1. Increase your post frequency.
We’ve all seen the many articles of how Facebook has changed the algorithm and the news of doom and how we all need to spend money on ads (this isn’t true) because Facebook won’t show your content to more than 2% or 3% or 10% (number variance is depending on the article or time of year you read it and not true).
When Facebook started the platform has become noisier and louder. In the early days most of us started with a handful of friends, usually people we hadn’t talked to or friends we had lost contact with overseas and we were briefly contained with how we communicated. Now everyone openly and publicly share their meals, friendships, events, life, and whatever existential crisis they might be having at the time, this means the sheer volume of content now means there is a shit tonne of noise to cut through.
This is the organic reach of one of our clients after they started posting consistently 4 times a day. None of this was from paid Facebook Ads.
Think about how often some of your friends are posting? Do you really think your one post once or twice a week is really going to cut it? On average we will post 2 – 6 times a day. Why? We have different audience members online at different times of the day. We also know that just because someone is a fan they’re not necessarily going to see our stuff dependent on how often their friends are going to post or how often other businesses are posting.
2. Talk with your fans, not at them.
When businesses started on Facebook and other social media platforms they approached it much like traditional marketing platforms like television, radio and newspaper which has no function to reply (excluding talk back radio) and talks ‘at’ people instead of creating opportunities for conversation. If you take your last five posts on your business Facebook page, how would you start that differently if you were in the pub with a mate?
3. Keep your audience within your brand.
I often have conversations with business owners around the online journey for their customers. The sheer volume of businesses who send their fans to other websites other than their own is too many to count. If you’re going to share an article to some other article on some other website you would first be better served to write either an opinion piece or a summary of the article on your website (share this on your social media) and link within the blog to the article from your website, this works to support the Facebook playbook and the Google playbook. Always ask “Does this create a touch point for our brand or does it build the brand for someone else?”
4. Read your insights.
The percentage of business owners in the small to medium business sector we work with who in the past haven’t read their insights or reports are staggering. Having worked in Telstra for a several years I am admittedly addicted to reading reports, I love watching campaigns succeed (and equally bomb) because I learn so much about our fans and audience in almost every single interaction. You can’t know if you are succeeding if you’re not consistent and don’t measure.
5. Share your team.
One thing I’ve noticed more over the last year than in the last 7 years I’ve been at this social media marketing gig, is seeing more staff and teams actively involved in the social media content of a business. It often highlights to me the stickiness of the team and the commitment they have to the business growth, to have your whole team actively engaged in your brand story is awesome (not to mentioned much easier for someone like me to come in and train the business). Social media is about storytelling and being able to authentically include your staff in that shows maturity in business compared to others that just focus on products.