On the side of my Facebook page there is an “insights” box that tells me useful information like the total number of people I’ve reached in the last 28 days and how many post engagements I got. Over the past few months, I have watch these numbers climb up and up and up.
I’m going to share with you how I got these numbers.
Before I do so, I have some bad news:
They don’t really matter. Facebook reach does not equal conversion. Engagement does not even equal conversion. Often Facebook serves a post to a person one time. Without a strategy like Solution Oriented Marketing, they might not even enter your universe.
They see me once and never again. That does very little for me. However, these kinds of numbers are what the high priced social media experts will promise if you pay them, so I want to share how you can get them yourself.
How do you do it?
The answer is anticlimactically simple:
- Post a lot of content
- Share that content
Posting a lot of content is crucial because it’s the multiplier. If everything you post reaches 100 people then you’ll get twice as much Facebook reach with twice as much content.
Everything I post that is related to my business, which is most of what I post, I post to my page and then share to my personal Facebook. This allows me to track the activity on that post, and it drives people from my personal back to my business page.
The organic reach of a Facebook page is 4-7%. That means that if you have 1,000 followers, 40-70 of them will see any given post. The organic reach of personal pages and groups are much higher. Facebook loves groups and prioritizes their content because they tend to have higher engagement due to self selection into interest groups.
Thus, if you share your business page posts to your personal page and your groups, even if the groups aren’t all that large, you will dramatically improve your Facebook reach.
But my personal page is personal (no, it’s not)
Some people believe that they should keep their business on their business page and off their personal page. They’re wrong (if you’re an entrepreneur).
If you are an entrepreneur, then you are your business. Michael Whitehouse is The Guy Who Knows A Guy. The Guy Who Knows A Guy is Michael Whitehouse. Everyone you know should know what you do, and if you aren’t reminding them constantly, they forget.
This doesn’t mean you should have a big “buy now” sign around your neck. What it means is that you should be constantly reminding everyone you know what you do, what you know, and what you have to offer them.
Unless you keep your personal page very private, people will find it and look at it. If you post political stuff, they’ll see it. If you post embarrassing photos, they’ll see those too. Your personal identity is part of your business identity.
What should I post?
In Gary Vaynerchuk’s book Jab Jab Jab Right Hook, he discusses the importance of giving before you ask. Give, give, give, ask. Provide a big pile of value before you ask for anything.
What kind of value? I post motivational and educational videos, but your value adds could be anything. Useful tips, links to informative articles, videos from YouTube, an article about how to get 200,000 organic reach on your Facebook page. Whatever.
The point is that you should have at least 3x as much content where you provide value as content where you’re asking for something. There’s nothing wrong with putting a way to engage with you at the bottom of a value post, but it should be an afterthought and not the core of the posting.
People love to learn. They love to engage. They hate to be sold to.
Go get 200,000 reach
Now you too know the secret to putting a really big number in that Insight box on your Facebook page.
In case you’re wondering, this is a value post, because I’ve got nothing to sell you here at the end.
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