With over 3 billion active users each month, Facebook continues to be a go-to platform for businesses looking to reach a global audience. But how do you create a Facebook marketing strategy?
Whether you’ve just created a Facebook Business page or have had one since 2015, we highlight what you should consider when creating a Facebook marketing strategy.
Set Clear Objectives
Before you do anything, ask yourself what you want to achieve with your Facebook marketing strategy.
Are you looking to increase your brand awareness? Do you want to use Facebook to drive more traffic to your website? Or do you want to use it as a platform to increase your sales?
Whatever the goal is, by having a clear goals in mind, it will become easier to create, manage and track the progress of your Facebook marketing strategy.
Understand Your Audience
Put yourself in their shoes. Think about what their interests are, the challenges they face and ways in which you can help address them, what are their values or beliefs?
By answering these questions, you can gain a deeper understanding of your audience, which in turn can help you develop a more tailored Facebook marketing strategy that aligns with your audience.
To help, Facebook has tools that let you see your audience demographics, interests, behaviours and more. Take advantage of this and use this data to ensure that your content is speaking directly to your potential customers.
Engaging Content
Now you’ve begun to understand who your audience is, you’ll need to plan what content to post.
Now there’s no one-size-fits-all approach to what to post on Facebook. But no matter what, make sure your content is engaging and provides valuable and relevant information.
From visual content such as images and videos to sharing informative articles or blogs that provide value, or even creating interactive posts like polls and quizzes to boost engagement, there are several ways in which you can create content.
The more relatable and engaging your content, the more it will resonate with your audience.
Consistent with your content
Consistency is critical.
Posting regularly helps keep your brand on top of the minds of your audience.
However, consistency does not just mean how often you post. You need to make sure that your content is high quality and keeps in line with your brand’s tone of voice and branding, such as fonts and logos.
By doing this, you will create a unified experience for your customers and begin to build a more recognisable brand.
A great example of how consistency strengthens brand recognition and trust is Nike – no matter what the campaign, whether ads or social media posts, Nike keeps in line with their branding and tone of voice.
Tip: A content calendar can help you plan your posts and see if there are any gaps.
Engage with your audience
Facebook rewards those who interact with their audience, so don’t ignore those who have engaged with your content.
If someone has commented, make sure to reply promptly, and this is the same for anyone who has messaged your business.
Facebook Ad Manager
Once you have created a strong organic Facebook strategy, it might be worth considering Facebook Ads. These ads are highly targeted and can complement your organic efforts.
Here’s what you should consider to get started:
Who is your audience
Identify who you want to target. Look at factors like age, location and interests.
Set your budget
Whether you want to spend £10 or £1,000 a day, you can tailor your budget.
If you are having multiple ads at the same time, you can have different budgets for each.
Choose your ad type
From video to carousel ads, there are a variety of ads you can showcase. Think about which one would best suit your message and goals.
Facebook Insights
It’s all well and good, posting content or investing in ads, but any successful Facebook marketing strategy, and marketing strategy in general, needs to identify what works and what doesn’t.
If you’re uncertain where to start, Facebook Insights is an analytics dashboard that provides data on likes, comments, shares, page views and other key performance indicators (KPIs).
Use this data to work out what posts are performing well, which aren’t and what you need to do to improve them, and ultimately use it to tweak your Facebook marketing strategy.
Remember, a successful Facebook marketing strategy requires you to test, test and test again. While it’s tempting to expect immediate results, in reality, it can take time and patience but in the long run, it is worth it (if done right!).
Facebook Marketing Strategy
If you’re interested in learning more about how to create a Facebook marketing strategy or would like help adjusting your current one, please feel free to contact us for a no-obligation discussion. We are always happy to assist.
