CategoryMedia

Facebook Organic Reach: What Should Brands Do?

This is a Guest Post by Arpana S 

“Facebook organic reach is DEAD!”

If you are a Facebook/social media marketer, you’ve probably heard this a THOUSAND TIMES over.

As the social media strategist at SuperBaby, I had the same problem.

Each day, it was getting more and more difficult to get a good reach for posts on our Facebook page. But, IS IT REALLY DEAD?

Take a look at this:

In Feb, we had almost 50k fans. But, look at the reach.

JUST 832. This was terrible!

No matter what, we were NEVER able to cross a reach of 2500-3000.

Water birth
Then one day, in March, SOMETHING MAJOR HAPPENED.

I’ll tell you about this big change, but first let me take you through the course of this article.

So, here’s what I’m going to tell you in this article:

A. Address your problem
B. The BIG CHANGE
C. Tips for you to increase organic reach
D. Mistakes that you should AVOID

A. THE BIGGEST PROBLEM

I’m sure that a lot of Small Business Owners (SBO’s) face this same problem. Not just SBO’s, almost EVERYONE who owns a Facebook page goes through this.

FB CHANGE
THE FACEBOOK ALGORITHM IS CONSTANTLY CHANGING.

In February, Locowise analysed 500 pages. Here’s what they found:

Average reach = Approximately 7% of total likes

That means,
If your fans = 30k,
Average reach = Just 2,100

This is sad.

B. The Big Change

So, here’s what happened.

On Mar 16th, we got an organic reach of 58,752.

the big change

WOW!

That’s almost a 3000% increase compared to our previous reach of 2000.

Not just for this post, but afterward, I was easily able to increase the organic reach of almost every post.

I’m going to give you some TIPS that you can follow to get SIMILAR RESULTS.

C. Eight Tips To Increase Organic Reach Of Your Facebook Page

1. Share motivational quotes and posts:

• Connect and relate to your audience with these.
• Quotes get the most engagement.

2. Share your blog posts via links:

Locowise broke down their analysis as follows:

Links: 18%
Text Updates: 9%
Videos: 9%
Photos: 7%

This shows that right now, links are the best way to get more reach.

3. Use Hashtags:

Hashtags
4. Share things that will be helpful:

The more helpful the content, the more the engagement.

5. Be interactive:

Conduct contests, polls and surveys.

6. Use your cover photo to talk about your brand

Brands such as Nutella are MASTERS at this.

nutella

7. Post what people want. NOT what YOU THINK they want.

• Be data driven.
• Don’t assume.
• Do your research and see what people want.
• Share a post or two about that.

8. Use Facebook Insights:

• Analyse your previous posts.
• Check what time most of your audience is online and post at that time.

D. MISTAKES THAT YOU SHOULD AVOID

1. DON’T overpost

• Just because your post doesn’t get a good reach, don’t keep posting every 30 mins!
• Figure out how often your audience would like to hear from you and post accordingly.

2. DON’T post only one type of content

• Links, videos, photos, quotes, articles,
• Post them ALL.

3. DON’T skip weekends

• Post regularly on Saturday and Sunday.

4. AVOID Click-bait

• Facebook has become very strict about click-bait posts. So, do not share them.

5. AVOID bad headlines

• A good headline can increase your click-through by almost 46% (According to Quicksprout).

CONCLUSION:

Facebook organic reach is NOT DEAD!

I hope these tips will help you increase the organic reach of your page.

SuperBaby was able to do it. You can too.

So go ahead, try these out and I’m sure that you will see some good results.

About the author:

Arpana S is the Co-founder, Director and Social Media Strategist at SuperBaby, a company focussed on Early Childhood Development. She is also a guest blogger at Post Planner and a no-assumptions, no-tricks, but completely analysis and statistics based Facebook marketing strategist.

Why B2C Businesses Should Not Give Up On Facebook

B2CThere’s been a lot of hand-wringing about how organic reach has decreased so much on Facebook, that it makes no sense for a lot of marketers to maintain a presence or spend money there. This is both right and wrong.

Right, because if you’re a B2B business, then your advertising spends would probably get a better response on a network like LinkedIn. After all, you have to understand WHY people visit a specific network before deciding to advertise on it.

When people visit LinkedIn, they’re networking for business. This is when you can catch them in the mood to read a whitepaper or watch a video about your services.

When people visit Facebook, however, they’re usually there to catch up with friends and families. Personally, I use it to catch up with my large family, that is spread all over the world, and to connect with people who are interested in the same causes. I also use Facebook to read news, catch offers from brands I like and share content I find interesting.

This is why B2C businesses should not give up on Facebook. Because users come there to fulfill their social needs. That’s why if you’re in the F&B, hospitality, retail or event marketing industry, you should make Facebook your playground.

So what are the kind of ads you should run on Facebook? Not ads for page likes. Those are completely wasted because likes don’t translate into money in the bank. You could have a page with 100k likes and only a few of your fans actually seeing your posts in their newsfeed.

Instead, use your Facebook page as a placeholder to run promoted posts. Thanks to the fact that Facebook knows so much about their users, you can target your ads to a specific audience’s interests and geographical location, and catch people when they’re in the mood to catch up with friends or make a purchase. Here’s where you can learn more about Facebook’s promoted posts option.

You can also use Facebook’s retargeting (also known as remarketing) option to advertise to people who have already visited your website. You can learn more about this feature in this article from Social Media Examiner.

So if you’re a B2C marketer and you need to connect to the right audience, don’t give up on Facebook just yet. Just use the right kind of options (promoted posts, custom audiences, remarketing) and convert those lookie-loos into paying customers.

© Priya Florence Shah

7 Best Practices To Give Your New Business Website A Head Start [Infographic]

customer retention

Are you launching a new business website or updating an old one in today’s post-Panda and Penguin world? (names used to refer to Google’s recent algorithm changes that changed the rules of the game for many businesses)

Today, SEO (search engine optimization) cannot be carried out in isolation of SMO (social media optimization), as Google considers SMO to be a crucial ranking factor in the search engines results pages.

The steps recommended here reflect my own opinion, as they have worked well for me and my clients. Your business may require a different approach depending on your target audience and goals.

However, for most businesses, these rules are the very basic ones that you need to follow if you want to keep your edge in the ever-changing world of the internet.  Here are seven best practices you can follow to get your online presence off to a great start.

1. Use WordPress as a CMS

Alright, I’m a WordPress junkie and I love to sing its praises every chance I get, but that’s because it’s only one of the most versatile content management systems I have ever used. If I wanted to create a search optimized website with little effort, I would, without a doubt, set it up on WordPress.

And why not? After all, it’s easy to set up and optimize, comes with a massive range of plugins (for add-on functionality) and themes (for design), ranging from free to enterprise. You could even use a WordPress base to setup your own social network – that’s how versatile it is!

2. Use a Responsive Theme

With Google’s latest algorithm change (charmingly titled Mobilegeddon) that gives a boost to mobile-friendly pages in the search results, your WordPress theme MUST be “responsive.”

That means the design adapts to different browser sizes, so your content will be resized and rearranged to fit the screen of the device it is being viewed on. This update comes as no surprise as the majority of digital media consumption now takes place in mobile apps.

3. Social Media Optimization (SMO)

Do you see those social media buttons at the bottom of my website here? That’s no accident. They are linked to each of my social media channels – all of which have been optimized with my business name, tag and keywords designed to tell Google, and my visitors, exactly who they belong to and what we offer.

social media buttons

Whether you’re a B2B or a B2C business, you should have a presence on all the sites that your audience is present on. At the very least, create a business page on every site you can think of so that no one else can misuse your business name. I recommend starting with a presence on Facebook, Twitter, LinkedIn, Google+ and YouTube. You can add more listings if your business requires it.

Now build active communities on each of the social networks that you think will get you the best ROI (My recommendation is Linkedin+Twitter for B2B businesses, and Facebook+Twitter for B2C businesses). This is the very minimum that you must do for your new website, if you want to maintain your edge with Google and your potential customers.

Not only should your social media channels be optimized, they should also be updated regularly, with relevant and interesting content that engages your social media community. If you find that you’re getting no engagement on your  Facebook posts, use Facebook’s Promoted Posts option to boost engagement on your original Facebook posts and you will gradually see a rise in your organic engagement as well.

4. Publish a Blog

A regularly-updated blog (I recommend posting at least once a week) with content created in multiple formats (text, images, infographics, Slideshare, PDF, video) is a must for any startup that wants an edge over its’ competitors.

If you’re stumped for topics to write about on your blog, I suggest that you start by interviewing your customers. Ask them about their “pain points”, the problems that they face in their business and how they think you can help them solve them. Then write about it on your blog.

If you don’t have any customers yet, you could go to a website like Quora.com or Yahoo Answers and see what sort of questions people are asking about businesses like yours.

Use Google and other keyword tools to research the exact keywords that people are typing in when they ask those questions and insert those keywords naturally into your content. And yes, don’t forget to insert social sharing buttons on your blog, so that your readers can share your content with their network.

5. Build a Mailing List

There’s an old saying on the internet – “The Gold is in your mailing list”. There’s a very good reason for that and it’s the reason that email databases are so expensive. It’s because the best, most reliable place to reach your customer is in their inbox.

To start building a mailing list, sign up for a mailing list solution, like Mailchimp, and insert their subscribe form into your blog sidebar. Invite readers to subscribe to your blog and if you find too few of them complying, bribe them with a freebie – a discount coupon or a whitepaper on your industry to get them to give you their email address and signup for your list.

Even if they miss out on your social media updates or forget to read your blog, your updates in their inbox will remind them of what you have to offer.

6. Ask for Reviews & Recommendations

It’s not just Google rankings that are important to potential clients and customers. They’re also reading the reviews and recommendations that your former and current customers are posting about your business.

If you have a local business, you should definitely be pro-active and invite customers to post reviews on your Facebook and Google+ Business Pages. You can also invite reviews on websites like Yelp or Zomato.

Hold contests and giveaways to encourage reviews. Give away discount coupons. Do whatever it takes to get those reviews and ratings coming. And thank those who have taken the time to post a review, even if it was negative. Just don’t post fake reviews or you’ll get outed sooner or later.

7. Provide Exceptional Social Customer Service

Today, when even multinational companies are forced to create a separate channel solely for customer service on Twitter, and customers expect responses within a few hours or less, there is no excuse for having deplorable customer service or not responding to customer queries or complaints on social media.

Whether via LiveChat on your website, your Facebook comments or your Twitter responses, you need to have a way for customers to reach you and get a prompt and courteous response in a reasonable time. Not doing so can mean the death of your business.

04

© Priya Florence Shah

How To Create A Thriving Branded Community For Your Organisation

community

For years now, I have believed that blogs must be the hub of your social media presence, if only to escape the vagaries of the social media world. But, when Forrester’s Nate Elliott predicted that as social media matures, branded communities will make a comeback in 2015, I knew that this was one area of social media that I had to focus on.

Branded communities have been around even before blogs, with forums being some of the first communities. Today, smart individuals and organizations are going a step further and creating entire communities or social networks of their own.

For an example of a thriving branded community, check out the one created by Oracle for its users. Another example of a branded community is the Future of Work Community, created by Jacob Morgan and based around the theme of workplace issues.

With your own branded community, you no longer have to depend on Facebook’s algorithm changes or pay for visibility on Twitter to get the results you want. You can build a community of people who are interested in the same ideas you are, and communicate with them as much as you want, through a branded newsletter.

According to the Wall Street Journal, at a fraction of the cost of traditional marketing programs, a well-designed brand community can be used to conduct market research with very quick turn-around; generate and test ideas for product innovations; deliver prompt and high-quality service to customers with a problem; strengthen the attachments that existing customers feel toward the brand; and increase good publicity through word-of-mouth.

Creating a branded community does not come cheap, however. You will need to allocate resources, both in terms of finance and time spent, to help your community grow and thrive. Whether you choose to create a branded community on your own domain or on as a microsite of your company site, you need to ask yourself some questions before you go ahead with this initiative.

Questions To Ask Before Creating Your Branded Community:

1. What do I want to achieve with this community?

2. Whom do I want to reach out to with this community?

3. Why should anyone join my community? How does it benefit them to participate?

4. Do I have the resources I need to manage my community?

5. How will I measure the success of my community?

Once you have answered these questions honestly, you need to figure out how to build functionality into your branded community website that is relevant to your organisation’s focus, differentiates your community from others, and gives your members a good reason to keep coming back regularly.

Guidelines for Creating a Thriving Branded Community

1. Allow anyone to register, create a profile page and comment, but allow publishing articles and wikis by invitation only. Worthwhile commentators may be invited to become contributors. This will help to eliminate spam and spammy posts from clogging up your newsfeed.

2. Keep the signup form simple and the user interface intuitive. Social sharing options are a must. The website must be mobile and tablet friendly and accessible on all devices.

3. The website should also have a social networking function, allowing experts to connect with each other (and with other users) and collaborate. A number of collaborative wikis can make it easier to crowdsource ideas and information on issues of common interest.

4. Branding is best done discreetly and not in-your-face. You can display the company logo on all pages and have a dedicated section to showcase your latest company content, but keep the rest of the website free of talk about your organisation. All the rest of the content posted should be neutral, non-promotional and related to discussions on issues of common interest.

5. Put a spotlight on member participation. As on many online forums, you can create a reward system that awards those who read or comment on content, with a title or milestone. It provides an incentive for users to come back and read or comment more often. For example, check out the incentives offered by Doug.

6. Brands of authority offer expert affiliation and advice. The community site can feature content by a number of eminent experts in the domain of your choice. Content may be contributed in the form of articles, videos, infographics, PDF’s, PPTs etc. For featured experts, the community site provides a platform where they can share their expertise with a base of users interested in these issues.

7. To give experts an incentive to share their work and ideas on the site, provide a featured expert showcase on the home page, where their most recent content is displayed to all users. This showcase can be rotated to display different expert contributions every week/month.

8. You can also bestow trusted experts with administrative rights over site content and invite them to have a say in what content is displayed and how the site is run, to increase their sense of connection with the community. Making other experts feel like stakeholders in the site’s success will increase the likelihood of them contributing regularly.

9. Create a community badge that users can copy and display on their own sites or blogs. This will help them promote your community to their own audience.

10. Measure the right things. You need to build interaction and create a level of comfort among the most loyal users so they will evangelize your services. The best way to measure this might be by looking at engagement metrics like blog mentions and social shares, rather than unique visits to the site.

11. Do not try to control the conversation tightly. Don’t moderate every single piece of content before it gets posted, but check the content that is already posted and delete anything offensive or spammy. Also allow users to label content as offensive or spammy.

12. Be open to criticism about your brand or services. Part of the purpose of creating a community is to gain feedback on your brand and competitors. Allowing customers to post criticisms and complaints is a good way to spot small problems before they become big ones. Also, when complaints are handled well, customer satisfaction and loyalty skyrocket.

13. A Q&A section will allow users to submit questions and have them answered by experts, sort of like Quora.com. This can become quite a popular feature with users if executed well.

14. Send out a monthly or weekly newsletter with aggregated content from the site’s RSS feed. This will increase repeat visits and promote engagement with new content. Also promote content from the site on social media channels.

Brand communities are not corporate assets, so control is an illusion. But relinquishing control does not mean abdicating responsibility. As the Harvard Business Review notes, effective brand stewards participate as community co-creators – nurturing and facilitating communities by creating the conditions in which they can thrive.

© Priya Florence Shah

7 Of The Top Social Media Marketing Blogs

The world of social media is changing so quickly, it seems like if you blink, you’ll miss something. It’s very hard to keep up with the latest developments in the social media sphere.

One of the ways we stay up to date is by following a number of the best blogs on social media. Here’s a list of 7 of the best blogs that provide readers with excellent insights about social media and digital marketing online.

1. Social Media Examiner (www.socialmediaexaminer.com)

One of the most well-written and authoritative blogs on social media, Social Media Examiner “helps businesses master social media marketing to find leads, increase sales and improve branding using Facebook”. Founded by Michael Stelzner, they also have a regular podcast that provides more in-depth analysis and interviews with social media experts.

Social Media Examiner

 

2. Socialbrite (www.socialbrite.org)

This is one platform that new social media enthusiasts need to follow. Socialbrite hosts several articles and discussions about making the best use of social media in real world situations. They “help nonprofits and organizations with all facets of social media: strategy, website design, community building, multimedia storytelling & fundraising campaigns.”

Socialbrite

 

3. Social Media Explorer (www.socialmediaexplorer.com)

As a multi-author, agency blog, Social Media Explorer delivers strategic information on matters of digital marketing and social media. Started by Jason Falls and Nichole Kelly, the articles are timely and well-researched.

Social Media Explorer

 

4. Chris Brogan (www.chrisbrogan.com/blog)

Written from his own experience, Chris Brogan’s blog is always interesting and engaging, and he delivers exciting insights into churning out the best social media content. CEO of Human Business Works, a publishing and media company, Chris has authored books like The Impact Equation, Trust Agents, Social Media 101, and Google Plus for Business.

Chris Brogan

 

5. Social Media Today (socialmediatoday.com)

Social Media Today hosts an impressive lineup of social media experts – or what it calls, “the world’s best thinkers on social media” – from different fields who discuss their theories of social media success on the blog. The articles are practical, yet insightful, and their Social Media Today podcast caters to those who are serious about social media marketing.

Social Media Today

 

6. Social Mouths (socialmouths.com/blog/)

Founded by Francisco Rosales, Social Mouths has “some of the best social media content and advice you’ll find on the web”, according to one of their testimonials. They have a lot of list posts, which are a popular and useful blog format and feature articles about all kinds of social marketing strategies – blogging, content marketing, email marketing, web traffic, conversion and much more.

Social Mouths

 

7. Hubspot’s Inbound Hub (blog.hubspot.com)

There are many reasons why the Hubspot blog is one of our favourites, but awesome content should just about cover it. Also their free guides on various aspects of social media and inbound marketing are among the best we’ve ever read. Their content is always useful, practical and educational and is targeted at companies and social media agencies with the aim of getting them to try their HubSpot software.

Hubspot

 

 

 

© 2015 Blog Brandz

Theme by Anders NorenUp ↑