When it comes to marketing, Facebook is your shop window.  While many people spent a significant amount of their spare time scrolling through the website, they’re oblivious to the work that goes into the content they’re seeing. We’ve put together a 4 step guide to making sure your business is seen and heard.

As of April 2018 Facebook continues to be the most popular social network worldwide. Even in the midst of scandals, the platform currently sits at 2.2 billion monthly active users. Facebook is king, but how can you use the platform to your advantage?

Know your market

Despite the high volume of users, without a targeted market and specific goals, you might as well be shouting your business message in the middle of the street. The key is to find your voice, and use it.

Who are your customers? What message are you wishing to portray? What content do they engage with? This simple knowledge is the secret to effective social media marketing, no matter what the platform.

The current Facebook demographics are some of the most varied of all the social media platforms. While platforms such as Snapchat cater to the youth market, Facebook encounters traffic from a diverse range of ages. But this doesn’t mean that you should try to cater to everyone just because they’re there.

Identify a specific audience that you intend to reach and focus your content towards them. This will create a more rewarding strategy than trying to please everyone.  Bear in mind, the most active group of Facebook active users fall into the female 18-49 bracket and are also the demographic that shares the most content!

Set your goals

Like any other business strategy, you need an end goal for social media. Goals can vary but the most popular focus around the below:

  • Drive traffic – Creating click through links can help to generate traffic to specific web pages. Remember that with a 23% rise in Facebook mobile users, your landing pages need to be mobile responsive.
  • Increase sales – While social media isn’t predominantly a sales platform, sharing promotions and offers can help to drive sales.
  • Brand awareness – Your website is a brilliant resource, but people need to have found it in order to read about what you do – Facebook is the perfect opportunity to organically reach people with your message.

Create engaging content

Once you understand your market and know what you’re trying to achieve, it’s time for the fun part!

Your content options are wide open, from images, text, infographics and videos to case studies and testimonials – you name it.  While Facebook gives you numerous ways to share your information, their complex algorithm prioritises specific post types.  Wave goodbye to static text posts and minuscule reach – it’s time to get clever.

With the social media giant extending into the Youtube’s market, Facebook are now prioritising video (especially live video). Understandably, the thought of Facebook live video can be daunting. If you’re not feeling the thought of donning a director’s cap, eye catching images are the way to go. Images are 10 times more likely to be noticed in someone’s news feed than block text. And with an average attention span of 9 seconds, people need to be drawn to your post quickly. In addition, creating an ad around a post with some organic growth will work significantly better than pushing out random ad content.

A lot of this comes down to business type. Options such as marketplace and pages could be used as tools for growing your businesses. If you make bespoke wedding invitations, why not find wedding groups and start building rapport? Times haven’t changed too much – word of mouth (or mouse) is still the best way to generate new customers.

Scheduling your content

While creating a Facebook schedule is a hassle, setting aside a few hours to stockpile content will help free up time later on.  Being organised and knowing the message you want to broadcast in advance is the main pillar of a successful marketing campaign.

With anything in business, you want to make sure you’re on track. That’s why setting yourself achievable objectives is a necessity. Ways in which you can do this include:

  • Meeting specific targets – Page likes, customer reach and engagement statistics.
  • Growing Sales – While Facebook may not generate many direct sales, using unique discount codes and vouchers can show you where your sales are coming from.
  • Analytics – If you want to target a specific demographic, Facebook Analytics can let you drill into the details.

No matter what the industry and aim of your business, adapting to social media trends should be the forefront of your business plans. While some businesses can take the importance of Facebook for granted, it is a valuable tool for you to use in whatever way you choose.

Always remember:

  • Reply, reply reply
  • Share your ISP (Individual Selling Point)
  • Add value to people (it isn’t all about sales!)

KascAid is an integrated agency specialising in Digital Marketing. Based in Sheffield, we are a reliable and friendly marketing agency with high quality work ranging from social media to web management for SMEs UK wide.

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