Social media is one of the most important marketing tools today. In fact, it's so integral that you need a solid campaign in order to grow your followers, your audience and to expand your reach on Facebook. But the trick in all this is knowing where to start because it isn't always easy. Especially if you are like the majority of people and are self-taught in the art of social media.
Don't fret just yet, thankfully there are a lot of ways that you can expand your reach. You could focus on the right types of content or offer a variety of content. You can even use both your posts and comments as a way to show the human side of your business. These are great tactics to use your Facebook as a way to engage followers, build relationships, and even expand your brand's awareness. Below are 10 expert tips to help you expand your reach on Facebook today.
10 Ways To Expand Your Reach On Facebook
1. Always Lead With Shareable Content
The number one rule on Facebook is to choose content that is relevant, fun and interesting. Essentially it has to be content that your followers will WANT to share. This works because sharing is Facebook's most powerful feature. You benefit from this because information can spread like wildfire in no time. If you can create content that's engaging and stimulating, then your followers will share your content with everyone they know. These people will then share it with their friends and the cycle continues as your reach steadily expands.
Every time somebody shares your post, this exposes you to new people. As a result, it will bring more followers and more likes. This is extremely important with Facebook's newest algorithm, which is designed to reward marketers who produce awesome (and engaging) content. When it comes down to it, your reach will just increase.
2. Change Up Your Content
We all know that there's a huge amount of content out there. So it's a good idea to offer your audience a variety. Most importantly, you need to make sure that your posts aren't JUST promotional. This ill-advised tactic can become somewhat annoying and come off as a little desperado. In fact, only 20 percent of your posts should be promotional. The rest should be social. After all, you are on the SOCIAL network, right? Here are some ideas for different content types you can explore:
- High-quality images
- Livestream video
- Native video
- Text posts that link to blogs, eBooks, and other content
3. Tweak & Test Your Your Future Posts
A/B testing is the best way to measure, track, and gain insight into the performance of your posts. Whenever you do a split test between two almost-identical versions of the same post, you can get immediate input as to which one performs the best. Afterward, you can make the necessary changes and re-post the improved version on ALL channels in order to improve your reach.
4. Get Some Insight With Facebook Insights
Thankfully Facebook has a built-in monitoring feature called Facebook Insights. This can be a priceless tool to help you better understand your audience and how they actually react to your page and your posts. It's easy too! All you have to do is log into your Facebook account and head to your brand's page. There you can click on "View Insights" and then "Reach" to see how your past posts actually performed. Insights will even tell you what type of content and posts reached the largest audience. Keep in mind that you can always modify future posts to be more like your best-performing ones. It's a win-win for everyone involved.
5. Take Advantage of Relevant Pages
You might think that Facebook is an every-business-for-itself type of platform but there are actually times when it's beneficial to promote, mention, or link to another business's page. It works for this main reason: whenever you tag another business, the post shows up on both your page and the other business's page. It's an easy way to get double the exposure. However, it's NOT a good idea to tag any business in your post JUST to get the reach. There needs to be a valid reason as to why you linked or mentioned the other business. When you do this, there's always a little hope that they will reciprocate tags and posts. Consider this a sort of a promotional partnership with other companies within your niche.
6. Get Yourself Verified
If you've found yourself wondering what that blue checkmark is beside the name of some companies or influences, wonder no more. That little blue check is a verification mark. It indicates that the page is authentic and actually belongs to the person or company it claims to be. This also guarantees that you are who you say you are. As an added bonus, it gives you higher priority in search results, which means new followers can find you more easily. For smaller brands, there's a grey checkmark instead. It offers the same verification. The only difference is that the blue one is reserved for larger companies.
7. Show Your Personal Side
Each social media platform has their own unique benefits, advantages, and reasons for using it. With Facebook, the main goal is to build relationships. You know, that whole social aspect. It also gives your company a chance to show your human side. Whenever you use Facebook this way you're bound to increase your reach. Your customers already know that you're a business, and if they want to know more, they'll head over to your website. But whenever they search for you on Facebook, they want to know more about the people behind the organization.
This is why Facebook is such an amazing place for content that involves behind-the-scene looks at your office, employees, exciting industry news, and other posts that offer a more in-depth dynamic view of who you actually are. So, don't be afraid to add some humor, quirkiness, and originality to your posts.
8. Engage Your Audience
By now you've probably noticed a theme here... Facebook is all about building relationships. And a huge part of that is done whenever you engage in conversations, answer questions, ask questions, and comment on your own posts. P.S. you should also comment on posts from other people and businesses. This is a crucial exercise when it comes to building brand recognition. The more active you are in comments and conversations, the more people will see your name. It's really a no-brainer.
Another great way to engage followers is to ask them questions and start conversations of your own. This has a way of sparking even more discussions and it also gives you more opportunities to show people who you truly are and what you actually stand for.
9. Don't Be Afraid To Repost
I'm sure you've heard about the importance of evergreen content before. If you haven't, it's simply content that is consistently relevant. The main reason it's so important is that it lets you repost old content again and again. For example, a Halloween article ISN'T evergreen content - it could only be used once a year. Whenever you do repost, it's important to choose only the content that performed well in the past. If it was successful then, it will be successful again. Especially if it encouraged engagement. It all comes down to what your followers find valuable. You can always edit the article to update it just a little, or you can even make it even more relevant.
10. Use Facebook Ads
The final tactic in your arsenal is Facebook Ads. However, ads really are part of a much larger social media marketing campaign. Just like PPC ads are within an extensive SEO campaign, which is why you don't want to rely on them exclusively. Don't get me wrong, Facebook ads really can help you achieve short-term results when it's a part of a larger, more long-term effort. The great thing about Facebook Ads is that you can target them so specifically that you're almost guaranteed to reach your perfect audience. Here are several ways you can reach your target audience with ads and promoted posts:
- people who have visited your site
You can even input the qualities of your best customer and Facebook will show your ad to a lookalike audience.
Well, there you have it! Whenever you set out to expand your reach on Facebook, the important thing to remember is that the TYPE of content you share is A LOT more important than anything else. People don't use Facebook for brands to sell to them. They use it to keep in touch, nurture relationships, and to share content they find interesting. If you focus on shareable and relevant content that is focused on education over promotion, your followers will respond with engagement, comments, and shares. In fact, there's no better way to expand your reach!
However, it's also important to engage, comment, and share. Evergreen content doesn't hurt either - it just gives you a stash of content that you can re-post down the road. Have you used any of these tactics in the past? What is your favorite way to engage your followers? And what type of content has brought you success? Let us know in the comments below, so we can discuss!