- Marketing
- 18 min.
How to tame the Facebook algorithm and bring customers to your business profile? Learn 7 tips from evostudio
Author:
Note – if you are an experienced marketer, do not read this text – you probably know all 7 ways. Instead, I suggest reading more difficult topics such as the Omnibus Directive or Consent mode & Cookies.
All methods described are subjective rankings, based on experience and education. Their goal is not only to tickle the wheels of the Facebook algorithm, but above all – to make your potential customers visit your profile and check your offer (and buy it if it is suitable for them).
If you are ready for specifics, let’s start the countdown.
Paid campaigns on the META network
For a warm-up, something simple and obvious to most people.
We can assume that Facebook’s algorithm (just like Instagram’s) favors personal accounts and profiles. Business profiles and accounts have reduced reach. Why is this so? Because it is precisely for companies that the possibility of paid advertising was created.
Facebook doesn’t want companies to get too much for free. Mark Zuckerberg (founder of Facebook) has to make money after all 😉
Therefore it is worth considering paid advertising, even with a minimal budget, at the level of PLN 10/day. Advertising will allow you to reach new users and/or loyalize existing ones. It is said that of all the people who like or follow your profile on Facebook, only 10% see the content you publish (these are very subjective opinions). This means that without advertising it is much more difficult to convey information about your company even to people who follow your profile.
Important!
You should not invest in advertising whose goal is to gain new followers. Such advertising usually reaches people who like it left and right – that is, they already like so many pages that they will probably quickly forget that your company exists.
Advertising it the easiest way to distribute content on Facebook. One ad can reach both people on Facebook and Instagram. You can promote a selected, previously published post or create a separate advertising post that will not be visible on any profile.
Now that we’ve got the obvious things out of the way, it’s time for ways that won’t cost you extra money. For the following 6 you will pay with a slightly more valuable currency – time (yours or your employees’)
Activity outside the company profile – Facebook groups
A good way to bring in engaged users for free is activity in groups on Facebook.
How? You should search for groups related to the industry or a given issue and be active both as a person (i.e. using your personal profile) and as a brand (i.e. using the company fan page).
Activity 1 → Commenting on posts in the group. Answers to questions, sharing experience, advice and tips.
Activity 2 → Publish your own post. Your entry should be related to the group’s topic, give its members space to express themselves and, most importantly, interest them. This is a higher driving school than commenting, but you can definitely do it (see the example below for details).
Remember not to write I recommend your company. Please visit the company fanpage for more information – it’s too intrusive. Instead, show evidence of your knowledge and experience. Help others solve their problem, and they will go to your profile to see who you are and what you can offer them. The goal is not to be sales activities, but to present yourself as an expert and arouse interest in your person/brand
Sounds complicated?
Let’s work it out using the example of the fictional flower shop “Kwiatowa Dolina”, which belongs to the fictional Agnieszka Kwiatkowska.
Mrs. Agnieszka searches for groups where potential customers of her flower shop may be active. These could be groups for:
- future brides,
- people who decorate spaces with fresh flowers,
- owners of restaurants and their own businesses (flowers can also be useful there),
- interior decorators and people interested in home decoration.
Action 1 → Mrs. Agnieszka joins the discussion and comments on other people’s entries:
- In a group for future brides, she answers the question about what seasonal flowers should be used for decoration in August so that the cost of transport is lower and the plants do not wither after a few hours in the heat.
- In the group for people who decorate spaces, you can talk about how to estimate the cost of flowers for decoration, taking into account market fluctuations and warehouse availability.
- In the group for gastronomy owners, you can suggest which flowers should be chosen for confectionery tables so that their scent combines well with the aroma of coffee and does not overwhelm the smell of cookies.
- The group for interior decorators can help you choose the right flowers for an apartment that has very little natural light.
Effect?
The future bride can contact Mrs. Agnieszka for more tips on what may develop into cooperation and the delivery of flowers for the wedding in question.
The interior decorator learned about Mrs. Agnieszka’s knowledge and experience, so she will be happy to order flowers from her for her next clients, just like the owner of the confectionery shop.
We cannot forget that every satisfied customer will recommend Ms. Agnieszka’s services to their loved ones.
Action 2 → Mrs. Agnieszka publishes a post in the group that may be of interest to recipients, e.g.:
- A photo of floral decorations on wedding tables that she had the opportunity to make, along with a description. Additionally, there is a description with instructions on how far apart flowers should be placed on the table so that they do not occupy the food space and at the same time please the eyes of all guests.
- A post with an infographic with photos of seasonal flowers and a description of which cut flowers are best chosen for decoration in summer and in winter.
- A question for the group members about whether the witnesses at their weddings will have bouquets or maybe buccaneers on their hands?
- Request for opinions - a photo of two types of bouquets with a question about which one the group members like more
Each of these posts fits into the assumptions of Facebook groups – it gives valuable advice or engages in discussion. At the same time, Mrs. Agnieszka can present her portfolio and appear as an expert.
How to search for groups on Facebook?
In the upper left corner of the Facebook window you will find a search engine with a magnifying glass. There, enter the issues that interest you (e.g. “future brides”, “wedding 2025”, etc.)
As in the case of Ms. Agnieszka described above – you can join groups related to your industry (e.g. floral decorations, wedding groups) or search related groups. Zthink about what else your potential customers are interested in (e.g. groups related to events, gastronomy, etc.) and start getting involved in these groups as well.
Tips:
- It is worth asking for access to closed groups, because often there are a lot of engaged users, i.e. your potential customers.
- When looking for groups, their size is not important - you should rather check whether they are "up-to-date" (sometimes the last post in the group was a year ago and no one has been active there since) and whether there are a lot of replies to the posts (this often means that the group is heavily involved).
For advanced users: You can also start your own group, but running and promoting it takes a lot of time (this is a plan for those who will work on it for years and make sure it doesn’t become a bulletin board for other companies)
Activity outside the company profile – other accounts
We can do the same as in groups (commenting on posts) on profiles:
- competitive companies,
- companies/brands that have our potential customers among their recipients. In Ms. Agnieszka's case, these may be all company profiles related to wedding services, hairdressers who use natural flowers in hair updos, profiles of restaurants and cafes, or the fanpage of a local interior decorator.
How to do this?
It is worth commenting on posts published on the profiles mentioned above. Give, i.e. answer other users’ questions, share your point of view. It’s not only about showing your presence, but above all about standing out as an expert, an expert on a given topic.
Examples:
- Competitor profile (in this case another florist)
The “Flower Place” flower shop has published suggestions for gift bouquets on the occasion of Women’s Day. Mrs. Agnieszka can add a comment under the flower shop’s post in which she will not only praise the flower shop’s suggestions, but also add 2 valuable tips on what should be done to ensure that cut flowers (in this case bouquets) remain fresh in the vase as long as possible. - Company profile with potential customers.
On its company profile, the “Pierwsza Miłość” wedding hall published an entry in which it asked its followers what flowers they would like to have at their wedding.
Mrs. Agnieszka (using the profile of her flower shop) responds by writing that it is worth choosing seasonal flowers, which are not only cheaper (transport costs), but also more resistant to weather conditions in a given season (which is especially important for outdoor weddings). Mrs. Agnieszka can post a link to the post in which she placed an infographic with a list of the best flower species for each season.
In both cases, Mrs. Agnieszka did not mention that she runs a flower shop or encourage people to familiarize themselves with the offer. In each of them, however she provided valuable tips for her potential clients and presented herself as an expert in your field. People who see Ms. Agnieszka’s comments will most likely click on the username and company name and, out of curiosity, find out what Ms. Agnieszka does and where she has such extensive experience in floristry.
Tips:
- If you comment on your competitors’ profiles – use a personal profile (e.g. Agnieszka Kwiatkowska). If you comment on the profiles of other companies, you can use your company’s fan page (e.g. comment as “Kwiatowa Dolina”).
- Important → activity on groups and other profiles must be regular. It’s not enough to do it once. It is worth spending at least 10 minutes, a few times a week.
Publication of reels and stories
Facebook’s algorithm likes when profiles follow trends and use new features. Therefore, it is worth regularly publishing not only classic entries, but also using functions such as Reels and Stories.
In stories you can share your own entries and repost (share) interesting entries from other accounts (e.g. videos of other creators who are not direct competitors).
In the case of our Mrs. Agnieszka it will look like this:
Own stories → Mrs. Agnieszka will use the Stories function to show what fresh flowers are available in her flower shop every day
Stories “reposts” → Mrs. Agnieszka will also post her clients’ posts in her stories, e.g. wedding photos that her client shared on her profile
Publication of various materials
It’s not a discovery, but you have to remember it – it is worth publishing diverse materials. Not only static graphics or photo + description, but also video materials, animations, infographics and galleries.
It is important that in the case of films, these should not be links to films on external platforms (e.g. YouTube videos), but materials uploaded directly to the Facebook platform. You can upload the same materials that are already on YouTube or cut them into smaller portions (more publications) or record new materials.
Skipping outbound links
Facebook doesn’t like it when we take “traffic” (i.e. users) outside. That’s why it’s said that posts with links to external platforms (for example, your company’s website) have their reach cut off.
What does this mean?
Don’t add a link to your website in every post you publish or add a link in a comment below the post. Test the possibilities and see what impact it will have on your statistics.
Profile settings
It’s also worth testing changes from the profile settings on Facebook. You can try to update the description, expand the company information, or change the cover photo.
It can (but doesn’t have to) help as well changing the page category. If, for example, you conduct training in the field of alternative medicine, try to change the category of your profile from “alternative medicine” to, for example, education or something else that fits your company.
Summary
None of the above methods will give you immediate results. Spend at least a few weeks, and preferably months, testing each of them. Patience and thoroughness are the most important principles of success on social media.
The above suggestions are tips, not instructions that should be followed without reflection. Choose the ones that suit you and your business and don’t be afraid to experiment.
Do you have additional questions?
Would you like to arrange an individual consultation during which we will analyze your company profile together and give you tips tailored to your business?
Or maybe you don’t have time to run a company profile and are looking for support?
In any case, you can contact us – we are waiting for you at kontakt@evostudio.pl
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