Facebook Marketing Ly 24 August, 2024 14 Phút đọc

7-Step Facebook Marketing Strategy for Effective Business Outcomes

Table of content

I – What is Facebook Marketing?

Facebook Marketing refers to the collection of strategies used to market your business on Facebook, reach customers, and advertise products.

II – Reasons to Market Online on Facebook

Businesses are actively pursuing customers on this social media platform, making it an effective strategy to establish your presence on Facebook.

The following statistics are direct reasons to start online marketing on Facebook:

1.79 billion people use Facebook daily, and 2.7 billion people use it monthly.
Over 90 million businesses, advertisers, and marketers are active on this platform, with at least 17% of users joining Facebook to connect with brands and products.
45% of internet users globally turn to platforms like Facebook to learn more about products they want to purchase.
2/3 of Facebook users say they visit the Facebook Page of a local business at least once a week.

III – Limitations of Facebook Marketing

While the benefits of virality and reach make Facebook a popular choice for businesses, there are some limitations to consider when marketing on Facebook:

High competition levels
Increasingly strict Facebook policies
Requires knowledge and experience to run effective Facebook ads

IV – Steps to Effective Facebook Marketing

1. Define Goals for Using Facebook Marketing

It’s essential to have clear goals for using Facebook. According to the Sprout Social Index report, Facebook marketers have the following top goals:

34% want to increase brand awareness
21% want to boost community engagement
11% want to increase sales and generate leads

2. Build an Effective Facebook Marketing Strategy

After defining your goals, you need a strategy to achieve them. Establishing a direction for your Facebook marketing activities and a way to measure success is crucial to ensuring an effective Facebook Marketing strategy.

For example, a coffee shop might decide that their goal is to increase Facebook sales by 10% over the next 6 months. Their effective Facebook Marketing strategy might include:

Creating a post every morning sharing a special offer
Using coupon codes to gain Facebook followers
Posting a daily photo of customers, encouraging users to share their own photos while enjoying coffee.

Below are some common annual goals for businesses and how an effective Facebook strategy can help:

Improve Sales Quality:

Improving sales quality starts with good targeting. Through a well-planned Facebook marketing strategy, you can more effectively reach your target audience. Therefore, make sure to use Facebook as a resource to improve your reach.

Add Value to the Organization:

Facebook can better nurture customers, raise awareness, and provide more resources for your target audience. Aim to make Facebook your go-to information source.

Compete Better in the Industry:

Are your competitors always one step ahead? With the help of social media monitoring tools, you can track, listen to, and report on all the social conversations surrounding you, including those related to competitors or your industry.

Recruit More Effectively:

While no one says recruiting on social media is easy, it is becoming increasingly popular. Social media can be a great resource to enhance recruitment efforts and reach top talent faster. Using your employees’ social networks to increase social reach can give you the opportunity to recruit high-quality staff.

3. Choose the Right Channels for Facebook Marketing

Includes:

Personal Profile
Group
Facebook Marketplace
Fanpage

3.1. Personal Profile

If you want to sell online, you need to focus on building a professional personal profile to attract attention and build trust with your friends—your potential customers.

3.2. Group

Groups are a great tool to boost engagement, with 1.4 billion people using Facebook Groups every month. You can use Facebook Groups to showcase your expertise and provide added value to users with content about special offers exclusively for “members.” This is a great way to build continuous trust and loyalty.

Additionally, offer your customers a place to interact by setting up a Facebook group for your business.

You can use the group to:

Share content related to your products
Promote brand events
Start conversations about your business
Engage with followers

3.3. Join Facebook Marketplace

Facebook Marketplace allows you to quickly connect with potential customers who are ready to buy, and you can effectively reach local buyers through highly targeted listings.

3.4. Fanpage

At the most basic level, you can use a fanpage to share content and engage users. This is also a platform to reach your target customers:

For pages with fewer than 10,000 followers: 8.18% organic reach.
For pages with more than 10,000 followers: 2.59% organic reach.

Setting Up a Facebook Fanpage

Page Name: your business name.
Category: type of business (Education, Design & Fashion, Real Estate, etc.).
Description: a brief introduction about your business (up to 255 characters).
Add a profile picture (170 x 170 pixels on computer and 128 x 128 pixels on mobile).
Add a cover photo (820 x 312 pixels on computer and 640 x 360 pixels on mobile).
Provide business information.
Insert a Call-to-Action button.

Once you have a Facebook fanpage, promote it across your business activities so it works in tandem with other marketing methods. Include your Facebook address on business cards, websites, in-store, advertisements, and even in email signatures.

To better understand Facebook Marketing channels, let’s explore how to sell on Facebook and choose the most suitable channels for your product!

4. Understand Users with Audience Insights

Use Audience Insights to learn more about your customers. This tool can tell you more about the people who like your page. When you know the characteristics of your Facebook friends, you can tailor your posts and offers to meet their needs and interests.

For example, if you run a bookstore serving customers of all ages but most of your Facebook friends are aged 18–25, your Facebook offers can focus on books suitable for that age group (while in-store offers are broader).

5. Build Facebook Marketing Content

Creating and managing content are crucial components of any social media strategy. Determining the right content mix requires experimentation and adjustment, but a general rule of thumb is to use the “80-20 Rule”: 80% of posts to inform, educate, and entertain, and the remaining 20% to promote your brand.

On Facebook, you have more choices regarding the types of posts you can use.

5.1. Types of Content You Can Use

Introduce products and services
Brand PR, event information organized by the business
Posts sharing useful information
Funny, interesting posts, clips, photos related to the product
Promotional programs: According to research by Syncapse, 42% of Facebook users follow fanpages to get coupons.
Posts encouraging interaction (discussions, contests, giveaways, etc.): 35% of users join Facebook just to participate in contests.

5.2. Types of Facebook Posts

Be mindful when choosing options that come with the specific type of content users are interested in.

Sprout Social analyzed what type of posts consumers want from brands, and the results were: 30% said they wanted links to more information, 18% wanted more images, and videos ranked third with 17% of those surveyed.

Status Posts: Direct and to the point. Good text posts share information, ask questions, or call for feedback.
Facebook Photo Posts: Photo posts, such as illustrations or infographics, have much higher engagement levels than text posts.
Video Posts: Video posts see even 30% higher engagement rates than photo posts. On Facebook, videos autoplay in the newsfeed, grabbing users’ attention.
Live Video Posts: Live videos on Facebook are a live broadcast to connect with followers. This medium is very popular—during the spring of 2020, live viewership on Facebook increased by 50%.
Link Posts: You can share a link to your website or share content from other sources, making sure to provide your readers with some context or a takeaway.
Facebook Stories: Over half a billion people view Facebook Stories every day. So, this is an effective type of post on Facebook.
Facebook Watch Party: This is a way to showcase a public video on Facebook.

5.3. Content Length

According to Kissmetrics, posts with fewer than 80 words will increase user engagement by 66%.

5.4. Posting Time

Facebook remains one of the most challenging social networks for organic content. Algorithms present a challenge for businesses trying to find the optimal posting time.

The best time to post on Facebook is on Thursdays and Fridays, ideally before and after working hours.

6. Proactively Market to Customers

6.1. Free Marketing with SEO

You can have customers proactively find you through search results by optimizing your fanpage for top rankings on Facebook and Google.

6.2. Facebook Advertising

Whether you’re new to Facebook or have been on it for a while, it’s hard to avoid paying for brand visibility. Facebook advertising can be simple but not easy. Only over 4 million advertisers achieve an average click-through rate of 9%.

Facebook Advertising Features Include:

Demographic targeting based on Facebook user data, such as age, location, education, and interests.
The ability to set an advertising budget.
Ad testing, where multiple ad versions can be run simultaneously to compare designs and ad setups.
Built-in ad performance measurement tools.
The ability to advertise to your specific area—great for local businesses.

Facebook Advertising Focuses on Cost and Relevance

Facebook ad campaigns should always focus on:

Cost-Effectiveness: For beginners, you should maintain a weekly or monthly budget to avoid overexposure and useless clicks. Ad spending can quickly escalate if you target ineffectively or set inappropriate parameters.
Relevance: Targeting a large audience isn’t bad when you want to see what works best to build awareness. However, relevance is crucial for effective Facebook ads.

Facebook Ads Content

Content accounts for 70% of the effectiveness of Facebook Ads. Some of the best aspects of ad content include:

Identification: Is it relevant to your brand and effectively showcasing the product/service? Are your logo and business colors accurately displayed?
Reward: What does the viewer get out of it? Is it a deal, promotion, discount code, white paper, or guide?
Tone: Does the ad content maintain the same tone across your entire Facebook page or business in general?
Action: Ad content should drive an action that aligns with your Facebook goals. It’s best to have a clear and precise call to action.

Tips for Creating Effective Facebook Ads

To make the most of Facebook ads, you can refer to some tips below:

The first impression is critical, so use high-quality, high-resolution images for every ad.
Highlight the value proposition clearly and avoid cluttered graphics.
Keep the CTA visible and compelling to capture users’ attention.
Bring the product to life by showing people using it in your video ads.
Include user-generated content if appropriate to build a sense of community.
Set videos and images vertically so they display correctly on mobile devices.
Track which ad versions work best by implementing A/B testing.

Tracking Facebook Ads Metrics

Each metric will provide insights into what you specifically want to achieve with your ads:

Ad impressions
Ad frequency
Click-through rate (CTR)
Conversion rate
Cost per conversion

Tools for Tracking Metrics:

Ads Manager:

The “report” feature of Ads Manager allows you to see how your ads are performing, from video ad views to website conversions.

To create a report, simply open Ads Manager, go to “Analyze and Report,” click on “Ads Report,” and then choose the data you want.

Facebook Business Suite:

Facebook Business Suite allows you to quickly view important data about your Facebook account, including user demographics, post and content interactions, paid ad performance, and more.

If you don’t have much experience in Facebook advertising but want to optimize ad costs and improve results, you should contact a Facebook advertising service provider to get the most effective ad campaigns.

7. Evaluate and Test Effectiveness

The final step in your Facebook Marketing strategy is to track the metrics you set earlier in goal setting and analyze the results. This also includes determining ROI.

You can track audience engagement directly through Facebook Insights, measuring metrics such as:

Reach (how many people have seen your post)
Engagement (how many people have liked, clicked, shared, or commented on your content)
Which of your posts led people to unlike your Page

Additionally, Facebook Insights helps determine which types of posts are most effective for your fanpage, so you’ll know whether your current content mix is working.

See how we help your business increase conversion rates through Facebook Marketing HERE!

V – 8 Tips for Effective Facebook Marketing

Frequently Update Information for Effective Facebook Marketing

Unlike traditional media (magazines, television) or other online media like websites, social networks are built on regular updates.

A recent Australian study shows that Facebook users check their newsfeed more than 25 times a week, and they need to see that you regularly post new content. Share images, links, videos, etc., anything, as long as it’s connected to your business and relevant to the audience.

Some guidelines suggest posting at least once a day, but the core principle is to post when you have interesting content and to gauge how often your audience wants to hear from you.

Interacting with Facebook Users

You can increase engagement on Facebook by encouraging users to respond to your posts or leave their own comments about the business. Additionally, take the time to respond to all comments promptly, ideally within 24 hours. Not responding will weaken your willingness to interact with Facebook friends, and they will gradually drift away.

Engaging with Facebook Users

Participating in conversations and developing rewards for loyal customers will help foster positive relationships.

Facebook Marketing with “Sponsored Stories”

Facebook claims that Sponsored Stories have a 46% higher CTR and a 20% lower CPC compared to regular Facebook ads. It is also the only ad format available on mobile devices.

Sponsored Stories are a type of Facebook ad that displays user interactions with their friends, such as Facebook likes.

Sponsored Stories leverage the concept of “word-of-mouth” marketing. If users see that three of their friends like a particular page, they are more likely to pay attention. The goal of this feature is to encourage users to take similar actions as their friends.

Referencing Other Pages

You can compare your page’s performance with other pages.

In the “Page Insights” section, you’ll find a “Pages to Watch” area with detailed information about competitor pages.

Online Facebook Marketing with Minigames

Host contests, sweepstakes, or promotions on Facebook. People enjoy them when they are engaging and offer something they can’t get in any other way.

Research shows that discounts and giveaways are the most common reasons customers follow a business’s Facebook page. Similarly, contests and games can be used to enliven a fan page.

Facebook can also be used to distribute customer surveys. If you do this, ensure that you keep surveys short and provide a survey link that users can easily click, skip, or share with their friends.

Leverage Facebook Pixel for Retargeting

The Facebook Pixel is a simple piece of code that you place on your website to:

Track conversions from Facebook
Retarget people who have visited your website
Build custom audiences for future ads

As soon as you place it on your website, the pixel will start collecting data. This way, you will have powerful information to target your ad campaigns effectively.

Using Ads for Facebook Marketing

Incorporating Facebook ads into your Facebook marketing strategy is one of the feasible techniques to increase likes or drive clicks to your website.

Using Ads for Facebook Marketing.

Don’t Use Facebook Marketing for Hard Selling Tactics

People see Facebook as a fun, relaxing social space where they chat with friends, view photos, watch videos, etc. You need to engage in conversations and become part of the community, rather than being a business “outsider,” overly focused on trying to make sales.

Hard selling tactics will easily make users unfollow you, such as using advertising slogans, repeatedly posting about a specific product or service, or providing a list of products with separate prices in any related conversation. They might even post negative comments about the business.

If your target audience is on Facebook, you should definitely try Facebook Marketing for your business. Experiment with various types of Facebook ads and regularly measure your progress to ensure you’re maximizing your campaigns.