It is little wonder that organic reach is dying, after all what good does it do the platform? If businesses only use organic reach posts to advertise their businesses and services then they are getting something for nothing from Facebook. The way posts are seen on timelines and news feeds is constantly changing, but it is the complex algorithms used that prevent your posts reaching their intended audience. Have you noticed that despite several thousand followers, only a few hundred or less get your latest post? Be assured it is very deliberate! Facebook want to push you into using paid advertising, by hitting that boost button, or running other promotional activities you are adding to their bank balance. But this creates a ROI issue for you, and as a small business you may feel that even paid adverts are not creating the lead generation you were hoping for. (There are some great tips for creating an epic paid campaign, we will discuss those another day.)
In the meantime, there are a few things you can do to increase your organic reach and today we will look at organic post targeting.
Who knew that was even a thing?
We all know that when we place an advert we are pushed to create a target audience, that is a grace Facebook affords us for spending money. They will guide us through the process of setting up a target audience so our adverts stand a chance of hitting the desired audience.
However, when it comes to targeting your existing audience, the functionality is hidden away. We think this is because Facebook don’t really want to help you hit a better organic reach, but maybe that is just too cynical.
Anyhoo – it really is a thing, and you need to learn how to use it.
If you have a diverse product range, then sometimes the information you are sending out will leave an organic reacher cold. So, really it was a waste of time hitting them. If you target your content within your following you stand a better chance of each hit counting. And the best bit is you do not need to know which customers to target, because Facebook does it for you.
So, turn on the feature -that is pretty important.
In your settings, under general, you will find the Audience Optimisation for posts option. Check the box and save the changes – ta-da!
Now, when you come to create a new post you will see that a new icon appears in the content window. Next to add an image, choose your mood and location you will see a target icon.
Clocking on this gives you a whole host of options from gender to age, location to language and many more. So, for example if you are running a promotion from your store in Birmingham, targeting by location makes a lot of sense. As with paid adverts you have the ability to select interests, so make the most of it. Word of warning, the audience is selected from your followers, and you have to target at least 20 people which might mean tweaking the selection fields if you don’t have a huge following.
This is a fantastic way to do some free A/B testing on posts, and there is also the ability to end the post, which means after a certain date it won’t be seen on newsfeed any longer – helping with evergreen content.
Using the insights you will be able to see how effective – or not – your organic posts are becoming with targeting, and you can see how A/B testing is performing.
Overall this is a really natty, lesser know feature that you need to spend time getting to know if you are reluctant to engage in paid advertising. There are other tips and tricks we will discuss later, but this is a cracking one!
Anna Everett is a responsive social media marketing expert, author and self confessed Geek Girl.