Many business owners and community page owners have complained vehemently about Facebook's audience reach policy and how organic reach is now throttled. This represents a key challenge in how you use and optimise your Facebook posts. In fact, for some this has been a great source of frustration after many hours and dollars spent on audience building. Although it's understandable why this has business owners pulling their hair out, let's look at some positive steps you can take to leverage your reach without spending very much or anything at all:
1. Post More Often. This will increase your daily reach and also get you to stretch your creative muscles - challenging you to create even more engaging, relevant content.
2. Share From Other Pages. Sharing creates rapport and importantly shows your audience what values or causes your brand aligns with. It also gives your people more reasons to engage. This is one of the causes of clear, brand led, social positioning.
3. Use Great Images. Finding the right images that portray your brand skilfully will enhance perception and help people 'get' what you are about. Consider a really good stock image or better still use your own photography and graphic design person.
4. Boost Posts. This needn't cost much and Facebook has recently added an "invite to like page" aspect to paid campaigns. This means you can invite any "Post likers" to like your page - increasing your following and helping you get more value from every penny spent. You can boost in several ways: i) to likes and friends ii) to people like those who like your page and iii) geographically and according to interests (usually more expensive). It's worth noting that the 2nd time you boost the same post (adding budget) you get better value in terms of the reach. For just a few $'s you can reach thousands of targeted people.
5. Encourage Email Sign Up. Consider adding an email sign up tab (available from all the email list services such as Mail Chimp, Vertical Response and many others). Then give people reasons to join your list. As sending an email to your list is either free or relatively low cost - it's worth using it as a means of reaching out. Note: Tabs do not appear on mobiles so also make sure you have a sign up page on your website or create one on your email list service domain.
To summarise, whatever challenge Facebook presents you with, there's always a way you can respond creatively and imaginatively that will enable you to reach those people who matter to you.