The Beginners Guide to Creating an Effective Facebook Marketing Strategy

Developing a Facebook strategy with clear objectives in the beginning is fundamental to a successful presence. Identifying your plan of action plays a key role in the success of your efforts from knowing how to tailor your content and posting schedule to maximise effectiveness, how to ensure you provide value to your customers right through to helping you to accurately know how which are the most appropriate metrics to track efficiently. Developing a clear and concise strategy needn’t be a daunting task however, simply ensure you are clear on the answers to the following questions!


 

DETERMINE YOUR FACEBOOK BUSINESS OBJECTIVES

One of the first things you must do is determine what you want your Facebook Page to achieve for your business. Whether you want to use it to drive more traffic to your website, promote your events or use it as an outlet to build your brand by engaging your community, having clear objectives for your page helps optimise its reach and impact and is crucial as you later come to measure your success. So ensure you have clearly defined objectives that are realistic and achievable for your business.

 Common Facebook Marketing Objectives

  • Increase Brand Exposure and Awareness
  • Create a Loyal and Engaged Community
  • Generate Leads
  • Generate Sales

 

DEFINE YOUR TARGET AUDIENCE, ARE THEY USING FACEBOOK?

In addition to determining your objectives, having a clear idea of your target readers and if they are themselves using Facebook is key. If you do find your target audience is active on Facebook then you can tailor your posts effectively around content that maximises interest and engagement from your readers. It is also important to consider how your demographic behaves on social media whether they are people who actively comment or can be described as lurkers, as posts can then be tailored accordingly in order to maximise your potential for impact and engagement.


 

DO YOUR RESEARCH

Conducting research before you start using Facebook for business is fundamental to a successful presence. Your Facebook research should include these several key areas;

Identify your Target Audience -You will need to know important factors such as where they spend their time online, how they like to digest content and other general demographics.

Research your Competition -Find out what is and isn’t working for your competition on Facebook, find out what they do well and what they don’t and then apply it to your own strategy.

Understand the Latest Techniques -Make sure you are aware of the latest updates, tends and techniques on Facebook so that you can keep your page up to date, competitive and effective.

Case Studies -Compile examples of businesses that are similar to you and have thriving Facebook pages, look what they do well, what their audience respond well to and other important factors that you can apply to your own efforts.

Facebook’s Future News, Updates and Projections -Ensure you track Facebook’s trends and updates as they regularly change so you need to keep your business up to date and effective.


 

WHO IS GOING TO MANAGE YOUR PAGE?

Whether you yourself are going to maintain your page or you are considering hiring an external consultant or agency, you need to clearly establish the person/people who will be running your page and ensure that they are equipped with the right knowledge and experience to know how to effectively maintain and run a page that is representative of your business and will become a valuable asset to your marketing efforts.

 


 

HOW ARE YOU GOING TO PROMOTE YOUR PAGE?

You need to consider how you are going to promote your page and build awareness of your page which involves you having to utilise all your relevant assets that you have available. Everything from your website, e-newsletter, corporate literature, blog, word of mouth to signage and business cards present an opportunity for you to advertise and promote your page. So be clear on what tools and assets you are going to use to help successfully drive traffic to your page. Part of this process is to also consider how each post is going to fit in with and enhance your other marketing efforts. Consider questions such as how am I going to use my other platforms to promote my posts when they are published? And how can each post supplement this week’s promotional strategy?

 


 

HAVE YOU GOT A CLEAR CONTENT STRATEGY? HOW OFTEN WILL YOU POST?

Deciding on what major content categories you want to include regularly helps you to stay focused and maintains a clear direction for your posts to go in order to ensure your content is in line with your business goals and is targeting reader’s needs. Part of this process is also to determine how often you will post on your page as having a clear schedule of when you will be posting is paramount in order to ensure it is in line with your wider social media strategy. Creating content that people will interact with takes some thought and scheduling. Your first priority should always be to create content that your audience is interested in so look to experiment to find out the most effective content strategy and share a variety of different types of posts, at different times during the day and in different quantities as through this initial experimentation you will find out valuable information that will guide your future strategy from what content resonates best with your audience, to the times they are most active on Facebook.

 


 

WHAT IS THE CORPORATE CHARACTER OF YOUR PAGE?

Defining the corporate character of your page has a crucial part to play in how successful your Facebook strategy will be as it is here that you will outline and determine how you are going to present yourself to your audience. This consideration involves establishing a clear vision of every aspect of your page from what your brand values are and how you will get them across, what tone of voice you will present, how you will apply your branding to the creative aspects of your page to the type of messages that you will be sharing.

Develop Your Facebook Voice -it is important to have an idea of what voice you want for your page that can be consistently applied across all your posts, especially if your business page is going to be managed by several different contributors. Put simply, avoid generic corporate speak and replace it with your own unique voice and customers will be more drawn to and engage with your page.

Outline Creative Elements -Consistency should also be applied to the creative aspects of your Facebook page that is the overall presentation including the colour scheme and typography. By setting consistent guidelines over the presentation and integration of your branding into your page it ensures that all these factors support and are in line with your overall branding and help reinforce your message and brand across all social media platforms.

 


 

An important thing to remember is that as you become a regular participant on Facebook, you will find unique ways in which it can be used to the best advantage for your business so your strategy will develop and change with time. The important thing is to learn by doing!


 

Create A Winning Social Media Marketing Plan With This Easy Peasy Checklist ✔️

Developing a clear, concise and thorough social media marketing plan should be the first thing any business does when starting to use social media to market their business. Having a clear plan will make the difference between a social media presence that thrives and is effective and one that isn’t. Constructing your plan needn’t be a daunting task however, it is simple answering several key questions to ensure that you clearly know the direction to take to develop an effective presence that helps you achieve the results you want for your business. Start your marketing plan today by answering these several fundamental questions;


 

What Objectives do I want my Business to Achieve by Using Social Media?

Whether you want to use your social media presence to gain exposure for your brand, directly educate and interact with your customers, promote specific products and services or all of the above, clearly identifying your objectives is the critical first step towards a successful social media presence. Identifying your objectives in the beginning ensures you will be able to tailor your content and posting schedule to maximise effectiveness and provide value to your customers. Having clear objectives also ultimately helps you to accurately measure your success as you will be aware of the most appropriate metrics to track efficiently.

Common Social Media Objectives

  • Build Brand Awareness
  • Drive Traffic to Website
  • Providing Customer Service
  • Engage with Fans
  • Establish Thought Leadership
  • Launch New Products or Services
  • Generate Leads
  • Increase Sales
  • Research and Insight
  • Build your Community
  • Improve SEO
  • Competitive Analysis

 

What Platforms am I Going to use for my Business?

What you platforms you choose to use will ultimately depend on where your customers are and what are right for your business. Spend the time researching where your current customers are online and what platforms can be best utilized with your resources and business. The key is to not spread yourself too thinly across lots of social media platforms just because you think this will gain your business more exposure, rather it is much more effective to run a handful of platforms consistently and efficiently and to spend the time reviewing the platforms you are on to make sure they are as effective as they can be. You should also keep up to date with research into new technologies and platforms that your business could potentially utilise in the future.

Selecting the Right Social Media Platforms for Your Business

The key to choosing the right social media platforms relies on you having a clear understanding of your objectives for social media, your target audience and what resources/ information you have to share as having a clear idea of these will inform you of which platforms are going to be the most effective for you. Ultimately ask yourself these three questions;

Purpose – What information do you want to share with and communicate to your audience?
Format – In what format is the best way to present this information? Videos, Podcasts, extended pieces of writing etc.
Platform – Which social media platform will allow me to share this message best and which platform has the correct audience that I want to reach?

 


Have I Done my Research?

A successful social media presence is always aided by a good, solid foundation of prior research. You should look to do initial research into key areas such as your competitor’s social media, your target audience demographics, the latest trends and news in social media, marketing and business as well as many others. Conducting research and paying attention to changes in your industry and audience for example should also be a regular and active occurrence as things, especially social media, evolve and change so you need to keep up to date to ensure your strategy is as relevant and effective as possible.

Market Research – Who is your target audience? How do they behave on social media? Where are they online?

Your Competitors – Which platforms your competitors are using? Are they directly engaging with prospects online? What are they good at online? In which areas could they improve? Can you get case studies? (both successful and unsuccessful examples?

Latest business and social media news, trends and techniques – Do you know the latest techniques on your social media platforms that are effective? What is changing in social media and/or business that could affect your marketing?

 


Who are My Target Audience?

Determining the audience that you want to reach and engage with on social media is fundamental to your strategy. Whether your target audience is your current or potential clients or customers, affiliate businesses, thought leaders or all four, your aim is to create a successful social media strategy that matches and is tailored towards understanding and acting on your target audience’s behaviors online. What are your target audience’s interests? Where do they spend their time online? In what format do they like to digest their content online? These are a few of many questions that you need to know the answers to in order to develop a successful and targeted social media strategy that will bring real results for your business.

 


Who is Going to Set up and Maintain My Business Social Media Platforms?

In the beginning you will need to decide who will implement and maintain your social media accounts. Whether you want to run them in-house or hire a social-media marketing manager or firm, you need to ensure that the person who is in charge of your platforms can effectively represent your brand and know how to create and maintain a successful social media presence. That person is going to ultimately control how your business is presented to others in the online world so you need to be absolutely confident that they are the right person for you and your business.

 


What is my Publishing Schedule?

Your publishing schedule is going to be ultimately dictated by three things, your business capabilities, the platform you’re using and your audience needs. In the beginning you will need to experiment to find a publishing schedule that works best for your business, goals and readers and is the perfect balance of what you want and what your audience wants. Part of this consideration is also understanding the nature of the platform you’re using to publish and whether it is one such as Twitter that favours several short updates per day or Facebook where posting 3 – 5 times a week is effective. Ultimately, how often you post is different for everyone and personal to your business so you when you are creating a publishing schedule you need to ask yourself, Can you keep this schedule consistently?, Can you always publish high-quality content at this rate? And will you have enough content for this schedule? Once you’ve discovered the most effective schedule for you, being consistent with your publishing schedule has the benefit of increasing SEO value, maximising value and engagement from readers and encourages readers to come back regularly for more.

 


 

How am I Going to Ensure my Business Branding is Representative and Consistent?

Having a social media presence is a great way to show a wider audience who you are, what you stand for and ultimately why they should love you. From this, it is important that you know clearly what your brand stands for and how this is going to be conveyed consistently and accurately across your platforms. This consideration needs to be applied to everything from the voice you want for your brand that can be consistently applied across all your posts to the creative aspects of your platforms- that is the overall presentation including the colour scheme and typography. By setting consistent guidelines over the presentation and integration of your branding into your social media platforms it ensures that all these factors support and are in line with your overall branding and help reinforce your message and brand.


 

What Resources/ Content do I have at my Disposal?

Each social media platform has a certain type of content that is best suited towards it, for example Pinterest and Instagram are both inherently visual and as such require good-quality and memorable images to be effective. From this, you need to understand what type of content that the platforms you are using are most effective and importantly what content resonates best with your audience. Once you are clear on both these aspects, you will be able to form an effective content strategy with maximised effectiveness. It is important that you share with your audience a diverse and interesting mix of content types that encourages engagement so you need to think about the types of questions you will ask, updates you will share and ultimately what resources do you have that you can utilise and repurpose for your social media platforms.

 


 

How am I Going to Measure the Success of my Social Media Marketing Efforts?

Tracking your social-media marketing metrics is fundamental as it helps gauge which tactics are successful and which areas are in need of improvement. From this, you need to have a clear vision of what your business objectives are for your social media presence and subsequently what are the most effective metrics you should therefore be analysing to ensure you are reaching those objectives. So whether you want to boost your personal brand through LinkedIn or use Facebook to drive traffic to your site, ensure you have clear objectives with your platforms and routinely assess whether you are successfully meeting those objectives and they are still relevant to you, and if they’re not then you will need to reevaluate.

 


Am I Going to Have to Create a Written Social Media Policy for my Employees?

If there are going to be several different administrators of your platforms or you run a business with staff members who have personal and/or business social media accounts, it is well worth creating a social media policy for your staff to sign so everyone is clear on their responsibilities and what is deemed appropriate and inappropriate behaviour when they are representing or discussing your business online.

 


Ultimately, Have I got a Clear Strategy?

Having a clear idea on every aspect of your social media marketing strategy is key to its success. Ultimately, you should easily be able to answer confidently and with clarity the below questions that form a basic marketing strategy. Part of maintaining a strong, successful presence is also to regularly assess whether certain aspects of your original strategy have changed (For example are your objectives still the same? Is there a new social media platform that your audience is using?) and then adjust your efforts accordingly. As you become a regular participant on social media you will find ways in which you need to improve certain areas and areas in which you excel in, so never stop learning and listening to what your audience and your analytics tell you.

  • Why do I need social media?
  • Who will be responsible for social networking?
  • Who are my audience?
  • What do I want to tell them?
  • How am I going to tell them?
  • What content am I going to create?
  • How often am I going to post?
  • Which social media sites will I use?
  • What tools will I use to measure my success?

 


 

‘‘Facts Tell but Stories Sell’’ Why You Should Use Social Media to Tell Your Brand Story

In the fast-paced, digital world in which we now live, how businesses successfully attract and keep the attention of customers is undergoing a shift. In all the endless amounts of information that is seen and shared across the internet every day one of the most successful ways to break through the information and have yourself heard is to harness the power of storytelling in your content marketing. By sharing your authentic and inspirational brand stories through conversations with clients, colleagues, customers and friends you instantly captivate and form a personal connection with them by encouraging them to become emotionally involved. It is in doing so that you harness the ability to shape and affect the personal and business lives of those who are listening to your stories in very big and real ways.

Sharing stories from your company founders, to your business morals and values, your business highs and lows and why you even do what you do sets the scene for a social relationship with your online audience and provides authenticity to your brand by showing there exists a real human behind your real business. Each small blog post, status update, photo, or video provides your audience with a small piece of your business puzzle that make up the elements of your story. As those pieces all fit together they give your customers the wider picture and put your business into context, helping them to better understand who you are, what you do, and ultimately tells them why they should care about you.

Thus why in a world where the consumer is now in control of what they view, share and on which platforms, you have to earn their attention by combining the power of storytelling with a platform that allows you to connect and share your story with your customers and encourage them to share those stories with others. The platform perfectly suited for this is of course social media.

Here are a few links to help get you inspired and help you to share your brand stories;

 

 

 

 

  • Click Here for 83 Engaging Ideas For Your Social Media Content!

New eBook! The Ultimate Beginner’s Guide to Social Media for Small Businesses [Advanced Version, Updated for 2018]

Shameless plug alert! My new eBook “The Ultimate Beginner’s Guide to Social Media for Small Businesses [Advanced Edition, Updated for 2018]” is now available to buy over on Amazon!

Perfect for beginners to social media, this 300+ page guide is packed full of straight-forward and effective advice and guidance, cutting through the jargon and giving you all the essential social media know-how to confidently grow your social presence, generate leads and sales on social media and make your mark on the online world.

This eBook is packed full of useful social media stuff, yet the handy bite-sized paragraphs and bulleted checklists makes it a light read for you and your business. Throughout the book we look into key areas such as;

  • An Introduction to Social Media
  • How to Create a Social Media Strategy
  • Best Practices for Social Media Marketing Success
  • Important UK Internet Usage and Social Media Statistics
  • A Comprehensive Look at all the Major Platforms – Facebook, Twitter, Blogging, Pinterest, Instagram and many more.
  • Social Media Monthly Clean Up and Refresh Checklist
  • 83 Engaging Ideas for Your Social Media Content
  • Useful Tools and Apps to Help You Market Smart

 

PREVIEW THE EBOOK HERE!

 


Don’t worry, you can still download the free version off my website. No sign-ups or long forms – just download your free PDF and away you go! http://www.scarlettdarbyshireuk.com