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Facebook is more than just a go-to website for all those friends and family status updates, funny cat videos, and questionable political posts. Facebook Marketing is also a very powerful tool for businesses of all sizes to use in their marketing strategy, and it doesn’t have to cost thousands of dollars in marketing budget either. Facebook marketing has become a beast unto itself, something different from Google and keyword marketing as well as most other forms of social media marketing. And, it’s widely considered a staple for any business, which is why creating a Facebook strategy is a must. Contrary to popular belief, Facebook marketing still follows the same rules and advice as any other type of online marketing. The social network of over a billion active users worldwide is the undisputed king of social media, and luckily for you, buyer personas and demographics still play a big role in Facebook marketing.
Facebook Marketing: Before the Update
Most businesses dive into social media management at Facebook without giving much thought to a campaign or strategy. Unfortunately, that means many strategies will fail and drive many businesses away from Facebook marketing prospects, so you need to develop a solid plan before the status update goes live. All social networks have their main demographics, Facebook is no different. Most demographics are segmented between older adults (your parents, for example) and the younger generation. Although all kinds of people use Facebook, it’s good to consider these demographics in your own plan. If you’re targeting a younger demographic, your Facebook page should reflect that. Fortunately, Facebook analytics can provide deep insights into a demographic’s likes, dislikes, location, and more. In fact, you can use Facebook Insights to find out the exact demographics of your audience, as well as measure their post-by-post behavior. This allows you to target your posts, measure effectiveness, and optimize your interactions with your audience for maximum effect. Use these tools to really understand the audience you want to reach, being able to segment different audiences into specialized demographics so you can create personalized content just for that group. Once you’ve done that, you’re ready to post.
Facebook content
What are the most popular types of content on Facebook? The most shared types of content are images and videos, although written content, such as online news and articles, also has a high likelihood of engagement and sharing. Facebook marketing relies heavily on social media content, but it will be different for every brand. Diversifying your content is always good, but achieving that “perfect” spot with your audience will mean being able to experiment with all kinds of content. Sometimes an audience may engage with an image more than a video, or share an article more than an infographic. Fortunately, analyzing that data is quite easy through Facebook. Note: You will need at least 30 people to like your Page for such analytics.
Sharing versus over sharing
We all know that person who just doesn’t know when to stop on Facebook. They update in the morning, in the afternoon, in the evening, during the weekends, all the time! Oversharing on a personal Facebook page can be easily avoided, but when a business overshares, it can have serious repercussions. But what is considered too much? How about very little? An automated schedule can help ensure everything gets read and engaged, but figuring out how much is “right” is entirely up to your audience. However, ideally, four or five posts a day is enough. Weekends are said to be great for sharing, but weekdays are better for customer engagement and relationship management. Just remember not to neglect your Facebook for weeks!