Remember when Facebook ads used to be a nice to have? If you want to reach even a third of your fanbase those days are over. As Facebook decreases the organic reach of pages you can expect less than 10% of your fans to see your content. Here are a few strategies for tackling the ever decreasing organic reach.
- Budget for ads. Simple enough. You need to carve out a certain amount of dollars to get the content that matters most in front of your fans. Whether that be specials sales or a new product. Consider boosting at least one post weekly to keep top of mind. The good news is you don't have to throw thousands of dollars behind a buy, depending on your audience size, sometimes $5 a post will do.
- Diversify. Sure Facebook-owned Instagram will probably follow suit in a year but in the meantime see what kind of organic exposure you can gain. Twitter has an ad product but as of now they aren't "editing" your stream the way Facebook does. That said the Twitter stream moves so quickly it self-edits in a way. Pinterest is testing ads and favoring those with a bit of development prowess - rich pins rule - but you don't have to advertise at this point in order to get seen.
- Create content your fans want to share. Even if a mere 5% of your fanbase is seeing it, if your content is good that 5% may share expanding your reach.