Increase your Facebook Reach Like A Pro

In a world where the Algorithm Gods are not always on our side, how do we grow our Facebook reach? Here’s some top tips from the experts at Zebra 360 Digital Marketing Agency to help you get the eyes you want on your brand’s Facebook page.

Pushing Organic Reach

As social media marketing becomes the go-to marketing format, it’s become harder than ever to increase your organic reach. On average, only 1 of every 20 followers you have will see your content organically. However, using compelling content that drives interactions remains the best way to beat the paid-advertising push and boost organic reach. How do you do that? Let’s take a look.

Focus on Real Connection

The algorithm wants users to scroll and interact for as long as possible. Remember, Facebook has its own competitors these days! So it will prioritize posts that get shares, comments, and reactions. So focus on engagement. Ask questions, make bold statements, and keep the conversations ticking over. Get out there and engage with consumers, too, don’t expect them to do all the work. Not only does this boost your organic position, but it grows a real community.

Use Video

Giving customers more of what they want is always smart- and online marketing wants video. Using content that engages with your audience is a must. While it won’t be your only content type, it’s critical it is well represented.

Allow User-Generated Content

User-generated content comes from your customers and fans, not your own hands. In a world where we crave connection and meaningful brand interactions, it can be a great way to boost reactions, comments, and shares without needing to work harder. Track your company’s mentions on Facebook and the use of your branded hashtags on Instagram, and connect with the creator for a mutually beneficial share arrangement.

Increasing Paid Facebook Reach

For most smaller businesses, however, organic reach alone won’t get you the results you need. While it’s always worth fostering- there’s no better ROI than paying nothing and getting results- a well-spent advertising budget could be the boost your brand needs.

Look-alike Audiences

Once you know more about your core audience through smart analytics (you already have that in place, right?) you can use look-alike audiences to increase your ad delivery to people who think and act like your already-invested customers. This vastly increases your chance of hitting on a new person with a true interest in your brand.

Don’t Shorten Your Own Reach

Don’t let your own campaigns compete with each other! Facebook gives you the ‘reduce auction overlap’ feature to help you make sure you aren’t setting your own campaigns against each other, shortening your reach and driving up costs. Inefficient ad campaigns just waste your time and hard-earned cash. You may want to prioritize high-performing campaigns over ones driving less engagement to get best results.

Remember Your Events

In a similar vein, if you’re running both general awareness campaigns and event-specific campaigns, you don’t want them to overlap too much. In compliance with Apple’s new policy, iOS users will only hear from you if Facebook’s Aggregated Event Measurement is being used. Set it up in a sensible order that makes sense for your goals. With the correct conversion events tracked, you can optimize ad delivery for your campaign objectives, reaching more people likely to do what you most need.

Automate Ad Turn-Off For Poor Performance

You can’t monitor your campaigns 24-hours a day, but Facebook can! Smart use of automated rules allows you to be alerted to performance issues and adjust campaigns whenever it’s needed. You can even turn them off if they aren’t reaching the number of people you want to see them, or when cost per result limits are exceeded. You can opt to either increase the budget as needed, or turn them off and prevent wasteful spend. You can also head off ad fatigue before it starts by managing how often repeat ads will reach the same eyes through frequency rules.

Always Track Results

As with everything social media marketing related, you have to be constantly engaged with the data you derive from your campaigns. Use Facebook insights to make sure you know exactly what’s working, and what isn’t, and don’t be afraid to respond accordingly. When you know what’s working, you can more easily craft better performing campaigns.

Don’t let fear squash experimentation, either. Flogging a horse, even one that’s performing well, isn’t always the best strategy. Compare post types, performance, results, and more to see what new types of advertising could get you even better results. 

Through smart analytics, constant tweaks, and a brand-focused campaign, extending your Facebook reach needn’t be as hard as you might think it is. If you’re still not sure where to start, however, remember that the social media experts at Zebra 360 Digital Marketing Agency are always happy to help you give your brand the boost it needs to succeed on Facebook.