Dropped: A Lesson in Facebook Reach

Dropped: A Lesson in Facebook Reach


As a business owner who posts on social media, you may be asking yourself, “Why are we not reaching anyone anymore?”

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Simply put, Facebook is a business. A business which relies heavily on advertisers to generate revenue. If you’re a business owner and you have been using Facebook to make money, well it’s time that you gave a little back. To put it in perspective, think about being a restaurant owner; you wouldn’t just let someone plop down and not order anything. If they are sitting in your business, you may want them to – at least – get a drink or a small bite to eat.

That’s all that Facebook wants you to do. They just want you to patronize their business and please their shareholders. If you aren’t going to, then be ok with the fact that you’re potentially just window shopping on Facebook and put up with the fact that your posts only reach about 6% of your audience. However, if you see the value in reaching people on Facebook, follow some of the tips below. You can get away with just ordering a drink in the Facebook advertising world and not getting a prix fixe meal.

Don’t Boost

Do you want to make sure you’re getting the most of your Facebook reach? Then, please – whatever you do – don’t boost your posts. Boosting only gets your message in front of users who are likely to like, comment and share. Boosting is based on engagement and engagement only. While you will see that your posts have reached more people and you received some some of those likes, comments and shares you enjoy, there’s no telling who those people are and if they performed your desired action.

Use Business Manager

This is going to be one of those things you have to learn if you want to advertise on Facebook effectively. It’s not the easy button like “Boost” is, but the few extra minutes you spend setting your Business Manager up, will be well worth it. In Business Manager, you can create an ad account for your business and host your page(s) for easy access. You may also give other people access and share your pages with digital marketers if you need to without relinquishing control of any of your pages or ad accounts. Also, it allows you to view both your pages and ad account performances at a glance from the dashboard so you can easily recognize any issues very quickly.

Set Ads in Ads Manager

Since you’re not supposed to be boosting your posts anymore to increase your Facebook reach, you’ll need to use the ever-handy Ads Manager in Facebook. Here, you will be able to optimize your posts to get your desired action and create audiences which will help you reach the right people. You will also be able to save these audiences to reuse in the future and look back on campaigns to see what did and didn’t work.

Look at Audience Size

If you’re looking a number which has more than 5 digits and don’t have a budget of over $50 to reach those people, adjust your audience size. The goal is to reach everyone in the audience you setup at least twice. So, look at that handy estimate to the right and if your budget doesn’t look like it will ever reach that amount of people, keep reducing your radius or the age range to get your lowest hanging fruit. Those with small budgets, need to spend wisely and you can’t do that if you’re throwing $10 at 30,000 people. Although, this is the digital market, throwing $10 at 30,000 people on Facebook is essentially like doing it in real life; it’s never going to make an impression.

Use More Than One Post

Not all posts are created equal. Sometimes you use just the right image or a really eye-catching status. The probability that you hit those two things on the head perfectly the first time, is low. So, mix it up. Create a campaign where you use the same photo and you switch up the status, or vice versa. You can even jumble it up and have all different statuses and images (although, this will make it difficult to know what it was that worked). Whatever you do, just make sure that you’re not just relying on one post to get the job done. If you do, you’re not marketing, you’re just spending money.

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Don’t Have Time for All That?

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