Last year, Facebook cut it organic reach down to just six per cent of your followers. That means that for every 100 Facebook friends, only six are receiving your content.
The reason for this is because Facebook want to encourage business users to buy their paid advertising scheme. But what do you do if you don’t have the marketing budget?
It has become a custom for consumers to favour quality over quantity. Think about this for your content marketing campaign. But you can also apply the same principle to followers on your Facebook.
On average, only one per cent of Facebook users engage with content. You can improve that average by identifying followers that are interested in engaging with your content.
Quality, not quantity
It is the quality of Facebook friends, not the quantity of followers you have in your network that gives you greater visibility. By reducing the number of “friends” that receive your content, you will find an audience that interacts with your content.
A large culling exercise will be need, but you can use this to your advantage by putting together a questionnaire to identify who your followers are. You also gather crucial consumer data that, when used wisely, can be used for personal marketing – thus you can improve your customer relations and retention as well!
Facebook users prefer to engage with video and image content rather than written articles. Therefore, vary your content and use images more often. You content can be to raise awareness, lead generation or your landing page.
Timing is also important. Using page insights, track the times of day most people are engaging with your content and schedule posts to go live when users are most active.
This maybe during commute hours, lunch hours or in the evenings. You should also use this data to determine what subjects your followers are most interested in and publish more content of the same subject.
You may even want to contact each of your followers, or ask them in the questionnaire, if there is any specific the type of content they want you to publish.
Publishing content is an essential tool to improving visibility in search engines and social media, but it is more important to produce content for an audience that engages with your content.
Facebook leave users with two options; paid advertising or quality friends.