You’ve probably heard the notion that if you’re not spending advertising dollars on Facebook, you shouldn’t be on Facebook at all.
While there’s definitely some truth to that statement — given that Facebook’s ever-changing algorithm makes gaining visibility in newsfeeds challenging — the potential for organic growth is not completely dead on the platform.
If you’re not going to spend money on Facebook Ads and still want to see growth, then you need to be incredibly strategic.
First, you need to post quality content. Frequently. Daily, if possible.
You also need to be in tune with what types of posts generate the most engagement with your followers as well as what day and time of day they’re most active.
Lastly, you need to find the right content mix. At Connexus, I found the 70/20/10 rule to work well: 70% original content, 20% shared content from related (but not competing) established brands, and 10% promos or offers.
So, after developing, implementing, and tracking Connexus’ new social strategy and writing a year’s worth of high-quality, engaging posts, how did the numbers shake out? Pretty impressive, for year-over-year organic growth:
• 28% increase in post reach
• 23% increase in likes and reactions
• 49% increase in link clicks
• 150% increase in comments
• 26% increase in shares
Next stop: Instagram.