Author: Disha Dinesh / Source: Business 2 Community According to Ogilvy, the organic reach of content published by brands on Facebook is
According to Ogilvy, the organic reach of content published by brands on Facebook is plummeting.
In an attempt to make feeds more relevant to their users, Facebook has prioritized content shared by friends and family. As social networks acquire more users and see more activity on their pages, organic reach is sure to continue its descent.
It is important for marketers to remember that social networks are search engines in their own right, and like Google, will continue to focus on providing their users with the most relevant content.
As a brand, how do you ensure that your content continues to reach your target audience, and a good percentage of them?
Relying solely on paid advertising is unlikely to get you the exposure or brand recognition that you are hoping for. Besides, the number of people using ad blockers in the US is expected to double by 2020.
Clearly, ad aversion is growing and realizing this, many large brands have begun to focus more on strong organic efforts to increase their exposure and complement their paid activities.
This post lists six smart ways to boost your social media reach organically.
1. Optimize your social profiles
Google’s crawlers use your Facebook page’s name, description, number of likes, and number of people talking about your page. Pages with keywords in their Facebook profile names rank over the biggest brands you can imagine.
For instance, if you search for “beer on Facebook”, none of the top brands show up.
Use the keyword in your page name to get your social pages to rank on Google.
If you’re targeting search on Facebook itself, observe that the platform page ranks your page if you list the keyword in your “Subcategory” in addition to having the word in your page name. So, brands that don’t have the word “beer” in their names also appear on search results.
On Twitter, don’t mention hashtags in your bio, or you’ll be directing people away from your page. You can use hashtags that your brand owns or dominates instead, or you can use the space to share an additional link to your blog.
In addition to social search optimization, ensure that you have the basics straight.
- Use your free social space to standout (profile/display images and username). You can demonstrate your expertise here to make your profile powerful.
- Provide a clear description of what you do, supported by links to additional references.
- Complete your information section and include keywords to describe products or services.
- Share keyword rich social media posts that are directed at helping people. Avoid being overtly promotional, and using words like “free” on your posts.
- Link back to the most relevant page of your website or blog where it makes sense.
- Use “high engagement keywords” to boost your engagement and in turn your search ranking.
2. Post the right content
Your content strategy should cater to your exact target audience. To do that, you need insights about who they are, what speaks to them and how they consume content.
If your audience consumes most content on mobile devices, you should ideally be creating mobile-friendly content that makes reading and sharing easy on mobile devices. Traffic analysis tools like Google Analytics and SimilarWeb can give…
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