Why My Brand’s Facebook Page is Reaching Fewer People, and What I am Doing About it

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Did I Waste Months of Time and Effort on My Facebook Page?

I have spent a lot of time trying to get likes on my Etsy Shops’ Facebook Pages. I have put effort into crafting posts, highlighting my new product listings, posting inspirational thought and images, and sharing photos of my materials and my creative process when I am designing my products. Keeping up with this kind of social media on a regular schedule for multiple brands can get tiring, but I do it because I want to create a place where fans can connect with me and my designs.

 

I think that everyone who creates a brand or product page hopes that their products and brand will get shared and exposure to them will be multiplied as friends tell other friend. But that is just not the case. I recently learned that Facebook is in the process of  lowering the Organic Reach of pages down to 1-2 percent.

 

This means that for every 100 fans I have, only 1 or 2 people will get my status updates in their news feed. This also means that the chances of my posts being read or shared is nearly zero unless my fans visit my brand’s page specifically. This is pretty depressing, when I consider all of the time I have spent creating content to share and making sure I am posting regularly. Most of my pages have fewer than 100 likes, so one person’s news feed is all I have the hope of reaching.

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This move will  have a sweeping impact on big brands that have millions of fans on Facebook as well as local companies that have worked hard with limited resources to develop small fan bases. According to an article on socialtimes.com, “The new reality on Facebook is that 99 out of 100 Fans will never see your (unpromoted) Posts. And it may actually be worse: Facebook says that users are exposed to about 1,500 potential pieces of content per 20-minute session. So the quality of the exposure to your brand Post is potentially quite low. This may be shocking, but shouldn’t be. The situation for brand Pages has been dire for quite a long time.”

 

What I Decided To Do About It

I am a very small local company, and it occurred to me, that since my fan base is so small to begin with, I could try to bring all of my Page Fans over into a Group instead. Members of a Facebook group receive all group updates and posts. Group members also tend to be much more engaged than Page Fans are, and are more likely to comment, share and like posts.

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A Good Strategy for Small Brands Who Don’t Have The Budget To Pay Facebook to Boost Posts

According to an article on readwrite.com, “One way Facebook makes money is through a form of advertising where it charges Page owners to boost the reach of their posts beyond the “organic” reach arrived at by Facebook’s algorithm.” and, “Facebook says the best way to ensure a broad audience is viewing your posts is to buy advertisements. Pages can buy ads by reach, and advertisers can target specific demographics to view posts.“Like many mediums, if businesses want to make sure that people see their content, the best strategy is, and always has been, paid advertising,” the spokesperson said. However, there is some controversy over the accuracy of advertising metrics and the returns advertisers see from such campaigns.”

I think that creating a Group can improve how many people your small brand can reach, despite having little or no advertising budget.

Why You May Want To Keep Your Page As Well

I recommend keeping your page and administering a Group alongside it if these four things are important to you:
1. If you want to measure metrics and stats: Groups do not have the same analytic tools that Pages do.
2. Selling on your Page: You are locked into a set of applications in a Facebook group (posting to the wall, posting photos, adding videos) however, you can create new applications for your Facebook page (such as allowing customers to buy products).
3. Setting up Events: There is also an events application for Facebook pages that may make your page something you want to keep.
4. Shared posts have additional reach: When your fans take action on your page, such as writing on your wall or posting a video, their actions will be documented on the news feeds of their personal pages. Their friends could see the news feeds and check out your organization. You will not get that benefit from groups as often, though it can sometimes happen.

What strategies will work in the future of Social Media?

I have not converted my Pages to Groups yet. I will test the theory out and report back if I have any success with this idea. Meanwhile, let me know in the comment if you have any strategies to increase your reach on Facebook!

 

 

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Two Fast and Easy Changes to your Etsy Listings Can Improve Your Search Rankings Right Away

Etsy-SEO-tips-optimize-lisitings-how-to-01I recently read a blog post that taught me how to raise my search rankings on Etsy. I was surprised how easy it sounded and had to test it for myself before I could believe it. These tips work to increase your listings rank in the Etsy search result for long tail search terms (4 words or more) First I will share the tips and then I will show you how this strategy worked for me.

Step One: Optimize Your Listing Title

Your listing title impacts three things on Etsy:

  • First, Etsy populates the page’s Title Tag from the item title. Properly written title tags are critical because tell search engines, like Google, Yahoo and Bing, what your page is about.
  • Second, the item title also becomes your listing’s H1 tag. An H1 tag is an HTML tag that defines the first, largest and most important heading on a page. Including keywords in the H1 tag can communicate to search engines that the page is relevant to those keywords.
  • Third, Etsy uses your item title to automatically populate the alt tags of ALL your images. Descriptive and accurate image ALT tags are important because they are what search engine crawlers use to decipher what an image is or what it is representing.

 

How to optimize your Listings Title

  • Use all 140 characters allowed
  • Include the key words and specific search terms you want to be found under
  • Use all 5 image spaces allotted for each listing so that you get your image alt tag on the page as many times as possible.

Step Two:  Optimize Your Product Description

Etsy creates the meta description of your page from your product description. The keywords you are targeting need to be located in at least the first 100 words of your product description to ensure they show up on search engines. I used the Product title I had already written and put it at the beginning of my product description, and it worked perfectly.

Here Are My Before and After Screen Shots of a Single Product Test

Stormwind Earrings Before

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If you read the notes I added to the screen shot, you can see that I was not anywhere near the first page of search results or my 4 word long tail search of “World of Warcraft Jewelry” My rank was 275 on page 6! Here is a screen shot of the first page of search results:

 

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The next screen shot shows the changes I made in the listing. I included the EXACT phrase World of Warcraft Jewelry in the title and at the top of the description. I also added an additional photo and made a couple of other pricing and color option changes to the listing that had no effect on optimization.

Stormwind Earrings After

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This final screen shot shows my item’s new position in the search results – on the first page of results!

Etsy-SEO-tips-optimize-lisitings-how-to-05Final Notes:

Etsy searches for products on the fly instead of indexing  like search engines do. This means your changes take almost immediate effect. You do not have to wait days or weeks.

This also means that a new seller or a veteran can use these tips to the same result. Stores who have had items listed for years and years are not going to automatically be at the top of every search because of indexing. You can be up there too!

It is amazing how fast the search engine updated. I checked my results in 10 minutes and I had already moved up in rankings from 275 to number 3 for my search term! The speed at which you can check your progress makes it very easy to experiment with different item titles to see how you rank.

Thank you to Scott Taft of ogcontent.com for the article that inspired me to try this!

BEE CAREFUL!

A big thank you to MountainDolls for featuring my Busy Bee earrings in this beautiful treasury.

‘Beeeee Careful!’ by MountainDolls


HAND PAINTED QUILT squa…

$5.95

The Bee’s Honeycomb…

$8

Yellow Striped Hand-Mad…

$15

Bumble BEES & Sunshine …

$35

Busy Bee – Yellow and B…

$12

Watercolor bee painting…

$55

Patchworked Cosmetic Po…

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Honey Bee Sugar Cupcake…

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100% Cotton Flour Sack …

$12

Baby Bee Buttermilk Goa…

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Bumble Bee Gourd Bird H…

$20

Children Mobile Waldorf…

$65

Votive Candles Bees Wax…

$76.95

Bee Girl print

$18

It’s Good To Bee Me…

$12

Treasury tool supported by the dog house

Visit Create Truth; my Etsy Shop featuring graphic design products

Visit Veritas Crafts; my Etsy Shop featuring Jewelry for the Fan Girl, Nerd, Gamer & Geek

SPRING FRESH

Birds, bees, flowers and squirrels. This treasury is truly…

…Spring Fresh by ZhivanaDesigns


Gentle face soap with a…

$10

White Holder

$30

Bird Clutch Yellow Blac…

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Fly Away, black, ORIGIN…

$75

Draped Halter Dress

$298

glass flower earrings s…

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Squirrel Embroidery Hoo…

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Tank with Pointed Hem

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Frolic Perfume Spray. J…

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Sunflower Bumble Bee Bl…

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Upcycled Clothing Black…

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Bee Necklace Topaz Neck…

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Vintage Roller Skates B…

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Busy Bee – Yellow and B…

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Vintage Rare Fed 3 Came…

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Yellow Birch Tree Love …

$20

Treasury tool supported by the dog house

Visit Create Truth; my Etsy Shop featuring graphic design products

Visit Veritas Crafts; my Etsy Shop featuring Jewelry for the Fan Girl, Nerd, Gamer & Geek

SNOWDROPS

A big thank you to AleksandraAnna for featuring my Snowdrop earrings in this beautiful treasury.

‘Snowdrops’ by AleksandraAnna


30% off Springtime Flow…

$22

Snowdrops

$12

CLEARANCE – Silver Hoo…

$6

TUTORIAL // Hand Sculpt…

$6.5

Snowdrop flower bouquet…

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Snowdrop 1 – 12x16in f…

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VICTORIAN SNOWDROP – JO…

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Alpine Snowdrop Flower …

$75

Flower Art Print – Flow…

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Vintage Denmark Mid Cen…

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Snowdrops II – Limited …

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SNOWDROP – Pearl & Anti…

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Art Nouveau Snow Drop C…

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Greetings Card : Snow D…

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1950s Exquisite Vintage…

$40

Snowdrop Flower Scoop …

$20

Treasury tool supported by the dog house

Visit Create Truth; my Etsy Shop featuring graphic design products

Visit Veritas Crafts; my Etsy Shop featuring Jewelry for the Fan Girl, Nerd, Gamer & Geek

BLUE BUTTERFLIES

A big thank you to saluhri for featuring my Called to Court earrings in this beautiful treasury. I think what I like the most about it is that there are no butterflies in it.

‘Blue Fireflies’ by saluhri


Modern style leather ea…

$14.00

Shabby Chic Tulip Brooc…

$4.99

70s Ultrasuede Belted S…

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Felt bangles – pastel m…

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Silver wire wrapped ear…

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Set of 2 Blue crystalli…

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Stylish light grey teal…

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Blue Lapis Sterling Sil…

$34.00

Leather and Silver Brac…

$128.00

CALLED TO COURT – Victo…

$12.00

Hvezda – Little sparkly…

$450.00

Turquoise earrings: blu…

$18.00

Baby Shower Decoration …

$6.75

felted bowls blue / oce…

$35.00

Cat Bobby pins, set of …

$14.50

ALL SIZES “RAGGED&…

$26.00

Treasury tool supported by the dog house

Visit Create Truth; my Etsy Shop featuring graphic design products

Visit Veritas Crafts; my Etsy Shop featuring Jewelry for the Fan Girl, Nerd, Gamer & Geek

BOHEMIAN SPRING

I was so honored to have my GOLDEN earrings featured in this beautiful treasury by GlowFlyJewelry this morning!

A big thank you to Laura for featuring me!

‘Bohemian Spring’ by GlowFlyJewelry

Think that everything is amazing and soon you will be amazing too!


gilded poster: “ev…

$58.00

Handpainted Lace Newbor…

$8.00

Jar with Ladies face an…

$110.00

Crème Brûlée jean sk…

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GOLDEN – Gold and Antiq…

$12.00

Sea Urhcin Shell Hemp M…

$24.00

Rhinestone and Pearl Vi…

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Unisex Wood Beaded Neck…

$15.00

Sandy Beach Brooch Pin …

$18.00

Single Note Solid Perfu…

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Honeycomb Natural Histo…

$35.00

Pale Turquoise & Earthy…

$56.00

Love Necklace – Love Pe…

$15.00

Pillow Cover 18×18 Beig…

$25.00

sandy yellow Alpaca mix…

$59.00

Sandy yellow trio – 3 s…

$4.95

Treasury tool supported by the dog house

Visit Create Truth; my Etsy Shop featuring graphic design products

Visit Veritas Crafts; my Etsy Shop featuring Jewelry for the Fan Girl, Nerd, Gamer & Geek

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