Facebook is constantly changing and it’s only fair that your marketing is in par with it. It is also important to understand that marketing on Facebook is different from marketing on any other social channel. Without delay let’s discuss the steps involved in creating the perfect strategy aimed at increasing ROI in 2017.
The first step in any social media marketing is to identify goals. What is it that you wish to achieve through your Facebook marketing campaign? What kind of action do you want to derive from users through it? Identifying your campaign’s objectives helps you align your strategy with your overall business goals.
With Facebook, there are three key objectives that you can target and achieve. Under each objective, the best suited ad formats are mentioned for your easy reference.
This goal allows you to focus on generating interest from users in your products and services by
- Targeting users to pay attention to your Facebook ads
- Showing your ads to as many people as you want on Facebook
This goal allows you to nudge your target audience to ‘consider’ making a purchase or signing up for your product. It gets people to look for information about your product or service. This can be done by
- Increasing the traffic to your website
- Getting more people to use your app (if you are selling one)
- Driving traffic to the app store to download your app
- Getting more people to interact with your post / content
- Promoting videos of product launches or customer stories
- Collecting lead information from those who are interested in your product or service
This goal is to encourage users to purchase your product, sign up for your service, or use your product, service, or app. You can do this by
- Showing products from your catalog on your Facebook page
- Showing all your business locations to people nearby those stores
All conversions can be tracked using Facebook pixel or app events.
Once you have decided which objectives you want to focus on in your Facebook campaigns, you need to decide which demographics you want to target. With over 1.32 billion daily active users scrolling through their news feeds, it is important to know who will see your ads and respond to them. Since the audience keeps changing through the year, it is important to slice through to the right audience for your campaigns. Some of the key demographics include age, gender, location and income with their top stats listed below.
- Facebook users are 53% female and 47% male.
- Average Facebook user has 155 “friends”.
- 56% of online seniors aged 65+ are on Facebook and 63% are between age 50-64.
- 87% of online users of age 18-29 are on Facebook.
- 74% college graduates are on Facebook.
- 72% of online users of income more than $75K are on Facebook.
- 81% of users are from urban and rural areas.
- 77% users are from suburban areas.
These stats show that Facebook is not just the most used social network but also one with versatile demographics. This offers you plenty of targeting options and better reach for your marketing campaigns.
DEFINE AD STRATEGY
The next step after defining your target audience is to define a strategy. There are two ways to advertise on Facebook—the paid and the organic ways. Paid advertising is the faster way to reaching your target audience. As of Q1, 2017 there are over 4 million advertisers on Facebook. Though paid campaigns can help you reach your audience quickly, they don’t necessarily have to be easy. You will still need to effectively build your brand strategy and ensure that your ads are placed perfectly well. There are only two crucial points to remember when you work on your paid Facebook ads. These two points are interdependent—make sure your ads are relevant and cost effective.
Pro tip: Stick to a daily or monthly spend. Else, you can kiss your marketing budget goodbye.
Create content that is creative and yet stays true to your brand identity and is relevant to your target audience. Remember there’s an ROI that you are accountable for!
I made a list of points for you to consider when creating content for your ads. Your content needs to
- Relate to your brand, products, or service
- Provide incentive – deal, promotion, offer, ebook, etc.
- Carry the tone and voice of your brand
- Clearly inform users about your product or service
- Have a CTA button or indicate the action that users should take
Another important aspect of creating content is that it needs to be current. Recycling content is permissible only to a certain extent. If it were up to me, I would gladly create fresh content for every ad. This keeps your users’ interest in your products or services and allows for A/B testing as well.
Now, with all those paid ads showing up on news feeds, you don’t want your audience to think of your brand as an ad generating machine. You need to balance it out using regular organic posts. Though there are studies that show a dip of 52% in organic reach, you need to remember that getting 10x followers does not happen magically. Organic reach might not stand well by itself but it adds great value when paired with paid ads.
Facebook offers only a set of paid ad formats but with organic content there is a lot to experiment. Therefore it is up to you to use these in your favor and get a good content mix. Let’s quickly run through the different types of Facebook content before we move on to the next step in Facebook marketing strategy.
To be active on Facebook, you need to be regularly publishing content on your Facebook page. What if you could schedule all your content in advance? Or if you could schedule for a time when your fans are most active? Facebook allows you to schedule content in advance. Simply select the time and date when you want it to be published and the job is done. (You can even backdate a post on your Facebook page, but that’s a different story altogether.)
Now, what if you had multiple posts to be scheduled your Facebook page? Well, using a good social media publishing software can come in handy. These tools not only help you to publish content to your Facebook page but also help you schedule them for optimal times when your fans are most active. This ensures your organic posts get maximum reach and engagement.
Being passive and simply posting statuses and ads never do the trick. You need to keep the ball rolling. You need to actively engage with your audience. Facebook, like any other social channel, is built to connect, have conversations, and share content
You can use Facebook as a forum for customer support as well. If you do it right, you can very well turn these customer issues into sales opportunities for your brand. Never expect your audience you take the first step or initiate the conversation with you (except when they want to vent their frustration with your brand). If you have more than one Facebook page for your brand, then you should seriously consider using a social media management software that lets you attend to all the interactions from one page.
What’s all the marketing for anyway, if you can’t / don’t measure it. Facebook Analytics offers a breakdown of the data on how your paid ads and organic posts have performed.
It shows you how your target audience has responded to your posts and ads. It also shows you the demographic mix in the form of visual charts and graphics.
Seeing pretty graphs isn’t enough. You should be able to understand what each of these numbers means to your brand and how you can leverage on it. You need insights that help you build better campaigns. Having a good social media analytics software comes handy and helps your brand stay ahead of the game.
Remember this, running marketing campaigns on social channels is like running experiments in a science lab. What worked once may not work the second time. There’s is no single mantra to great marketing campaigns. You need to constantly keep exploring different ways to win new customers and retain existing ones. If you know of a strategy that can help brands be successful on Facebook, drop them as comments here. Let’s keep the lab lights on!
Monica is the content and PR birdie at SMhack. She enjoys everything and anything social. When she isn’t discussing social, you can find her reading poetry or taking photographs.