Fewer people are seeing your Facebook posts. Here's what you can do about it.

You’ve set up a Facebook page for your business. You’ve encouraged your family and friends to like your page. You’ve hung signs in your place of business to promote your page. You’ve been diligently posting several times per week. Yet, according to your page’s Insights, your posts are only reaching a small fraction of your fans. Unfortunately, the numbers aren’t lying. Facebook says that posts reach an average of 16% of fans. If you have less than 1000 fans, that number may be higher, like 20-25%, but that’s still much lower than most expect. And, in December 2013, Facebook announced that pages would continue to see decreases in their reach. According to Facebook, “On a given day, when someone visits News Feed, there are an average of 1,500 possible stories we can show. As a result, competition for each News Feed story is increasing... For many Pages, this includes a decline in organic reach. We expect this trend to continue...” Your business’s Facebook page can be a powerful and economical marketing tool but, in order for that to happen, people have to actually see your posts. Here are a few tips to help you increase your page’s reach:

Make great posts.

Create your posts with your fans in mind. Is your post interesting, funny, useful, etc.? If not, go back to the drawing board. People aren’t using social media to view ads from businesses. Don’t fall into the trap of only posting special offers. Focus on quality, not quantity.

Engage with your fans.

Social media is a two-way street, especially for businesses. If you want your fans to engage with your page, you need to engage your fans. Ask your fans for opinions and feedback. When they respond, “like” their comment or reply and thank them for their response.

Encourage shares, comments, and likes.

Always ask people to share, like, or comment on your post. When someone shares, likes, or comments on your post, Facebook refers to this as “engagement.” The more engaging a post, the more likely it is to show up in your fans’ newsfeeds. Ask an open-ended question to encourage comments, or give a useful tip and ask your fans to “share” it with their friends.

Buy ads.

In all fairness, Facebook is a publicly-traded, for-profit company. Providing free marketing to millions of businesses worldwide doesn’t make much sense. When it comes to marketing your business on Facebook, nothing rings truer than the old adage, “Nothing in life is free,” and Facebook ads are the easiest and fastest way to amplify your reach. And when compared to traditional media, Facebook ads are extremely economical. Additionally, Facebook’s paid advertising options allow you to choose the demographic characteristics and geographic location of your target audience, so your marketing dollars are going towards the people most likely to be your customers. Facebook is a powerful marketing tool for small businesses when it’s used properly. Invest your time in creating shareable, likeable, comment-worthy posts. Engage with your fans. Then invest in Facebook ads and make sure people are seeing all of your hard work.  

Not sure where to start? Need more help? Contact 20 Creative to schedule your free 30 minute consultation. We’ll evaluate your page and give you recommendations and tips to help you get the most out of Facebook.