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Everything You Need to Know About Facebook Marketing Strategy

8 min read

If Facebook were a country, its population would be more than the populations of the USA and China combined. 2+ Billion! Whoever your target audience is, chances are they’re an active Facebook user.

So, do you have a solid strategy for Facebook marketing in place yet?

Facebook can be a goldmine for marketing. Being the largest social networking site and the most popular one, too, a rightly thought Facebook marketing strategy could become a blessing for your business.

Read on to know about:

  • using Facebook for marketing,
  • growing your facebook group and
  • reducing Facebook ad spend by targeting smartly.

‘How to introduce your business on Facebook?’ is an FAQ I’ve been asked so many times. And why not, having a Facebook marketing strategy for business has become indispensable in today’s time and age.

With 2.38 billion active monthly users, Facebook is the biggest social networking site in the world. (Source)

The Secrets of Successful Facebook Marketing

#1 Be an Active User Yourself

One of the things that brands and owners miss out is being on Facebook themselves. Reading previously published literature on this social media giant isn’t enough.

Make sure you have an active account and discover your clients and target audience on Facebook. This will give the whole strategy a human touch.

#2 Fan-Oriented Interaction

Make sure you always connect with your fans and followers on Facebook. Reply to any queries or complaints immediately, especially by mentioning their name in your reply. Even if you cannot solve the problem on the spot, assure them of being heard.

This simple tactic will go a lot longer than any other Facebook business plan. Appreciate them with simple, genuine, well-meant comments too.
facebook marketing strategy_recognizing fans

#3 Understanding Your Audiences’ Psychology

Go through your existing or potential customers’ timelines to know the kind of posts they interact with. Understand the motives behind their activities.

If your social media goal is brand awareness or increased reach, then consider likes, shares, comments as your primary metrics. If your aim is lead generation or sales, consider click-through rates as your primary metric.

Thus create posts which will touch the needs of your customers.

facebook marketing strategy _audience psychology

#4 Create a Co-Operative Presence

Consistency in posting is the key to any Facebook strategy. Make a schedule to stay on the top of your game.

Post regularly, but also react to the posts similar to your brand.

Secondly, help out your fans and answer any relevant questions you come across on any other niche page or group. Reciprocity is a strong magnet and will attract traffic easily.

However, remember not to attack a competitor’s blunder. Be empathetic. The aim is to help and sell.

#5 Let the Creative Juices Flow

The prime of all Facebook marketing tips is to create more and more creative, attention-grabbing posts. With thousands of competing brands, you should make sure to use all the various mediums like videos, stories, polls, giveaways to stay at the top of the game.

Also, keep out-doing yourself and don’t stop at just one formula of marketing because it works. Keep updating and getting better. Follow the latest social media trends.

To start with, create videos! If you don’t have the budget for videos, use the live streaming feature.

#6 Scrutinize and Monitor

An essential part of a Facebook marketing strategy for small businesses is to monitor the audiences’ behavior on Facebook. All examples of successful social media marketing have drawn high Return on Investment or ROI.

Thus measure on how people are reacting to your posts, and how many of the comments turn into inquiries. Ultimately, how many of these are turning into customers?

Understand what the numbers and statistics are hinting towards and be unafraid to change your strategies if your business goals aren’t satisfied.

#7 Have a Long Term Vision

Don’t fall prey to short term facebook ads tips and tricks like-

  • Engagement bait
  • Smart image cropping to beat the 20% text rule
  • Boosting posts to 3rd-world countries
  • Buying fake fans
  • Renting grey market email lists for custom audiences
  • Hiding messenger links in bit.ly URLs

Facebook algorithms are far too complex and deeply-intricated to make these tricks work in the longer run. Plus, even the audiences will get fed-up after a while.

Instead, focus on creating quality content and sharing meaningful, educative, and entertaining posts.

Interacting with the right audiences is the highway to marketing success on Facebook. You should be able to locate the kind of users who’ll not only appreciate your brand and product but will willingly purchase it.

One such tried and tested method is using Facebook groups for marketing.

What Is a Facebook Group?

Simply put, it is a page created by any business or organization to connect better with its audience. Having your group helps you discover new content and connect with customers, inform them, express your opinions, and promote or sell your products.

Today, 1 billion of Facebook’s active users are part of a group. (Source)

1 billion! That’s approximately three times the population of the USA. So, how would you monetize your Facebook group? Easy- Make it grow.

More members in your group would lead to more reach, more interaction, and thus more sales. It’s simple mathematics. Then, how to get more members in the Facebook group?

However, before we go to that, you, as a creator and administrator of a Facebook group should answer some questions-

#1 What Is the Purpose of Facebook Group?

Once upon a time, just a simple page on Facebook was more than enough. Then why is it not enough today? With Facebook’s algorithms, the first preference is given to posts by friends and not by businesses or groups. It was never as difficult to appear in someone’s feed as it is today.

Business pages are useful, but a group creates a feeling of belonging, of a close interaction because members can interact with each other and not just the business. The group members can share their common pain points and acquire solutions from a member and not just wait for a business to respond.

This is the most suitable place for a business where your customers can act as your advocate. Keeping this in mind, chalk out the intention behind your Facebook group. You can further use these conversations as customer testimonials. Do not forget to reward the customer who proved helpful here.

#2 Facebook Group Strategy

Pinpoint your needs and aims from your group. What are your requirements? What audiences are you targeting? What will be the tone of your Facebook group? The voice? It is crucial to have clear answers before you get started.

#3 Determine the Type of Your Group

There are three major types:

  • Public Groups- Anyone can join these. While it means many members, you might attract spammers too.
  • Private Groups- These require an invitation to join, can be secretive and selective but are suitable for personal interactions.
  • Closed Groups- Anyone can request to join the group, and you or the members you’ve granted access to can allow them in.

Once your basics are clear, create a facebook group. It’s straightforward. You need not be a tech-savvy person to create a Facebook group.

  1. Add a catchy title
  2. Create an attractive banner/cover photo
  3. Add a suitable, well-thought description.
  4. Use emojis if needed.

Now, once you’ve created a group, the next question is how to promote your Facebook group? There are many ways to do that. Here’s your go-to checklist:

  1. Invite and add your close friends and family members.
  2. Send personalized invite links to potential members via Messenger.
  3. Use emails to invite as they’re considered professional and authentic.
    51% of marketers consider email list segmentation to be the most effective personalization tactic. (Source- emailmonks.com) Click To Tweet
  4. Use facebook messenger to send invites. You can also include the link of your group in your Facebook, Instagram, and Whatsapp stories.
  5. Reach out to similar groups on Facebook, but make sure you offer some help/value/solutions to them. Remember, reciprocity is magnetic.
  6. Create engaging content. Let some content be available exclusively for the group members.
  7. Have a personal touch with your members. Welcome them with a small message. Tag them in your replies, polls, discussions.
  8. Curate special days. Add themes to your posts on specific days of the week to grab more attention.
  9. Urge existing members to add members to the Facebook group. A simple call-out request works charms.
  10. You can run contests regularly. Also, competitions can be organized when you reach a milestone.
  11. To encourage interactions, conduct polls, and discussions.
  12. Encourage influencers to join your group.
  13. Importantly, track down and stop any spamming or bad behavior with a heavy hand early on.

Once you’re good to go, with these steps followed and a significant member count, divert your focus on advertising on Facebook groups. You can:

  • Present the membership to the Facebook group as a freebie with other services. For example, if you’re providing an educational course, the membership to your Facebook group can be an incentive.
  • Along with exclusive content for the members, you can promote your other related services regularly on your group.
  • Instead of a direct approach to sales, you can establish your knowledge base and expertise on the group. That way, members will themselves contact you.
  • Do not encourage irrelevant Facebook group ads.
  • Be ready to experiment with and implement new ideas for Facebook groups.

Marketing on Facebook is not a one-time thing. Have a long term strategy to maintain your facebook group. Keep it live and happening. With enough efforts and member-interaction, be ready to reap all the benefits of Facebook groups.

Additionally, refer to these two checklists to help you with the massive tasklist that is social media:

A Precise Daily, Weekly, and Monthly Social Media Marketing Checklist

Print & Tick! A Platform-based Social Media Checklist

To further aid your Facebook marketing efforts, here are a few tips to reduce Ad spend with smart marketing.

Facebook Advertising

Again, having a pre-decided budget and targeting the most-appropriate audience is the key to monetize more from Facebook. Let’s convert your Facebook ads to dollars.

Facebook ad-spend is a concern which grips the most significant of the organizations. If planned wisely, it can become your most significant source of new customers. Read on to know some ways to reduce your Facebook ads cost

Effective content curation

This is the most basic and yet the most vital step to grab attention. Instead of having a keyword stuffed post, invest your facebook ad minimum budget in creating quality content like informative surveys or reports.

Focus on specific audiences

Facebook ads return on investment won’t yield the desired result unless you focus on the audiences, which will monetize. Decide your appeal, including but not limited to demographics like age-group, gender, geographical location.

Use Facebook bid caps

Facebook bid caps let you choose how much to spend on Facebook ads. Tick on the bid cap checkbox and add the amount you’re willing to spend, say $25. It helps Facebook to redirect your posts to relevant audiences.

Search ToFu audience

ToFu or the Top of Funnel audiences is the one which is the perfect consumers for profitable yet straightforward marketing. The right content can attract them. Create a lookalike of your current clients by uploading their e-mail list to FB. It’ll show you their site visits and the pages they engage with, i.e., possible future consumers.

Reduce CPC

Your average cost of Facebook ads and CPC (Cost per click) must be balanced with higher click-through rates (CTRs) to earn a decent profit. For this, create simple and attractive images for your posts as they are most likely to grab attention. Also, experiment and decide where to put your ad ( Left corner/ Right bottom corner) and see which one yields the best results.

Target fans individually

Build dedicated campaigns and promotions for those of the existing customers who are also connected to you on Facebook. Do this for your website and blog visitors. A little recognition as ‘fans’ on public platforms makes customers more interested.

Constantly update your creative

A common mistake is that once an ad starts performing well, they don’t update or refresh it, which causes a steady drop in its views. Update your ads, its visuals, and text every two weeks for continuous viewers engagement. Keep a watch on the viewer’s statistics and decide your frequency for creative updates.

Facebook ads return on investment or ROI is influenced by many factors, like time of posting, audiences’ interest, and other demographics. Fixing your minimum Facebook ad-spend early on your Facebook marketing strategy will help you get the best out of your investment on this platform.

Use Call Tracking

If the purpose of your Facebook ads is driving calls, call tracking is a must! Convirza allows users to designate each call as a success or a failure. In other words, what outcome did you want out of that call and did that outcome happen? The Convirza call success goal measures the percentage of phone calls that are scored as a success. This ‘success’ doesn’t always mean a sale. Sometimes it means an appointment or a customer’s problem is fixed, or issue resolved.
marketing lesson from call tracking

Conclusion

Thus, in the end, if you ask, “How effective is facebook advertising?” I’ll say, “A lot more than you can think of.” The site has expanded so much since its inception 15 years back that there are always new ways you can reach out and grow your business.

Only your creativity is your limit here.

So, have you applied any of these tactics to expand your business? Is there any other tactic you would love to share with us?

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