Is your Facebook post reach dropping faster than an elephant off the Forth Road Bridge? Are you concerned your customers won’t know you’re still in business when they come to make a buying decision? Here are 5 quick ways to keep reaching more people despite Mr Zuckerberg moving the goalposts.
- Cross promote. There’s no rule saying you have to stick to just one platform. As a small business if you are creating one piece of content each week (for that read video, Facebook live, blog, series of Instagram images) you are knocking your competitors out of the park. Seriously. But unlike your nearest and dearest you don’t need to be mutually exclusive. So go share your Facebook post on Twitter and email it to your client list. This comes with a test though: only do it if you know your customers will find it makes them smarter or it entertains them and if you’re not sure maybe you need to know a bit more about them. Which leads me to my next point…
- Use the shareability of Facebook posts to get you that bit closer to your customers. This does not mean pictures of cats or linkbaiting with contentious subjects. It means showing your customers that you get them, so how about a post that shows you know their concerns and asks them to either problem solve or add to your argument. So here’s an example, a blogger I know has been writing a series of articles on why he’s quit networking in person. And because I feel like he really gets what’s frustrating for a small business about these events I’ve then contributed another aspect he might not have thought about and bingo! he’s better informed and has made a real connection.
- Start or join a pod. No, don’t become a dolphin. These are groups where businesses with something in common eg. geographic location or market niche engage with each other’s posts. It’s free, interesting (only if you’re passionate about your business though!) and can help increase your reach on Facebook. The easiest way to do it is to set up a private Facebook Group. And it is entirely within the rules of Facebook. All you’ll need is a Facebook profile and a business page, which are easy to set up. If you need a hand get in touch and I can help your company page look professional to get you started.
- Speak to your contacts to find out what Facebook Groups they are members of and join them. Currently company pages cannot join Groups because they aren’t actually people so this rule does make sense if you think about it. If you join the right Groups it will be hard to stop you sharing your fabulous content because the other members will really benefit from it. Look for some Groups yourself. And if you wanted to you can check out any individuals’ group membership going to their profile and looking at More/Groups. This way you will…
- Find relevant businesses and individuals to tag in your posts which will increase it’s reach if they are happy to share/comment/like your post. The Facebook changes in 2018 will reward your post if it has currency, which means people are actually having a conversation in the comments of that post so think backwards from that, keeping in mind what your brand values and products/services are, obviously.
- Target your posts. Apologies for those of you know this but you can target your unpaid posts – below your copy, see the crosshairs icon, it’s the fifth one from the left and you’ll see ‘choose the preferred audiences for this post’ when you hover over it. Have a play and let me know about your experiments, I’d be fascinated to see how you get on.
- And lastly – please for the love of candy floss, add a picture. This is one I’m painfully aware of every time I see a post from a local business where I grew up that I follow purely from a nostalgia kick. The stats show that you are much much more likely to get shares if you attach a picture, ideally a relevant one that connects you and your customer. Better still add a video – Facebook does favour posts that encourage what it calls ‘dwell time’ ie. more time spent on a post and will reward this with more visibility. This week I found some inspiration for what will be trending in terms of images according to Adobe’s Scott Braut. if that’s your thing or if you’re tempted (or doing) videos here are Buffer’s tips to make your videos more engaging.
Happy marketing and happy Valentine’s Day this week:)