Have you ever encountered a particular phase in your marketing career where the frustration and dejection over your failed Facebook marketing strategy is just too overwhelming????
It is possible that your ad account got banned, you failed in reading matrices, had difficulty in A B testing, ads got rejected or the marketing budget was just too low.
But relax, Its okay....I'm here to solve all your problems. The important part is that NOW you are here to learn, apply and get jaw dropping results. I will help you create a Facebook Marketing Strategy which will actually get you money.
Sounds great right!!! Excellent lets dive in..
Facebook Marketing is not what you would call 'rocket science' or to complex to be used. I find most people are afraid to dive into the world of Facebook because they have a phobia that they aren't smart enough.
Let me clarify for you....Facebook is just a tool to market your product, build brand awareness and ultimately attract customers.
The good news is... you can do it too
Just follow the 12 steps and you'll be good to go.
YUP....It's REALLY that simple
Step #1-Create A Business Page
The first step in order to start your path to effective Facebook marketing is to start a business page. Remember the profile page doesn't count. You have to make a business page.
Your Page should mainly consist of:
Your Profile Picture
Your Call To Action
Your side bar tabs
All these elements will play a key role in your Facebook Marketing Strategy. But before i proceed I want to mention something real quick.
Facebook has 6 specific categories which define the identity of your page. You'll want to choose one of the following ones.
Most of the people reading this might fall into the category of Local business or Brand.
Choosing the right category is important because each category has different features which make it easier for your service to be marketed.
Local businesses perhaps will have a location whereas online brands will not. This is important in the initial stage of the customer value journey when you are building awareness of your brand and readying for engagement.
Step #2-Get a vanity URL
There are a ton of methods through which you can optimize your Facebook page but one of the first things you are going to do will be getting a vanity URL.
It is advisable to use your brand name as your vanity URL or your own name if its a Public Figure business page.
Eureka Digital Marketing has used its own name as a vanity URL.
If your goal is marketing then vanity URL will be good for your SEO. Moreover your page will not only be more searchable on Facebook but on Google as well.
Google will then link it to your sites keywords.
The vanity URL adds a touch of professionalism to your page too which further increases its look.
Step #3-Optimize your Photos
The next step for your Highly Optimized Facebook Page will be to add high quality photos to your profile.
Social Media sites especially Facebook are highly pictorial.
You also want to choose the right cover photo......which indicates what exactly your brand is about and what service it provides.
It is essential that your Facebook page has a a Call to Action (CTA) as well so that you can direct your customer to the next stage of the Customer value journey-the engagement part.
It is important that your page should have at least to CTA's s that you can engage your lead in multiple ways. Eureka Digital Marketing has an 2 options for its viewers. Either they can connect on WhatsApp or if they feel uncomfortable they can go with messenger.
CTA's play a great role in your business page as it directs your customer to where YOU want them to go next. Just think of your leads as children. They will only go where you guide them to be. So, in order to optimize your page add a CTA too.
It can be anything ranging from chatting on messenger or WhatsApp to Sign Up options or even directing your customers to your website.
The following are the CTA's you can use:
Book Now
Contact Us
Use App
Play Game
Shop Now
Sign Up
Watch Video
WhatsApp
Messenger
Visit Website
Step #4-Use Custom Facebook Tabs
As i mentioned above, there are sidebar tabs on your business page.
They are customizable to suit the need of each business and brand.
They are important for a number of reasons:
You can advertise information about your brand through the side bar tabs like "about" etc
You can use them as CTA's too
It can also help in answering FAQ's before customers buy your product
This is an Example from Eureka Digital Marketing's Facebook Page. It has separate tabs which include info about it like its introduction, Poll, Videos etc.
Its community page is pretty active too. In summary there are multiple ways for a new viewer to interact with Eureka Digital Marketing Academy and learn about who they are, what they do and how to benefit from them.
It is an excellent example for all marketers out there who want to increase engagement with their Facebook pages and drive more traffic.
Step #5- Follow the 70-20-10 Rule
Alright, once you have optimized your profile for maximum engagement, its time to generate content.
A mistake most marketers make here is that they generate only one type of content and that is just promoting their brand and asking new leads to just BUY, BUY and BUY.
Well if it as that easy to get people to spend their money we would all be billionaires by now. Get your audience to trust you, give them a reason why it is their product yo should be buying and how it will relieve their pain or solve their problem which brings me to the 70-20-10 rule.
The 70-20-10 Rule states
Post authentic, self generated content 70% of the time.
Post content which attracts your leads interests 20% of the time.
Post brand promotional content 10% of the time.
Keep it varied....
CONTENT CAN BE SELF PROMOTING AS WELL AS.... ATTRACTING LIKE MINDED INTERESTS
Mix your content with Polls, Callouts and Questions to attract the niche you are aiming for.
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Step #6-Clean Up Your Post
The Facebook News feed can be Terribly crowded with people posting content most of the time.
The key to standing out in the midst of 100's of posts is your formatting. Your formatting determines the fact that your post will actually attract attention or just get scrolled away and disregarded.
A social media post with a high quality photo is 10 times more likely to get engagement then a post that only has plain text....Like this
The Key is to keep your images sharp and easy to read. Put the focus where it is best utilized ....The IMAGE and the HEADLINE
Hence your posts will look readable as well as clean thus generating more shares.
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Step #7-Share User Generated Content
Instead of always going into the hassle of creating content every time it is also a great idea to post user generated content.
This not only gives you more time and energy to focus elsewhere but also promotes brand loyalty as well as makes users feel needed.
An easy way to do this is by making videos of users sharing their experience with your brand or taking pictures with them.
This is a great way to drive engagement, get shares and promote your brand.
Allowing users to be part of your personal page that help bring them closer and further bond with your brand.
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Step #8-Use Facebook Page Insights to analyze content
Now that you know how to create quality content lets jump into monitoring your metrics to find trends in engagement and thus find out which type of content is attracting the most potential customers.
The best tool for this job is Facebook's very own one, Facebook Page Insights
This will provide you with information from the last 7 days so you can accordingly adjust your content to suit the needs of your viewers.
It provides you with:
The actions taken on your page
The page views
The Page likes
The Post Reach
The Story Reach
Recommendations
Post engagement
Responsiveness
Videos
Page followers
All from the last 7 days...
This will give you a sufficient idea on how your audience is reacting to the content you are posting and how you can further optimize it to get more leads and paying customers.
Step #9-Test your Timing (based on Facebook Insights)
One more thing you want to focus on will be testing the timing of your posts. You can do tat from your page insights data.
The side bar gives tons of options to get data for your Facebook insights ranging from ads and followers to posts and page views.
Through this tool you can experiment to test out the best timing of your post and track your metrics to see of your theories are correct.
So, what are you waiting for, Start testing PEOPLE...
Try to post casual content too at non engagement hours to check the response rate and thus get an idea on how to proceed with your marketing strategy.
By catching up with your timing and aligning it with your customer online hours you can boost your engagement rate by a considerate amount.
Step #10-Use Audience Insights to analyze User Behavior
Another analytics tool which is really helpful is Audience Insights.
This is slightly different from Page Insights as it focuses on core audiences rather than metrics relating to engagement
Audience insights offers various demographic over views such as age, gender, education level as well as job descriptions.
Audience insights is a really valuable tool to have because it helps you to find out your perfect customer avatar identify their hobbies and interests and post content according to it.
It will also help you narrow down your Facebook Ads (see below)
Since we have learnt what content to post, how to know which content to post for which audience as well as when to post its time to learn how to advertise your service using paid Facebook ads.
One good reason why it is always better to invest in Facebook ads is because Facebook is still way cheaper than Google.
In terms of marketing Facebook is still an effective and cost beneficial marketing strategy.
When you target the right audiences your should still appear where and when you want them to be.
So go ahead and don't be afraid of spending your money on Facebook ads because it is an investment which will always bear fruit if you know what you are doing.
Step #12-Target specific audiences to boost Ad Reach
If you want to ensure that your Facebook ads bring the best results then you need to learn how to narrow down your audience to a specific location.
Audience Targeting ranges from location based audiences to segmented ones based on hobbies, interests, job description as well education level.
There are 100's of ways through which you can tailor your ads to suit the needs of your audience and thus get a better reach as well as better engagement rate.
The key to do this is to take out the time to Track metrics and analyze what your customers really want, what are their needs and how you can fullfill them.
And once you figure that out your ads will perform extraordinarily well.
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Conclusion
The key to success is to focus on a combination of organic reach and paid ads.
Having a multifaceted approach will improve your engagement over time.
The most important things to remember about posting on Facebook is that you need to optimize.
Optimize your Facebook business page, optimize your photos, optimize your links, and optimize your videos. Optimize everything.
Don’t just post for the sake of posting.
Make sure that the content that you produce on Facebook actually matters, and you’ll see results.
Good Luck and strive better in your marketing strategy.......
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Muhammad Aarij Kashif