Last Thursday, Facebook’s CEO Mark Zuckerberg announced yet another change coming to the algorithm. This change, yet again, will reduce the visibility and news feed space for Facebook Business accounts.
Mark’s message was as follows:
If you run a Facebook business page, be prepared to see a drop in organic reach, as it will become even harder to share important information without venturing into paying for Facebook ads. With this, it is undeniable that small businesses will be most affected as their marketing budgets are lower. However, there are still ways to reach your audiences organically.
- Focus on community. When writing and sharing your content, remember to focus on your audience. You do not always need to be selling to them in order to win them over as a customer. Why do they need to buy in to your business? What part of your story best resonates with their story? Be authentic and be present.
- Automate less. If your only strategy is to schedule content out weeks in advance, you are not being present with your community. While scheduling out some content can help with time management, it is important to be actively present on your pages. Sharing and creating fresh content that can resonate with your audiences.
- Share engaging content. According to the update, Facebook’s algorithm “uses signals like how many people react to, comment on or share posts to determine how high they appear in News Feed. Make it easier for the algorithm to push your content by using open ended questions to spur conversation on your posts. Just make sure you are active within the post, as well. By encouraging meaningful conversation on your Facebook posts, you are engaging your audience and driving them to help share your posts.
- Watch your insights. Use the Insights tab to discover which content is performing on a Facebook Page. This will help you see what type of content, and when that content is posted, gets the best response from fans. Double down in the content types that are working and getting great results, this will help you in the long run.
Yes, Facebook is making yet another change that makes it harder for small businesses to be seen and heard. However, if we are authentic and present with our audiences, we can still reach our current and potential customers.
For help telling your story online, contact us today!