Facebook is still the largest social media platform so if you are doing your marketing without a strategy it is very easy for your message to get lost in all the noise. So how do you create a strategy that will help you get your message into the hands of those you need to hear it? Here are seven things to get you started and rise above the clutter.
Set your goals for Facebook.
Don’t leave Facebook to chance Know what and why you are posting Have measurable goals to accomplish what you want to happen. This is the first step in creating an effective strategy. If you don’t know where you are going you could end up anywhere and waste both time and money. In 2018 Sprout Social Index found that marketers on Facebook had these top goals in mind:
-34% wanted to increase brand awareness.
-21% wanted to increase community engagement.
-11% wanted to increase sales and lead generation.
If you don’t already know where you want to focus these are a few good places to start. You may also want to consider increasing sales, recruiting, providing better customer service, and adding value for your customers.
Know Your Audience
Do your research and make sure you know who you are talking to. Different demographics communicate in different ways. Taking a look at the Pew Research Center’s research on Facebook demographics is a good start, but more importantly is looking at your customer base and finding out more about them. Questionnaires, one to one conversations and other market research can teach you a lot about who you need to talk to.
Engage Your Audience
Social Media is about communication. Get your audience talking, bring up subjects that interest them, ask and answer questions. Better engagement should always be your goal because then your audience is listening to you and not just skipping you page or promotions. Facebook suppresses organic content from businesses but if you build an engaged community you can turn that algorithm in your favor.
Schedule Your Content
Consistency is key. Make sure your audience knows when to expect posts. Make sure it comes out in intervals when your audience is most active. Every audience is different, but you can get a good start by looking at Facebooks own research. These may not be the best times for your audience but it’s likely they are close. Here are the best (and worst) times to post on Facebook for most industries.
-Wednesday is the best single day to post.
-11 a.m. and 1 p.m. on Wednesday gets the most engagement.
-The best general time to post is on weekdays between 9 a.m. to 3 p.m.
-Sunday gets the least engagement.
-The least recommended times include early mornings and late at night.
Create an Ad Strategy
Your ads on Facebook should have a strategy as well. Use it to further your overall goals. Don’t spend a lot until you find an ad that performs well. Never use the boost button, it wastes your money. You can get good responses with it but if you set it up as an ad you can target the content better and get higher engagement for the same price. Always do small sample tests, see what works for getting your audience’s attention before you spend a lot of money on an ad. In general, several smaller ads give you more bang for your buck, but it takes more time to make them. Of course, make sure your ad goes along with your Facebook strategy you decided previously. How does it help your goal? When making your ad consider:
-Does it relate to your company and effectively showcase your product or service?
-What do the viewers get out of it? It could be a deal, discount, promotion, whitepaper or an industry guide?
-Does your content maintain the same tone and feel across your entire Facebook page?
-Your content must create action. This goes back to your goals. A clear and specific call to action is best.
Encourage Employee Advocacy
With good company culture, your employees should be your biggest supporters. Get them involved with your Facebook presence and make it fun. According to a Sprout report, 72% of people said they felt more connected with a brand when its employees shared information about it on social media. Also make sure the management is engaged. In that same report, 70% of consumers feelt more connected when the CEO was active on social media.
Track and Analyze Your Results
If it’s not measured, it’s not managed. Keep track of your Facebook stats as you learn and progress so you can tell what is working and what needs to be improved. This is one way of making sure your efforts on social media are a good return on your investment (ROI). Impressions, followers, engagement, are all good numbers to follow to see if your brand is trending up or down on Facebook.