9 Ways to Increase the Reach of Your Facebook Page Updates
Facebook defines reach as "the number of people who have seen your post in the first 28 days after a post's publication (on both desktop and mobile)." Facebook goes on to say that "your post counts as having reached someone when it is loaded and shown in News Feed."
So how do you increase the reach of your Page updates? Try any (or, better yet, all) of the following tips.
Analyze your top ten: Go into your Facebook page Insights and rank your content by virality. This is the fastest way to see what's resonating with Facebook users.
Seek out patterns. Are your top rankers mostly photos? If so, what subject do they have in common? What about conditional sharing? What can you learn from the comments in these updates? You get the idea.
When you understand what's been working on your page, you'll do it more! But how can you go beyond what has worked?
What would it look like if your posts were unbelievably remarkable?
What would get people talking?
The bottom line is that content is king on Facebook. Take full responsibility for yours!
Optimize targeting: Admins with Facebook Pages that have over 100 fans can target updates based on gender, relationship status, educational status, age, location, and language. This means that updates that pertain to fans in a specific location, or a certain age group won't be hidden by fans outside of that segment. And on the flip side, a higher percent of those reached by these targeted updates will like, comment on, and share them.
Don't cross-post: The idea behind cross-posting (posting the same exact content from Twitter to Facebook) is to save time and effort — which is exactly the wrong approach needed to create a vibrant community. There is no reason to use a third-party tool, like Hootsuite or Tweetdeck to post updates on your Page.
Post at the best time: Research says that the best time to post updates on Facebook is at night, particularly around 8 PM. This makes sense when you think about it — most people work during the day, come home and have dinner, and then relax, watch TV, and peruse their newsfeed.
The same logic (and research) says that weekends are also awesome times to post. People generally have more free time on their hands to see what's up with their Facebook friends. Plus, because very few brands post on the weekends, you'll have less competition in the newsfeed!
Use a blog: If you have a blog, you have a huge opportunity to increase visibility for your Facebook Page simply by linking to relevant page updates within blog posts. Making a regular habit of quoting Facebook fans in your blog posts not only creates more awareness for your Facebook Page, it also shows your blog readers how much you care about your supporters!
Use events: If you're like most small businesses, events can be a powerful way to market your business. Use Facebook before, during, and after each event to build your Facebook fan base, and increase attendance.
Use webinars: If webinars are a central part of your communications plan, think about using your Facebook page as a post-webinar discussion board! This leverages the concentrated attention you have during your webinars to boost your Facebook Page fan base and reach. This approach is the core strategy for Charityhowto and Social Media Examiner.
Use email marketing: Most small businesses have an email list that's about ten times as big as their Facebook Page fan base. Amplify reach for your Page by linking to one of your top updates in the course of your normal email communications. Because the content has already been vetted by your fans (lots of Likes, comments, and shares), your email subscribers will naturally like, comment on, and share it as well — with their Facebook friends.
Use Pinterest: If your fan base is predominantly women, you need to be using Pinterest. You can create more reach for your Facebook Page photos by reposting them on Pinterest and linking back to the page update. The reach report within Page Insights will show you how well this is working.