Facebook marketing isn't as easy as it's hyped up to be. While it has the lion's share of the world's population of social network users, the saturation also means that it's getting harder for marketers to deliver their messages to their intended audiences.
However, all it takes is a little bit of creativity and soon you'll be able to maximize your reach on Facebook again. Here's how to get started:
A Little Note About Organic Reach
Studies have shown that organic reach on FB has been on a steep decline since 2012. It doesn't matter whether you have a fanbase of 1000 followers or 1 million. If these people aren't seeing the content you put out, then your marketing efforts will all be in vain.
Facebook has its own ads platform that it, understandably, prioritizes over most forms of content on the site. Relying on organic reach alone just wouldn't cut it especially if you want to compete in the already saturated and cutthroat FB market. There are about 60 million business users/pages on Facebook today, but only a small part of this number- about 4 million- are active advertisers. Surely, Facebook would want the rest of these establishments getting in on the ads platform too?
The best thing to do here is to play by Facebook's rules- paid ads and all- but have it mixed in with a lot of homegrown, organic effort. This way, your campaign would still be able to get its marketing message across, without making your content too "ad-like" and impersonal.
Plan and Publish Optimized and Highly-Shareable Content
Place the bulk of your creative efforts into making a piece (or pieces) of content- whether it be a video, GIF, infographic, article, or whatever your chosen medium is- that has the potential to go viral. This piece doesn't even have to be advertorial. As long as it makes people stop and think (or laugh), then it's great. You can hire a creative agency and even professional actors to help make your ideas come into fruition.
Facebook's algorithm is skewed towards advertisers that have been producing highly shared and engaging content. If you have content that has a large number of reactions, comments, and shares, then Facebook will prioritize you over your competitors.
Building Organic Content and Traction First
Hopefully, your "viral" content pieces will give you enough traction for you to jump to the paid ads realm.
While a promotional paid post is relatively easier to make than a full-blown, meant-to-be viral production, it's best not to go overboard on the ads. A ratio of five promotional ads with one or two non-promotional ones work best for a lot of marketers, but you do have to experiment around to see what is best for your audience and your budget. The only thing you need to remember here is that your content should be able to educate, entertain, and provide value. Having a call-to-action isn't necessary. As long as your audience is gaining something from your content, then you're golden.
Put Your Audience First
Social networks don't exist in a vacuum. Engagement is a two-way exchange. The more that you engage people, the more likely that they will talk to you and look at the content you're publishing. Whenever people leave a comment on your posts, acknowledge them and make sure they know that you are listening. You can either write a comment of your own, or use Facebook own reaction emojis.
For people who have shared your content, you can acknowledge their efforts by liking or commenting thank you on their shared post. Not only does this action give your brand a more human touch, these additional comments also helps skew Facebook's algorithm in your favor.
Get Started With Paid Ads
Once you have your organic content going, it's time to go for paid ads. Determine your budget, as well as your target audience (Facebook will ask you what particular audience you want your ads to be shown to). Different posts have different marketing needs. For example, you might want more views to your videos or you want a particular post promoted that contains a link to your website.
Remember not to blow out your budget on just a single ad alone. It's always infinitely better to spread your budget on multiple, different ads to maximize reach.