In an effort to make its pages more engaging to users, Facebook might not be showing your business page postings as much as it used to. A recent blog post from the social media giant says the change is part of an ongoing effort to make the site’s news feed better—including reducing the amount of purely promotional posts.
Even if you’ve been posting meaningful content, it’s likely you’ve seen a drop in the number of people who see your posts this year. While the Facebook announcement does acknowledge the importance of business pages as consumer resources, you will likely need to adjust your strategy if you want to continue to reach your base.
Not to worry. There are some simple steps you can take to get noticed, reach people, and continue to build your brand on social media.
Ask for an email.
Use your social media to encourage members to sign up for your mailing list. Getting audience emails and/or mailing addresses allows you to control who gets to hear from you and how often with no restrictions on content.
Play by the rules.
Follow Facebook’s Page Posting Tips and Best Practices for maximum exposure and generally sound ways to communicate with your base on the platform. Tips include posting consistently, targeting based on demographics, being timely, and saving promotional content for ads.
While the Tips and Best Practices suggest including high-quality images with your posts, a recent investigation by analytics company SocialBaker reveals that posting a photo might actually hurt your chances of getting seen. According to the report, videos will get you more eyeballs.
Pay to play.
Facebook offers two ways you can pay to increase your visibility. You can “boost” an existing post by paying a fee, or you can purchase ads. Both of these services allow you to target a specific audience based on age, geography, interests, and lots of other criteria using a pre-set budget you determine.
Rather than feeling punished, use these changing algorithms as motivation to up your marketing game. If you’re constantly hitting up your membership with promotional offers on Facebook, maybe it’s time to purchase some ads or develop informative content instead. All good marketing should truly engage your audience with compelling content, thoughtful conversations, dynamic visuals, and meaningful interactions—on social media and off.
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