How Do I Grow My Organic Reach for My Facebook Business Page?

Facebook is a powerful tool for marketing a product or business locally, nationally and worldwide. Through a single post you can generate a huge reach. There's only one challenge: You aren't the only one posting. The key for any organization in a building phase is to develop what Facebook calls "reach" so that your posts are seen by as many people as possible. 

You can accomplish building reach in two ways: 
1: Buying Reach - Boost a post, buy an ad, etc. 
2: Build Organic Reach - Page follows, likes and shares build your natural or "organic reach." 

Maybe you are in early days of your business profile and need to build numbers, maybe you have a limited marketing budget, or maybe you need to boost organic growth to balance the ad budget you have been spending in order to reduce your ad budgets in the future.  Whatever your reason, Facebook does have a help for you. 

Facebook has a tool for audience optimization which will help you target your posts to specific segments of your page's audience based on their interests. This creates and opportunity to personalize your Facebook content and optimize its potential for engagement, both in terms of subject matter and how it's written. 

When you set up your page you may have seen this but even if you didn't do it correctly you can fix it. 

Enable Audience Optimization for Posts

Sign In > Settings > General Page Settings > Audience Optimization for Posts > Edit > click the box for Allow preferred audience... > Hit Save

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Apply Audience Optimization to New or Published Posts

Once you’ve activated Facebook’s organic targeting feature, you’re ready to start using it when you publish new posts to your page or with posts you’ve already published. When you compose a postclick the target icon below it.

In the pop-up window that appears, you’ll see two tabs: Preferred Audience and Audience Restrictions. These tabs allow you to define a target audience segment based on their interests, age, gender, location, and more.

On the Preferred Audience tab, choose the audience you’d like to reach with your post. Facebook lets you define this audience using interest tags. People who have these interests will be more likely to see your content.

Once you type in your first interest tag, Facebook will automatically recommend others. Whether you accept these suggestions is up to you, but it’s important to make informed choices based on your target demographic and marketing personas. 

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Restrict the Visibility of Your Post

The Audience Restrictions tab works in tandem with the Preferred Audience tab. It lets you limit the visibility of your post to only specific demographics. People who fall outside of these demographics won’t be able to see your post anywhere on Facebook.

You can restrict your post’s target audience based on age, gender, location, and language. For example, you can specify that you want your Facebook post to be visible only to women between the ages of 20 and 30 who live in the state of Illinois.

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Written by Aaron Manes For The Groundswell
The Groundswell is a Communications Strategy and Digital Marketing Agency | LinkedIn | Twitter