Facebook reach (or lack of reach) is one of the most frustrating aspects of Facebook for most
small businesses. In January, Facebook will be changing its algorithm (again). This change
will focus on limiting overly promotional posts.
What is a small business owner supposed to do?
Some are abandoning Facebook. I don't think it is necessarily the best option. And, as I said last
May, Facebook shouldn't be your only social media platform.
First, let's look at what Facebook considers an "interaction"
What do all of those things have in common? They require your readers to interact with your post in some way.
A sales pitch or series of promotional posts that do nothing to engage your audience don't help to build your audience, so why post them?
Instead, focus on providing information your audience wants to see. Bring back the "social" in social media. Share relevant information, have a conversation, and get to know your audience.
Your audience are your fans - they liked your page because they wanted to stay in touch with your business - its your job to post something worth reading and sharing. Not sure what your audience wants? Experiment, make notes, and experiment again.
How do you find content to share with your fans?
1) Google alerts - You tell Google alerts what kind of information you are looking for and it sends an email (or two) to your inbox when those subjects come up.
2) Create your own images - I'm more than a little bit in love with Canva right now. I'm not a graphic designer, but Canva gives me the tools to at least create attractive images (including the one shown in this blog post)
3) Write a blog - Sometimes you need to create the information you need to share. Of course, as an SEO person, I'll always be in favor of blogging for the SEO benefits.
4) Industry news - look for respected industry sources for news, trends, and information to share.
5) Share content from other Facebook pages - I'm a big fan of supporting complimentary businesses. Small businesses should be supporting each other whenever possible.
Musings about marketing, social media, and small business.