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In my experience,the best way to increase reach organically,without paying for advertising / “boosted”posts, is to create a community around what you do. The bad news: This is a lot of hard and time consumingwork. And, even then, will only get you so far compared to what was possible a decadeago.
This video from YouTuber Veratasium(although a bit outdated now) does a good job of explaining Facebook’s businessmodel, and how - ever since Facebook changed it’s algorithms for prioritizingwhat is shown in news feeds - you pretty muchneed to invest for your Facebook page to have significantreach:
In my opinion, the golden era of being able to get Facebook page traction basedon the quality of the content alone is over.Becoming the next “Humans of New York” is much more difficult today than it was for Brandon Stanton back in 2010. It may even be technicallyimpossible.
However, with some direct outreachand community building using Facebook groups, you can significantly increaseorganic engagement on your page, and more importantly, engage your audience in a way thatbuilds trust for your brand and ultimatelydrives sales.
Step 1: Decide on a content strategyso that you can consistently create content that is of value to your audience.(Check out Neil Patel’s advice for developing a voice in a new content niche,which is true for Facebook content or any other platform you’re publishing on). You’ll probably want to bepublishing this on a blog or web site in addition to your Facebook page.
Step 2: Revampyour Facebook page description to be in line with that strategy, and start postingregular relevant content there.
Step 3: Create a Facebook group and link it to your Facebook page.
Step 4: Cultivatethe Facebook group. At the beginning, you will need to do some direct outreach to the kinds of people you want to bepart of your community. The key to a successfulFacebook group is that others share their perspectives.It should be more about them then about you. Do not promote your company in thegroup at this stage. The first 200 people orso you will need to personally convince tojoin and encourage them to post in the group. Once these first 200 people are active in the group; Facebook will startrecommending your group to others with relevant interests and the group willgrow essentially on its own.
Step 5: Once there is a good conversation going in the group, you can start sharing some of the valuable content from yourpage in the group. It’s best if you do this in response to other people’s posts; rather than creating posts whereyour content is the focus. If the content is relevant to them, this will organically leadpeople to follow your page and engaging with your content. If done well, thiscan be extremely powerful.
Keep in mind: You should also share your Facebook page content in groups that are not run by you. However, you have to be even morecareful to make sure the content is directly relevant, otherwise you risk admins banningyou from their groups. The best way to do this, again, is replying to questionspeople ask in groups and sharing content inyour replies that is directly relevant to the questions they are asking.Creating a new post with a link to content and saying “I thought you might find this interesting” is generally not the best approach; and should bedone very sparingly only when you truly believe that piece of content is broadly relevant to allmembers of the group.
Step 6: If your brand isinternational and you have the resources, you may consider replicating thisstrategy in local markets. For several years now, Facebook allows you to createlocal pages for different geographic markets. Local brand Facebook pages aresaid to register 60% higher engagement than global pages. An effectiveinternational Facebook strategy requires localizing the content into different languages,and creating unique content for each market. The more tailored your content isto your target audience, the more valueyou’ll be generating for that particular group, which leads to more engagement.
Happycommunity building!
