13 Ways to Boost Your Facebook Page Reach Without Spending a Single Dime
Lately there has been a huge stink from people claiming whining that Facebook is somehow forcing people to pay to have their page updates reach their Facebook fans.

While it’s true that many Facebook Pages have seen a drop in reach, it’s not due to some conspiracy to force Page admins to buy ads. And it’s definitely not happening to all Pages.

Below is a graph from Jon Loomer’s insightful article that actually shows an increase in activity for more than 1000 Facebook Pages:

13 Ways to Boost Your Facebook Page Reach Without Spending a Single Dime

The truth is that the drop in reach for many Pages is a caused by an increase of more relevant posts in their fan’s Newsfeed.

Edgerank isn’t unfair, it’s just impartial

Facebook has always used an algorithm to determine what Facebook users will most likely prefer in their increasingly noisy Newsfeeds.

The Pages that have recently seen a huge drop in reach obviously didn’t make the cut. Especially if they were too spammy.

13 Ways to Boost Your Facebook Page Reach Without Spending a Single Dime

Marketers that are whining about all this need to put down the tissues and realize that promoted posts are simply one option among many to amplify reach.

Here are thirteen more you can share with them:

1. Analyze Your Top Ten – Go into your Facebook page Insights and rank your content by virality. This is the fastest way to see what’s resonating with Facebook users.

Seek out patterns. Are they mostly photos? If so, what subject do they have in common? What about conditional sharing? What can you learn from the comments in these updates? You get the idea, Sherlock.

13 Ways to Boost Your Facebook Page Reach Without Spending a Single Dime

2. Post Awesome Content – When you understand what’s been working on your page, you’ll do it more! But how can you go beyond what has worked?

Ask yourself:

  • What would it look like if your posts were unbelievably remarkable?
  • What would get people talking?

The bottom line is that content is king on Facebook. Take full responsibility for yours!

3. Optimize Targeting – Admins with Facebook Pages over 100 fans can target updates based on as gender, relationship status, educational status, age, location and language.

This means that updates that pertain to fans in a specific location, or a certain age group won’t be hidden by fans outside of that segment. And on the flip side, a higher percent of those reached by these targeted updates will like, comment on, and share them.

13 Ways to Boost Your Facebook Page Reach Without Spending a Single Dime

4. Don’t Cross-Post – I’ve written about why cross-posting is a bad idea before, so you can read more about that here.

Briefly, the intent of crossposting is to save time and effort, which is the opposite intent needed to create a vibrant community.

5. Post at the Best TimeLots of research behind this one. Basically nighttime is the best time to post, particularly around 8 PM.

This makes sense when you think about it – most people work during the day, come home and have dinner, and then relax, watch TV and peruse their newsfeed.

6. Post on Weekends – Also supported by research is the fact that weekends are awesome times to post. People generally have more free time on their hands to see what’s up with their Facebook friends. Plus, because very few brands post on the weekends, there’s less competition in the newsfeed!

7. Create Interest Lists - Interests are user-curated topical lists comprised of People and/or Pages. For example, Mari Smith created a list called FACEBOOK Experts & Resources that includes 76 People and Pages that Mari has hand-picked.

This means more Facebook fans, more engagement with your content, and more viral reach for your posts!

8. Use Your Blog – If you have a blog, you have a huge opportunity to increase visibility for your Facebook page simply by linking to relevant page updates within blog posts. Making a regular habit of quoting Facebook fans in your blog posts not only creates more awareness for your Facebook page, it also shows your blog readers how much you care about your supporters!

9. Use Events – If you’re like most nonprofits, events are central to how you do business. Use Facebook before, during and after each event to build your Facebook fan base, and increase attendance. Read this post if you want to learn more how that.

10. Use Webinars – If webinars are a central part of your communications plan, think about using your Facebook page as a post-webinar discussion board! This leverages the concentrated attention you have during your webinars to boost your Facebook Page fan base and reach. This approach is the core strategy for Charityhowto and Social Media Examiner.

11. Use Email Marketing – Most nonprofits have have an email list that’s about ten times as big as their Facebook Page fan base.

Amplify reach for your Page by linking to one of your top updates in the course of your normal e-mail communications. Because the content has already been vetted by your fans, your email subscribers will naturally like, comment on, and share it as well with their Facebook friends.

And that’s just the tip of the iceberg on what you can do with email marketing.

12. Use Pinterest – If you’re fan base is predominantly women, you need to be using Pinterest.

You can create more reach for your Facebook Page photos by reposting them on Pinterest and linking back to the page update. The reach report within Page Insights will show you how well this is working.

13 Ways to Boost Your Facebook Page Reach Without Spending a Single Dime

13. Tell Fans to Get Notifications – You already know that when Facebook users like your Page, they still might not get your updates in their newsfeed. One way to help them remedy this is to tell them how to get notifications like I did with this page update.

13 Ways to Boost Your Facebook Page Reach Without Spending a Single Dime

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If you want more ideas, check out the free 30-minute webinar on my Facebook Page.

You’re the expert

Now it’s your turn.

What’s an awesomely creative idea you’ve discovered to create more visibility for your Facebook page updates?

Post your idea for everyone in the comments!

Comments

  1. I’m getting really into video right now, using the upload feature rather than using a youtube link gives a nice player, the ability to choose the thumbnail which is awesome as then you can sponsor that video and the image itself becomes a call to action… love that! Although that is a paid promo not freebie. The next thing with uploading video to Facebook though is that you can then embed that video elsewhere, on your blog etc and it links back to your Facebook page.. nice!

  2. Good stuff, John. Always happy to read your sane commentary!

    The main thing I want people to focus on is to stop worrying about Reach. Not only does it mean very little, but I don’t find the numbers to be at all reliable. You can’t prove Reach, it’s an imaginary number. Facebook could tell you tomorrow that your Reach doubled and everyone would be happy — even if it isn’t true.

    You can prove engagement. My engagement continues to trend upward, and that’s what pays the bills.

    Keep it up, my friend!

  3. Great reminders John as always.

    For information, the recommendation you have detailed in point 3 for targetting content is still not available to everyone. We used to be able to post by location and language but since the change happened to give advanced features we now only have the ability to schedule content and note a location (when posting from here in Ireland).