5 essential steps to an extraordinary Facebook marketing plan

Despite other social media channels like Instagram and Twitter, Facebook is still growing strong. Over the past two years, there has been a 17% spike in monthly users. One thing is for sure: This channel is essential if you want your brand or company to have an online presence.

Five Essential Steps

This universe of potential customers also has a downfall because it’s harder to find your brand’s specific spot in this ocean of possibilities. Your Facebook marketing strategy must be unique. We identified five essential steps to create an extraordinary plan:

Step One

Link Facebook goals with company strategy

Every good marketing plan has clearly defined goals to address the needs of a specific target market. A company’s overall strategy and goals can form the basis of your Facebook marketing strategy.

Here are a few examples of some common yearly goals incorporated in an effective Facebook strategy:

  • Better pulse on the industry: Get a step ahead of competitors by using social media monitoring tools to track, listen and report on social conversations revolving around you, your competitors or the industry. Increase your listening powers before speaking.
  • Adding more value to the organization: Make Facebook the source of information for your clients. This platform can also nurture customers better and create awareness.
  • Increasing the quality of sales: Through a well-planned Facebook marketing strategy, you reach your target audience more efficiently. Use Facebook as a source to improve your reach.
  • Smarter growth: Limiting spend and increasing acquisition is all part of a successful business. Facebook can help you in each of these areas whether it’s through ad spend, increased targeting or more social selling.

Step Two

Engage with your audience

Never forget the basic idea of social media networking: A way to converse, share content and discuss. That means conversation and engagement will always be the biggest priority on your company or brand’s Facebook page.

Create a community for your followers. Although Twitter gets all the credit of being a social customer care outlet, Facebook can be a great place to hold industry chats or discussions, whether it’s with a different audience or your own customers.

Even if you ask people to engage, they will not necessarily be the first to interact. Increase engagement by reacting to comments and reviews on your page and continue the discussion further. Be a source of info for your customers.

Step Three

Choose the right Facebook content

According to the Sprout Social Q3 2016 Index, 57.5% of social media users said posting too many promotions was the most annoying action from brands. People know they can get product information on your website but social networks, especially Facebook, should be entertaining and helpful to your members.

With stories, live, images, videos, and posts, Facebook luckily has endless opportunities to communicate your brand’s message without being like a used car garage full of salespeople trying to sell their product. Knowing the different types of content and how to use them, can turn out to be an invaluable asset for your company in the feature:

Status: Less is usually more. With new features like larger text for shorter messages and the option to put your text on a colored background, you can get your essential message out in a more vibrant and eye-catching way.

Images: We know that visual posts drive two to three times more engagement but use high-quality photos and awe users with virtual reality features or 360-degree content. Use beautiful images to highlight your brand’s creative side especially If your product is considered “boring”.

Videos: Videos are becoming more popular with 43% of users who won't mind seeing even more from marketers. However, only 15% of Facebook videos are watched with sound. The video should be accessible, easy to digest and always have captions.

Links: Use links to share info, industry news and your own blog content. Find your most engaging content and continue to share it on Facebook. It’s not easy doing so organically, but it shouldn’t stop you from posting your best content.

Facebook Live: In-the-moment, live content is growing in popularity and lead to three times more engagement from users. Think of ways how your brand can give sneak peeks into industry or office events, product launches and other behind-the-scenes content. Go Live, wow your audience and engage.

Facebook Stories: Facebook Stories are in-the-moment content clips. This was based off Instagram Stories, which ultimately were from Snapchat Stories. With the newest release of Facebook, you can use this style of content to create more engagement from your online community.

Step Four

Schedule Facebook content carefully

Research has determined the best and worst times to post on Facebook:

  • Thursday is the highest recommended day to post.
  • Noon and 2 p.m. on Wednesday and 1 to 2 p.m. on Thursday are the most engaged times on Facebook.
  • You’re safe to post weekdays between 10 a.m. to 3 p.m.
  • Saturday is the least engaged day of the week.
  • The least recommended times include early mornings and late nights.

Enhance the quality of your post by planning content carefully. The better the post, the higher the change at engaging and inspiring your audience. The last thing you want to do is hastily post something to Facebook for the sake of publishing content.

Step Five

Know your audience

Knowing the demographics of potential clients and customers are crucial for a successful marketing plan. With Facebook, it is no different. According to the latest data women tend to adopt Facebook more frequently than men, and the core age group is 18-29. However, with 62% of 65 and older users on Facebook, you can have a much better reach across age groups than any other network.

Don’t make the mistake of thinking that younger generations are only on Snapchat and Instagram. Facebook is still the most used network among 18 to 29-year-olds.

Don’t let Facebook’s versatility prevent you from targeting your most core business demographic. If there is one social network that can optimize your reaching power, this is the one.

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Vincent Jansen
Vincent Jansen

Vincent Jansen is the Social Media Marketing Manager here at the Wealth Creators Method. When he started with Facebook Marketing he did not know a thing about it and in the first 4 month of 2018 alone he made over a million Rands.