While any successful B2B brand has a Facebook page, engagement on the social platform has dropped significantly, which is a trend that can worry companies who rely on the network to engage with prospective customers, drive traffic, and boost sales. However, if your company has noticed that it doesn’t seem like your followers are receiving your updates, there are strategies you can follow to stem that decline in organic reach.
Post Less
Many companies see a greater response to fewer posts. There are several reasons that could happen. It could be that you are posting too often and your posts are annoying your followers. Another reason could be that you are posting often at the expense of quality content. It’s hard to come up with compelling content if you post ten times a day. Try reigning it back to not more than two posts per day and ensure those posts are top-quality.
Post When Your Followers Are Online
It used to be generally accepted that the early afternoon was the “perfect” time to post content on Facebook. That no longer appears to be true. Every industry and brand likely has their own optimum time to post, depending when your fans are online, where they live, and how they use Facebook as a platform. Go to your Facebook Page Insights and look at the data under the post tab. It will show when your followers are online throughout the week. Use that data to determine when to post.
Facebook Stories Encourage Interaction
Facebook Stories are a powerful tool for increasing visibility, as they sit prominently at the top of users’ feeds. Unlike regular posts, they offer a unique engagement opportunity with interactive options like polls and questions. Because Stories disappear after 24 hours, they encourage immediate interaction. Use them wisely to capture audience attention and prompt quick responses.
Boost and Repost Your Top Posts
Boosting a post is fairly inexpensive. Identify your most popular posts and pay to have them promoted. It only makes sense to promote the posts that have received the most traffic, engagement, and shares. It’s a much better use of your budget than paying to boost low-performing posts. They’re not performing for a reason. Likewise, you can also recycle your top posts, and they often do even better the second time around.
Facebook Live Has Real-Time Interaction
Using Facebook Live provides a way to engage with followers in the moment. Live videos generate more comments than regular videos due to the real-time interaction. Plan live sessions to introduce new products, share company news, or host Q&A events. Announce your live sessions in advance to maximize participation and encourage viewers to engage during the broadcast.
Reply to Comments
If you want engagement with your followers, acknowledge their comments and reply to them. This personalized touch will make your readers feel heard and will encourage them to comment on further posts.
Use Facebook Analytics to Inform Strategy
Explore Facebook Analytics to enhance your content strategy. Beyond Page Insights, analytics help you understand what resonates with your audience. By reviewing metrics on engagement and reach, you can refine your posts for better performance. Knowing which content works best allows you to create more of what your audience loves, leading to increased interaction and reach.
Host Giveaways
Facebook contest and giveaway posts typically get the most amount of engagement. There are some things to keep in mind, however. Don’t annoy your followers by constantly running contests and giveaways. Take a couple months between each. Also, give out meaningful and relevant prizes that drive your brand messaging. Give out swag you’d like to get.
Create a Facebook Group
A final possible resolution to boosting your organic reach and interaction on your Facebook Page is to create a Facebook Group and link them together. A linked Facebook Group where you engage with your most engaged followers in discussions can possibly help boost your Facebook Page in a couple of ways. The Facebook Group can bring more awareness to your brand, since it is a place your fans can have meaningful discussions. And, because you can also cross-post between the two, they can encourage group members to check out your Facebook page, and vice-versa. While Facebook’s algorithms are mostly secret, it’s possible that your group interactions could boost your post’s ranking on your followers’ and members’ News Feed.
