Facebook Marketing 101: How To Get Organic Engagement And Traffic

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Everyone is looking for the formula on how to break through and get more blog traffic and engagement from Facebook. This is your Facebook marketing game plan for how you can get your blog content in more Facebook news feeds.

Facebook is the holy grail of traffic for websites. Almost 80% of all referral traffic to the biggest websites in the world comes from Facebook and Google.

If you can figure out how to get your content spread and shared in Facebook and in social media, you stand to benefit from a significant number of organic visitors.

Not only that. Social signals like shares and comments from Facebook and Twitter are increasingly associated with higher rankings in search results.

Facebook Marketing 101: How To Get Organic Engagement And Traffic

Social media distribution is no longer free

First thing first. The social media landscape has shifted. Investing time and money into organically running a Facebook fan page could be a waste of time.

You ultimately depend on Facebook algorithms to reach the people who like your page, but Facebook doesn’t care about you.

There is a strong likelihood that your content goes completely unnoticed in the busy Facebook news feed. Did you know that your Facebook page posts are viewed by less than 2-3% of people who like the page?

The organic distribution of page’s posts is gradually declining as Facebook tweaks their algorithm and we might soon see the end of organic reach – ZERO organic reach!

Facebook recommends the use of paid ads to reach all your likes. Facebook is basically monetizing your likes by charging you for news feed distribution. Facebook owns your page and your likes, not you.

It’s a great business model. Keep this in mind when thinking about your distribution strategy.

I don’t recommend you put all your eggs in one basket.

Use social media to help build your audience and a direct communication line through email. Email audience you will always have full, unrestricted and free access to.

We should not complain about Facebook and other social networks, though. Don’t forget that Facebook’s a business, not a charity organization.

The primary goal is to make money for their shareholders, and they can do whatever they want with their own site. Accept this, be smart and work around the limitations. There are more than one billion people using Facebook every day. It’s a major player and can help you get your content in front of more eyeballs.

Facebook Groups should play a big part in your Facebook marketing strategy

About 60% of all Facebook users use Facebook groups. That means that more than 925 million people use Facebook groups every month.

Whatever topic you’re covering, whatever field your audience is interested in, there’s a group for that. People love to connect to other people that are interested in the same things that they themselves are interested in.

Biggest groups have millions of members which makes Facebook groups a good alternative to Facebook pages, and they can even be used to promote a page.

Content from Facebook groups has less algorithmic restrictions compared to content from pages which gives groups more visibility in the news feeds. Facebook also drives more repeated traffic to group by the use of push notifications. This makes them a great source of traffic too.

Consider joining some relevant Facebook groups (or creating your own).

  • Search for your topics using Facebook search and find groups that fit with whatever you are doing.
  • Review groups you find for quality signs such as low amount of spam content, engaging discussions and large number of members.
  • Join groups and regularly participate in the conversations.
  • Help people, answer questions, share your experience and build relationships and your authority within the group.

Reach out to influential groups and pages

One way to get instant access to a large audience is to reach out to relevant Facebook pages and groups. Many communities exist for simply sharing the best content that’s available.

You can discover pages and groups that have shared content that was popular with your target audience in the past. Then reach out to their page owners and group admins and simply ask if they’d like to take a look at your content too. Their audience has shown affinity to similar topics in the past and will also like the content that you’ve created as it’s best that’s available right now. It’s a win win situation and you will get admins who are more than ready to share.

Tips for posting more engaging Facebook content

If your post gets engagement, it will reach more people. Your engaging stories will appear near the top of news feed even hours after they have been published.

Because of this, you must create genuinely interesting content. Before posting ask yourself if anyone would want to share or recommend the particular post to their family and friends. If the answer is no, don’t post it.

Your content needs to be very good

People are the key in getting your content spread through social media. You need people that will want to talk about and share your content to their family, friends and networks. That’s the best way to please the news feed algorithm.

And how do you do this best? You do it by publishing amazing content.

  • Humorous content that makes people laugh, relatable content that people identify themselves with and useful and educational information.
  • Content with great headlines and catchy excerpts. These play a big part in getting people to click on the preview that Facebook shows in the news feeds so optimize them and make them as clickable as possible.
  • Content with stunning imagery and engaging videos.

Facebook recommends these content concepts:

How-to videos: Teach people something practical or unique, simple or amazing.

Comedy sketches: Make people LOL!

Vlogs: Share your life with people – daily routines, adventures, anything’s fair game.

Live videos: Start a live Q&A with your fans.

Talent showcase: Got a knack for something? Show what you know and inspire viewers with your skill.

Animated videos: Invite viewers into 3D or illustrated worlds of your own creation.

Live game streaming: Stream the action from your video games for the world to see.

I have a very detailed article on this: Use These Highly Engaging Concepts To Write Great Content.

How Facebook news feed content ranking algorithm works

Getting people who like your page to engage (view, click, like, comment, share) with your content is just as difficult as getting them to like your page in the first place.

A typical Facebook user has more than 1,500 stories that could be displayed in the news feed on each visit. This is impossible to catch up on so Facebook has an algorithm that chooses and prioritizes the 300 posts or so that the user actually sees.

Facebook algorithm is similar to the one Google uses to rank websites, consists of many factors and is continuously evolving and changing. That’s why it is important to test things and never get stuck doing the same thing.

In 2017 video format is getting the highest organic reach, followed by photos, links and status updates. Live video broadcasts are currently the format that Facebook wants to push. Keep evolving your strategy as the algorithm evolves.

There are actually more than 1000 different factors on how Facebook decides which posts get the exposure and most of these are unknown. Here are some of the known factors:

  • How complete the page profile is
  • User’s previous interaction with the page
  • Number of likes, shares and comments the post gets from user’s friends and from the world at large
  • Type of post (photo, video, link, status update) and how much the user has interacted with the type in the past
  • When a user likes something, this means that they want to see more of it, so Facebook shows them more
  • When a user hides something it makes the news feed display less of that content in the future
  • How frequently content from the page is hidden, the more people hide content, the less it will be displayed

Understanding your Facebook page audience: When to post

Even if you are successful in reaching your fans, the engagement rate of a typical Facebook page post is less than 1%. Because of this, it is critical to understand what content works best with your fan base and then amend your content strategy to increase the organic reach.

Look at the reach of the total fan base and engagement from people you reach to see how well your content works. You want to post the right type of post at the right time of day to have the highest chance of reaching the largest possible audience.

Facebook Insights will help you with this. Look at your insights for “Posts” to analyse these factors:

Day of week and time of day to post

Your audience might be present at certain days or times more than others. Make sure to post on the right days and times.

Facebook marketing: When fans are online

Type of post format to use

Plain status update, link thumbnail, video, image. The type of post format that you publish affects your organic reach.

Post types

Let’s take a look at how you can write effective Facebook page wall posts optimized to reach more people and get more engagement:

Broadcast live and post more video content

Facebook has done a big video push since 2014 which has made original videos uploaded directly to the platform grow substantially.

Videos auto-play on the platform (a brilliant move by the way) and for pages video posts and live video get the biggest organic reach.

Video is booming and in January 2016 Facebook announced that there are more than 8 billion video views with more than 100 million hours of video watched daily on the platform.

Be natural

Facebook is, for the most part, a fun and relaxed platform, so write in spoken language. Always consider your audience, but don’t take yourself too seriously and don’t be too formal.

Be topical, timely and relevant

Write posts that need to be read and engaged with now. Include keywords and hashtags when there are relevant trending topics.

Keep it short

The longer the length of the wall post, the less engaging the wall post is. Posts of 80 characters or less are the most engaging. Learn to edit yourself and keep your posts all short and simple!

Emotions sell and encourage readers to share

The most shared posts sway and persuade. They are invitations to discussion and interchange. Try to write posts that scream for reaction. Create posts for commentary.

Ask questions

Ask questions that are easy to answer. Be very specific. Ask questions that are polarizing. Posts with a question get more engagement than posts without a question.

Place questions at the end of your post

Place questions at the end of your post rather than at the beginning or middle of the post to make it stand out the best. Posts that end with a question have a 15% higher engagement rate than posts with questions at the beginning or in the middle.

Fill in the blank

Use sentences with one word missing and let your fans fill in the ______.

Post quotes

Inspirational quotes work very well across social media. Try also to post quotes within images.

Don’t game the distribution by asking people to like your post

Facebook is not a fan of call-to-actions to like or share and the algorithm may penalize these types of posts.

Some creators prefer to put a link within a photo post but Facebook has announced that it is best to use link format. The algorithm now prioritizes links in the link format compared to links in status updates or captions.

Full URL’s

If you do use links use full URL’s. Engagement rates are 3 times higher for posts that use the full-length URL instead of the URL shortener like bit.ly.

Tag other pages

Obviously, don’t do this all the time and don’t tag irrelevant pages, but do experiment with it when it is relevant and appropriate. Tagging another page means that your post might be shown to some people that like the tagged page.

Use the Audience Optimisation tool

Use the Audience Optimisation tool to improve the relevancy of your post by telling Facebook who is most likely to be interested in and engage with your content. Here’s the list of top 2,001 interests of Facebook users.

How to optimize your blog for Facebook marketing

The basics of setting up a Facebook page are pretty simple and you should aim to have these covered before we move to things to do on your blog.

Create a Facebook page

Create a Facebook page for your site and complete all the page information

Set your cover photo

Set your cover photo as that is the most prominent image people see. The cover photo image size is 828×315 pixels

Set your profile picture

This is the image that will be shown next to your wall posts in people’s news feeds. The size of the image is 180×180 pixels, but make sure it also looks good at 32×32 pixels

Promote your Facebook page on your blog

One way to do this is to put the Like Box in the sidebar.

Include Facebook like and/or share buttons on all your posts

This will help get your content spread on Facebook, will increase the traffic you get from there and hopefully result in more likes to your page. Mashsharer is a good plugin that makes it easy for visitors to share your posts. See my list of recommended WordPress plugins.

Use proper Open Graph tags

These tags are a code included in your site which allows Facebook to preview some of your content when it is shared on Facebook. The preview normally includes the headline, image thumbnail and an excerpt of the post. If you don’t use these Open Graph tags, Facebook won’t be able to recognize your image. When your posts are shared, they will display without images which may affect your clickthroughs and engagement on the platform.

Use this debug tool to see how Facebook sees your content now. An easy way to add proper Open Graph tags is to install WordPress SEO plugin and in “Social” section for Facebook tick on “Add Open Graph Meta Data”.

Integrate Facebook comments into your comments area

Facebook comments do require commenters to use their real identities and their real Facebook accounts. When people have to post in their real names and their friends and family might see their words they might be more careful with what they write.

This, in theory, would eliminate a significant amount of spam that any creator gets and would allow you to optimize your time for writing. When using Facebook commenting your words also appears in your news feed with a link back to the post you commented on.

This can be an extra traffic source for a website if friends and network of the person who commented sees the link and clicks on it.

Also when you respond to comments you can choose to respond as your Facebook page. This gives more exposure to the Facebook page and hopefully more “likes” as well.

One possible negative aspect about Facebook comments is that you will have fewer comments. There might be less spam and fewer trolls but you will have fewer comments in general.

Some people just don’t have Facebook accounts. Some people do not want to have their personal Facebook account, full name and profile picture scattered all across the different comment areas around the web.

To try it out install the Facebook Comments plugin. To get a good overview of the Facebook comments posted on all your posts, save the Comment moderation area link.

How to get more people to like your Facebook page

Add value to your Facebook page

Drop the sales pitch and use your page to provide tips and tricks, additional information and pictures. Prepare a conversation calendar for social media and synchronize that plan with your activities. This will help get people to engage with you.

Build credibility and trust with your users

Showcase your skills and knowledge. Share your expertise generously. Help users solve their issues, help them achieve their goals. Win loyal fans one by one.

Be interactive

Talk to your fans and make sure you’re not distancing yourself from them. Reply to their questions, “like” their answers and start engaging discussions.

Monitor the conversations on a regular basis and never leave a question without an answer. This will help build a community and more people will be spreading the word about you.

Go find your audience proactively

Don’t just interact with your audience, but also your competition and their audience. Start participating in discussions on other Facebook pages that you know consist of audience like yours. Don’t be a spammer but leave valuable comments.

’Like’ some of the other comments people have left. If they need an answer and haven’t gotten one, help them, if you can.

Give things away

People love free stuff. Create and run exclusive giveaways and other competitions for your Facebook readers.

How to get started with Facebook paid advertising

Organic opportunities may be dying but there is still a lot you can do through paid means. Paying for advertising and paying to reach a targeted audience can be great for you. Facebook allows such great targeted advertising options, which you cannot get anywhere else.

  • Target by any interest, demographic or geographic.
  • Target people who are lookalikes to your own database.
  • Target people who have visited your site through features such as custom audiences.

It’s worth making a deposit and testing Facebook advertising. By putting advertising spend behind some of your most engaging and shared articles, you will find that your pay-per-click cost on Facebook ads goes down as Facebook ad costs less the more engaging a piece of content is.

Facebook ads can actually be an effective and inexpensive way to reach your targeted audience. Identify your content that gets most shares in social media and content that people spend a long time-consuming and boost that content through social media advertising.

Just be strategic about when you use it. If you are a writer that focuses on providing great content for free, you probably don’t want to advertise and pay to reach people. It’s not good for your wallet unless you have a goal for how to monetize that audience.

You want the quality of your content to do the talking and spread the word for you.

But what about when you have something to sell? In those cases, it makes sense to use Facebook advertising and the targeting options it offers you to find people who want what you have.