For most companies, there are two goals with their Facebook page. The first is to increase the number of people who like your page. The theory has always been, the more people who like your page, then the more people will see your content. The second is obviously increasing your reach (more people seeing your content). This usually dependent either getting more likes or paying to boost your post. Of course there's a catch....
The fact is that not everyone who likes your Facebook page will see all your posts. It's reported that only about 16% of your audience will actually see your posts.
Don't fret thought, there are some things you can do overcome this limitation. There are tactics that you can utilize that will help increase your reach (who sees your posts) and the number of people who like your page.
1. Study Your Audience Insights
Audience Insights is your dashboard for understanding who your audience is. You can find Audience Insights under Ads Manager. With Audience Insights you can get information like Gender, Age, Employment, Relationship Status, Education and Geography. (Keep in mind that this is different from Page Insights.)
Now why do you want this information? Well, a lot of companies make certain assumptions about their audience. However, when you look at Audience Insights you can get a much better picture of who your audience really is.
This new information allows you to reshape your content in terms subject matter, design and tone. You can now better serve your audience by shaping content that fits their needs. This of course lets your company make better use of its time and resources.
2. Display Your Page Administrators
If you want to showcase the people who are running your Facebook page, you can display the page administrators in the About section of your Facebook page (go to your page settings to see this). This is a great way to show how your Facebook page is being run by real people. Think of it like giving your Facebook page little more personality.
3. Embed a Post on Your Blog
If you're looking for a great way to showcase your Facebook content on your own website you can embed a Facebook post on your website.
Now, why would you want to do this? Well here are two reasons. First, by embedding the content on your company website, you're giving people a signal that your active on social media. This is also great if you don't have a news or announcement feature on your website, because your Facebook post embed could act as a substitute.
Second, this allows people to easily click through the embedded post and like your page. This tactic is superior to just having a Facebook icon on your page, because it will draw a significant amount of attention to your company's Facebook presence.
4. Call To Action Button
While it's great that people are engaging with your Facebook and content and liking your page, you'll want a call to action on your Facebook page. Why? Well, why Facebook is great for reaching your audience, we don't want to tie ourselves solely to that platform. One way to insure that is by using the call to action button.
With the call to action button we can:
- Signup for a email list
- Go to a certain section of your website
- Take people to an event registration page
While this tactic does not necessarily increase your reach or likes, it can help you achieve our overall goal of giving your company more exposure.
So go ahead and try these tactics to help your company's Facebook page succeed. It's small tactics like these that eventually create the momentum that you're looking for with your Facebook page.
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