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The sky is falling! The sky is falling!
We’ve heard many reports to this effect with regard to what is going on with Facebook pages, in general. The truth is that you can still have organic success with Facebook pages, and the majority of Facebook pages stink on their own. Here are some little-known strategies to bolster your Facebook page efforts!
Organic Reach is Dead. Long Live Organic Reach!
Many page managers have realized a steep decline in organic reach over the past couple of years. Organic Reach is the number of people who see your post without you having to pay for it. The cold truth about why most pages have to pay for the eyeballs is that nobody cared enough about the content coming from those pages. If they did, they would seek it out. The lack of appearing in the news feed wouldn’t be enough to hold them back. I manage pages that have an organic reach that far exceeds 100%, and they are pages with tens of thousands of fans. Why do these pages succeed? I create content that my readers want to see and share, and the majority of it doesn’t ask them to do anything. The content serves the reader instead of requiring them to perform a request. The 80-20 principal is a good place to start. Let 80% of your content serve no other purpose than to educate, entertain, or evoke emotions from your fans. The other 20% can serve your selfish requests. The 80% of posts that provide nothing but value serve as currency for your promotional content that includes a clear call to action.
My 4 Facebook Page Tips You Probably Don’t Know About
- Responding To Comments Will Boost Reach
More than 90% of Facebook Pages fail to respond to comments on their page. Just a peek into why their overall page performance is suffering. Facebook slowly rolls out your posts to your fans. They begin with a small percentage of them and if someone interacts with it, they continue to show it to more and more people. If the first batch of people don’t interact with your content, your potential reach comes to a screeching halt. You can keep the momentum going by commenting on your post. Provide additional information, images, or reference links. If someone comments on your post, be sure to respond. They took the time to comment so thank them by acknowledging their investment. You’ll energize your fans while keeping the Facebook monster fed and thinking that your post inspires conversation.
- Invite People Who Like to Become a Fan
If people are clicking “like” on your posts, you can invite them to become a fan of your page! Your post may say, “John Doe, Jane Doe, and 50 others like this.” Click on the “others” portion and you’ll see a lightbox pop up that shows the list of people who liked your post. Across from their name, you may see either “Liked” (indicating they already like your page) or “Invite”. Click the “invite” button on users you think are a good fit for your page. The user will receive a notification from your page that they’ve been invited to become a fan.
- Like Your Shares
When Facebook users share your posts, you can often like that activity as your page (doesn’t work with link posts). For example, you post an image that is getting some share love. Click the number of shares at the bottom of the post. This opens a lightbox that shows all of the public shares of your post. You can click like on each of these posts! Not only will this show appreciation to them, but it also adds more juice to your initial post. Your like is attributed to your initial post. In addition, you’ll be providing an additional link to your page. By default, you will be liking as your page unless the post was shared by another page. In this case, you’ll have to click the drop-down menu on the right side of the post to select your page as the persona you want.
- Add Text to Images
Images have been the go-to form of content across social media. Why? Because they are effective. Unless you’re Clark Little, your images may not be good enough on their own. Time and time again, I notice that my posts are MUCH more likely to receive huge amounts of interaction if they also have overlayed text. Even if it’s the same text I would’ve included in the text portion of the post. I’m convinced that people do not read anymore. We are bombarded with an overwhelming amount of content every day. We can’t possibly consume it all. Adding text allows you to convey your intention in relation to the image, while boosting the overall performance of your post. This holds true across most social media platforms. I once wrote a blog post with a nice image of the subject matter I was writing about. I published the post with the image without any text and it was pinned a few dozen times. A few weeks later, I went back and added text to the post and it was pinned to Pinterest hundreds of thousands of times!If you’re like me (not a photoshop whiz), you’ll love PicMonkey. It’s a browser-based tool that you can upload your images to and add text and other elements. It’s super simple to use and it’s free.
BONUS TIP: Add a call to action to your cover image. You don’t have to add it to the image itself, but at least put it in the image’s description. People do click your cover image, why leave them to look at a blank spot. I’ve used this in the past to promote a coupon or newsletter signup incentive. Add the call to action “Click here to…” to the image, then include the details in the image description. Most people leave the description blank, as Facebook doesn’t give you the option at the time of upload. To add a description, click the image and you’ll see “add a description” link where your description would normally be. Include a link to your promotion, lead capture, or newsletter landing page.
This list isn’t exhaustive, but it should give you a different perspective as it pertains to your page. One thing to keep in mind is that every audience is different. There is no universal method to ensure your Facebook page is successful, but most of what I’ve shared can be adapted to the majority of pages.
Is your Facebook page successful? Share a tip in the comments! 🙂