Why you should not solely rely on Facebook organic reach for your business
Facebook organic reach has had a very slow death over the last couple of years. This is due to Facebook making an astonished announcement. When launching a post, sadly, business owners will no longer be able to reach all of their fans. As a matter of fact, any other form of content either! How nice is this….! Why you should not solely rely on Facebook organic reach for your business…? Allow us to walk a road with you, read below!
I think I speak for a lot of us when I say, personally, this made me extremely angry!!!
After I spent more than 4 years building up my Learning Tree Facebook business page, growing it to over 14 000 fans…
Facebook drops this bomb!
I had to calm down. Above all, I was going to give myself a heart attack. I had to step back and think of a new strategy.
This helped me realize, that not all was lost. Even though I was fully ready to unleash my 4 years worth of bottled up anger on Facebook.
So, if you still at the anger stage, I have good news for you. I’m going to share some important stats with you and show you how to get around this problem.
Quick overview on what Facebook organic reach is all about
I’m going to share some important stats with you, and show you a new strategy which is basically the only way forward for anyone who wants to survive this major Facebook change.
After pulling some data from The Learning Tree’s Facebook page, I started searching online for possible reasons as to why my 14 000 Facebook fans were not responding as much as they used to.
My findings were shocking…
The biggest shock wasn’t even how much it had dropped over time, the big shocker came in when I realized how quick this happened!
See the diagram below, and notice how the stats on the Facebook worldwide organic reach has declined over time.
Can you believe this?
I almost fell of my office chair the day I discovered this!
Could Facebook not have told me this before I paid for this service???
I paid Facebook to promote my Facebook business page, to help me gain fans, and for them to suddenly do this, was so unfair!
So, believe me when I say, “I feel your pain”!
Let me give you a proper example in the form of a case study on just how badly this affected my business.
The Learning Tree as a case study on the decline of Facebook engagement
We would run 2 – 4 campaigns a week, posting top of the game, engaging content, on our Facebook business page to all of our 14 000 fans, we had about a 40% interaction to our content.
This meant that 1 post would get about 2 000 – 5 000 people viewing our content, as well as engaging with our content.
After Facebook’s organic reach started to decline, we found that over a period of about 2 – 4 years we went from 60% organic reach to a shocking 2 – 5% reach!
Now, when we post to all 14 000 people, we only get 180 people that view our time-consuming custom made content, and only about 10 – 14 people who actually engage in it.
Below, I have taken a screen shot of an organic post which we launched on The Learning Tree Facebook page.
You can see that the page has over 14 000 fans, and the post that was launched to all those fans, only 322 fans got to see it, and only 5 fans liked it.
How disappointing right?
This is not due to it being a bad post, Facebook has just decided that only a small percentage of our fans can see it, and we need to pay to have the rest of them see it. As simple as that.
This is absolutely shocking!!!
Is there any way of getting around the Facebook organic reach problem?
Unfortunately, there is very little you as a business owner can do, in order to increase this in getting it back to the same results you used to get.
I don’t want you to think that I am bashful towards Facebook, I am just very disappointed in the way they have done things with the organic reach.
But let’s look at two options that can help your business gain traction again.
The two options we have, is to create extremely powerful and engaging content, to try and get your existing fans to share the content, and the other is to go after paid advertising on Facebook.
We have dedicated 90% of all our time and resources to paid advertising, I will explain to you why a bit later.
If you would like to gain more leads for your business, then I would recommend having our team do a free digital marketing proposal for your business, by clicking here.
Let’s have a look at what you can do to up the engagement on your Facebook business page organically.
Now that Facebook has totally shut us down from reaching all of our fans on our page, I can somehow understand why they have done this, but I will fill you in on the secret another day, in another blog post.
But, one thing that I can say is…
My personal thoughts about why Facebook has done this, is possibly to force us business owners into creating better content, that is more shareable and engaging for the end user (client).
Below, I have listed a few ideas which you can use for content that is a lot more engaging, and could up your Facebook organic reach game, that’s if you don’t want to go the Facebook paid road:
- Ask for advice
- Content post
- Run a poll
- Share poll results
- Inspirational quotes
- Fill in the blank
- Follow Friday
- Seasonal posts
- Blog posts
- Fan-only discount
I have created a whole blog post on the best Facebook engagement content, which you could use for your business, click here to read more about each of these tools and how to best use them.
Next, let’s have a look at Facebook paid advertising, and how this could be the solution to your problem.
If you are still here, and reading this post, then thank you very much. If you have learnt something and found it interesting, feel free to share this. Family, friends or teams, could also be encouraged. 😊
So next, let’s have a look at Facebook paid advertising, and how this could be the ultimate solution to your Facebook organic reach problem.
If you don’t know what Facebook Paid Advertising is about, then I would recommend clicking here to read more about this function that Facebook has.
So, by now, we have established that Facebook organic is dead, and we don’t want to wait around till we have a million Facebook followers, before we can get some form of traction and engagement, so, Facebook ads would more than likely be our solution.
Facebook paid advertising is also known as Facebook Ads or Facebook PPC (Pay-Per-click)
Don’t freak out!
I know what you are thinking, you don’t have millions to pay for Facebook advertising. Don’t be concerned, as you can most definitely afford it. Keep reading on, and I will explain.
How much does it cost to advertise on Facebook?
Facebook is the world’s cheapest advertising platform, and has the best reach.
When creating your Facebook campaigns, you will be prompted, various questions. One of them, asking how much you would like to spend per day on your campaign.
I recommend splitting your marketing budget into 30-days, ask yourself what you could afford per-day.
I start my Facebook campaigns off with a very small budget of R 50 – R 100 per day. From there on, I scale it up.
When I start to see it’s working for me, I will improve my Facebook ad campaign. How will I know this, you are asking? The data will show that I am reaching X (my goal) amount of people per-day.
Your data is everything when it comes to digital marketing and Facebook advertising. I recommend that you learn how to read your data like a pro. In addition, before scaling up your marketing spending on your campaigns.
So, the bottom line, what does it cost to advertise on Facebook….
You can spend as little as R 10 per day. Or, all the way up to R 1 000 and more per-day.
It really is up to you how much you want to spend…
The more you spend, the larger your reach is, and the more traction you will get using Facebook advertising.
If you need some help in marketing your business online, let our team give you a free digital marketing proposal on how to get more leads and customers to help your business, click here to grab this offer right now!
The bottom line of this story is…
Yes, Facebook organic is dead, unless you have a million followers on your Facebook business page. You are not going to get much movement and engagement anymore.
It’s time to start thinking about Facebook paid advertising as your new best friend.
I also don’t want you to think that you need to ”break” the bank to advertise on Facebook. It is cheap. I encourage you to give it a try for at least 30-days, and let the results speak for themselves.
I would love to hear from you and help you.
If you need some advice on running your Facebook ads, then ask me in the comment section below.
In addition to get your Facebook ads up and running, let us assist you. I will be more than happy to share some of my personal experiences and tips with you.
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