Are you using Facebook to market your business, but struggling to create momentum?Would you like to finally make sense (and take full advantage) of this social giant?Sure, there’s no one-size fits all solution. But there are proven ways to improve your Facebook marketing results.But like any marketing venture, you need to know where you’re headed before jumping in.In this article, I'm going to share a Facebook marketing strategy you can't afford to miss.Ready to do the same with your Page?Below are nine tips to help you market your business on Facebook and ignite growth.
9 Proven Ways to Improve Your Facebook Marketing
1. Define Objectives and Key Results
If I asked you why you you’re using Facebook to market your business, could you tell me?In other words, Facebook should be one pillar of your marketing strategy. Knowing how you expect it to benefit your business makes it much easier to leverage. Not sure how it’s helping you achieve your goals? Think about it this way. You get in the car for a cross country road trip. A few minutes in you realize your phone is dead which means you have no GPS. With no idea how to get from where you are to where you want to be, you’re going to get lost pretty fast.So, what have you done? Set yourself up for failure.The same holds true for Facebook marketing. If you don't know what you want out of Facebook, you have no business setting up a Page and throwing out content.Your first step is to determine what you want to achieve. At Post Planner, our Facebook objectives support our company goals. This means everything we do rolls up into a larger key objective.Yours should too.For example, you might be eager to:
- Build brand awareness
- Familiarize people with your product
- Attract new customers
- Improve customer service
- Engage previous customers
- Establish new relationships
Each one is doable with the right Facebook strategy in place. Your next step is to assess your current usage of Facebook.
2. Analyze How You're Using Facebook
When was the last time you looked at your Facebook newsfeed for the first time? If you say never, you need to get busy.Sit down and take a good hard look at your content from the eyes of a new (or potential) fan.Now you're going to conduct a deep dive into who you're speaking with.
3. Know Your Audience
Want to stay relevant and viable in the mind of your audience? Get to know who they are, what problem you solve and how you can be the solution.Do this by looking at things from your customers point of view. What do they need when seeking your product or service?This is a chance for you to spell out specifics.Here's what that might look like for Post Planner. Our audience includes marketers, business owners and entrepreneurs. Each has used Facebook for 2-3 years to market their business and has more than a basic understanding.When they seek us out, they are eager to:
- Find great content without wasting a ton of time.
- Grow a fanbase through predictive content designed to improve current results.
- Get more interaction and engagement on content shared.
Have you defined your target market and the why behind their connection with you?Once you do, finding and sharing the right content becomes terribly easy.
How to Make This Work in Your Business
Answer each one of these questions:
- What is the intent of your audience?
- What are they struggling with?
- How do you solve that problem?
4. Mine Data for Top Opportunities
Facebook can be used for many different reasons. Everything from marketing, analysis, research, sales, human resource and customer service are top uses.Mining your data to better understand how your audience interacts your Page, offers valuable insight.Look to your Insights to see relevance and engagement statistics and patterns.
5. Choose Your Core Topics
These will act as keywords (or the intent of your audience) that will help with search optimization. In short, create topics that you would want your business to be known for. At the same time, those topics will attract and keep the attention of your fans and potential customers.This can be helped immensely by the use of images and catchy graphics. Something that still to this day creates massive engagement.Before you venture into your main content, you should write down the topics you want to cover. The easiest way to do this is to think of customer FAQ questions. Answer those in a clear and concise way.
6. Select Your Success Metrics
This involves determining how you will measure and evaluate the effectiveness of your social media plan. You'll also determine how to grow an engaged and loyal legion of fans.Because despite what many social experts claim about ROI, it can be measured. This process will require a better understanding of your customer lifetime value (CLV) or the average revenue generated by a customer during their entire engagement period with your company.Use this figure and compare it to the results you've generated across each Facebook campaign.
7. Measure Facebook Results
Set up all the things that you will need to measure your results base on the objectives of your business. It is also important to make the process of measuring your results easy. You can do this by tracking your results by use of a landing page or even a unique promotional code.Don’t make the mistake of simply jumping the in with a sea of competition and discerning consumers without having any clue. Research is very important as basis for execution. This will include an action plan for today's top social media platforms. Take time to check out what’s out there, scope the competition and understand your target audience.
8. Automate, Engage and GROW
Have a clear system that you can follow to stay on top of your updates while engaging with your customers. You can do this by automating your updates which will prove to be a success for consistently sharing of updates. Apart from that, get involved in the conversation. Answer questions, talk back when they talk to you. This will help build strong relationships with clients, customers and even prospects.
9. Never Stop Testing
This means that after you've measured your results, you use this data to calculate and estimate how you're going to improve. What one change can you make to A/B test? What small tweak will increase your market reach and fan base?This is an important aspect that should be done to perpetuate growth. It also involves determining whether the previous goals have been attained. If you've met them, it's time to set new ones. If not, it's time to re-evaluate. What's working, what's not, and what needs an overhaul?
To succeed on Facebook (or anything else for that matter), it has to be a long-term commitment. One where you show up on a regular basis, rather than whenever it's convenient. But more than that, you're developing a process that will give you purpose. Ready to grow a profitable (and successful) Facebook marketing strategy?
About Rebekah Radice
Rebekah Radice, co-founder of BRIL.LA, has traded narcissism for purpose. When not driving growth, you'll find her tricking family into thinking she's Emeril Lagasse - likely covered in marinara. The spotlight was fun, but impact is better. These days she's using 20+ years of brand brilliance for good.