How can you get seen more, and how fast can you get results from the social media powerhouse? How can your content spread virally and organically to reach more and more people who may wish to buy from you? Questions that business owners up and down the country ask frequently.
With around 2 billion active daily users, it is clear to see why businesses choose to put themselves onto the popular platform in a bid to extend their reach to a huge audience for a relatively low price point in terms of ad-spend.
Basically, Facebook is an online advertising platform with active and engaged users plugged straight into it. So your audience will be there, waiting to be sold to – but how you reach them organically is a challenge that is tricky to conquer. Just as the masses of users on the platform is the appeal of using Facebook as a sales funnel, that same mass audience is also why it is harder and harder for businesses and brands to get their content seen.
What does organic reach mean?
Organic reach is a term that describes content posted on Facebook (or similar social platforms), that reaches people without any payment applied to it. And by this, I mean you’ve not sponsored an advert. You put some content out there and it got a bit of traction and was seen by X-amount of people. Organic reach is great because it is low cost – free almost – as the only monetary cost for it is the cost of creating the content yourself. Good results in organic reach is much harder to achieve. The reason for this is purely down to sheer volume of content being shared on Facebook.
Think of it like this… The volume of users on Facebook is over 2 billion. Therefore, more and more brands and businesses actively use the platform to advertise on. During 2019, the total number of business pages created on Facebook was 60 million, and the vast majority of these businesses will be paying to sponsor adverts on there. And what this means is, those sponsored adverts will go to the front of the queue when it comes to what content is pushed in front of your audience first.
Organic reach therefore is a lot harder to achieve. If you sponsor adverts to reach your audience first, you can be fairly sure that you will achieve greater reach. The challenge with sponsored adverts is getting your audience demographics correctly set up to make sure you are putting your content in front of the right people.
But what about Boosting posts?
Ok, the Boost Post button… This is a tricky one. Yes, it is easy to click it and set up and get more reach from a Boost, however it isn’t always a good idea to throw money at a Boost. Let me try to explain…
A Boost on a post is purely there to increase the reach of that post amongst primarily people who Like your page and friends of people who Like your page. So you are paying to engage with a lot of people who have already bought into your page, or are possibly aware of you already because they are friends with someone who already interacts with it. And just because they’re friends with someone who Likes your page, doesn’t mean they’re the right type of person to fit into your audience demographic. So what I’m saying here is, there is less control over who sees your Boosted post and you can therefore blow your budget with a load of pointless views on your content.
You should only really Boost posts that have a very clear direction and purpose. Content that has a very straightforward Call to Action – so that when people who may be interested in do see it, they know exactly what to do with it. So you really need to think about your content creation, messaging and how likely your audience will be to respond the way you want them too, before you dabble with Boosting posts.
All you can really expect from Boosting Posts is to get a few more Likes on your post or, if you’re lucky – on your Page. And I’ve said many times before for small businesses especially, Likes or Follows on a Page is very much a vanity metric. Number of Likes on a Page is a huge indicator of success for celebrities or influencers but of SMEs it isn’t the be-all and end-all. I would rather have a smaller, engaged audience who interact with my Page than a massive audience who pay no attention to it whatsoever.
So, the best way to get better reach on Facebook is to pay for ads?
In a nutshell, yes. Facebook is a paid advert platform so in order to get to the front of the queue, you need to put your hand in your pocket. But there are a few things to consider before blindly chucking cash at it…
- How good is your content? If your content isn’t fit for purpose or doesn’t appeal or engage with the right type of person, stop and do not spend any money on adverts. Because they won’t work.
- What do you want to achieve from advertising Facebook? This is a key question because if you don’t know what you want to get out of using the platform, you shouldn’t get into it in the first place! Take some time to develop a strategy and work out where social media fits into your marketing as a whole and where it can impact your sales and pipeline.
- How will you manage things if whatever you put out there is massively successful? Because nobody likes being let down or disappointed. If things kick off big time, you need to be able to manage your inbox as well as your product or service.
So, how do I do all of this and still run my business?
Easy, outsource it. Social media can feel like a full time job and if you aren’t fully focussed on it or you don’t know 100% for sure on what you’re doing, it can become a massive burden and time thief! So the best way to achieve anything with social, is to find and work with a partner company who can help to develop a strategy and an audience, create you some amazing content and then deploy it all for you in a structure way in-keeping with your strategy.
The key thing to remember with social media is that there is no exact formula that guarantees success and there is no timeframe either. The route to success can take a while but the whole process is still a solid brand building exercise that may have an indirect positive impact in other areas of your business. Work with someone who you can relate to, who understand your brand and who is prepared to be agile enough to react quickly to change messages in your content when the need arises.
Check out our social media division – Social Pit – for some examples of our work in this area and if you would like to discuss social media further, I’d welcome a Zoom call – just drop me an email to book in!