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The Marketing Edge - How to improve your organic reach on Facebook

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Organic reach on Facebook posts has dipped to an all-time low of 2 percent to 6 percent this year, according to Social Media Examiner. The bad news is that this figure will continue to decline. The good news is that Facebook advertising is fairly inexpensive, simple to set up and manage, and works well (when it’s properly maintained). You’re not alone if you’re wondering how to create content that will entice people to engage and share it, thus improving your organic reach on Facebook. 

Let’s pause for a moment and think about the types of content we tend to share the most on Facebook. I bet you’ll come up with a variety of thoughts, including pictures of vacations, kids, and pets, political thoughts and opinions, causes that people are passionate about, and, of course, funny memes. Sharing on business pages isn’t all that different.

Here are a few post type suggestions to help you improve your organic engagement on Facebook:

Add some humor

Let’s face it, social media has become a forum for some very ugly discussions. There’s a lot going on around the world and most of it is not particularly nice or happy. Humor keeps us going and gives us a reason to reach out to friends and family to share a laugh. Humor has the power to make people pause, read or watch, laugh, and then share a post on social media.

It’s possible to humanize your brand by adding some humor to your posts, allowing your target audience to look past the sales intention of your message and focus on the human connection. If you have never watched the Squatty Potty, DollarShaveClub.com or Chatbooks videos, you should take a moment to do so - they’re hilarious! These videos were created for social media distribution and got national coverage simply because they were funny and people love to share funny stuff. In other words, humor works like magic when it comes to social media marketing.

Although the videos mentioned above were professionally produced, you don’t need to dedicate a large piece of your marketing budget to get humor to work for your brand. Simply take a moment to look at your product or service from a humorous perspective, and don’t be afraid to get your employees involved!

Find your voice

Facebook is a great platform to help your business grow—it has 1.94 billion monthly active users worldwide. That’s a lot of people and you have access to all of them, no matter how small or big your business is. It’s a tremendous marketing channel if used strategically. The trick is to define your audiences before you develop your content. Take a moment to figure out ways to make your posts unique enough to differentiate your brand from the competition. Next, inject some personality into your content. Your brand should have a voice that reminds the world that people run the brand.

Provide customer service

Your Facebook page is more than a sales sharing platform - it’s also your customer service desk. Encourage post discussions to increase your engagement, which will help build brand trust and add value to your audience. People like to know that they are being heard and that they matter, and they like to be responded to in a timely manner. Make sure you have a strategy for engaging with comments and mentions so people don’t feel like their interactions are ignored.  

As you begin to build your social media strategy for the holiday season, consider taking steps to humanize your brand. Throw a dash of humor on your voice, create unique and memorable posts, and show your audience that you’re listening to them and you care.

Getting optimal reach on Facebook is more complicated than it used to be and requires new strategies and tactics to get the most out of each platform.

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