The largest social networking platform Facebook needs no introduction and you probably even know how crucial it is to come up with a Facebook marketing strategy. No matter which niche you belong to, marketing on Facebook has to be on your list if you are thinking of digital marketing.
A lot goes into creating a powerful Facebook strategy thanks to the large audience base and innumerable brands on the platform. To create an effective Facebook marketing plan, it is first necessary to know what your brand wants to achieve with it.
Brands often make the mistake of simply implementing a strategy that’s tried and tested. Moreover, in many cases, brands have simply replicated what their competitors are doing on the platform. Well, in order to create a buzz on the platform and keep it alive you have to do a lot more! (BE UNIQUE)
In this blog, we’ll tell you how to market on Facebook by creating a strategy.
Before we jump to the steps here’s a brief explanation of what a Facebook marketing strategy means.
What is Facebook marketing strategy?
Facebook marketing strategy is a plan that brands create to achieve their objectives on the platform like brand awareness, audience engagement, product launch, sales generation, etc. The strategy helps them connect with their target audience which, in turn, takes them towards achieving their brand goals.
Steps to Create a Successful Facebook Marketing Strategy
1. Decide the agenda of your Facebook marketing strategy
Like we stated earlier, the goal defines your Facebook marketing plan. Every brand goal needs a different approach and hence, deciding what you want to achieve from this strategy is crucial. At this stage, you need to be sure that Facebook as a platform will help you achieve those results.
Generating sales and creating brand awareness are two common brand objectives when marketing on Facebook. However, there can be other objectives too like increasing website visits, promoting content, targeting new audience base, and so on.
Well, your brand objectives can also be about knowing audience preferences, quality of audience, and gauging audience sentiment. These objectives have an indirect impact on ROI.
2. Conduct a detailed audience analysis for your Facebook marketing strategies
The Facebook marketing campaign has to reach the intended audience. And for that, you need to know who your audience is. Only when you know your audience you will be able to frame a relevant strategy. Get detailed insights on your audience demographics to know who you want to target on Facebook.
- What is the audience age?
- What is the audience interest?
- Where is your audience located?
- What is your audience language?
This analysis also helps you find out if you are catering to the right set of audiences. Moreover, it lets you discover a passive audience base too. Facebook has a large user base and that is what makes this step extremely important.
In this step, brands should define their audience base and make sure it is present on Facebook!
3. Analyse what kind of content garnered the maximum audience engagement
Brands that are already active on Facebook know what works for them. Analysing your content on the platform also helps you understand what is working for your brand. This helps you frame an effective Facebook content strategy.
The popular opinion suggests that video content works best on digital platforms but that does not stand true for all brands. Some brands stick to images and are still garnering high audience engagement! It all depends on what appeals to your audience and brand.
Track your previous posts with a social media analytics tool and see what kind of content should be a part of your Facebook marketing strategy.
4. Keep an eye on what your competitors are doing
Analysing your brand’s content will tell you what your target audience likes on your page but studying the competitors’ Facebook content strategy will tell you what you need to try. Your competitors’ Facebook strategy will also give you an idea of what is not working for your niche. This analysis will also reveal if your competitors are targeting any unexplored audience set. Analysing your competitors has to be a part of your strategy planning because it can help you identify loopholes in your strategy.
5. Decide what kind of content you want to curate for your brand’s Facebook marketing
Once you analyse the competitors and your own content you will be in a better position to frame your content strategy. Brands can opt for a wide variety of content formats for marketing on Facebook. Right from text-oriented blogs to videos, the platform allows it all. The content you curate should be of your audiences’ liking. Moreover, it should also be of use for your brand. For instance, lifestyle brands make maximum use of images and videos, whereas some industries produce more text-oriented content. Here are some content ideas for your Facebook marketing strategy–
Host live sessions to generate audience interaction
Question your audience in the posts to increase audience engagement
Opt for carousels for image-oriented content
Give them a peek into behind-the-scenes
Post how-to videos and indirectly promote your products and services
Post infographics that are share-worthy
6. Plan your Facebook content strategy with regards to the implementation of posts
The result of your Facebook strategy depends on the content you publish on the platform. Using Facebook for marketing works because your brand content gets exposure and keeps your audience engaged. The content you plan also decides how you want the audience to perceive your brand. The Facebook content strategy is not just deciding whether to post a video or an image, it has several other elements like-
- Deciding the post frequency
The post frequency has to be thought of beforehand because it impacts the audience interaction. Take a look at your competitors and see how often they post on their Facebook page. This will give you an idea of whether you are posting too much or too less. Strike a balance so as to not bombard your user’s feed with your brand posts.
- Knowing the best time to post on Facebook
Marketing on Facebook also depends on when you post. The brand content needs to be timed smartly to get maximum user attention. The best time to post is when most of your users are active on the platform. This can positively impact your Facebook strategy.
- Keep a check on the trends
Social media trends are a great way to draw audience attention to your brand. Identify the trends on Facebook and see what your competitors are posting about. As we all know, video content is gaining popularity on all social media platforms and the same also stands true for Facebook. Live sessions are in trend and you can make use of this format for Facebook marketing.
At this stage, make sure to prepare a content calendar for your Facebook marketing plan. Schedule your posts in advance so that you are consistent on the platform.
7. Brainstorm on Facebook ads to gain the most out of your Facebook marketing strategies
Let’s face it, simply expecting marvellous results from organic content might not give you much. Facebook is a crowded platform and it is difficult to make space. Facebook ads are the best way to give your brand the needed exposure. Ads also help you reach the passive audience base. Well, ads on Facebook need to be structured properly to fetch the desired results. Keep a check on the following things when creating Facebook ads for your brand.
- Select the right target audience (Check the audience age, location, gender split)
- Pay special attention when choosing audience interest
- Make sure to place your ads right (You can have Facebook ads on stories, feeds, or as messages )
- Pay attention to the ad schedule and budget
8. Monitor the performance of content to scale your Facebook marketing strategy
Everything boils down to how your posts performed on Facebook. This is where analytics come into the picture. A Facebook guide is incomplete without the mention of performance metrics. Tracking the posts will help you understand how effective your Facebook marketing strategy is. Make sure you don’t just focus on the number of likes, comments, and shares. There are several other metrics to gauge your content performance.
It is best to rely on a social media analytics tool to know how your Facebook strategy has fared.
These Facebook marketing steps will surely scale up your brand’s presence on the social media platform. Keep your audience in mind and structure unique content to gain maximum exposure.
The best way to create and implement a Facebook marketing strategy is to use a social media analytics tool like Unbox Social. Let’s take a look at how this tool helps you with regards to the steps mentioned above.
Unbox Social- Facebook Analytics Tool
1. Audience analysis for Facebook marketing strategy
The Unbox Social tool gives you detailed analysis on your audience base. This helps you understand whether your content is being consumed by the right audience.
The glimpse of the tool below shows audience analysis for a brand.
2. Content analysis for Facebook
The Unbox Social tool allows you to analyse the performance of your Facebook posts. The tool also gives you details on the reactions of the audiences on your content. Check the total video views, total reach, total impressions, and repeat views on the tool.
The glimpse of the tool below shows the reactions used by the audience on a brand’s posts.
3. Competition analysis on Facebook
The Unbox Social tool has a feature dedicated to competition analysis. The feature gives benchmarking reports to help you understand how your industry competitors are faring in their strategies.
The glimpse of the competitor analysis feature below shows how the audience has interacted with four competing brands.
4. Best time to post on Facebook
The tool also tells you when most of your followers are active on the platform. This helps you schedule your posts better. Knowing when the majority of your users are online will help you get the most from your posts.
The glimpse of the tool below shows when most followers of a certain brand are online.
Planning a Facebook marketing strategy is important but executing the same is also crucial. See to it that your strategy is well-planned and relates to the target audience. Here is the summary of the 8 steps to curate Facebook marketing strategy.
- Decide the agenda of your Facebook marketing strategy
- Conduct a detailed audience analysis for your Facebook marketing strategies
- Analyse what kind of content garnered the maximum audience engagement
- Keep an eye on what your competitors are doing
- Decide what kind of content you want to curate for your brand’s Facebook marketing
- Plan your Facebook content strategy with regards to the implementation of posts
- Brainstorm on Facebook ads to gain the most out of your Facebook marketing strategies
- Monitor the performance of content to scale your Facebook marketing strategy
Here are a few more blogs to help you with Facebook marketing.