OFFICIAL: Facebook Reach is Pay-to-Play

OFFICIAL: Facebook Reach is Pay-to-Play

Gone are the days when your posts were seen by 50% of the people who followed (friends in the business world) your business page. Today’s organic (unpaid) reach is about 1% – 3% depending on the virility of your content. And I’m guessing you’re seeing about 1% reach. There’s another way, but it’s going to cost you money. And if you’ve never set up a business page, you don’t even know it exists.

Page/Post Boosts

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Facebook will show your post to that 50% of your friends, or to people who don’t know you or your page yet. (You set the targeting inside Facebook.)

Here’s the rub. Without paying for it, your posts are going to be seen by very few people. The good news: a post that does well with your tiny organic crowd, will do better than other posts, when boosted.

The Quick-Win Paid Facebook Strategy

Post a lot of content on Facebook. You’ll rarely piss off your followers by posting good content. Don’t spam them. (Repeating the same posts over and over to gain reach.) And when one of your posts shows promise (a few likes or shares) then boost it and see what happens.

The reason you do want to boost is this:

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For this campaign I’m using a demographic/target that I created for this specific content. But the simple magic is to target People who like your page and their friends. In this case, my blog is about divorce and dating. The idea is divorced people’s friends might also be divorced. So sharing to friends of people who already view your page is a good idea. And if those people haven’t turned off Facebook’s insidious “friend marketing” it might even show, “liked by your friend John McElhenney” as part of your promotion.

Here’s what my current boost looks like.

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This is the page level boost they’d like to sell you, but I recommend you stick with promoting/boosting good content. These create those awful side-rail ads that no one clicks on.

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Quick-Win Paid Facebook Strategy Summary:

  1. Post content.
  2. When something shows signs of being shared, consider boosting it to more people.
  3. Analyze your results and try again.

Good luck. And if you need help with Facebook or anything else digital, please don’t hesitate to contact me. The comments are always open for questions and ideas.

@jmacofearth (also seen on Google+: jmacofearth)

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