Despite recent controversies, Facebook remains one of the most important platforms for marketers. To build your presence effectively on the site, you need to have a solid marketing strategy for it. Let’s take a quick look at the four essential elements for building that strategy.
Understanding your audience
With over 2.2 billion users, Facebook is a vast community for engagements of all types. Understanding who exactly you want to engage with is vital for sifting through all those people.
The first audience you would want to consider when developing your Facebook strategy is the one that you already have. For instance, if you are building your Facebook business page to support your website, your site visitors will be that audience. You can drive that traffic to your Facebook page by adding social media buttons to your site.
You can also use that initial audience to determine the kind of people you want to attract next. Facebook’s Audience Insights tool is going to be handy here, as it will help you break down the traffic that your page receives. Use it with your site’s audience data to narrow down the specific people you want to target.
Another important aspect of researching your Facebook audience is understanding what they are saying. This will help you determine the kind of content and engagement that would best suit them. There is a variety of social media listening tools, including Insights, you can use to track relevant conversations and mentions.
Defining your objectives
A good Facebook marketing strategy needs to have clearly-defined objectives to move forward. These objectives answer several key questions, like:
- What problems and concerns of your audience do you want to address?
- What results do you want to get from your page?
- What kind of content would best suit your audience?
- How do you want to interact with your audience?
- How do you want your audience to respond?
You can further refine your objectives by answering these questions, specifically in the context of the audience or in the niche you are engaging with.
Keep these objectives realistic. Weigh on whether you can achieve them with your current marketing capabilities. The information you have already gathered about your audience will help you determine a baseline for your objectives’ quantifiable elements.
Creating your Facebook content
Randomly posting on your Facebook page is not going to create sustained interest. For better management of your posts, you need to prepare a content calendar. The calendar does more than just tell you when to post. It also serves as a useful planning tool to determine which type of content to publish and how to present the content to your audience.
It is also important to ensure the quality of the content you post on Facebook. Bear in mind that people don’t like brands continuously selling to them on the site. Make sure that your page has a healthy mix of promotional posts and non-promotional content, like this one.
This kind of content helps break your page’s monotony and gets your audience invested, boosting your page’s visibility even more. Another route is to provide educational content.
Tapping other special features
Facebook posts are not the only thing that you would want to focus on when creating a strategy for the platform. Facebook has a variety of other features that you should take advantage of to immerse people further into your brand.
One such tool is the Messenger app. More than just a chat platform, Facebook has developed it into an effective engagement tool of its own. Experiment with the different ways it can be used to reach out and connect with your audience in various situations.
Considering these four elements will help you build a Facebook marketing strategy that will boost your following. Don’t stop with these basic ones. Continue to review and refine your strategy to turn your page into a dominant presence on the site.