The First Steps You Should Take In Building Your Facebook Marketing
Almost every business has a Facebook. After all, it’s practically a necessity now, especially since it’s a platform where potential new customers discover you. However, knowing where to start on the ginormous platform can be somewhat mind-boggling, which is exactly what I’m going to walk you through on how to solve. Check it out below:
Start With Your Immediate Network
If you’re going to build a brand on Facebook, the very first place to start is with your friends and family. These are going to be the ones that will support you the most until you get your feet off the ground, and can introduce you to their networks as well. From here, you might want to look into people you may know but haven’t connected with yet on Facebook, as well as any potential tastemakers in your area. The goal here is to build from the community you’ve already established, using that as a cursor to start tackling a wider audience.
Know The Demographic You Want To Tackle
After you’ve started to establish who in your network is gravitating to your product, it’s time to start brainstorming what demographic would be most efficient to approach. As Facebook is by far the most used social platform, there’s a huge opportunity for outreach. However, for your Facebook efforts to be effective, you need to start small, as casting too wide of a net will only weaken your targeting.
The first thing is looking at what type of people are currently interacting with you, and what demographic they fall into. For example, let’s say you’re focused on young people/millennials, which according to Pew Research, Facebook encapsulates 88% of online users in that generation. Go after the related search terms and phrases that they currently use on your posts, as well as start conducting A/B tests to see what might hit. Make no mistake, this is going to be a lengthy process that will require some trial and error, but once you find your groove, you’ll be off to the races.
Focus On Engagement
Perhaps the most important insight you need to understand is engagement, which will be the gold standard for your success. Basically, engagement is when users “like” or “comment” on your post, thus promoting the activity to their newsfeed. Essentially this gives you a wider reach of who’s seeing your post, as well as how those people are reacting. In short, this is the primary tool used to maximize your marketing efforts, and something to pay very close attention to.
As Facebook pages usually come with engagement stats, start poking around to see how well you’ve done for some previous posts. This will give you a feel as to where your strengths lie, as well as how you can improve off of them. Set a calendar of when and what you’re going to post – I’d recommend posting at least a few times a day. While that might sound spammy, it’s actually the norm, because as Sprout Social notes, the average brand posts 8 times per day. The goal here is to get people to chat with your brand, which is going to require quite a bit of upkeep.
Don’t Forget About Customer Service
An often overlooked aspect of Facebook marketing is the customer service element included on your page. As LoveProm.com notes, despite how much time we spend on the other aspects of our digital efforts, the customer experience reigns supreme. And if you’re looking to be successful on social, quality service is crucial.
First and foremost, respond to any comment that lands on your page as soon as you get a chance. Remember, this is a publically facing platform, so other users are going to be able to see how prompt you are. Additionally, keep a consistent voice in how you respond to both criticisms and comments; handling complaints with politeness and discretion, as well as using any feedback as a means of improvement. Facebook is a moment to learn about how others perceive you, which you should take advantage of as much as you can.
Graduate Along To Advertising
Finally, once you feel like you’ve developed a solid foundation for your Facebook efforts, it’s time to start looking at getting into Facebook Advertising. As we discussed earlier about conducting A/B tests to increase engagement, those efforts are about to pay off. Not only do you have a better scale on what type of posts get the best response, but you’ll additionally have the peace of mind knowing your investment has a backing too it. Overall, start small in your spending and gradually build up to ensure you’re going to get the best ROI.
What are some Facebook marketing strategies starting out that you’ve found useful? Comment with your answers below!