Facebook Fan Page Organic Reach

After going through the many learning curves of understanding how to run fan pages better,
there’s one thing I’m sure of and not afraid to claim:
Facebook Fan Pages have incredible organic reach.

After spending countless hours analyzing Facebook Fan Pages and ninety-nine percent of the fan pages I come across post the wrong type of content. No wonder they’re not getting any fan page organic reach.

The problem is people wanted to take advantage of Facebook by spamming low-level content. They would rather post an article about the five ways to do something no one cares about – which already saturates almost all other Facebook Fan Pages – rather than unique, quality content.
If everyone is doing it, then you’re not branding your business because you’re not standing out. People like to take the easy route and produce low-level content such as quotes on stock photos because design software like Canva and automated schedulers like Post Planner make it easy to create and publish. You barely have to lift a finger! And when it’s easy, it’s noisy.
“But my pictures with quotes get good engagement!”
Before you get upset at me, here’s the truth: Your stock photos with quotes that get good engagement don’t make people love your brand, it makes them forget it within the hour, or even a couple of minutes. You need content that builds relationships because relationships sell.

What characteristics make content memorable and helps your brand stand out from the clutter?

  • Personable
  • Extremely helpful
  • Awe-inspiring
  • Humorous

1.  Personable

Do your customers have an emotional tie to you and the people who work for your business? If not, then your Facebook Fan Page presence is suffering. People want to engage with other people on Facebook, not just with a logo and a cover photo. If you can’t put the faces of your company on your fan page timeline, then you’re losing out on creating real relationships with your customers.
Put yourself out there. Make videos where you give advice to your followers instead of linking them to an article on another company’s blog. A great example is how Gary Vaynerchuk brands himself with videos of him speaking in a personable manner.

2.  Extremely Helpful

Again, don’t post an article that’s a five ways to do this. If you post useful content, then it should be incredible – no exceptions. Incredible content requires personality, solving a specific pain point, and a significant amount of effort to create.
Mari Smith provides excellent examples. She creates and shares the most up-to-date Facebook content and announcements to keep people in the loop with Facebook marketing. She solves the huge pain point of searching the internet for hours to find up-to-the-minute information on Facebook. And she always includes her personality in every piece of content she creates.

3.  Awe-inspiring

People love content that they can confidently show other people that will give them a sense of awe. Think of it as friendship currency.
What’s awe-inspiring? Something you don’t expect, but is impressive. Awe-inspiring content is hard to make, but the underlying theme is always a great story.
Maybe you remember the video of Robbie Maddison riding his dirt bike on some incredible waves in Tahiti. What makes this video incredible is not just the riding waves on a dirt bike, but the story of it taking two years to get to the point of making it happen. This video blew up the internet for almost an entire week.

4.  Humorous

People love humor. It takes creativity to give people laughs. Humor emits positive energy, and naturally attracts people. Grammarly, an editing software, exhibits one of the best uses of relevant humor.

Now ask yourself:

Is this the type of content I post?
Engaging content doesn’t have to be hard to create. Start with making it more personable, and then practice hitting the other positive cues that your audience will respond to.
To start producing more personable content, I suggest creating video content. Here’s why:
“Analyzing 670,000 Facebook posts made by 4,445 brands between October 2014 and February 2015, Socialbakers found that native Facebook videos get more organic (unpaid) reach on average than any other type of post.”
Video content puts you in front of your logo; after all, you are the cheerleader of your business. Nothing says more about the personality of your business and can connect to your audience on a deeper level than your voice and face.
Now ask yourself this: How do most content pieces receive traffic besides paid advertisements and organic reach? Through email marketing.
Content creators send out an email to their subscribers that includes a link to their content held on YouTube, LinkedIn, or maybe a blog. But get this: You can do the same thing with Facebook posts, and people can see the content without having to log into Facebook.
To us this cool strategy, take the embed link found in your profile post or fan page post. To grab the embed link click on the dropdown arrow located on the top-right corner of the post:


When analyzing fan pages, I usually notice only three links to their landing page: two in the about section, one in the CTA button. That’s a 3/10 score or an “F” on your organic fan page optimization test.
So, if you’re wondering whether it’s possible to get high organic reach and land customers using your Facebook Fan Page without spending a dime, then yes, it’s a hundred percent possible.
This doesn’t make it easy. Exceptional content takes time to create. But here are some other ways you can optimize your fan page for organic reach.
Make sure you include a link to your Facebook Fan Page in your Facebook profile bio. You can also add links in the description of your profile picture and cover photo.
You’re officially Facebook optimized.
Do you just upload content and press post?
No way!
First, make sure to hit this checklist:
  1.  If your content mentions fans, then tag them.
  2.  Tag people who need this content and would love you to send it their way.
  3.  Spend enough time to write an excellent introduction and call-to-action.
  4.  Tag a location.


Once posted, respond to as many comments as you can and stay positive with every response. The quicker you respond to people, the more likely they will comment on your subsequent posts.
Keep in mind controversy is good, but too much can destroy your brand. No one likes heated battles within the comment section that involve the fan page owner.
The Golden Rule: If the content doesn’t help your know, like, and trust factor, then you probably shouldn’t post or share it.
The next step is to get yourself into a regular posting routine; maybe it’s three days a week –
The next step is to get yourself into a regular posting routine; maybe it’s three days a week – Monday, Wednesday, and Friday at 10 a.m. If you don’t lock down a regular time to post content, it’s easy to get distracted and begin skipping scheduled times, which can eventually lead into not posting any content for weeks. And there’s no such thing as posting too much content if you continually see positive engagement from fans.
Moreover, not everything has to be scheduled out. So, if the Super Bowl is on and maybe a particular gaffe happens (remember the blackout during the 2013 Super Bowl?), take advantage of it if you can post engaging and relevant content. Being timely and consistent with building your likeability will help keep you first in mind with your potentials customers.
And if you truly understand your customer, you should be able to figure out what they want to hear from you. Now your job is to go and create it. If you can do that, you’re ready to manage your Facebook Fan Page like a pro.

22Social Marketing