20 secretos para impulsar su audiencia orgánica en Facebook


Secretos que impulsarán su guía de alcance orgánico de Facebook

El alcance orgánico de Facebook está disminuyendo. Descendencia.

En el pasado, publicar un enlace en su página de Facebook o Instagram podía generar cientos de clics. Ahora ya no.

Las referencias a las redes sociales se han estancado alrededor del 5% de todo el tráfico durante años.

La publicación promedio de Facebook llegará a poco más del 5% de sus seguidores.

La noticia alentadora es que el alcance de las redes sociales sigue siendo enorme.

Hay más de 3.500 millones de usuarios activos de redes sociales.

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Pero llegar a esta audiencia masiva es más difícil que nunca.

¿Cual es la respuesta? Esto es exactamente lo que vamos a cubrir en este artículo.

Empecemos.

¿Qué es el alcance orgánico en Facebook?

El alcance orgánico es la cantidad de personas que ven su contenido sin distribución paga. Esto incluye a las personas que ven tus publicaciones en su propio feed o porque sus amigos han interactuado contigo.

El alcance pagado son las personas que ven su contenido como resultado de promociones pagas. Está influenciado por las opciones de orientación de sus anuncios y también puede afectar a la audiencia orgánica.

Pero no es tan simple.

El alcance de tu contenido tiene mucho que ver con el compromiso: es la cantidad de personas a las que les gusta, reaccionan, comentan o comparten tu publicación.

Las tasas de participación aumentaron, pero el alcance orgánico disminuyó.

Y todavía está en rápido declive.

Entonces, ¿por qué nuestras publicaciones no se publican con más frecuencia?

Dejame explicar.

Por qué está disminuyendo el alcance orgánico de Facebook

Hay dos razones principales por las que el alcance orgánico de Facebook continúa disminuyendo:

  1. Más contenido: No se publica más contenido y no hay espacio para la transmisión de noticias. Cada minuto, se publican en Facebook más de 510.000 comentarios y 293.000 estados.
  2. Feeds de noticias personalizados: Facebook proporciona el contenido más relevante para cada usuario. Para aumentar la participación y optimizar la experiencia del usuario, el contenido se adapta a los intereses individuales de cada usuario.

¿Pueden las empresas seguir teniendo éxito con esta caída en el alcance orgánico? Absolutamente.

Aún puede obtener toneladas de tráfico de Facebook.

La plataforma publicitaria de la red mitigó el daño a quienes la aprovecharon al máximo. El número de anunciantes hasta la fecha ha superado los 9 millones.

Sabiendo esto, ¿los especialistas en marketing deberían estar realmente preocupados por el alcance orgánico?

¿No sería mejor centrarnos en los anuncios de Facebook?

Si y si.

Este es el por qué.

Por qué debe pensar en la disminución del alcance orgánico de Facebook

El alcance biológico es importante por varias razones.

Razón 1: generar más clientes potenciales y conversiones orgánicas

Mucha gente usa las redes sociales solo para dar a conocer su marca.

Esto es genial, pero deja muchas oportunidades sobre la mesa para generar resultados reales para su negocio.

Una de las oportunidades perdidas es la generación de leads.

También es la columna vertebral de cualquier campaña de marketing exitosa.

Necesita atraer compradores potenciales y canalizarlos a través de su embudo de ventas. Cuando lo hace de forma orgánica, no le costará nada más que tiempo y esfuerzo.

A su vez, el costo de convertir a estos compradores potenciales en compradores reales será menor.

Esto se debe a que los resultados de una campaña orgánica tienden a aumentar. Esto significa que cuando más personas interactúan con su contenido, agrega contexto a sus campañas.

Cuanto más audiencia orgánica tenga, mejor funcionará su generación de leads y sus embudos de conversión.

Razón 2: reducir el costo por clic de las campañas pagas

Sí, el producto publicitario de Facebook es uno de los más intuitivos e impresionantes que jamás hayamos visto.

Y sí, la sofisticación de las opciones de segmentación por audiencia es el sueño de todo profesional de marketing.

AdExpresso analizó más de $ 100 millones en inversión publicitaria y determinó el costo publicitario promedio para todo 2016.

Esto es lo que encontraron:

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Como puede ver, el CPC promedio del anuncio puede ser muy bajo si domina las otras variables.

Pero este es el trato:

Puede gastar fácilmente una fortuna en anuncios de Facebook y no ver ningún retorno.

Esto significa que para aumentar la efectividad de sus anuncios y aumentar su inversión publicitaria, el alcance orgánico es clave.

Razón 3: Hay toneladas de funciones nuevas (infrautilizadas) de Facebook

En el pasado, sus opciones en Facebook eran básicamente publicaciones, videos y anuncios. Ahora hay toneladas de nuevas funciones como Facebook Stories, Facebook Watch, Facebook Groups y Facebook Live.

Muchas empresas no aprovechan al máximo estas características, lo que crea una oportunidad para generar tráfico orgánico al llenar el vacío.

Dicho esto, veamos cómo funciona el algoritmo de alimentación de noticias de Facebook para mostrar contenido.

A continuación, analizaremos algunas estrategias para aumentar el alcance orgánico de su página.

Comprensión del algoritmo de alimentación de noticias de Facebook

El algoritmo de Facebook ha cambiado drásticamente en los últimos años. La introducción de reacciones y la función "¿Por qué veo esta publicación?" Cambiaron la forma en que Facebook decide qué publicaciones mostrar a los usuarios.

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Facebook utiliza cientos de miles de factores para decidir qué publicaciones mostrar en la sección de noticias de un usuario.

Con quién interactúas, el tipo de medio y la popularidad de la publicación se utilizan como señales de clasificación.

Según Mark Zuckerberg, Facebook ahora está dando prioridad a las publicaciones que provocan "interacciones significativas" y publicaciones de amigos y familiares.

Hay otros puntos de datos detallados que entran en juego:

  • La fecha en que se publicó el mensaje.
  • La frecuencia con la que el editor publica contenido.
  • La cantidad de me gusta, comentarios y compartidos en la publicación.
  • Con qué frecuencia el usuario interactuó con la página que publica la actualización.
  • Interacción del usuario anterior con el mismo tipo de publicación.
  • Comentarios negativos sobre la publicación.
  • Cuál es el uso del mensaje.

La lista continúa, pero estos factores nos dan suficiente para pensar.

¿Cuál es el objetivo final de Facebook para las fuentes de noticias?

Al igual que otras plataformas, Facebook se preocupa más por sus usuarios. Quiere mejorar continuamente su experiencia con contenido relevante y de alta calidad.

El contenido demasiado promocional no es adecuado para los usuarios, por lo que Facebook ha tomado medidas enérgicas contra este tipo de contenido.

Para colmo, Facebook está reduciendo el tráfico de editores a favor del contenido generado por el usuario.

Entonces, ¿cómo puede generar tráfico desde Facebook cuando estos cambios algorítmicos reducen su alcance?

Tomemos algunas lecciones de BuzzFeed.

Cuentan con un impresionante Alexa Rank de 147.

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Facebook por sí solo genera alrededor del 37% de su tráfico.

¿Qué está haciendo bien BuzzFeed? Además de publicar contenido atractivo en Facebook, gastan millones de dólares en anuncios de Facebook.

Ahora, la mayoría de la gente no tiene mucho dinero para gastar como BuzzFeed.

Por lo tanto, tomaremos la ruta más inteligente que no requiera una gran inversión para el propietario de una pequeña empresa.

Antes de que analicemos los secretos para mejorar su alcance orgánico, aquí hay cinco cosas que debe evitar absolutamente hacer en su página de Facebook.

1. No automatices todo

Es una plataforma social y su marca debe tener un toque humano. No se limite a programar los últimos enlaces de blogs y actualizaciones de productos. Publica fotos de tu equipo como Zappos.

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El marketing en redes sociales debe mostrar tu lado divertido o creativo como Nutella.

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O comparte gráficos inspiradores como yo.

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2. No solo promocione sus productos y servicios

Facebook se basa en el interés, no en la intención. Cualquier actualización que envíe a su página de Facebook no tiene que ser promocional. Por el contrario, el 80% de sus actualizaciones deben ser sociales. De lo contrario, los usuarios no dudarán en hacer clic en el botón 'Diferente' en su página (está a solo un clic de distancia).

En su lugar, use Facebook para construir una comunidad. Agregue valor e inicie conversaciones con su audiencia.

Es mejor variar sus publicaciones para incluir diferentes tipos de contenido:

  • Artículos sobre la historia de la marca
  • Postes de construcción de autoridad
  • Gestionar puestos de formación
  • Mensajes personales

3. No intentes engañar al ecosistema de Facebook

Compra 5,000 me gusta por $ 5. Uso de títulos de clickbait. Bombardea a tus fans con 10 actualizaciones de mala calidad en una hora.

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Es una completa pérdida de tiempo y dinero.

Facebook está tomando medidas enérgicas contra los spammers en serio. Cíñete al código de Facebook y mantente en sus buenas gracias.

No solo eso, estas tácticas manipuladoras no agregan valor real a su negocio. De hecho, pueden lastimarte.

AdExpresso realizó un experimento pago en el que publicaron un video idéntico en tres de sus páginas de fans. Luego pagaron para impulsar cada posición.

¿El resultado?

Las dos páginas en las que compraron Me gusta no vieron ningún compromiso, incluso después de que Facebook eliminó automáticamente los Me gusta pagados.

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4. No construyas una base de fans que no puedas mantener

La brutal verdad sobre una gran base de fans, independientemente de su objetivo, es que su rango será automáticamente menor.

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Esto significa que debe hacer un trabajo adicional para crear contenido relevante y útil para varios segmentos diferentes de su audiencia.

¿Prefieres tener una audiencia pequeña pero muy comprometida o una audiencia grande e insensible?

Es una evidencia.

Cómo rastrear y analizar su audiencia orgánica actual de Facebook

Ahora que sabe lo que no debería hacer, es hora de pensar en lo que puede hacer para mejorar su alcance orgánico en Facebook.

El primer paso es identificar sus brechas. Recopilaremos estadísticas clave para medir su desempeño.

Sin este diagnóstico, no sabrá dónde concentrar sus esfuerzos.

Vamonos.

Paso 1: Exportar datos de Insights desde Facebook

Primero, haga clic en la pestaña "Insights" en la barra lateral izquierda de su página comercial de Facebook.

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En la parte superior de la página de información, hay un botón que le permitirá exportar sus datos tanto a nivel de página como de publicación.

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Aparecerá una ventana con tres opciones diferentes para su información:

Opciones de datos de exportación de alcance orgánico de Facebook. "width =" 700 "height =" 370 "src =" https://neilpatel.com/wp-content/uploads/2017/07/Screen-Shot-2017-07-01-at-5.05.16-PM. png

Seleccione su opción y haga clic en "Exportar datos". Sus datos se guardarán en un archivo de Excel.

2do paso: Profundice en las métricas de publicaciones

En mi experiencia, las métricas de nivel posterior son más relevantes que las métricas de página.

Las métricas de la página ofrecen una excelente vista panorámica de su rendimiento. Las estadísticas de publicaciones brindan una visión más detallada de cómo las personas interactúan con su contenido.

Y eso es lo que realmente marca la diferencia.

Para una vista más detallada, vaya a "Publicaciones", luego a "Tipos de publicaciones".

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Con los datos que recopila, puede decir:

  • Qué publicaciones tienen el mayor alcance orgánico
  • Qué tipo de publicaciones prefiere tu audiencia
  • Número de me gusta en cada publicación

Estos le darán una buena guía para lanzar una estrategia de contenido efectiva.

Paso 3: Refina tus datos y selecciona solo las métricas que necesitas

No todos los puntos de datos serán útiles.

Examínelos y elija los que tengan sentido para usted, y eso puede variar según su industria y los objetivos de las redes sociales.

Estos son los datos que más te dirán:

  • Alcance orgánico
  • Compromiso
  • Clics en enlaces
  • Número de personas que dieron comentarios negativos

Ahora que ha analizado su audiencia orgánica, es hora de realizar mejoras.

20 estrategias para aumentar el alcance orgánico de Facebook

Recuerde que cada industria y cada audiencia es diferente. No recomiendo implementar todas estas estrategias todavía. En su lugar, eche un vistazo a sus datos y vea dónde puede realizar la mayor cantidad de mejoras, luego elija un puñado de estrategias para probar.

Cíñete a lo que funciona, deja lo que no funciona y luego prueba otra estrategia. Enjuague y repita.

1. Desarrolle su presencia y autoridad

Sé lo que estás pensando.

Si el alcance orgánico disminuye a medida que aumenta el tamaño de su audiencia, ¿cuál es el valor de aumentar su presencia?

Bueno, todavía hay varias ventajas de tener una gran presencia.

  • Puede agregar contexto social a sus anuncios, haciéndolos más económicos y efectivos.
  • Obtendrá mejores artículos e información de la página para adaptar sus esfuerzos de marketing. Esto incluye datos demográficos y psicográficos.
  • Su influencia percibida aumentará, lo que aumentará su factor de credibilidad.

Aumentar su presencia no se trata de aumentar los gustos de su página. El número de Me gusta en su página no da ninguna indicación del rendimiento de su contenido.

Lo que importa es que desarrolle suficiente autoridad para ordenar a su audiencia que actúe. Esto significa que interactuarán más favorablemente con su contenido.

Esto es lo que puede hacer para aumentar la participación:

Atraiga al tipo adecuado de personas para que visiten la página de Facebook

Los ventiladores aleatorios son inútiles.

No se involucran y no tienen una influencia positiva en sus campañas de marketing.

Es por eso que no recomiendo intentar hacer crecer su página de Facebook a expensas de construir una audiencia específica.

Busca personas que se adapten perfectamente a sus intereses comerciales.

De esta manera, el contenido que publique será más relevante para ellos. A su vez, tendrá más posibilidades de aparecer en sus News Feeds.

¿Qué puede hacer para crear una audiencia objetivo?

Tener una fuerte presencia de marca

Si su marca está diluida, es muy probable que su audiencia también lo esté.

Lo que desea es una imagen de marca que permanezca en la mente y el corazón de su audiencia.

Refuerce constantemente su mensaje, publique contenido relevante para su negocio y sea siempre coherente.

Use Audience Insights para desarrollar una personalidad objetivo específicamente para Facebook

Anteriormente, hemos estado rastreando la información de publicación y seguimiento de su página. Esta misma información se puede utilizar para construir su personalidad.

El género, la edad, los antecedentes, la ubicación y la ocupación son puntos de datos en blanco y negro que puede recopilar.

Luego puede desarrollarlo con información más sustantiva, como:

  • ¿Cuáles son sus puntos débiles?
  • ¿Cuáles son sus intereses?
  • ¿Cuáles son sus actitudes y creencias sobre su negocio o industria?
  • ¿Cuáles son sus objeciones y cómo responderá a ellas?
Apunte a este grupo demográfico cuando estimule o promocione sus publicaciones

Puede crear una audiencia personalizada siguiendo el modelo de su persona ideal. De esa manera, cuando mejore o promocione una publicación, es más probable que llegue a esas personas.

Más adelante, lo guiaré a través de las mejores prácticas para campañas pagas.

Asegúrese de que sus campañas similares estén bien orientadas

Estoy a favor de más Me gusta, pero no si esto es solo una métrica de vanidad.

Quieres calidad sobre cantidad.

Hay varias formas de atraer al tipo de personas que se preocupan por su marca:

Además de ejecutar campañas similares a su público objetivo, puede invitar a las personas a las que les gustaron sus publicaciones individuales a que les guste su página.

Primero, conecte su página a la barra de búsqueda.

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Selecciona una de tus publicaciones y haz clic en el grupo de personas a las que les gustó.

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Es una mina de oro para encontrar personas que ya tengan afinidad con tu contenido.

Navega para ver a cuántas personas les gustaron tus publicaciones pero no les gustó tu página.

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Invítelos a hacerlo.

9 de cada 10 veces lo harán.

Agrega integraciones y personalizaciones a tu página

Puede integrar su página de Facebook con otras aplicaciones, herramientas y plataformas. Estos pueden aumentar la usabilidad de su página y amplificar sus esfuerzos de marketing.

Estas son algunas de las personalizaciones que puede incluir:

  • Pestañas personalizadas
  • Formularios de captura de correo electrónico
  • Podcasts
  • Reproductores de video
  • Examen
  • Los sondeos
  • Páginas de destino
  • Aplicaciones para organizar concursos
  • Aplicaciones para programar citas
  • Blog y feed RSS
  • Pestañas de comercio electrónico
Realice una promoción cruzada de otras plataformas de redes sociales con Facebook

Si ha conseguido una gran cantidad de seguidores en otro lugar, puede utilizar estas plataformas para hacer crecer su página de Facebook.

Esto es lo que puede hacer:

  • Deje un enlace a su página de Facebook en la biografía de sus otras cuentas sociales
  • Coloque iconos sociales en los que se pueda hacer clic en sus fotos de portada
  • Publique su página de Facebook en sus otras redes y pídales que participen

2. Aumente el alcance orgánico de Facebook publicando contenido Evergreen.

Demasiadas personas no son estratégicas con su contenido en las redes sociales.

Cualesquiera que sean sus objetivos para su página de Facebook, ya sea para generar ingresos o generar tráfico, el contenido de Evergreen es la herramienta más poderosa disponible para usted.

La frescura no es solo el factor de clasificación de Google.

La vida útil de una publicación de Facebook News Feed también depende de la actualidad. Si publica contenido atemporal, le servirá a su audiencia durante períodos de tiempo más largos. Continuarán interactuando con tu publicación.

Asegúrese de que los usuarios sepan que pueden revisar las publicaciones permanentes que les gustaron y con las que interactuaron en el pasado.

Esto conducirá a una mayor participación y Facebook se asegurará de que su publicación se distribuya más y aparezca en los feeds durante períodos de tiempo más largos.

Te desafío a incrementar la sostenibilidad de las publicaciones con contenido imperecedero.

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La publicación de hoja perenne anterior apareció 18 horas después de su publicación.

¡Esa es una vida útil extremadamente larga!

Para las publicaciones que funcionan bien, puede reutilizarlas para asegurarse de maximizar su alcance.

Este es un proceso simple para reutilizar el contenido de Evergreen:

  • Seleccione los artículos que se hayan desempeñado muy bien y hayan continuado brindando valor a su audiencia mucho después de su publicación. Prenez-en note dans une feuille de calcul.
  • Abordez ce contenu sous un angle différent. Donnez-lui une nouvelle tournure ou changez le contexte. Gardez à l'esprit que le contenu vidéo peut surpasser le même contenu sous forme de texte et vice versa. La clé est de tester ce qui résonne le mieux avec votre public.
  • Publiez votre contenu réutilisé à des moments différents. Cela garantit que de nouveaux yeux peuvent voir et interagir avec votre contenu nouvellement remanié.

Mais que se passe-t-il si vous ne souhaitez pas faire le travail de création et de réutilisation de vos propres publications?

Organisez le contenu Evergreen d'autres personnes

La curation de contenu ne consiste pas à s'approprier le travail de quelqu'un d'autre.

Il s’agit de collecter des messages sur Internet et de les partager avec votre réseau.

Mais c'est un peu plus que simplement tomber sur un message, l'aimer et appuyer sur le bouton de partage.

Au lieu de cela, vous devez traiter le processus de conservation comme vous le feriez si vous publiez votre propre contenu. Passez du temps à examiner et à analyser plusieurs articles sur le même sujet et à les partager avec votre public selon un calendrier de publication cohérent.

Premier exemple: Problogger publie systématiquement un tour d'horizon des lectures d'articles liés aux blogs.

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Pendant qu'ils le font sur leur blog, vous pouvez adopter le même concept pour votre page Facebook.

Voici quelques exemples de contenu permanent utilisant des publications de type curation:

  • Tutoriels vidéos
  • Messages de recette
  • Témoignages
  • Entrevues
  • Messages "Comment faire"
  • Questions et réponses
  • Pièces de réflexion
  • Listes
  • Listes de contrôle
  • Statistiques spécifiques à l'industrie
  • Rassemblements hebdomadaires
  • Mentions de l'entreprise
  • Nouvelles de l'industrie

Comment pouvez-vous vous assurer que votre public s'engage avec ce contenu?

Assurez-vous que vos messages ont tous les freins et contrepoids convaincants.

Concevoir une stratégie de contenu représente la moitié de la bataille.

Vous devez toujours vous assurer de créer les types de publications qui donnent envie à votre public de partager et de s'engager.

Quelques conseils pour créer des publications qui captivent et inspirent l'action:

  • Utilisez des visuels solides
  • Ne soyez pas trop formel
  • Gardez-le court et vif
  • Poser une question pertinente
  • Soyez humain
  • Avoir un appel à l'action clair (je ferais attention de simplement demander aux gens d'aimer ou de commenter)

3. Créez un groupe Facebook pour les membres de votre public les plus engagés

Facebook vise à créer des communautés. Un groupe soudé est le plus proche que vous puissiez y accéder sur les réseaux sociaux.

Un énorme 400 milliards de personnes utilisent des groupes Facebook.

Vous avez deux options de communauté:

  1. Créez votre propre groupe.
  2. Rejoignez un groupe très engagé et pertinent qui sert vos objectifs commerciaux.

Nous nous concentrerons sur le numéro 1, car c'est le meilleur ajout à votre arsenal marketing Facebook.

Vous pouvez l'utiliser pour écouter et interagir avec les défenseurs de votre marque.

Avant de commencer à créer votre groupe, parlons des raisons pour lesquelles vous souhaiterez peut-être créer votre propre groupe.

La plupart des gens forment des groupes autour de:

  • Leur marque / entreprise
  • Leurs produits / services
  • Un style de vie spécifique, par ex. un club de lecture ou un club de journalisme
  • Thèmes spécifiques, par ex. un groupe de marketing de contenu

Bien sûr, ce ne sont pas vos seules options. Tant que vous pouvez rallier un groupe de personnes pour un objectif commun, vous êtes prêt à partir.

J'ai constaté que les groupes les plus intéressants pour les entreprises sont ceux qui sont spécifiques à une marque ou à un produit.

Voici pourquoi.

Vous pouvez utiliser un groupe de marque pour créer et entretenir une communauté autour de votre entreprise. Cela constitue également un outil puissant pour commercialiser vos produits / services.

De même, un groupe spécifique à un produit vise à aider les clients à tirer le meilleur parti d'un produit ou d'un service que vous proposez.

Tout est question de succès, de fidélisation et de fidélité des clients.

Vous pouvez organiser des séances de coaching en direct, des questions-réponses en direct, des séances de rétroaction sur la mise en œuvre personnelle et des systèmes de responsabilité dans vos groupes, pour vous assurer que les clients reçoivent la transformation pour laquelle ils ont payé.

Passons aux étapes de création d'un groupe.

Étape 1. Créez et nommez votre groupe

Trouvez l'option qui dit «Créer un groupe» pour commencer le processus.

Il est facile à trouver sur votre page d’accueil.

Après avoir cliqué sur cet onglet, vous serez invité à nommer votre groupe.

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Étape 2. Créez une description

Écrivez votre proposition de valeur dans la description de votre groupe et établissez des règles claires pour l'affichage dans le groupe.

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Conseil pro: Épinglez votre article sur les règles en haut du flux de groupe. Il guidera les nouveaux membres pour qu'ils agissent de manière appropriée.

De plus, configurez correctement les paramètres de confidentialité de votre groupe.

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Étape 3. Inviter des membres du public engagés à se joindre

Selon le type de groupe, vous devrez peut-être inciter les gens à se joindre.

Cependant, avec la plupart des groupes, la promesse de communauté et de soutien est suffisante pour les convaincre.

But in case you need some incentives, you can:

  • Have an actual launch for your group. Why not turn it into an event? You can set up an email capture form to get people on a notification list.
  • Offer a welcome gift to new members. It could be a coupon code, an ebook, or anything related to your business.
  • Offer a bonus referral gift to anyone who recruits other members.

Step 4. Ignite Conversations Relevant to Your Industry

Great conversations help boost post engagement. Don’t solely promote or sell your content and products.

Other ways to increase engagement in Facebook groups:

  • Consider giving active members of your groups admin/publisher status so they can help nurture the group.
  • Do live Q&A’s
  • Create challenges for group members

Step 5. Create a Content Strategy for Your Group

This can include creating content themes and inciting user-generated content campaigns. User-generated content actually drives 6.9x higher engagement than brand-generated content.

For example, you can set a designated topic or engagement theme for each day.

Melyssa Griffin’s group does this very well:

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Step 6. Moderate Your Posts

Moderate all of the posts in the group and have a zero tolerance policy when it comes to spam.

You want your group members to have the best possible experience, so weed out the spammers quickly.

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This is a lot easier when you establish in your group rules what qualifies as spam.

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So, that’s it for setting up a group.

I want to warn you though: Groups require a time commitment. You’ve got to show up to welcome new members and encourage discussions.

Also, as groups grow, engagement decreases. At this point, you may want to consider segmenting larger groups into smaller, more focused ones.

Some people completely dismantle groups with tens of thousand of members because of poor engagement.

You don’t want that.

4. Use Organic Post Targeting

Targeting isn’t limited to Facebook Ads.

You can target your organic posts to make sure that they reach the right people.

While it’s been around for a while, the feature has gotten more useful with the decrease in organic reach of quality content. You can serve your post to relevant customers based on their age and location.

Your post has to at least target 20 people. You might get below this threshold if your page only has a few thousand fans.

Here are the steps to get started with targeting.

Step 1: Enable the Targeting Feature on your Page

Head to General settings to enable targeting from your page settings.

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Step 2: Create Your Post and Customize Targeting Options

Dig into your Facebook Insights for data about your audience and choose targeting parameters based on your goals.

When you create your post, click the “Public” setting under your page name, and you’ll see the option to set a “restricted audience.”

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Select “Restricted Audience”, then set the age and location you want to reach. This is especially useful for local businesses or those with multiple target audiences.

Step 3: Run Several Targeted Posts Using Different Parameters

This is so you can test how your content performs for different audiences.

Step 4: Check the Results

Hop on Facebook Insights and check your results. Did the organically targeted post perform better?

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Compare these social media marketing results with your average engagment rate. Also, figure out the targeting parameter that’s performing better.

In social media examiner’s Experiment with Organic Targeting, a smaller page performed better than a larger page.

But, results will vary based on your audience.

5. Post When Your Competitors Are Asleep

When is the best time to post on Facebook? There’s no easy answer.

You need to consider:

  • Your location and that of your audience
  • Your audience profile (age, interests, occupation, etc)
  • The type of content that you create
  • The scheduling tools that you have at your disposal

CoSchedule reports that the optimal time is between 1-4 PM.

They even broke it down according to the each day of the week:

  • Saturday and Sunday at 12–1 PM
  • Thursday and Friday at 1–4 PM
  • Wednesday at 3 PM

For the most shares and clickthroughs, they’ve cited 1 PM, 3 PM, and 9 AM as the optimal times.

Here are a few more studies and optimal times for any media marketer or business owner to best time good content.

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Scratching your head already, aren’t you? Don’t blindly post at any of these optimal times.

Dig into your Facebook Insights. Find out when your fans are online.

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Then, conduct your own test.

Post in the off-peak hours (6 PM – 8 AM) with the maximum possible fans online. Your chances of appearing in the feed increase since other Facebook pages aren’t posting during this period.

Here are the results when Track Maven tested with this social media marketing strategy.

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Jon Loomer also tried posting links at off-peak hours and had positive results with his organic reach.

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The reasons why this strategy is effective (besides less competition) are:

  • If you have an international audience, you’ll reach out to fans in a different time zone.
  • As your post receives higher engagement, Facebook will distribute the post to more of your fans.

It might even boost post views over the newer content published during peak hours.

Nota: You can monitor the social media marketing posting strategies of your industry competitors using Fan Page Karma.

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6. Post the Content Your Users Like

Links have work better for driving traffic. Sometimes.

Fred Alberti found that pure links generated 82% more page views than posts with photos and links in the caption.

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Photos have become an unpopular post type with users, and hence, with marketers.

My recommendation is to post all types of updates that add value for your fans, be it links, images, polls, Facebook Lives, Facebook Stories, or even Facebook Watch videos.

Don’t stick with one content form into another just because a certain type of post is (currently) performing better on Facebook. Just like Google Facebook updates its algorithm regularly.

Instead, analyze your data from Facebook Insights to find the type of posts that resonate with your audience.

If you can, try serving value in the types of content that your audience likes.

You can also ask your audience what they prefer and respect their choice.

Simply create a poll within your facebook page:

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Post your question.

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You might be surprised by the results! Don’t for get to test new features when they come out.

Facebook Watch, for example, drove tons of traffic when it was first released and a lot of marketers are still not using it!

7. Publish Videos Natively on Facebook

In recent years, there has been a shift to video content.

Facebook Watch views top 1.25 billion monthly users.

Facebook tends to favor video updates, causing media marketers to use more video blog post content.

Native videos are one of the strongest performer in the news feed.

The video plays silently until a user clicks on it. It’s important that your video is high quality from the first frame. It also needs to capture attention, even without sound.

Here are some tips on getting started with Facebook Videos.

To further engage the video viewers, you can add a call-to-action (CTA) to visit your website or a destination of your choice. This can be included in the final frame, or you can boost the video and use Facebook’s Ad CTA buttons.

AdExpresso found that “Learn More”, “Shop Now”, and “Sign Up” are more popular.

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You also get rich video insights, so you can find out what is working with your audience.

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If you want, you can pin a video to the top of your videos tab on your Facebook page. Just click on “Feature this Video.”

BuzzFeed got 1.7 million views for a featured video.

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The featured video also appears prominently below your About section. Social Media Examiner used it to promote their upcoming event.

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You can also embed the video in a blog post. It’ll make for a good multimedia experience for your blog audience and it can also increase the engagement on the Facebook post.

But, can you embed videos from YouTube or should you upload them directly on Facebook?

Naturally, Facebook favors native uploads over embedded videos from YouTube or any other third party. A business owner should not be intimidated by this media marketing strategy.

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This SEJ study was performed for two weeks on three Facebook pages – Search Engine Journal, Stunning and Interesting Facts, and Did You Know.

Here is a detailed breakdown of the numbers.

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Native videos also offer a better user experience and are usually cheaper to promote.

You can use native videos for Q&A’s, product launches, and co-creating with other targeted users.

8. Test Your Posting Frequency

How often should you post on Facebook? Well, it depends.

Massive websites like Huffington Post, Telegraph, and The New York Times publish a huge amount of content every day. They also push their content aggressively on Facebook.

For the average brand, this isn’t realistic.

Don’t be tempted to post 20 times a day.

Engagement actually decreases when you post too often.

The rule of thumb is to keep it between 1-3 posts/day, depending on your following.

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Here are a few takeaways on the frequency of posting for social media marketing on Facebook:

  • Avoid posting more than the recommended one to three times a day. It can overwhelm your audience.
  • You can post more often at widely different times if you’ve got an international audience. That’ll help you reach out to different segments of your audience (who live in a different time zone or log in to Facebook occasionally).
  • Always post high-quality content. Engage your audience with humor, inspirational, and educational content.
  • You can be successful, even with a higher posting frequency, by providing great content variety. Mix your posting schedule and post types.
  • Test your page frequency. Only your data can reveal your audience’s exact response.

9. Partner with Other Facebook Pages in Your Niche

Awhile ago, I shared a case study on how I used Instagram to earn $332,640 in 3 months. I struck deals with Instagram influencers (having a huge following) to post links to my landing pages.

You can use a similar strategy on Facebook.

I reached out to Facebook Pages having less than 30,000 likes, for my Nutrition Secrets project. I offered a shoutout for shoutout deal to Facebook pages in my niche (about 1 in 10 pages accept such requests).

This helped me to increase the number of likes on the Nutrition Secrets Facebook Page. Any business owner will appreciate the simplicity of this media marketing strategy.

Similarly, have a look at the Facebook pages of media websites like Huffington Post and Elite Daily. They both have millions of Facebook fans and a similar audience (for certain types of content that they publish).

They share each other’s blog posts on Facebook regularly. This boosts post views for both parties while providing good content they didn’t need to create. This is simply smart media marketing.

Here is an example of a Huffington Post blog post shared by Elite Daily’s Facebook page.

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And, here’s an Elite Daily blog post shared by Huffington Post.

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Wired and Refinery29 also seem to have a similar partnership.

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To achieve good results from this strategy, you’ll need to strike deals with pages that have tens of thousands of likes.

This means you need to have a solid influencer outreach strategy.

Here’s what you need to consider:

  • Is your target influencer the right fit, contextually? Your brand needs to resonate with their audience. Promoting your brand to a misaligned audience won’t have an impact.
  • How much reach do they have? Your influencer doesn’t need millions of followers. They just need a solid enough reach to make a difference.
  • How much authority do they have? It’s critical that your influencer has enough influence to inspire action among their audience.
  • What’s your leverage? If you’re targeting someone with a massive following and authority, you need to have something just as valuable to offer.

10. Use Word-of-Mouth Marketing to Grow Your Brand

There’s no better way to generate buzz for your brand than to turn your customers, employees, and fans into advocates.

Word-of-mouth marketing is the practice of leveraging devout fans to spread the word about your business.

Think about brands like Apple, Microsoft, and Nike.

They are known for their die-hard fans who constantly promote their products and content.

La meilleure partie?

Most do it without any paid incentive.

You, too, can leverage word-of-mouth marketing.

Here are some ideas:

  1. Reach out to the right people. Engaging your employees is one of the most effective ways of cultivating a culture of advocacy. Give them a reason to rave about your business!
  2. Offer rewards and loyalty points to customers.
  3. Give referral bonuses for recruiting more people into the network.
  4. Have top-notch customer service. You can use Facebook Messenger bots to communicate and provide value to customers.
  5. Create special brand content that your advocates can share with their networks in real-time.
  6. Always measure the effectiveness of your advocacy program. You can track sales from referral links, engagement on branded content, and the overall performance of your advocates.

11. Put Your Email List to Work

Do you ever wonder how I receive hundreds of shares and comments on every blog post I write?

It’s triggered by my email subscribers.

I simply email them, informing them about my new post. They kick off the interaction and sharing on every post.

Jay Baer shows us the similarities between an email list and Facebook fans.

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So, how can you inspire social actions from email?

Simple social media marketing suggests starting by adding Facebook share buttons to your email newsletters. Some email platforms, like Mail Chimp, make this easy.

Otherwise, you will need to create an HTML version of your email and create custom code for the share buttons.

Here’s how:

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Convince and Convert further recommends sending out your popular and interesting status updates to your email list on the same day.

This increases reactions and comments on the post and drives engagement on your Facebook page.

You can also combine this email list with the Facebook group strategy.

Ask your subscribers to join exciting conversations on your exclusive Facebook group.

Killer Strategy to Increase Facebook Shares

Say you already have a few hundred social media shares on your post. How would you like to increase the number of shares to a thousand?

You need to plan a strategic email outreach campaign to influencers, transitioning from just a good content strategy to boost post views.

The guys at Vero devised such an outreach for their email marketing best practices guide.

Le résultat?

They have 10,000+ shares on the guide.

12. Run Contests to Drive Facebook Organic Reach

Facebook contests are a simple way to increase your presence quickly.

But it’s a little more than just luring fans with a free gift.

Here’s what it entails:

Step #1: Set a Goal For Your Contest

Do you want to increase engagement? Grow your fan base? Generate more leads?

Whatever you decide, ensure that it is specific and measurable.

Step #2: Select What Type of Contest You’ll Run

If your goal is to generate leads, then your entry method should include a mechanism to capture those leads, for example, an email grab.

If your goal is to grow your Facebook fan base, you can require participants to follow and like your page to enter the contest.

Do you see how your method of entry should be tailored to your goal?

Step #3: Determine the Rules of Entry

Before you do so, be sure to check out Facebook’s guidelines for running contests and challenges.

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You’ll still be required to set your own rules for the contest.

Simply write up a brief letting participants know how the winner will be chosen, who’s eligible to enter, and the details of the prize.

Step #4: Decide How to Select Winners

With most contests, the winner is usually chosen randomly.

If your promotion is a challenge, then you will need someone or a group of people to judge the entries. Alternatively, you can have a voting system to pick a winner.

Step #5: Choose a Prize and Develop a Promotion Strategy

This is where most brands fail miserably.

If you don’t pick your prize carefully and promote your contest, there’s a good chance it will flop.

Always pick a prize that is relevant to your business so you avoid attracting people who are in it just for the freebie.

Here are some ideas for promoting your contest:

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13. Share Posts From Your Facebook Page on Your Facebook Profile

This strategy is for avid Facebook users. You should have at least 1,000+ friends on your personal Facebook profile to drive significant results.

The strategy is simple to boost post views.

You first share a post on your Facebook page. Then, you share it from the page on your personal Facebook profile.

    share a post to boost organic facebook reach" width="481" height="512" src="https://improvvisa.es/wp-content/uploads/2021/01/1611173763_993_20-secretos-para-impulsar-su-audiencia-organica-en-Facebook.png

WPChronicles increased their reach from 5 people to 134, by using this strategy.

Keep in mind, this strategy isn’t scalable and you might annoy your friends if you do it to much.

However, you can use it occasionally for posts that add value to your Facebook friends.

Pro Tip: If you just started your Facebook page, you can quickly build your first 100 fans and get social proof. Just use the “Invite Friends” feature.

boost facebook organic reach invite friends " width="540" height="207" src="https://improvvisa.es/wp-content/uploads/2021/01/1611173764_124_20-secretos-para-impulsar-su-audiencia-organica-en-Facebook.png

This feature can also be used to grow your Facebook page from your email list. It isn’t available to all Facebook pages, though.

Using it is simple. Upload your contacts from MailChimp, Constant Contact, or any other of the email services. Facebook will find them and ‘suggest’ that they like your page.

14. Drive Organic Facebook Traffic With Hashtags (Used Carefully)

We’re all familiar with hashtags and how they work.

But what’s the deal with them on Facebook?

Do they have impact on a post’s reach?

Let’s see.

BuzzSumo analyzed more than 1 billion Facebook posts from over 30 million pages.

Their study seems to agree with the general consensus that Facebook users are prone to hashtag fatigue.

Posts with hashtags performed worse than those without.

facebook organic reach hashtags lower reach" width="592" height="435" src="https://improvvisa.es/wp-content/uploads/2021/01/1611173766_439_20-secretos-para-impulsar-su-audiencia-organica-en-Facebook.png

Does that mean that marketers shouldn’t use hashtags on Facebook at all? Not exactly.

There’s a lot of utility in Facebook hashtags.

It’s a matter of experimenting with relevant ones to see what works in your industry and for your audience.

They should also be used in moderation — one to two hash tags maximum.

Why so little?

Post Planner reported interactions are highest when one to two hashtags are used.

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While the consensus is that you shouldn’t hashtag everything, Facebook is still built to accommodate their use.

This means that you can get quite a bit of functionality out of them without adding hashtags to all your posts.

Voici comment.

Create Your Own Hashtags

There’s no special protocol for creating hashtags.

Anyone can do it.

I recommend making your hashtags unique to your brand so it doesn’t get confused with anyone else’s. It’s also smart to use the same branding style hashtags on all social media platforms so there’s familiarity across channels.

Pro tip: Use your branded hashtags as a metric to track your brand equity on Facebook. Their popularity will give you a good indication of how many people are buzzing about your business at a given time.

You can also point your audience to the URL’s of specific hashtags so they can participate in the relevant conversations.

Use Hashtags to Make Your Facebook Group Easier to Navigate

Facebook creates a unique URL for each hashtag used. This means that you can use them to search for content.

This is particularly useful in groups when you don’t want evergreen content to be buried. Simply hashtag them so users can continue to refer to these content pieces by conducting a quick hashtag search.

Par exemple: If you create content themes like I’ve recommended, your users can find all published content for each theme by searching for the unique URL.

Take Advantage of Facebook Trending Topics

Ever heard of newsjacking?

It’s when someone piggybacks on a trend to gain exposure for their brand.

We’ve seen it is best to use hashtags sparingly.

But if there’s ever a prime time to use them, it’s when they link to a trending topic. This way, you tap into the traffic and increase your exposure.

I must warn you: This strategy requires caution. You don’t want to be hopping on a trend that may do you more harm than good.

15. Go Against the Grain to Stand Out

Listen:

A big piece of the organic reach puzzle is competition.

You have to fight for the attention of your audience.

Want to know the best way to always be ahead of your competitors?

Find your differentiating factor and flaunt it.

Both your visual and written content should stand out.

Some pro tips for your visual content:

  • Avoid blues and grays at all costs. These colors are dominant in Facebook’s theme which means you’ll morph into a user’s news feed. You want to use colors that will stop someone in their tracks. Red, yellow, and orange are great options.
  • Create multiple visuals per post and A/B test to see which one performs better. After you’ve conducted several tests for your posts, you’ll begin to see a pattern emerge. Your audience likely responds to a few designs better than the rest.
  • Add call-to-action buttons on the actual image. This is because you want as many visual cues as possible to let users know that they should “Click Here.”
  • Don’t use stock photos. Transparency and authenticity matter on Facebook. Create your own images to humanize your brand and share visuals your audience can connect with.
  • Capture and keep attention with short captions on your visuals. Posts with 80 characters or less receive 66% higher engagement.
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  • Ask questions. Posts with a question have higher engagement than those without.
facebook organic reach ask questions. " width="575" height="343" src="https://improvvisa.es/wp-content/uploads/2021/01/1611173769_423_20-secretos-para-impulsar-su-audiencia-organica-en-Facebook.png

16. Take Advantage of New Facebook Features

Facebook’s constant app updates are no secret.

The changes come fast and frequently.

But here’s the thing:

They may fly under your radar if you don’t make it a priority to stay informed. That’s because new features are almost always released in different segments of the platform at different times.

You can take advantage of these updates.

When you get in on them early, you get the early mover’s advantage. This means that you can master it faster than anyone else and tap into the new capabilities for the benefit of your business.

Some recent updates that provide golden opportunities:

  • Facebook Messenger Bots: You can use these to engage with users and persuade them with targeted messenger sequences.
  • 360-degree Photos and Videos: This gives you the ability to capture a 360, panoramic view. You can use this to showcase the human element of your brand by capturing group shots, events, workspaces, and more.
  • More Intuitive and Flexible Video: Users no longer have to manually tap to play a video. In addition to the autoplay update, you can now watch a video while still scrolling through your news feed. The video will automatically minimize at the corner of the screen.
  • Facebook Stories: If you’re familiar with Snapchat and Instagram stories, you’re no stranger to this format of visual content. The feature is driving a ton of traffic and engagement.
  • Facebook Offers: You can create and share coupons, discounts, and other promotional offers on your Facebook business page. These Offer Ads can even be created to work in combination with other Ad campaigns. You can also track how they perform in ad reporting.
  • Facebook Watch: Facebook Watch is a streaming video tab inside Facebook that offers viewers access to longer-form videos from creators.
  • Facebook Marketplace: It’s not just for selling items around your home, Facebook Marketplace can drive business as well.

17. Create an Effective Facebook Paid Marketing Strategy

You must be wondering, “I thought this was about organic traffic?”

Here’s the thing:

Paid reach can funnel into your organic reach and extend the lifecycle of your posts.

This means it will be shown to more people and users will be able to interact with your content for a longer period of time.

How is this possible?

It’s simple.

People can still see your post even though they weren’t targeted through paid distribution.

The audience that you pay for may decide to share and engage with the post. In that case, it will gain an organic reach when their audience also engages.

Now let’s get into how to run effective paid promotions for your posts.

Step #1: Install the Facebook Tracking Pixel on Your Site

The Facebook pixel allows you to track the specific actions taken on your website and other landing pages.

Better yet, it allows you to build custom audiences so you can retarget people who’ve visited your website.

If you havn’t installed it yet, go to your “Ads Manager” or “Power Editor.”

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You’ll be prompted to create a Pixel if you don’t have an active one.

After you’ve created your Pixel, you’ll receive a tracking code that you have to copy and paste into the header of your website.

To easily place the Pixel on your website, you can do one of two things:

  1. Use Google Tag Manager to place the code in your title tags without messing around with your website’s HTML files.
  2. Use a WordPress plugin called PixelYourSite. After it’s installed, get your Pixel ID from your Ads Manager and simply copy it into the settings of the plugin. There’ll be no need to play with codes and title tags.

¡Y eso es!

Do this once, and you’re good.

Step #2: Gain Traction Organically Before Paying

We’ve seen how organic and paid reach work hand in hand.

This is an effective way to ensure that your ads reach more people at a cheaper cost.

Some tips for organic promotion:

  • Share your post multiple times on Facebook. Make sure you vary the format as well as the time that you publish.
  • Reach out to influencers to share your content with their networks.
  • Post to other Facebook pages and groups where you’re allowed to.

Step #3: Create Your Ad or Boost Your Post

You can either run an official Facebook ad or a boosted post campaign.

At first glance, they appear the same.

So what’s the difference?

A few things.

  • Ads are created using your Ad Manager while boosted posts can be run directly from your business page.
  • You must first publish a post on your page to boost it whereas an ad does not need to be on your page.

This means the strategy of promoting posts organically first, is best suited to boosted posts.

Let’s get into the details.

How to Boost a Post on Facebook

First, find the “Boost Post” button under your post.

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Select a goal:

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Narrow down your audience.

You can opt for:

  • People who like your page
  • People who like your page and their friends
  • People who you choose through targeting
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Set your budget and duration of your campaign.

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Finally, ensure that your Tracking Pixel is turned on.

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So that’s it for boosted posts.

What about actual Facebook ads? The concept is not much different.

Put these steps into action.

Step #4: Create your Ad using Ads Manager

Head to Facebook Ads Manager.

Select an objective for your campaign.

You have way more options than a boosted post.

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But you can only select one objective.

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Step #5: Define Your Targeting Options

You can either:

  • Create a custom audience: To reach people who’ve already engaged with your business. For example, you can import your email list to form a custom audience.
  • Create a lookalike audience: To reach new people who are similar to an audience you already have elsewhere.
  • Use a saved audience: If you’ve run ads in the past, you can use the same audience.

Select your ad placement.

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Set your budget and schedule.

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Format your ad, write a click-worthy caption, and add an eye-catching image.

After you’ve finalized the creative elements, you can place your ad order and you’re set to go.

Pro tip: Read this post on how to make your Facebook ads better.

Step #6: Use Retargeting

Have you ever visited a website, and ten seconds later, be shown a Facebook Ad from that very website?

Chances are you have.

When marketer’s abuse it, this could get annoying for a consumer.

Imagine continuously been shown ads for a product you already bought or a website you were never really interested in.

In any event, this is still one of the most powerful tools in a marketer’s toolbox.

It’s where you’ll experience the full capability of the Facebook Pixel.

If you implemented Step 1, yours should be fired up and ready to go.

So, how does retargeting work?

It allows you to target your ads to people who’ve demonstrated an interest in your business.

Here’s a visual representation of the process:

facebook organic reach use retargeting" width="646" height="264" src="https://improvvisa.es/wp-content/uploads/2021/01/1611173780_166_20-secretos-para-impulsar-su-audiencia-organica-en-Facebook.png

As you see, this is brilliant for recapturing lost leads.

The whole premise is that it’s easier to convert someone who’s already engaged with your business rather than a total stranger.

Now:

Your retargeting ads are set up with the same steps that I detailed above for a normal ad campaign.

Your targeting is the only variant.

facebook organic reach retargeting ads" width="655" height="420" src="https://improvvisa.es/wp-content/uploads/2021/01/1611173782_524_20-secretos-para-impulsar-su-audiencia-organica-en-Facebook.png

Something to keep in mind: Retargeting campaigns take some time to gain traction. Set a goal, decide on a time frame, and commit to running your ads for the duration of that time frame.

Step #7: Determine the ROI of your Facebook Ads

Let’s talk about results.

Facebook campaigns aren’t difficult to set in motion.

Yet, many marketers don’t see the results that they hoped for.

But here’s the brutal truth:

Unless you track your ads, how much they cost, and the return you’re getting, there’s no way you can keep optimizing your performance.

So which metrics should you be tracking?

  • Conversion rates
  • Number of times an ad has been served to a user
  • Return on dollar investment
  • Click Through Rate (CTR)
  • Cost per Click (CPC)

These are all available in your Power Editor with Facebook’s Ad reporting function.

Analyze your results and work towards improving them.

18. Harness the Power of Facebook “Dark Posts”

Facebook “dark posts” have been around for a while.

Yet, they’re one of the most underutilised marketing tools.

Is the concept as sinister and shadowy as the name sounds? A bit.

“Dark posts” otherwise called unpublished posts are news feed style ads that don’t get published to your news feed. This means that they won’t be found on your timeline or in your fans’ feed.

So what’s the point?

You can:

  • Create as many ads as you want without turning off your audience
  • Split test several elements of your ads to select the highest performing variations
  • Decide to expose only the high impact ads to your organic audience and be confident that they’ll perform
  • Stay in Facebook’s good graces. Your page will be less promotional which is what Facebook’s algorithm favors
  • Personalize your ad copy for different segments of your audience

Now that you know the benefits, here’s how you can put unpublished “dark posts” to work for your business.

Head to Ads Manager, then follow these steps from Facebook.

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You’ve created an unpublished post, aka a Dark Post.

19. Grab Attention and Inspire Action with Persuasive Copy

If you’ve had any success on Facebook, you already know that the creative elements are the variables that matter.

What does this mean for your Facebook strategy?

You need to test different aspects of the creative. This includes split testing your copywriting and visual elements to find the highest performing combinations.

It will serve you well for both paid promotions and your organic reach.

We’ve already been through the visual elements.

So let’s talk about copy.

The purpose of persuasive copy is to:

1. Improve Your Click Through Rate (CTR)

CTR refers to the number of people who click through to your website after they’ve been served your ad.

If it’s low, that’s a pretty good indication that your ad copy and visuals need work.

CTR is not a metric that will make or break your media marketing performance, but you also don’t want to get it wrong.

That would mean leaving a better result on the table.

2. Lower your Cost per Action (CPA)

An action will depend on what your conversion goal is.

It could be:

  • Video views
  • App installs
  • Ecommerce store visits
  • Page visits
  • Shares, comments, and likes

Any action that you want users to take when served your content comes into play here.

The less it costs you to drive these actions, the higher your conversion rates.

So, what does persuasive copy have to do with CPA?

Well, users will only move on a solid call to action (CTA).

In turn, the strength of your CTA’s depend on your copy.

How to Craft Compelling Facebook Call-Actions That Convert

20. Focus on Value and Don’t Worry About Reach

As a marketer, everything comes down to conversions and ROI, Right?

The organic reach of your posts on Facebook is like a secondary metric.

Jon Loomer puts it perfectly.

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If you go after reach rather than valuable content, you’ll be trying to game Facebook’s algorithm.

Deja vu?

Remember Google cracking down on black hat SEOs trying to game their search results?

Every platform wants to improve the experience of their users and increase engagement.

So, don’t go around chasing Facebook’s organic reach.

Instead, share every post with an objective.

  • With links, you want to get clicks and drive traffic to your website.
  • Status updates should be focused on engaging with your audience and getting comments.
  • Share graphics to inspire your audience and get engagement.
  • Share videos to primarily get video views. The CTA in the video can be used to drive traffic to your website.

The organic reach of your page is not the best performance indicator.

So while you may want to amp up your game, you need to consider how much reach is enough to justify the time and effort it takes to build your Facebook assets.

Write down the goals you want to achieve through your Facebook page.

Consider :

  • The size of your business
  • The scale of your operations
  • Your objectives
  • Your audience
  • The ROI of increasing Facebook reach

Only then should you devise a Facebook marketing strategy around these goals.

Choose the metrics you’ll use to measure your results.

Don’t let algorithmic changes dictate your marketing strategy.

Conclusión

Facebook is a brilliant marketing tool.

There’s no doubt about that.

The number of businesses that actively use the platform continues to increase by millions, year over year.

But Facebook is not without its challenges.

The influx of published content has led to a downward spiral in organic reach, and the competition for news feed space is fierce.

Things that were once done on autopilot, now require significantly more effort and due diligence.

Will organic reach continue to plummet?

Or will it improve?

Nobody really knows what the future holds for organic reach on Facebook.

Either way, our task remains the same.

We have to get creative in our social media marketing and provide the highest quality content to our audience.

If you implement the strategies that I share in this post, you’ll be well on your way to improving your organic reach.

You’ll also be more skilled at navigating Facebook’s ever-changing platform.

What is your Facebook page’s average organic reach? What strategies are you using to combat organic reach decline on Facebook?

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