Organic reach on Facebook has decreased, but that doesn’t mean you should stop posting regular content. Paid ads and organic content go hand in hand when it comes to creating an effective marketing strategy on Facebook. They key here is creating valuable content, so when it’s seen by your target audience, individuals will be more likely to engage. Below we’ve listed the best practices you should be following to post organic content that will grab the attention of potential customers, and help keep your brand top of mind.
1. Know your people
Before you start creating content, you need to know who your target audience is. What are their likes? Their dislikes? Once you’ve determined who your audience is, be sure that you’re catering to their interests. Post content that they want to see—not just what you want them to see. Pay attention to your Facebook demographics to continue learning more about your customers.
2. Good timing matters
Both the frequency and the time of day that you post matter when it comes to increasing the chances of your content being seen. These factors can vary based on industry, so it’s important to do the research to figure out when your posts are most likely to get more engagement.
As a general rule, Sprout Social recommends posting no more than 2 times a day. The afternoon and evening is also the best time to post, since people are more likely to be scrolling through their newsfeed during lunch and at the end of the day. Using Facebook insights is also recommended. Analytics are your friend when it comes to tracking which posts perform the best, and when they were posted.
3. Have a plan
Consistency is also key when it comes to increasing engagement—and it’s hard to have consistency without an organized plan. Your strategy should allow for consistent posting. A content calendar is a great tool for keeping track of what you’ll be posting and when. This is also helpful if you’re posting on other social media platforms, so you won’t overlap content and can keep a consistent brand message across all platforms.
4. Don’t write a novel
Keep your posts short and specific to your target audience. Quality over quantity is the best rule here. When people scroll through their newsfeeds they’re quickly skimming through tons of content. You want yours to stand out and be short enough that a potential customer will absorb what you’re putting out there.
5. Use images when possible
One way to make your content stand out is to use images wherever you can. They say a picture says a thousand words, and while that may not always be the case, according to Hubspot, visual content is 40 times more likely to get shared on social media as opposed to text based content. It’s also far more likely to stand out in the sea of updates that everyone has to wade through every time they go through their newsfeed.
6. Create shareable content
Creating infographics and writing blog posts to be shared to your Facebook page are both forms of content that can easily be shared. By catering this content to your target audience, they’ll be more likely to share it on their newsfeed which will extend your reach even further.
7. Utilize Facebook Video
Don’t limit yourself to traditional content. Facebook video—live video in particular—has gained in popularity this past year, and is predicted to get even more popular throughout 2018. Video shares have grown by over 100% over the last year. With a percentage like that, now is the time to jump on the band wagon to get your brand noticed in a relatively new way while increasing engagement.
8. Be trendy
When it comes to creating engaging content, relevancy is a must. Don’t be afraid to play off the latest trends and use them as inspiration for your own content. While there is some risk involved, if done in good taste, the payoff can be worth it. Even if you want to play it safe, you should still be using hashtags to make your content easier to find.
9. Engage with your customers
Engaging content won’t do you a lot of good if you don’t respond to the engagement itself! If someone takes the time to comment on something you’ve posted, the last thing you want to do is ignore them. Engaging with your customers only helps to strengthen the relationship between them and your brand, and increases your chances of retaining them for the long term.
10. Consider “boosting” posts
With so many pages producing content, it’s easy to get lost in the mix, and it can be challenging to be seen without money coming into play. Competition is high, and more companies are “paying to play.” As the saying goes…if you can’t beat them, join them.
Putting money behind some of your organic posts, also known as “boosting” a post, essentially turns your organic content into a Facebook ad. If there’s a piece of content you’d like to get out there, boosting it may help you receive more likes, comments, and shares.
We recommend supplementing organic content with paid advertising for a truly powerful Facebook marketing strategy. If you’re looking for advice, feel free to contact us! We combine innovative thinking with a true passion for digital marketing to get you meaningful and measurable results.