Organic reach has been declining as Facebook seeks to provide its users with the most liked and found most relevant content. In fact, some say it's completely dead. This presents a special challenge for small businesses: You don't have the same budget as a large advertiser to put into paid posts to compensate. "The harsh reality of Facebook today is that only about 1 in 50 people who are already fans of your Page will see any of your posts on your Facebook business page," said Sam Underwood, director of business strategy at digital agency Futurety. "Gone are the days of posting and knowing that many, if not most, fans will see that content." But don't be afraid of small businesses -- there's hope. Here are 22 tips to help you find the right audience and deliver the content and experiences they value, even on a limited budget. 1. Post intentionally. Small businesses need to pay more attention to how they communicate with their audiences, says Christina Hager, head of social media strategy and distribution at media company Overflow Storytelling Lab. " You can't just throw things on Facebook and hope someone sees them," she said. "You need to consciously post and then decide what you're going to do with that post" -- in other words, whether you're going to use your budget to increase it. To that end, Vicki Anzmann, chief creative officer at marketing agency.
Creativation Marketing, says Facebook Insights is used to help determine a good release cadence and content mix. 2. Try to fit in. "Find ways to communicate your brand in a fun, out-of-the-box, informative or unique way," says Eric Johnson, SEO expert and digital marketer at web design, SEO and marketing firm FeedbackWrench. Get a huge crowd on Facebook.” Check out the grocery chain Meijer. Facebook Ads for Small Businesses Per Johnson, this article shows below-average results because both design elements and copy strongly suggest a publicity angle. "When a link to buy a product is added, Facebook's algorithm is likely to be able to easily determine the industry mailing list of the article," he said. "So, overall, this article is a failed effort." Yet another of Meijer's sunscreen posts was more than 15 times more interactive, as it exists purely for the entertainment value of the memory. Native Facebook Ads "Because there's no obvious promotional angle here, the post draws a larger audience and gets a lot of engagement, which makes the Meijer brand more effective than direct sales," Johnson added. 3. Don't post without a content calendar. For effective planning, implement a content calendar.
Content Calendar for Facebook Marketing via Falcon.io "Content calendars are the most effective way to maximize your efforts while minimizing the time you spend on Facebook marketing," said Dan Towers, senior manager of digital marketing at marketing and advertising firm Arcane. "You can plan content all at once, and by using a scheduler like Buffer or Sprout Social, you can set it and forget it," he adds. “But don’t actually forget it – still monitor your posts and focus on community moderation. Your customers will appreciate it.” 4. Optimize your profile page. Because tabs serve as the navigation bar for your Facebook business page, it's important to keep them organized and improve your audience's ability to find information. By optimizing tabs, reorganizing their hierarchy, and including or removing important tabs, you can provide users with a smoother experience, says Mackenzie Maher, social media account manager at digital marketing agency Power Digital Marketing. "If you're a service-based business, make sure your comments tab is turned on. If you add tags that link to other social pages, make sure those tags are grouped together.
If you're promoting an event or hiring for a new position, Make sure those tabs are also open and promote your message here," she said. facebook business page tags via HubSpot “It’s simple but seemingly obvious tweaks that are often overlooked but can make or break a user’s experience. They never have to struggle to find the information they need.” 5. Build a community page. Ben Taylor, founder of HomeWorkingClub.com, a freelance advice portal, says community pages tend to provide more organic reach than business pages on Facebook. “If you only invite pages, it makes the client feel special and is a great place to have a one-on-one relationship with them,” he adds. Taylor said he got the idea from the NicheHacks private planning group, which discussed affiliate marketing, and then started its own advice group for HomeWorkingClub.com, which adds about 25 to 40 new members each week.