How Remodelers Can Beat Declining Organic Reach on Facebook
You’ve probably heard all about Facebook’s declining Organic Reach by now. For those of you who are tracking your social media analytics, you’ve probably even seen the steep decline for yourself.
These numbers are a bit more deceiving than you may think, and there are tried and true strategies to help combat the decline.
So let’s start at the beginning.
What Is Facebook Organic Reach?
According to Facebook, “Organic reach is the number of people who had an unpaid post from your Page enter their screen.” In other words, if you share an article, image, video, or text post from your remodeling company’s Facebook Page without paying for it to reach a larger audience, then your Organic Reach is those who see this post in their Newsfeed.
The dramatic decrease in Organic Reach over the past few months has proven worrisome for some businesses who rely heavily on Facebook to be a free tool to reach the masses. Naturally, business owners and marketers everywhere are asking why there has been such a large shift.
Why Is Facebook Organic Reach Declining?
As you know by now, social media platforms are continually updating their algorithms to meet the ever-changing needs of their users. Facebook is no exception – they’re continually trying to find new ways to keep people in their platform.
So why is there a sudden drop in Organic Reach? There are two key reasons causing this decline:
1. Facebook has updated the definition of Organic Reach
Previously, Facebook defined Organic Reach as any post showing up in a user’s Newsfeed.
This was very deceiving because showing up in a user’s Newsfeed does not require that the post ever showed up on their actual screen or was even seen. In other words, if your post showed up in a user’s Newsfeed based on the Facebook algorithm, then that counted as 1 Organic Reach even if the user exited Facebook before scrolling down far enough to see your post in their Feed.
Since their recent algorithm overhaul roughly a year ago, Facebook updated their definition of Organic Reach to require the post actually be seen by the user in order to count as 1 Organic Reach. Naturally, the new definition is much more refined and decreased the number of Organic Reach in analytics nearly immediately.
If this shift was the only reason for the decline, then it would practically account for the drop off by itself. However, Facebook took another stab at updating their algorithm that led to a deeper decline as well.
2. Facebook is focused on their User Experience rather than their Business Pages
Facebook shifted the way they view their users vs the businesses trying to advertise and promote themselves on the platform.
This shift, unfortunately, makes complete sense. While Facebook gets their money directly from Business Pages on ad spend and from data companies, they indirectly get their money the users. In other words, businesses wouldn’t bother advertising on the platform if users weren’t buying from them.
In order to compensate for this, Facebook decided to put the user experience first.
Since most Facebook users have at some point been negatively affected by content saturation online, the platform updated their algorithm to make sure that only content that users want to see is shown.
How Can You Improve Your User’s Experience on Facebook?
Facebook is very focused on ensuring that their users stay their users. In an effort to do so, they updated their algorithm to improve their user experience. If you want your posts to continue to show up organically, then you should be focusing on the Facebook user’s experience as well.
Think of it this way. Content marketing has a critical piece of digital marketing strategy for years now. With every company in the world being able to write, publish, and share their own content on social media, it’s no wonder that content saturation is an issue on Facebook.
There are dozens of ways to improve the user experience, and they all begin by considering the buyer journey above your own content. If you are always putting your users’ experience above your own, then you will continue to improve your Organic Reach on Facebook.
Focusing on your end user doesn’t mean you need to make massive shifts. In fact, to prove this, I’ve put together 10 quick tips that you can implement today to help boost your remodeling business page’s Organic Reach immediately.
1. Quality over quantity wins every time
Facebook doesn’t care if you’re posting every day. They care if what you’re posting engages their users. Rather than posting as frequently as possible, try posting only what matters. In fact, try copying and pasting entire blogs into posts.
This strategy should trickle up to your content marketing strategy in general – try only writing blogs that people want to read, not just blogs that will boost your SEO. Helping the user is the new SEO.
2. Share content people want to see
Facebook measures a good post in several ways, including how people react to it. For example, a post that gets more comments, reactions, and shares will continue to show up at the top of users Newsfeeds and increasing its Organic Reach. Rather than sharing content you want to share, share content users want to see.
3. Use Facebook’s “Preferred Audience” tool
Facebook’s Preferred Audience tool allows you to narrow down who sees your posts. Instead of simply posting and hoping that your post makes it to the right audience, you can now specify who sees your post.
For example, some of your posts may perform better if you target specifically users looking for higher end projects while other posts will perform better if you target quick and easy renovations. Take the time to browse the tool and try a few new specific audiences to improve your Organic Reach.
4. Ask questions
If you ask a question at the end of your post, you’re more likely to get a comment because people love to share their opinions. This also increases your likelihood of getting reactions and shares because people interact with engaging and dynamic content, and they’ll want to share it with their friends.
All of these elements feed into the Facebook algorithm to increase your Organic Reach by proving that your content is relevant, engaging, and share-worthy.
5. Optimize your business page
Optimizing your business page leaves nothing to the imagination of a user. It includes your branding, messaging, and persona. It aids in the buyer journey on social, and it also includes any relevant URLs (such as to your website), contact information, and even mission statement.
6. Educate your followers on how to help
You can make sure your engaged audience sees your posts first by telling them how to update their settings. This alerts Facebook that your content is worth being notified about and will greatly improve your Organic Reach.
And if you think of this holistically, just as your Organic Reach is declining, users are seeing fewer posts that aren’t being sponsored, so this is a great way to improve your reliability with engaged users by letting them know that you’re aware of changes and are evolving along with them.
7. Don’t only share links
Post things other than just blog or website page links. If a user wants to learn more about your remodeling business, they’re savvy enough to find your website URL on your business page. Instead of focusing on only self-promotional linking, try using all of Facebook’s content sharing tools – create an event, album, or video directly in their platform instead!
8. Boosting posts
You may have heard the phrase that Facebook is becoming “pay to play.” Boosting posts is an example of this. Whenever a post is performing well organically, Facebook coaches recommend you boost that post. Rather than an ad, boosting posts simply means you are paying to increase the audience of a post.
Typically, these posts don’t link away from Facebook – they perform best as pictures, videos, or long-form posts. Alternatively, linking away from Facebook typically performs best in the form of an ad (learn more about Facebook Ads in this checklist).
9. Ask for reviews
Word of mouth is still an incredibly powerful tool. Reviews are the word of mouth of digital marketing. Whenever a client reviews your remodeling company, they are telling others like them that you are worth working with.
This alert is a clear ranking factor for Facebook – the more positive reviews you have, the higher your Organic Reach will be. Facebook’s algorithm rates those whose clients speak highly of them above those who are silent or negative.
10. Maximize your Facebook Advertising budget
Facebook has quickly become one of the best tools for advertising. This is an extensive topic, so be sure to download our helpful Facebook Advertising checklist or sign up for our upcoming webinar on how to improve lead generation through your Facebook Ads.
We would love to hear from you
Have you been able to beat the Organic Reach decline? We’d love to hear what’s been working for you! Shoot us a message on Facebook and let us know!
Download this checklist: https://marketing.builderfunnel.com/remodelers-facebook-declining-organic-reach
Sign up for our Facebook Ads Webinar this month: https://marketing.builderfunnel.com/facebook-ads-webinar