Why You Need Paid and Organic Traffic for Effective Facebook Reach

As of the end of 2016, there were 1.86 billion Facebook active users with an average 17% increase every year. Yet studies show that as of December 2016, Facebook reach has been falling by an average 44% for organic reach! According to an analysis of Facebook News Feed by Ignite Social Media, the algorithm has changed to generally favor paid ads over organic content.

Not long ago, Facebook revealed that organic content has a 16% chance of reaching the audience but over the months, this has dramatically been reduced to just 2.5% or 3 people out of 100. This means fewer engaged users which translates into a less-than-effective marketing campaign. Engaged users are those who visit your Facebook page with a higher chance of buying, subscribing, or sharing your content. Clearly, Facebook has had a change of heart regarding content by encouraging more paid ads.

However, don’t rule out organic traffic just yet because studies also show that organic content results in quality engaged users and better buying action because organic content is content that your audience wants; the reason they are following you in the first place. And organic content is not aggressive “in-your-face” hard ads which most people tend to shun instinctively.

In other words, your social network is more likely to buy from a friendly post than from a pushy ad. When you post something about a great computer repair service, it’s helpful but when you have an ad on your Facebook page about repair services, it’s impersonal, hard-sell, and cold.

For organic content to be effective, you must:

  1. Not have a regimented schedule in posting content. Post content both during peak and off-peak times since Facebook feed is not done chronologically. However, do the math and experiment with the results.
  2. Respond to comments.
  3. Show your humanity and re-engage your audience with adorable, funny, or inspiring videos or photos.
  4. Use engagement metrics to find out what your audience is interested in and focus on giving them more!
  5. Use Call-To-Action (CTAs)

5 Reasons Why You Need Traffic

If you’re on Facebook and you have a business or a brand to promote, you need traffic. More visitors means more followers which in turn can translate into higher sales, better leads, and one very effective way of improving your brand’s recognition and success.

#1   Since Facebook is so popular, the first reason you need traffic is because it is global. You can now realistically expand your network to people and places around the world without having to leave your neighborhood.

#2   Facebook traffic can potentially give you real-time results and these results will help you target the right audience and content to keep the cycle alive.

#3   Traffic will boost your followers and allow you to expand and bond with your network.

#4   You have a wealth of data available to you that includes knowing and understanding your competition so you can build and develop your brand more efficiently.

#5   Finally, you need traffic because it will help you earn, become famous, or both! With more traffic, you increase your Shares and Likes and your Facebook page will appeal to other businesses willing to ride on your visibility and popularity to get ahead.

The Traffic Game on Facebook

It should not be called “social media” anymore because the business trend has shifted to using platforms like Facebook to reach out to new markets and develop brands! No more is social media the go-to sites for fun, socialization, and casual networking. It has become this huge marketing giant that all businesses must use to stay relevant.

The name of the game is traffic. How does one get more people to a Facebook page using personal networks? You have two main choices: organic traffic or paid traffic.

What is Organic Traffic?

Organic traffic is the number of unique people you are able to reach without paying for distribution. Organic reach is considered the better kind of traffic because it brings in traffic who have a higher potential to be a customer or subscriber. In addition, it offers the following:

  • Low budget
  • Long term sustained traffic
  • Friendlier because it is unsolicited and social

What is Paid Traffic?

Paid traffic uses ads to draw in visitors to your social media page. For example, to attract more people to visit your Facebook page, you post ads in search engines, on Facebook and on other social channels. Paid traffic can bring in the users but only if your ads are well thought-out and click-worthy. In addition, paid traffic offers the following benefits:

  • Helps strengthen brand awareness
  • Instant traffic (but only for the time that your ad is visible)
  • Lets you target specific audiences

More importantly, with Facebook, recent revelations show that its algorithm tends to reduce organic content in favor of paid content so if you want to generate more traffic immediately, it would appear that paid catchy ads are the direction to take. On the other hand, once you have managed to generate traffic, your strategy should be to shift equally to a well-strategized organic traffic campaign to keep the interest level high and continuous through fresh and interesting posts.

Why Traffic is Vital: Organic Reach

Whether you want to be the next Lance Stewart, a 20-year old Facebook star with 8.8 million Likes, Eh Bee who has 10 million Facebook followers, or be the next Coca Cola with over 104 million followers – you need to grow your traffic.

When you post to your Facebook page, it has an average 2% organic reach but potentially a 10.7% total reach. What does this mean and how does this affect your Facebook performance?

Organic reach reflects the number of people who see your Facebook posts in their newsfeed without paying for exposure. Paid reach is the number of people who see your posts because of your ads. Total reach is the sum of both organic and paid reach. From the figures above, you can see that the average organic reach is a fraction of the total reach which implies that it pays to advertise. Through paid traffic you are able to reach beyond your network based on browsing preferences. This means random persons looking at clothing shops on Facebook will get to see your clothing!!!

However, if you fail to keep your Facebook page alive with fresh posts, chances are you will lose your traffic to another page that is more appealing.  In a nutshell, the Facebook bots scan Facebook pages to find out what ads to show to users – and the detail is amazing because the ad can be as specific to products, special deals and discounts for your city or town!

With this kind of marketing option available, you must see your Facebook page as a brand – your brand. And this means allowing others to peek into your world and want to be a part of that world by using more paid ads than organic posts.

Choosing Between Paid Google Ads and Organic Traffic

Man writing in a notepadEvery business owner has over a thousand details to work on and not a day passes without something important on the calendar – especially if the business has an online presence. Sometimes, it’s not a question of cost when choosing between paid and organic traffic because if it were, hands down, organic traffic would win over spending on Google Ads because it’s free! Unfortunately, life for a business owner is never that simple.

Last July Google introduced an update to its text ad format and it was geared mainly towards mobile use. It expanded the paid ad space by 50% with the suggestion that this change would improve clickthrough rate (CTR) by as much as 92% vis-à-vis lower costs.

Results show that while costs did decrease the CTR was, at best, mixed. It did not help everyone. For instance, Guitar Center reported a CTR increase of 100% while make-up giant, L’Oreal revealed their CTR increased by 92%. These were two of the lucky ones and it’s probably due to the fact that they were part of the beta test group.

Does this mean you should focus on organic traffic instead? Not at all.

The advantage of paid Google ads is its immediacy. If you want to send out your message quickly and reach as many people as possible, the most effective way is through Google Ads. Your ads will show up on searches, meaning you don’t have to wait and work for higher rankings. And Google ads can cost as little as one cent depending on the real estate and terms.

However, just like in traditional media, once you stop the ads, you lose contact with your traffic and market. It’s gone unless you have a back-up plan.

What about organic content?

Google still puts a lot of weight on organic content. Their mission is to provide the most relevant information and make the search fruitful. While you don’t have to pay Google to be on their search results, you can boost your chances by spending on select optimized keywords. It’s a more difficult choice because some keywords have been taken by the multinationals and big brands.

The downside to this choice is the uncertainty in results. You can enjoy immediate results or you may have to wait ages for the keywords to convert. For this reason, SEO companies are available to bring home the bacon, so to speak, provided they have the experience and track record to convert within six months or earlier. The other advantage of using an SEO expert is the opportunity to build your presence online, increase traffic, improve lead generation, and advance your ranking on Google. This is something that is more permanent than Google Ads – even if you decide to stop the SEO service.

PPC Campaign and its Importance for Landing Pages

PPC writing in notebookDid you know that recent research reveals that the advertising money consumed in 9 of every 20 keywords is wasted? This is according to an audit by AdWord which translated means almost 50% of your advertising or PPC budget could be going down the drain and you will have a very difficult time getting higher traffic to your landing pages.

For those who are new to PPC, this means Pay-Per-Click or the money you send to get people to click on your ads. It’s another alternative to organic marketing and can be easier because you’re essentially buying traffic by putting your ads on high profile websites like Google or Amazon.

Why PPC for Landing Pages?

Paid traffic from PPC campaigns is just as valuable as any other. In addition, it takes less effort in the sense that you don’t run the site where your ads comes out. You just pay for clicks on your ads. Many folks believe that subtle ads from organic traffic is better because it is less “in-your-face” kind of advertising. Yet over 87% of Internet users are using the Internet to find something other than information on products or services. In addition, almost 50% of users don’t know the difference between paid and organic searches. To tap into your market though, you need to run great PPC ads to be able to generate the kind of results you are now dreaming of.

First, make sure the ad will direct the visitor to a landing page that is optimized and well-planned. First impressions DO count and you can consider your PPC ad as part of the first impression you make.

Second, PPC results have a higher chance of converting to a sale. They clicked on your ad because they are either intrigued or in search of a product or service. Many PPC ads lead visitors to a Home Page instead of a landing page – and this is a fatal error because it delays the process and could cause the visitor to become disinterested and unwilling to browse through your entire site.

Finally, your PPC headline should follow the same theme as your landing page. This is known as message matching. The reason you need to do this is because it reassures the visitor that they are in the right place. In addition, you want to make things as easy as possible for the visitor to get the information quickly, when interest is at its peak.