Yes, it is true! Social media organic reach has declined significantly over the last few years. While paid advertising has become more and more accessible, news feeds are flooded with posts and pieces of content. So what can you to increase organic visibility on Facebook and LinkedIn?
While spending money on paid ads is a clear solution to this problem, there’s still hope for your organic posts. The truth is, while paid content has increased in quality, organic posts always look like they need lots of improvements.
Here we talk about 7 essential tips you can follow to grow your organic visibility, create engaging content, and show you that paid advertising is not the only answer.
1. Use social media as a community hub
The most important question you should ask yourself when building your business pages on Facebook and LinkedIn is “Why should people even follow you?” Most users or visitors won’t bother hitting that Like or Follow button unless there’s a reward.
One way you can increase the odds of people hitting that sweet like button is by making your business page a community hub for discussion. In all honesty, people prefer to be engaged in conversation rather than being spammed by product or services promotions. Build a weekly podcast, simple Q&As, go live once in a while or upload videos on different topics; these are only a few concrete actions you can take.
People will notice your brand more, and discussion flows are shared more often on Facebook and LinkedIn, so your business will pop in people’s feeds more.
2. Be consistent with content
Consistent content is everything when it comes to organic visibility. After testing what works or not for a couple of months, it’s time to focus on what drives the most results and make it pop on your business page.
Always keep in mind what social media is – a bridge which brings customers closer to businesses, building relationships. The key should be to engage with your audiences regularly. Make use of intuitive social media scheduling tools, such as AgoraPulse or Hootsuite.
3. Funnel Traffic From Other Pages
This tip makes a lot of sense for people who already have a primary audience built on another platform. Are you someone with a few thousands of followers on Instagram building a business? Great news – you’ve already passed through the hardest part of building your primary audience.
However, don’t go overboard with promoting your business pages every single day. Leave a link in your bio, share a couple of stories or reward those first few followers with a discount coupon. Firstly, try to post on the channels you have the most followers and drive them Facebook and LinkedIn over time, creating a journey.
4. Find & Collaborate With Influencers
According to MuseFind, 92% of consumers are more likely to trust a social media influencer over an ad or celebrity endorsement. These influential users can drive traffic to your business pages by using the right strategy.
There are two secrets we’d like to share with you. The most important thing to follow here is that you should choose influencers whose personalities fit with your products or services. You wouldn’t want your up-and-coming rapper promoting your handmade kids’ toys – and neither would he.
Also, try to aim at collaborating with influencers having between 10k-50k followers. Usually, they are the most authentic, they engage with their audiences naturally, and their price tags are still pretty affordable.
5. Use attractive images and videos
Over 60% of marketers agree that visually pleasing content is crucial for any social media strategy. In 2020 when newsfeeds are so crowded with content from thousands of pages, you must stand out.
Let’s say you don’t have a graphic designer yet, nor the skills necessary. No worries, make sure you post high-quality photos of your products. When it comes to videos, you don’t need to have special effects. Keep your focus on good audio quality and the lighting.
Tools like Canva or Bannersnack come in handy when you need to create appealing social media posts, and you don’t have design skills. Also, Kapwing & Lumen5 are excellent for turning your content into video.
6. Find your best time to post
Imagine you just pulled an all-nighter writing a fantastic piece of content. It’s 4 AM now, and you are eager to share what you wrote with your audience. Do you post it or do you wait until tomorrow?
If you choose to share it at 4 AM, by the time your audience wakes up, your article will already be lost at the bottom of the newsfeed.
Don’t be afraid to use your Analytics dashboard to figure out when you are most engaged with your audience. Try posting when your followers are most likely to surf Facebook or LinkedIn. Usually, this is around the time they finish work or early evenings.
There’s a catch though. If analytics tell you your audience is most present at 6 PM, post your piece of content at around 5:45 PM to catch them early.
7. Try a user generated content campaign
User-generated content is more than just a passing trend. If users like your brand enough to take their time and create content featuring it, that is a significant trust signal to other users. People are generally more interested in a product or service if they see their families, friends or anyone excepting other brands or influencers using it.
To get more user-generated content, keep in mind the following ideas. You can invite people to write reviews of your products or make short how-to-use videos or stories. You can even create your own branded hashtag whenever they post something displaying your products or services. Last but not least, launch a contest to win a chance to be featured on your business page.