7 Steps to Deal With Declining Organic Reach

7 Steps to Deal With Declining Organic Reach

June 20, 2016

Organic Facebook reach started declining since 2014 when marketers started picking up on (and complaining about) the situation in droves, prompting a response from Facebook's VP of Advertising Technology, Brian Boland.

How to Deal With Declining Organic Reach

1) Be more selective about what you post.

Each post published to a brand Page can be targeted to a specific audience

2) Remind your Fans they can go to Pages Feed on the left sidebar of their News Feed to see content from Pages they've liked.

3) Educate your super fans that they can update their notification settings from your Page.

4) Encourage fans to engage with your posts when they do see them, so they see more of them.

5) Re-allocate your time and effort toward your owned assets.

Since the only constant with Facebook and the larger digital media landscape is change, it’s always safest to focus on the digital channels you entirely own and control -- your website and blog.

Spend the vast majority of your effort creating content (blog posts and long-form content such as ebooks, case studies, or videos) that will continue to garner inbound traffic, leads, and customers long after they’re first created. If you have time and budget, share those assets to Facebook for additional reach.

6) Start treating Facebook like a paid ad platform.

If you’re going to pay-to-play, get your targeting right. Once you’ve built an audience of relevant fans, focus on advertising the content assets you’ve created -- blog posts, ebooks, etc. -- and use ads to amplify them to targeted users. Remember: It’s likely only a matter of time before organic reach hits zero, so you might as well hone your paid strategy now, which brings me to one final recommendation...

7) If you do advertise, go beyond the basics. 

Facebook’s targeting capabilities have gotten considerably better over the past few years. You can now pay to reach your ideal persona based on demographics, interests, web behavior, and more. 


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