Why is Facebook Marketing Important?
Being the most popular social media platform, Facebook marketing is a staple of the marketing world. In fact, Facebook has one the most optimized marketing algorithms which makes their marketing very effective.
This post highlights some fundamental elements of effective Facebook marketing. Given the frequent changes in Facebook’s marketing algorithm, I’ve kept this post generic enough to cover basic stuff but if you have any questions, feel free to leave a comment.
Determine your Goals
Before you start, you want to brainstorm and determine what you want to achieve from your marketing campaigns. Are you trying to gain brand awareness, increase website traffic, gain leads?
After you have identified what high level objective you are trying to achieve, you want to convert this objective into a SMART one (Simple, Measureable, Attainable, Realistic, and Time-bound). This is integral before defining your marketing strategy.
Identify your Target Audience
As a business, you should “generally” have an idea of what the target audience for your product is. Depending on your marketing objective, your target audience for a particular product may change, but it shouldn’t change a whole lot.
If you have run targeted ads in the past using Facebook, you should use analytics from those ads to determine what your target demographic might be for your new campaign. You can also use Facebook Page Insights to familiarize yourself with your product’s Facebook demographics.
Content and Creatives
The content and creatives you post and sponsor on Facebook need to be of top-notch quality. This is arguably the most important, as you can flood your campaign with all the money and do all the right things but if your content is not good, your strategy will likely fail.
You also want to post frequently and ensure your content is relevant and grabbing people’s attention. If you are unsure what content to use, you can always test variations with Facebook’s A/B Testing feature.
Timing is super important, especially if most of your potential customer base is in a similar time zone. There are a lot of theories out there on time to post depending on user activity levels, but here are some times that have achieved general consensus in the marketing community:
- Very early in the morning and late at night are not recommended
- Weekdays from 9am to 3pm are high engagement times
- Wednesday is the highest engagement day
- Sunday is the least engagement day
- Friday evenings is the least engagement time in the week
Engaging with Customers
Given Facebook is a social media platform afterall, you want to continue engaging your audience. A lot of brands these days are taking a “build a community” approach as they focus on the emotional appeal of their brands.
You can do this by fostering conversation and discussion on your posts and ads, responding to customer comments, running competitions with incentives, and sharing content on a regular basis.
It’s a big pitfall when entrepreneurs forget about their post or ad as soon as they launch it. You need to continuously monitor your reactions, comments, and shares so you can tailor your strategy accordingly. Facebook also has a very powerful analytics platform that you need to leverage. When running an ad campaign, you should be monitoring these analytics to ensure you are on the right track. The Facebook algorithm gradually learns your marketing campaign and optimizes it so it is important to not make judgement calls to soon–give it some time.