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Facebook is the biggest social media network on the web, with an estimated 1.65 billion active monthly users. Its reach is staggering; almost everyone on the Internet uses Facebook to connect with other people. But, how important is it for businesses like yours?
The significance of this platform is huge. There’s a good reason nearly all the top brands, from Starbucks to Nike, have active Facebook pages. What do you get in return for running a social media campaign?
- Superb exposure to your target audience
- Accurate market data and feedback
- Valuable sales leads
- Increased brand recognition
- Improved customer engagement and loyalty
- More traffic for your main website
Best of all, it’s one of the most cost effective marketing mediums available. Creating a page is free, and advertising is very cheap compared to how sophisticated the platform’s targeting can be. Given this low barrier to entry, there’s little reason not to have a Facebook presence.
The question is, how do you get started? Facebook strategy involves more than just blindly publishing posts and hoping that it somehow goes viral. While social media campaign ideas depend greatly on what line of business you’re in, there are some universal guidelines you should know about and follow.
Identifying Your Objectives
Let’s start with a social media campaign’s definition. Campaigns are organized marketing activities on social platforms, which contribute towards specific business goals. These goals might be getting additional sales, strengthening the brand, or building goodwill.
There’s a lot you can do on social media. You can use it to promote a physical storefront to locals, or build a reputation as the “expert” in your industry by regularly publishing educational content (such as guides and infographics). It’s even possible to set-up a fully integrated online shop on Facebook itself.
Some also use their pages for customer service, as many people these days will try to contact a company through Facebook rather than by email or phone. Handling complaints on such a public platform is a great way to show that your business cares about its customers. It encourages positive reviews and brand advocacy.
These are just a few examples; what are the ways Facebook can significantly contribute to your business? It’s important that you don’t create a page just for the sake of having one. You need to have well-defined objectives, and a plan for achieving them. Otherwise, your campaign will be a mess, and could just waste your company’s time, effort, and resources.
Building the Foundations of Your Campaign
Now that you’ve got some clear goals in mind, you should create a framework for your social media campaign strategy. The more organized your efforts, the easier it will be to manage and observe.
1.Content – An effective content strategy and calendar are crucial. What types of content will you publish? What tone should your brand have? How often will you post? Will a contest be effective in acquiring new fans? If so, what prize should you offer?
2. Roles – For a campaign to run smoothly, you need to designate responsibilities early on. Who’s in charge of graphics and videos? Who responds to customer comments and messages?
3. Advertising – No matter what budget you have to work with, knowing how to create great Facebook ads makes a huge difference. If you have a good understanding of your customer base, these ads will be one of the most effective tools you have.
4. Analytics – Setting benchmarks and keeping track of your campaign’s performance is incredibly important. For instance, when are your fans most active? The data you gain will help steer your campaign in the right direction.
You can find social media campaign templates that will simplify much of this work. But if you’re having trouble with any part of your campaign, such as creating good ads or making sense of the data, seeking help is always an option. Consulting social media marketing agencies can save you months of trial and error.
Facebook marketing requires a different and more organic approach compared to traditional channels, so it takes some getting used to. Being a long term campaign, you may also have to wait a while before it really starts showing results. However, once mastered, the largest social media network in the world can be very rewarding.
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