase.
2. Ask for followers to sign up for updates
Once you convince people that your posts are something they can look forward to or your products are something that are very alluring you can ask them to use the subscribe and get updates option. Unless what you offer them is something what they are looking for, you should know that they won’t take the effort to do the task.
3. Invest a little money into promoted posts
You can try putting a few of your most enticing products on promoted ads and see if it works for you. Promoting every post will be very expensive but you should not shun a possibility even without trying it.
4. Try experimenting with the type of content
If you have always been posting pictures, try using videos or try updating your page more regularly. The time at which you post, finding the peak hours and also the highest traffic sources is also important.
5. Facebook groups- The targeted audience
Although the Facebook Newsfeed is restricted, you can still use various Facebook groups as a targeted marketing strategy. Post about your products in various groups that have similar interests as the products you are selling. For example if you sell apparels you can post in various shopping groups. These groups have people who are looking forward to buy thus can provide good leads without any investment.
6. Try making your posts more mobile oriented
Most of the users (ideally 80%) use Facebook via their mobile, so posting links and website pages that are mobile responsive will help you get better traction. Or else people who visit the website will also end up going back seeing the unresponsive page.
Above all if still so many efforts are not giving you any traction, then you can move onto other places that might work better for you for example Google+, Pinterest or Instagram. It is okay to have a brand presence over Facebook but you should necessarily not sweat over it because as I said before if you want high traffic on Facebook, be ready to burn a hole in your pocket.
Have you noticed any changes on your Facebook page? Is Facebook still working for you?
If yes, how? Let us know.
You can link an Online Store with your Facebook Page.
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