Before you launch a Facebook campaign, you need to determine a set of goals. Do you want to attract new followers? Perhaps you would like to generate more likes, comments, or leads? Or maybe you want to do it all together? In each case, you need to determine the figures that satisfy your needs. This way, you can monitor the execution and understand if the campaign proved to be successful or not.
The goals you set will give direction to your marketing strategy. If you want a better brand image, you should go for the larger number of likes, shares, and comments. But if you feel like increasing company profit, then you need to make the audience engaged. Keep these goals in mind and it will help you make the next moves.
Target the Right Audience
As an entrepreneur or a marketer, you should know the average buyer persona that you want to target. When launching a Facebook campaign, you have to be thorough and find out all of the basic traits of your customers:
- Age and Gender: Selling an item to the 16-year old girl is not the same as selling it to the middle-aged man.
- Occupation and Income: Keep in mind that IT professionals and housewives probably don’t have the same personal interests or financial capabilities.
- Education: A level of education plays a big role in Facebook marketing and in the business in general. You should target for people with an academic level which fits your campaign objectives and brand specifications.
- Location: If you are running a business in a specific territory, it would be meaningless to waste money on global audiences. Think globally but always act locally.
Using Facebook as your tool, you have the chance to set the preferences and precisely target your average client. But don’t forget that target groups differ not only by age or location. Sometimes you don’t want to present ideas, products, or services to thousands or millions of users. Instead, you might just want to address a few industry leaders in a B2B manner. Under such circumstances, your content must be extremely relevant, informative, and precise, while other factors won’t play such an essential role.
With so many things to do both in terms of marketing strategy and your everyday business, it is easy to forget some activities and slow down the campaign. For this reason, you should prepare a calendar of posts and follow your own schedule. You can design a content promotion checklist or use one of many online scheduling tools such as Google Calendar. This sort of tool sends you notifications and alerts when it’s time to publish a post or undertake any other activity on Facebook.
Of course, you should mind the timing and set it properly within the calendar of activities. For instance, you will probably make the biggest impact on business people if you post content early in the morning when everyone is checking emails and social media accounts. On the other hand, publishing posts later in the evening would seem like a reasonable idea if your target group consists of teenagers. According to some studies, the best time to post on Facebook is 1–4 p.m. late in the week and on weekends. But if you are targeting consumers in Japan, be aware of their time zone.
When you create a calendar of activities, you should mind the versatility of content. Make the right kind of mixture of regular status updates, images, video content, etc. It will make your page look more interesting and appealing.
It’s never easy to expand your reach organically. It takes a lot of time and sometimes the growth potential is just way too small. That’s why more 3 million businesses use Facebook to advertise their projects. It’s the only way to grab more attention in a limited amount of time. However, you have to be careful with this step and spend the budget on the most suitable target group.
It is also very important to post a high-quality content. Video already takes a large portion of an entire Internet traffic, so you don’t want to run away from this content format. As multimedia increases user engagement, we suggest you exploit images, GIFs, and infographics. Of course, links and traditional status updates are evergreens.
When it comes to content design and quality, you should consider a few more factors here:
- 80/20 Rule: Even though you want to generate more leads and increase company profit eventually, you don’t want to burden users with too much direct promotion. The best way to make a balance is to apply the 80/20 rule: 8 of 10 posts should be informative and entertaining, while only 20% should be strictly promotional.
- Reveal a Human Side: Facebook users don’t really enjoy seeing brand-related posts. They like to see real people behind your brand and you should reveal the human side of your business. Word of mouth marketing plays an important role these days and you should allow your employees to become brand ambassadors.
- Call to Action: Each post must contain CTA. No matter what you are talking about, it is necessary to keep users active and allow them to make their move.
- Incentives: Facebook posts must contain certain rewards or incentives for the followers. What it is that makes your average buyer take some action? Is it a discount coupon or a promo code? Whatever it may be, make sure to add it to your posts.
Social media are all about human interactions. You want to make your followers engaged and see them making as many likes, comments, and shares as possible. But in order to achieve this, you also need to step in and maintain communication with users. Unless you represent a strictly professional and serious organization, you shouldn’t be too formal in Facebook communication.
Adding a little fun to your posts and answers is the best way to approach followers and win them over in the long run. This is another way of expressing yourself as a human being, letting users know that there is not a robot behind the brand. If you can maintain a smooth and friendly communication, you will definitely improve brand image and increase Facebook-generated profit soon enough.