It’s no secret that Facebook’s organic reach has declined considerably over recent years. These days it is certainly no easy feat to get a Facebook page pumping. Still there’s plenty of things a small business can do to grow a Facebook page organically. Just remember, the key is to attract the right customers rather than high volumes of fans.


Build a Facebook page organically.


  1. Information & Design: Check that all elements of your page have been completed.
    • Profile image – Whether using your company logo or an image, is the image high quality and not pixelated or cropped, both on desktop and mobile?
    • Cover image – does it look attractive and communicate a strong message for your brand? Check it on desktop and mobile. There are some great templates in Canva if you are struggling for inspiration.
    • About – complete all information in the about section, including contact info and all relevant links to your website and other social profiles. Write an engaging bio that sells the key messages of your business and tells your unique story. Would a first time visitor understand what you do?
    • Our story – write from the heart here telling your customer why you do what you do and what’s in it for them.
    • Buttons – Add a button below left of your cover shot to enable customers to connect with you quickly.
    • Services tab – is it appropriate for your business to complete the services tab?


  1. Promote your Facebook page: Make your customers aware of your Facebook page. Invite friends and business contacts to like your page. Promote the page at the top of your website, in your email signature and ensure you refer to your Facebook page in your business – maybe a small blackboard in a shop window.


  1. Attract reviews. Reviews provide credibility allowing your audience to develop trust in what you offer. Once a customer has written a review, always provide a response.


  1. Competitions: Giveaways can have a really positive impact on your business and are perfect for spreading your messaging far and wide. Consider the relevance and attractiveness of the prize as this is what will fuel interest. Any giveaways must adhere to the Facebook guidelines and I would always recommend writing detailed terms and conditions which can be stored on your website.


  1. Posting schedule. Post regularly, at least 3-5 times a week, selecting the perfect time when your target audience is online and most active. Test different posting times and frequencies to see what works best for your business and audience. For some businesses, it’s daily posting for others it’s more or less.


  1. Content formats. Mix the formats of your content up to include:
  • Strong attention grabbing images,
  • Powerful graphics,
  • Video – Facebook prioritises video,
  • Go Live and explore with live video. Live video is watched 3x longer than standard video.
  • Ask questions, the sort that attract quick responses. Ask your audience for their opinion.


  1. Content creation
  • Captions: Consider your captions carefully, experimenting with both short and long form text.
  • Links: Limit external links as Facebook prefers to keep you on the platform.
  • Be social rather than salesy. Inspire, educate, inform and entertain and if you have an appealing product offering, the sales will happen naturally.
  • Teach your audience something or have some fun with them.
  • Tap into your audience’s pain points. Why is it they are following you? How can you potentially help them.
  • Avoid allowing your content to become repetitive. Look outside your core business for content ideas – what else do you and your customers have a common interest in?
  • Trending topics. Add your thoughts, support and ideas.
  • Be open, authentic and tell your story.
  • Provide lots of value by focusing on building trust and offering added value to your audience.


  1. Encourage engagement from your community. Let your personality shine through, show some behind the scenes activity or a bit of you, particularly if your business subject area can be a little dry. Interact with the content other users are posting, peppering your brand name around your community.


  1. Viral content: Sharing viral content as well as useful content posted by other businesses operating in your niche.
  • Share your fans content when they tag you, thanking them and adding your own comments to the post.
  • Share content of other small businesses whom your audience might be interested in.
  • Support those who support you.
  • Viral content is often humorous, inviting comment.


  1. Facebook stories: I have to say I’ve personally been a bit late to the party with posting to and viewing Facebook stories, but as 300 million people (source: Hootsuite 2019) are using them, I can only suggest we start to get amongst them. They are featured at the top of your audience’s feed and if you are using Instagram stories you can share your stories to both platforms simultaneously. You can also add to stories directly from your Facebook app by clicking add story at the top of the page. You can even add links from your stories.


  1. Be social. Respond to messages, reviews and comments from your fans. Engage with lots of other content.


There’s lots you can be doing and although it’s tough, you can slowly build a page organically. Few of us in small business however have the time needed, so be prepared to put some funds into advertising. Facebook is now considered a low cost advertising platform for small business, rather than the free social media platform we once believed it to be. If you want to reach the right people and build your page you will need to advertise and we’re not talking large sums of money. Facebook offers some of the most highly targeted marketing available.


For daily social media tips and tricks, follow Sarah on Instagram @sarahrichardsrm


📷Image via Canva