Got a Facebook strategy ready to rock n’ roll in the new year? If not, here’s a beginner’s guide for you to use as your stepping stone into the world of Facebook marketing.
There’s also the question of whether you should have a Facebook Page or a Group instead. Depending on what your goals are (which we’ll get to in a second), you may want to explore these options and see which work best for you. Facebook Pages are great for creating mass brand awareness, giving Facebook users access to your brand almost as much as your website which is where I’d recommend you start. And you can certainly have both!
I made this #2 instead of #1 because I really want nothing to get in the way of having you create a Facebook presence. Unless you know for a fact that Facebook isn’t a good investment of your time (which you may not know till you give it a try and check your AddThis analytics), it’s good to start creating a community in one of the world’s top social networks.
So what kinds of things do you want to think about when creating a Facebook strategy? Well, honestly, there’s plenty. But boiling it down, there are a few things you should think about first: 1) who is the persona you’re targeting, 2) when they’re online (i.e. clicking and sharing on Facebook), and 3) what type of messaging/content your audience wants to see from you. Also think about how you’re going to promote your new Facebook Page so you gain some following. Speaking of which . . .
Just because you built it, doesn’t mean they’ll come without some spreading of the word. Add follow buttons to your site and newsletter, and even ask your audience to Like your Page. Word of mouth is also your friend, so encourage your audience to spread the word, especially when you’re starting, and don’t be afraid to reward them if you can. This is an easy ask, and one that many people would be willing to help you with. And if you have some money, you can try paid promotions to get your Page out there.
Also think about targeting your website visitors to Like your new Facebook Page with Custom Messages. You can set one of the rules to display a “Like Us on Facebook” message to all your visitors coming from Facebook. How cool is that?!
Building a community takes a lot of trial and error to get it right, so it’s ok for there to be little engagement with your community in the beginning. Now’s the time for you to test, regroup, and test again. Watch out for active and passive feedback from your community. You can ask them for feedback specifically, but also watch to see which posts get the most engagement. Likes are a good signal, but comments and shares are even stronger. You can even see how much they liked (or disliked) your content by how many shares that page received. Your AddThis analytics will tell you.
Learning from your audience is a never-ending game—it shouldn’t be. Your audience can change as your business changes, so once you find a sweet spot with your crowd, don’t box yourself into a normal routine. Always try new things, change it up, and see if your audience reacts favorably. People love seeing new things from brands, so see this as an opportunity to build a closer relationship with your brand advocates.
This is just a start! Got any other Facebook strategy “essentials” you’d add to the list?