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1.2 Facebook Marketing Strategy

How to develop a Facebook marketing strategy

Facebook offers a wide range of features that enable businesses, brands and organizations to find new ways of reaching out to people. It’s important to make use of these tools as part of a wider marketing strategy that’s already been designed with your business and target audience in mind.

A marketing strategy can be broken down into various sections, including: defining goals, identifying a target audience, creating offers, planning content, developing campaigns, testing and measuring success, and developing brand awareness.

You’ll need to understand the demographics, interests and backgrounds of your target audience and have a plan in place to reach people using content that will directly appeal to them. You can start by looking at your Facebook strategy in three stages: planning, content creation and measuring results.

Planning is key!

First, you need to plan your goals before you can look at how you’re going to reach the right people, build your community and generate leads. When you think about connecting with people on Facebook you need to understand exactly who your target audience e, for example, their age, gender, interests or nationality. By doing this you can start to put together targeted content for each group of people.

Define your audience

This part of the process enables you to gain more of an insight into the type of person who may buy into your brand, as well as identifying the problems or issues your customers may have so that you can keep your audience interested with new and fresh content. They could be people who are looking at ways to budget, for example, or perhaps your audience is a group who aren’t able to leave their home that often. It may even be your potential target is someone who is always looking for the latest trends.

What fans expect in return

When someone likes your page they have certain expectations of what they’ll get from you. In order to create the most effective posts you need to decide exactly what you’re going to offer your audience and that involves gaining an insight into your fans’ expectations. Are they looking to receive regular updates, take part in contests, share their experience or interests with others, or are they simply looking to find out more about your product? Based on this feedback you can start to determine the type of content you need to offer: tips and advice, links to the latest products or information, events in your local area, or of different elements?


Generate content

When it comes to building your audience it’s important that you are constantly thinking of ways to create content and boost interaction, whether it’s through competitions and advertising, general updates or posts. This way you can ensure more interaction and shares and in doing so you will attract new people to like your page, sign up, share discounts and special offers with friends, or buy products.

Content creation on Facebook

The type of content you post on Facebook is crucial when it comes to entertaining fans and capturing their attention. It’s also a good idea to plan out when you post, whether you use scheduled posts or post at a time you believe your fans are more likely to be online.

There are many online tools available to help you with your posting schedule. By mixing up the type of updates you post you can maximize your weekly reach.

Using a Facebook content calendar

This enables you to look at what’s happening on a monthly basis. It enables you to plan set themes designed to increase engagement by encouraging your audience to get involved. One way of doing this is by using a hashtag that can be added to links or images.

Use various types of content on Facebook

There are more ways to engage with fans than you may have realized including: images (behind the scenes, humorous, nostalgic and so on) quotes, text updates (questions, news, information, facts, tips, updates), links and videos.

Measure your results

Once you’ve got a strategy in place and have thought about the way you’ll publish content it’s worth monitoring your success to see what is and isn’t working. You can measure this through Facebook Insights and Google Analytics, but there are many other useful tools you can tap into too, such as Bitly, which provides shortened links that allow you to track how many times they’ve been clicked and by whom.

How to measure the success of your Facebook strategy:

  1. Successful posts: what posts are getting the most likes, interactions and shares?
  2. Whether you’re reaching the right people: is your audience relevant?
  3. How much interaction your brand is getting: the number of people who are talking about your page: PTAT.
  4. Boost website performance: how much traffic is coming to your website via Facebook.
  5. Lead generation: the success of leads when it comes to collecting emails, phone numbers and so on.

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