- Facebook Marketing Strategies that you Need to Follow
- How to Measure the Success of Your Facebook Marketing Strategy
Facebook is not something new to all of us.
(For a split second, I just took a trip down to the memory lane when I first joined this social media platform.)
But now, Facebook is much more than a website where people used to send a friend request, share their travel stories, write posts about their life experiences or show off their photography skills. A lot has changed since Facebook first entered the marketing scene in February 2004. Now on this world’s largest social media platform, you can host 360-degree video calls, sell products via chatbot, market new launches through shopping forums, and whatnot.
In fact, as per a survey released by Facebook, 2/3rd of Facebook users report visiting a local business Facebook Page at least once a week.
If you get into mathematics, you will be dealing with a pretty good (even that will be an understatement) number of users once you decide to bring your business to Facebook. Also, with the kind of audience to deal with, you can not rely on luck. Though, a focused Facebook marketing strategy is essential. To help you bring your A-game on, I have listed the best Facebook Marketing Strategies to follow. Without wasting your time further, let’s have a look.
Facebook Marketing Strategies that you Need to Follow
In this section of the blog, I will tell you about the basic marketing strategies that can help you use Facebook to your advantage.
1. Know Your Audience
Before I get into detailed strategies on how to market on Facebook, I want you to answer the following questions:
- How old is your target audience?
- Where do they live?
- What kind of jobs do they have?
- What are their challenges?
- How and when do they use Facebook?
Once you get a sense of your target audience and how to connect with your potential customer, go through Facebook’s free audience insight tool that will help you drill down into the Facebook tiniest details about the potential customer.
2. It is Time for Goal Setting
What, according to your brand, will be a successful campaign? Getting many likes on your post can be overwhelming but is it a part of your broader marketing campaign? To answer all these questions, it is important to set goals. And to start the goal-setting process, you need to answer the following questions:
- What results are you expecting from this campaign?
- Will this campaign help build awareness, boost engagement, increase conversion on the website, improve customer service, or what?
There is no one-size-fits-all Facebook marketing strategy. So, you can tweak it as per your need and set up goals to help you cater to your specific needs. Every post, advertisement, video, or write-up that you create on Facebook must be in the service of your goal.
For sure, your next question will be: how should I get started with it?
When it comes to setting goals, it will be ideal to use the SMART strategy, which means setting goals that are S(specific), M(measurable), A(attainable), R(relevant), and T(timely).
3. Plan your Content Mix (basically, your content)
Now that your target audience and goals are ready, it is now time to craft the post. For starters, you could use the 80-20 rule, which means that 80% of your content should educate, inform and entertain, while the purpose of the other 20% is to promote the brand. Not everyone wants to hear how great your company is. Instead, tell how you, as a brand, can provide value to your followers. Give them content they enjoy reading, and then it entirely depends on their open-mindedness on how they want to approach the product.
Another guide that is worth considering is the social media rule of thirds. One-third of your content should share ideas, 1/3rd should involve personal interactions with your followers, and the rest of your content can promote your business. Whatever specific numerical mix you wind up with, the goal is to balance promotional material with value.
You can also offer some incentives like coupons but let me enlighten you with one more fact: Facebook penalizes brands that push sales too hard. The platform is not such a big fan of algorithms and wants to prioritize meaningful content rather than promoting coupons.
On content mixture, you can also get insights on engagement from Page Insights that will also show you what and when is the best time to post. You can also create a social media calendar/content calendar to balance the right kind of content. By planning your content, you could diversify your topics, plan your upcoming events and keep your posting consistent.
4. Incorporate Facebook Advertisement
Now that you have a perfect post with a super-engaging image and excellent wordings, it is time to show it all to your target audience. You might be surprised, but the chances of your post organically reaching your followers are less. Also, let’s not forget that the Facebook algorithm always prioritizes giving more priority to posts from users’ friends and family. So, standing apart in the crowd can be a tad difficult. But you can give your content a little boost and extend a reach with Facebook Ads.
Somewhere like its traditional counterpart, a Facebook advertisement is the paid form of advertising that helps to reach a specific audience and grab attention to build traffic. If you are confused about a Facebook advertisement, then it will be a great idea to set yourself up with a Facebook Pixel (that too for free). Being a small piece of code, Facebook Pixel can help to:
- Build target audience for a future post
- Track conversion
- Remarket: Only to those who visited your page before, but did not take any action or convert
5. Page Optimization is the Key
Your Facebook marketing strategy will not make any difference until and unless people know that you exist on Facebook. That’s why it is of utmost importance to:
- Get people to your page.
- Compel to interact once they reach your page.
As a first step, you could show some extra love to your Facebook page by adding a cover image. It is the first thing that people will see and is indeed a good move. You could also help your potential customers find your page on Facebook through cross-promotion. On your other social media handles, say out loud about your presence on Facebook. You can mention the link of your Facebook page in your email signature and newsletters. Adding further to it, you have to post content that is valuable, entertaining, and inspires others to share your content. Responsiveness, which means replying to every message, question, and keeping the content up-to-date, can help to optimize your page. The About Us section should always be accurate and up-to-date.
How to Measure the Success of Your Facebook Marketing Strategy?
A successful and top Facebook marketing strategy requires maintenance: I am talking about setting it and not forgetting it. Moreover, tracking and measuring are essential to understand what worked in your favor and what did not. That way, you can learn and revamp your strategy to constantly improve. Thankfully, Facebook provides an abundance of feedback metrics that makes it pretty straightforward to measure the result. Have a look at some of the metrics that can help you track audience engagement directly through Facebook Insights, such as:
- Reach: How many people saw your posts.
- Recommendations: Count of people who recommended your page.
- Post Engagement: Like, Comment & Share: How many people have liked your post, commented on the content and shared them amongst their peers/friends/close circle). Also, check if there has been a reduction in the number of followers after the post.
- Reactions: Through Facebook Reactions, marketers get detailed insights into how their audience thinks of their content.
- Views: Track the total number of views on that Facebook page, including the non-Facebook users.
- Videos: Check the video views in the first three seconds. You can compare it with the total number of people who saw the complete video.
Additionally, Facebook Insights can help you determine which type of posts work best for your page, so you will know if the current content mixture is working.
Apart from calculating the campaign success, it is also essential to measure the ROI (Return on Investment). For the same, you can follow the points mentioned below:
- Before tracking your ROI, you need to set goals. These goals (also known as Key Performance Indicators) include engagements, generations, lead, views, or a combination of these
- Add a tracking link with the UTM parameters every time you post something
- Closed Loop Reporting: The marketing automation software will help you understand which social media posts can impact the business’ bottom line.
A good number of potential customers are already looking for a business like yours on Facebook. By following these strategies, you can learn how to do marketing on Facebook and connect with your customers.
I know there’s a lot to learn when it comes to Facebook marketing. But the good news is you can get started by applying now for the PG Program in Strategic Digital Marketing. As the name says, the program will help you learn tricks and trades of Digital Marketing in just six months.
If you want to know more about Facebook strategies, apart from the ones mentioned above, do care to drop a comment below. Do not forget to share it with your peers/colleagues/friends and click on the clap button if you liked our blog.0