Before creating a Facebook strategy, figure out who your audience is. Define your audience’s demographic (i.e. age, gender, income level, education, and geographic location) and other relevant information such as their needs, wants, challenges, pains, and aspirations. This enables you to see through your customers’ perspective and produce content that’s tailored to their needs. For example, if you’re a fashion retailer, your potential buyers could be young males between the ages of 18 and 25 who live at home with annual disposable income of $7,500. In this case, your content could showcase the positive impact your fashion can bring to their social lives.

Once you’ve defined your audience, create a Facebook content schedule. The schedule should showcase all the promotions, videos, photos, and other content that you’ll publish in the next several months. This enables you to show a variety of content so that you’ll continuously excite and engage with your audience. For instance, you can display one YouTube video, 2 team photos, 1 piece of consumer-generated content and 2 blog articles each week.

Facebook audits enable you to assess your Facebook performance precisely. One useful audit technique is nanography. By using nanography, you can quantify your content’s engagement. What you have to do is first categorize your content into different groups such as “promotional video,” “article,” or “team photo.” Once you’ve separated the content into different categories, you can quantify their engagements. All you have to do is sum up all the likes, comments, and shares for each category and divide that by the amount of content shared within each group. For instance, if you’ve generated 20 likes from 5 promotional videos, you’ll divide 20 by 5 to get five likes per promotional video. This enables you to compare the performance of each content category and determine if you should produce more of one kind versus another. 

Facebook contests enable you to connect with qualified customers cost-effectively. By running a Facebook-only competition where fans and participants have a greater chance to win if they share the contest with their peers, you can connect prospects who are likely to have the same demographic, geographic, taste, and preference as your current customers. This allows you to engage with qualified buyers and acquire new customers without spend a boatload of advertising dollars.

 

Although Facebook is currently facing a user-growth bottleneck, it’s still the world’s largest social network. By fostering a large, engaged Facebook community, you can see a greater return from your ad initiatives when you promote products or services on Facebook. If you want help with Facebook marketing or social media marketing in general, feel free to contact us and we’ll be happy to see what we can do for you.