think of the growth of a thunderstorm. With the right conditions, like warm
air and moisture, a giant cloud can form. With static electricity, the cloud
produces lightning, thunder, and of course rain. Without these conditions, the
cloud cannot form. This is your post. Like the cloud, your post must have the
right combination of interest and relevance to attract followers that eventually
form a cloud of Likes. On Facebook, more likes and shares lead to a bigger
following, similar to the growing cloud.
Organic reach is a great indicator of interest because it shows how many
people are interested in the post. The more Likes and shares mean that a post
has traveled to a greater number of people in a relatively small circle, and
hopefully, your target audience. A high organic reach shows that your
followers liked the post, and then their friends liked the post, and so on. Use
this information to develop future posts that could also grab the same
attention. Organic attention is the best kind because it is essentially free
advertising.
Since you have likely had an active Facebook account for a while, take some
time to go through your insights and determine what posts did best, and how
to build a marketing campaign from there.
Also, watch what areas of your business do best. For example, if you own a
flower shop and you discover that most people are interested in your floral
arrangements for weddings, play into that audience. You may find that your
followers have no need for specialty balloons and other gifts, but the
arrangements do well. Give your followers what they want and post more
information about wedding flowers. This is good for one of two things. Your
current followers will hopefully find what they are looking for in your
business and provide an increase in sales, but they will also share the
information with their friends and family, creating greater organic reach.
Use this information to coordinate sales and other brick and mortar marketing
strategies as well. Popularity may change over time, especially during
wedding season. If trends in sales can be seen online, you bet that will
translate into your store as well. Test the waters and post periodically about
your specialty balloons. If there is little interest and you’re in-store sales
support that, it is likely time to rethink your inventory. Take the opportunity
to pinpoint products that take up valuable shelf space and replace them with