Fewer people seeing your Page’s organic posts on Facebook means fewer clicks, comments, and shares. And having fewer of those interactions means fewer conversions, leads, and customers.
Total NIGHTMARE to most Facebook page owners!!
Studies have found that between February 2012 and March 2014, organic reach for the average Facebook Page dropped from 16% to 6.5%m and for Pages with more than 500,000 Likes, organic reach could be as low as 2%.
Based on the figures above, that means a Page with 10,000 fans could expect just 650 of them to actually see that Page’s posts in their News Feeds. For a Page with 1 million fans, about 20,000 would end up seeing posts (based on the 2% figure). So the question is….
How to Deal With Declining Organic Reach?
Well here are some fool proof tips that you can incorporate into your Facebook marketing!
1) Be more selective about what you post.
Marketers have to switch gears from untargeted, frequent publishing to targeted, selective publishing. The goal is to get as much interaction from a single post as possible. Each post published to a brand Page can be targeted to a specific audience regardless of whether or not it’s sponsored, which may improve overall interaction with that post among other people who are likely to find it more interesting and relevant.
2) Remind your Fans they can go to Pages Feed on the left sidebar of their News Feed to see content from Pages they’ve Liked.
3) Ask your fans to update their notification settings from your Page.
4) Encourage fans to engage with your posts when they do see them, so they see more of them.
This can be as simple as adding a reminder to “Please Like and share” at the end of your posts. (Add your website links and contact details here too)
5) Focus your time and effort toward your own assets.
Since the only constant with Facebook is change, it’s always safest to focus on your own digital channels like your website and blog. Spend the vast majority of your effort creating content (blog posts and long-form content such as ebooks, case studies, or videos) that will continue to gather inbound traffic, leads, and customers long after they’re first created. If you have time and budget, share those assets to Facebook for additional reach.
6) Start using paid advertising!
If you’re going to pay-to-play, get your targeting right. Once you’ve built an audience of relevant fans, focus on advertising the content assets you’ve created – such as blog posts, videos, ebooks, etc. — and use ads to amplify them to targeted users.
Remember: It’s likely only a matter of time before organic reach hits zero, so you might as well hone your paid strategy now.
7) If you do advertise, go that step further…
Facebook’s targeting capabilities have gotten considerably better over the past five years. You can now pay to reach your ideal persona based on demographics, interests, web behavior, and more. Additionally, there are a bunch of tools and features that can help you maximize the effectiveness of your campaigns, including …
- Conversion Tracking: Track the actions of site visitors after viewing your Facebook ad.
- Custom Audiences: Target Facebook ads based on your email list.
- Lookalike Audiences: Target Facebook users similar to your customers.
- Audience Insights: Learn about your existing Facebook audience to better target your ads.
- Website Custom Audiences: Target Facebook users who have visited your website before.
- Facebook Exchange: Place retargeted ads on Facebook for users who’ve visited a certain product or service page on your site.
- Lots and Lots of Customizable Reporting: Create reports based on metrics that matter most for your business.