How’s your organic reach on your Facebook page? Not great? Check this out.
My client, crime fiction author Libby Fischer Hellmann, has been enjoying mind-blowing organic reach over the last 3 weeks. She has about 3,700 fans, but she’s reaching 1-2,000 people on these top 10 recent posts. That’s between 27% and 59% reach. Wow.
Why? I don’t know. But I do have theories.
I asked Libby, and she says that it’s all me. Isn’t that nice?! I said that I think it’s a combination of things. Before I get that that, let’s analyze some of the facts.
These top 10 posts of the last 3 weeks break down into the following type of status updates. Keep in mind that none of these are ads.
- Promotional posts (promoting her books, sharing a sale): 50%
- Informational shares (articles of interest to her fans): 20%
- Asking a question: 10%
- Sharing a video of a personal nature: 10%
- Sharing an event (her radio show): 10%
I do not advocate promoting more than 20% of the time, but the promotional posts happen to have eye-catching images, excellent testimonials, and/or cost-saving sales going on, and they became popular.
This happened at an unusual time since I had just read an article in the Business Insider about how reach with publishers (NYT, LA Times, etc.) had just plummeted to about 1%. And now that Facebook plays with the algorithm of how it delivers what it does to your newsfeed, businesses with Facebook pages often complain about loss of reach. Page owners don’t need an article, though, they can just look at their page insights and see the lack of eyeballs on their posts.
Is what’s happening on Libby’s page a fluke? Maybe. But I’ve been very happy with her organic reach for months. Anyway, let’s get to my theories of why I think this is going on:
- Continuously Advertising.
I think that Facebook rewards advertisers by enhancing their organic reach. Libby runs ads almost all the time. Engagement ads, conversion ads, website click ads, and a fair amount of video ads. I’ve never seen this confirmed, but I’ve seen over and over that when you are paying for an ad or multiple ads, suddenly all the reach on all posts goes up.
- Having superfans.
As a bestselling, award-winning author, Libby has superfans, and they’re amazing. They share her posts with their fans amplifying the reach of her updates. Superfans are priceless for expanding reach.
- Eye-catching images.
I take the time to find as good an image as I can for nearly every post. Mostly I use free image websites, and I really enjoy getting creative. Then, I use Canva to make the image better still. If you don’t have a great image, people will just pass your post by. Libby doesn’t go cheap on her book covers. Their attractiveness serves her well, and she updates them continually.
- Rewarding fans.
You’d think that promotional posts would turn people off, but if you’ve cultivated fans whom are into what you’re doing, and you have something of value for them like a sale (book for free or just 99 cents), they’ll appreciate the promotion and even share it with their friends.
- Sharing what is relevant.
I know this is obvious, but I try to choose interesting topical stuff to share: hot new movies & books (yes, even those of my client’s competitors), recipes, and travel destinations. Whenever possible, I want a book related tie-in, but sometimes it’s just what’s popular in our world like when Jon Stewart left his The Daily Show. Knowing your audience is vital. Knowing that you audience is varied and being willing to just try different things is a plus.
- Posting consistently.
I can’t stress this one enough. We post at least once a day and sometimes three times a day when there’s a lot going on. If the update doesn’t catch on early, Facebook won’t deliver it to people anyway. And DO try different times of day. To my surprise, evening posts are doing really well right now. Experiment.
- Asking questions.
Libby’s audience loves when we ask them questions. They love to give their opinion on a variety of topics such as whether they are going to vote in the national elections, how old they were when they read a book, or whether they think audio books are “cheating” as opposed to reading. Here again, I add a relevant image to first attract attention.
- Being responsive.
When fans comment on the page, they want to interact with the page owner. Libby is on her page often, thanks people by name, and even mixes it up on occasion. People feel valued by her level of response. She monitors and responds to comments herself.
- Being real.
Libby is out and about quite a bit, and although I have to remind her, she takes her cell and does selfies, videos, and even live streaming. She’s fearless and not afraid of making herself be vulnerable. People feel like they really know her, and that’s what it’s all about — being real.
- Having a presence.
Have you ever gone to a Facebook page and it feels like nobody’s there, like an empty gym locker? On Libby’s page, you can feel her presence. Her voice is in the status updates, and she’s very available to her fans. The page exudes personality, an important factor for having a viable page.
So there you have it. Are these the reasons for all the recent high organic reach? I’m not sure, but they are important for us to sustain a reach beyond what others are seeing, so we’re going to keep doing it.
Here’s Libby’s website: http://www.libbyhellmann.com/
Here’s her Facebook page: https://www.facebook.com/authorLibbyFischerHellmann/
Here’s how to get a free suspense thriller from her.
Do you agree? Do you have other insights on what sustains high organic reach? I’d love to hear your thoughts…
Kristy Schnabel of It’s Virtually Done is a social media & online marketing strategist who helps entrepreneurs with quick & easy social media strategies to boost their business. She’s been profitable online for 11+ years and relishes helping others master new technologies. When she’s not online, you can find her swimming miles for her next open water swim vacation, hiking in the forest with her dog, Aubrey, or walking at the Oregon Coast with her husband Larry.