As a marketer, Facebook is the most worthy social media to penetrate. After all, Facebook dominates all social media platforms globally. And if you are looking to expand your business’ reach in the digital world, Facebook is the way to go. You just have to know the effective Facebook marketing strategies that will bring you success.
According to Statista, there are over 2.6 billion monthly active Facebook users as of the first quarter of 2020. On average, 1.73 billion people actively use Facebook on a daily basis. With these figures in mind, any business should leverage the social media platform’s broad reach.
Facebook marketing strategies to try
The secret to effective social media marketing is having the right strategies to employ in your marketing campaigns. To help you set up for starters, here’s a guide to making successful Facebook marketing campaigns.
1. Set up your marketing goals.
Before anything else, the first thing you have to lay out are your goals. When you know what you want to achieve out of your Facebook marketing efforts, you are setting your eyes on the right path. Identify goals in mind before you even jump onto other strategies and ensure they are specific, measurable, attainable, relevant, and timely.
Some of the common Facebook marketing goals include:
- Increase brand awareness
- Boost community engagement
- Convert leads to sales
- Direct website traffic
- Get more ROI from FB ads
- Improve customer service
- Distribute content
- Retain customers
2. Know your audience.
You must understand who your audience is to capture their interest effectively. When planning your content, you should know the behaviors of your market to find them online easily. Here are some things you need to identify:
- Age bracket
- Income range
- Facebook usage
- Purchasing power
- Time of Facebook usage
3. Follow the 80/20 rule or the social media rule of thirds.
The Pareto principle, or most commonly known as the 80/20 rule applies in making social media content. In planning your social media content, ensure that 80% of it focuses on informing, educating, and entertaining your audience. Whereas the 20% left should concentrate on promoting your brand.
On the other hand, the social media rule of thirds states that a third of your content must share ideas and stories. The other third must aim to interact with the audience. And the last third should promote your brand.
Both rules are effective in planning your Facebook content mix. Facebook penalizes brands that overdo its sale promotions, so you should value follower engagement over promotions.
4. Maximize Facebook’s features.
Facebook has a plethora of powerful features that are effective in engaging with your audience. Maximize each features’ use to make engaging and shareable content. These are some of the features you should use to pull in your audience:
- Pinned posts – announcements, contests, and other relevant updates
- Facebook Stories – disappearing posts after 24 hours
- Facebook Live – live broadcasts
- Calls-to-action (CTA) – an action for your audience to follow, like “Shop Now,” “Book Now,” “Sign Up,” “Contact Us,” and more
- Schedule posts – pre-schedule posts to save time
- Event app – host an event in your community to engage with them
5. Use images and videos for content.
Visual content is pretty significant in social media. It doesn’t just attract the audience, but also gets more engagement via sharing. The average attention span of a person is eight seconds. There is only so much content can do in that short amount of time, and visual content is the way to go in leaving an imprint to people. In fact, the brain processes visual content 60,000 times faster than text.
6. Pick the best time to post.
In planning your Facebook posts, be guided with the most optimal times to post. Particular days and times boost the visibility of your posts, so be wise on picking your schedule.
Here’s a data from CoSchedule that shows which times drive most traffic:
- Sunday, Thursday, Friday, and Saturday get the most engagement.
- 9 a.m., 1 p.m., and 3 p.m. are the best times to post.
- Friday seems to fit the “happiness index,” which suggests posting happy content.
- 3 p.m. posts will generate the most clicks.
- 1 p.m. posts will get the most shares.
7. Make use of a social media calendar.
Creating a specialized calendar for your content will help you plan out your campaigns more effectively. This enables you to create and maintain momentum for your posts. It also avoids you from running out of ideas to post as you have already prepared ahead and scheduled them.
8. Schedule your posts ahead of time.
Various tools allow you to organize your content calendar for free and schedule your posts ahead of time. Having prescheduled your Facebook posts ensures you publish your content right on the dot—avoiding to miss the right time. You can try out these social media posting and scheduling tools:
9. Actively engage with your audience through comments.
Since building a relationship is what social media is for, maximize the comment section to engage with the audience. Replying to comments demonstrates your willingness to know, help, and interact with your audience. Not only does this allow you to create a humane reputation, but it also lets you get firsthand feedback from your services and products.
10. Invest in Facebook Ads
Allocating some funds for Facebook Ads is one of the smartest strategies you could employ. It opens up more possibilities for a higher ROI since this boosts our click-through rate.
However, ads won’t magically bring you good results unless you ace your campaigns. To reap successful conversions from ads, you should be creative enough in designing your ads. This Facebook Ads mastery class will help you craft the perfect advertisements that can generate sales over time.
11. Optimize content for mobile use
The majority of Facebook users access their accounts through their mobile devices. It is only logical to create such content that most viewers will easily get attracted to. For example, one of the factors that affect user behavior is the way we hold our phones upright. This paves the way for creating vertical videos that display videos to full screen. You see, advertising on social media should always be on-trend and more innovative as possible.
12. Be smart with your cover photo.
Cover photos are effective in introducing what your brand is about. After all, it is the first thing that online users will see on your page, so take advantage of it. You can use your cover photo to convey a strong marketing message, display your products and services, highlight your services, or even show your work environment.
13. Think of fresh ideas to engage with followers.
Fresh and innovative ideas bring in engagements to your posts. Think of trendy, engaging, and interactive ways to knock onto your audience’s hearts. You can host contests, live events, sales, and more to boost follower interaction.
14. Activate social media plug-ins on your website.
Integrating social media buttons on your website makes it easy to direct your visitors to your social media pages. You can put those buttons for every article you post or add it to the sidebar that visitors can easily view whenever they navigate through your website.
15. Include your social media links in your email signature.
You probably have email marketing efforts that go together with your social media marketing. Include your Facebook link and other social media pages’ at the email signature to generate traffic. You can even add CTAs in your email campaigns to direct your subscribers to Facebook.
16. Use your Facebook to grow your email list.
You can utilize your business’ Facebook page to grow your email list. Doing so will help you generate on your website and convert leads into paying customers. You can increase your list of subscribers by adding a CTA button, informing about newsletters regularly, and displaying an opt-in form for newsletter subscription.
17. Utilize Facebook chatbot or Facebook Messenger bot.
Businesses receive an adequate amount of messages daily. It will take minutes or hours to respond to each concern you get. And to avoid seeming like a snob for not replying almost immediately, chatbots will help you answer queries on their own.
Using this Facebook marketing strategy saves you time from going over each message while saving you from losing customers.
18. Tap influencers to collaborate with.
Having relevant influencers to promote your brand gives you an advantage over competitors who don’t. It may not cost cheap, but influencers bring in a significant amount of purchases when done effectively. So if you have the budget, pick an influencer who perfectly represents your brand’s voice, reputation, vision, and of course, audience.
19. Track and analyze campaign results.
Don’t let all your efforts go down the drain by neglecting to track your campaign’s performance. You should measure how well your campaigns did by watching its results closely. This will allow you to know which strategies are effective and what loopholes you need to improve on.
Here are the key metrics that will tell you how effective your Facebook marketing efforts are:
- Fan reach – the number of followers who saw a post
- Organic reach – number of people (both followers and non-followers) who saw a post organically
- Engagement – number of people who clicked on the post—including likes, comments, shares, video views, and click on links and photos
- People talking about it – the total number for shares, likes, and comments
- Click-through rate – the percentage of people who viewed your post and clicked through it
20. Run a competitor analysis.
Last but not least, take the time to know who you are up against on Facebook. When you monitor what your competitors do on their respective marketing strategies, you will get an idea of what works for them, which you can emulate on your own.
You can do your competitor analysis by going on Facebook Insights tab and adding competitors to Pages to Watch. This strategy will help you distinguish yourself from competitors and outsmart them in various ways.
Now that you have learned the effective Facebook marketing strategies in growing your business’ online presence, there’s no stopping now. You can go ahead and execute these strategies to reach your business objectives. If you want additional assistance in mastering how Facebook marketing works, here’s a Facebook Marketing Blueprint that’ll suit your needs. Learn more about marketing and advertising strategies that can help you succeed, with online advertising courses.