EFFECTIVE FACEBOOK MARKETING STRATEGY IN 2020

SET SMART GOALS

Effective Facebook advertising campaign depends on the goals your brand creates. Before setting goals, make sure to research your industry and analyse what are the requirements of your potential consumers.

Without setting the goals, Brands can never measure their success and return on investment (ROI).

Your Goals must be

• Specific
• Measurable
• Attainable
• Relevant
• Time-bound

Make your goals focused to generate leads, referrals and conversions rather than vanity metrics like retweets, likes and shares. Your social media goals should align with your overall marketing strategy.

Your business objectives should be focused on:

• Brand Growth
• Turning visitors into leads
• Driving leads and sales
• Improving customer retention

ANALYSE YOUR FACEBOOK AUDIENCE

Knowing who your audiences are is the ideal key to set up your marketing strategy. Aligning to their requirements can help your brand get in contact with them easily.

Do a deep demographic study to look into

• Personality
• Values
• Attitudes
• Interests
• Lifestyle
• Behaviour

Knowing what information attracts your potential consumers is the only first step to boost your brand. Ask these main questions before diving into advertising:

• What is the mindset of your target audience?
• What kind of activities do they see often?
• What is their purchase behaviour?
• Who/what makes or influence their purchase decision?
• When and how often do they buy?

Once you’ve gathered quality information, use Facebook Page Insights to get a complete closure of your audience behaviour.

Jugnoo, an Uber-like service in India, used Facebook analytics to know that more than 90% of their consumers were between 18 and 34 years. More than 65% of them used android mobiles, this information helped them create new target ads to reduce the cost per referral to 40%.

ENGAGE PROACTIVELY WITH YOUR AUDIENCE

As a brand, don’t forget to engage your audience with quality contents and product information. The best way to popularize your brand is to frequently post blogs.

Replying to comments and mentions in Facebook can improve authenticity and elevate user experience.

Post at the perfect time

With more than 200 million business on Facebook, the news feed is bombarded with tons and tons of messages. Posting at the right time with the right hashtags can make your product reach potential consumers easily.

Below is the infographic answering the most commonly asked questions by Marketers.

Points gathered from the infographic

• 11 AM to 1 PM and 5 PM to 7 PM is the best time to post on Facebook
• Wednesday is considered as the best day to post on Facebook
• Posting between 9 AM to 3 PM is the best time to post on weekdays
• Saturday is the highest engaged day
• Early morning and late nights are least recommended

CREATE AND CURATE ENGAGING CONTENT

Content is the key to grasp the attention of your potential consumers. Effective content can help the audience know about your product information and goals. Here are a few examples of the type of content you can generate:

• Blog posts
• Videos
• Industry news
• Infographics
• eBooks
• Interviews

Make sure all these contents align to meet your customer requirements that can boost up your product growth. Content is what propels social media, so it is crucial to generate engaging content.

Also not reaching your consumers at the right time is a waste of all your efforts. Create a content calendar that outlines your posting schedule to engage your consumers frequently.

While creating a schedule, ask these questions:

• The frequency between each share? Why?
• At what time will the traffic be more?
• How should I promote my content?
• How can I create a variety in my content?

The ultimate goal of this is to create more clicks. After this, concentrate on the message schedule, a series of messages that will be sent once your blog post goes live. A well-planned schedule should be like:

• Publish time – Time when the blog goes live
• An hour later – Interact with your consumers who respond to those posts
• Next day – Share them on other social channels
• Next week – Plan for the next content series tagging the previous one

DETERMINE YOUR FACEBOOK ADS STRATEGY 

Whether your brand is a start-up or a MNC, what works today will never work tomorrow. With the advent of various tools and methodologies, Facebook strategies can be generated to sustain the ever-evolving business environment.

Earning brand loyalty and a dedicated audience base will not happen overnight. But Facebook can easily help you out with their different ad models.

Your Facebook ad campaign should always be focused on two things:

• Cost efficiency
• Relevance to your industry

Decide on creative content that you think is worth advertising in front of a much larger audience. Ask these questions often:

• Does it relate your brand and effectively showcase your service?
• What is the benefit of posting this content? Will it bring in new audience?
• Does your content maintain the same tone across all your post?
• Which content has brought in more engagement?

Create spreadsheets to document your core metrics as each of them will provide you with unique insights and data on what you need to achieve.

• Click-through Rate
• Impressions
• Cost to acquire

INCLUDE CHATBOTS IN YOUR STRATEGY

More than 46% of the consumers prefer to communicate with a business through messaging app than email. Facebook messenger offers a lot of services with the help of chatbot technology, yet it is often underutilised by businesses.

With 24-hour customer service to chat in real-time, chatbots satisfy your potential consumer, if you respond to their business queries even at 2 am. This service will surely make them enter into the sales funnel.

Source: Facebook.com

With more than 70% of the consumers wanting a response within 20 minutes, brands should utilise chatbots to improve customer advocacy and personalisation.

Lyft, a rideshare brand, uses chatbots to request a ride using Facebook messenger and these bots will provide users with the driver’s current location.

You can get your Facebook chat plugin here.

TRACK & ANALYSE YOUR RESULTS

The last and important step of your strategy is to keep an eye on the metrics to see what works out and what doesn’t. Analysing results can help determine the ROI of your strategy.

Facebook Audience Insights and Facebook Page Insights help analyse the efficiency of a strategy and find out various data related to them.

Facebook Audience Insights helps to analyse your audience, target better ads and create more relevant content.

While Facebook Page Insights gives a detailed view of your Facebook page. They help to track what works and what not, and study how users interact with your content.

Metric provided by Facebook Page Insights

• Pageviews
• Page previews
• Page likes
• Post reach
• Story reach
• Post engagement
• Responsiveness
• Page followers
• Orders and earnings

Benefits of Facebook Analytics:

• Helps to find out what works and ditch what doesn’t
• Schedule posts at best times
• Optimizing business page

Generating strategy is a never-ending process, with the advance in social media marketing every day make sure to adapt them into your strategy.

With these seven marketing steps, make sure to design your Facebook Advertising game plan today. Comment below if you have other steps that can boost Facebook advertising. If you find any difficulty in plotting your marketing strategy. You can reach the 7 Stones Digital Team.