Do you really need a Facebook audience anymore? With organic reach on the decline and Facebook ad targeting at its finest, it’s possible to see a return on your social media efforts without having much of an audience. So, why bother?
Recently I was tasked with building a social media presence for a startup. It’s been a while since I’ve had to start from scratch. (Remember when the people who liked your page were called “fans?” Those were the good ol‘ days!) Being familiar with the rapid change of social media, it’s necessary to rethink your approach instead of doing things the way you’ve always done it. Therefore, I began to wonder if growing an audience on Facebook is even necessary. My conclusion?
Yes, it’s still important. Here’s why.
Facebook fans are “warm” leads. These are people who—quite literally—like your company. They might have bought from you in the past or they’re thinking about purchasing from you, or they like the message that you’re putting out there into the universe. The point is, they’ve crossed the threshold and are standing in your home. They like you. These are the folks who are most likely to take advantage of a sale or promotion you have going on.
A lesser concern is the [unfortunate] fact that vanity metrics still matter. If you have a following, that adds credibility to your business. That matters to customers, prospects, partners, and even your employees. It feels good when you are on stage and there are actually people in the room supporting you!
The good news is…you can do it with minimal effort!
Work on consistently growing your Facebook audience but do not make it the top priority. Organic reach on Facebook is in the single digits. That means when you post, it won’t be seen by most of the people who like your page. If you focus all your time, money, & energy on growing an audience, you’re not going to see the return on investment that you really need.
- Focus on sharing quality content that is relevant to your brand.
- Boost those posts and use targeting to specify your ideal customer as the audience.
- Invite anyone who engages with your post to “like” your page.
It’s that easy. You don’t need to stress yourself out over figuring out a plan to grow your audience. Focus on the content and the rest will follow.
Having a following on Facebook still has its benefits. The average organic reach hovers at about 5.2% according to Hootsuite. By growing a larger audience, you have more people who will see your posts organically (ex. 100 followers/5 people see your posts. 1,000 followers/50 people see your posts.)
You also enjoy having a group of people who know you and have taken the first step to engage with your brand. That means you can strategically “boost” posts reach them for things like your events or a new offer, and they will be more likely to attend or make a purchase.
Continue to grow your audience on the platform, but don’t make it the top priority. Spend your time creating shareable content or leveraging trends. Then boost those posts to reach a wider audience. You will attract the right people to grow your following and generate a return for your business.