Create a Facebook marketing strategy without too much hassle or stress by following these steps.
With over 2.6 billion monthly active users, Facebook is the social media network of choice for more than 60% of Internet users across the globe. Whether you want to generate sales for your agency or clients, developing a Facebook marketing strategy can be a smart way to drive revenue.
So what’s the first step to successfully leveraging the channel’s advertising, e-commerce, and collaboration tools?
Create a revenue-driving Facebook marketing strategy with the help of our step-by-step guide.
Of course, you want to make money with your Facebook campaigns. But what does that mean?
The more detailed you get with your goals, the easier it is to create and carry out a successful strategy.
The SMART goal method offers a great framework for your objectives:
Whether you’re planning an organic or paid strategy—or one that includes both tactics—you need a budget.
Costs typically fluctuate depending on your project scope, your location, and how much you outsource.
Here are a few expenses to price out:
If you’re planning a paid campaign, consider these costs too:
To determine your ad budget, think about how much a website visitor or new customer acquisition is worth to your agency or client.
Then multiply that figure by your target number to calculate the amount you should spend.
Before investing resources into a Facebook marketing strategy, get clear on who you want to reach.
Here’s how to find your target audience:
Learn about website visitors’ ages, locations, devices, and interests—including what they’re planning to purchase.
See your Page followers’ demographics as well as their interests and the types of devices they use.
Gain insight into customer demographics, needs, goals, and pain points.
Review the results from past campaigns with similar goals. Identify the audiences that performed best and reuse them or modify them for your new campaign.
Use Facebook Pixel data to create a custom audience of people who have visited your site or viewed specific pages. Upload segments from your email list or customer data to retarget prospects.
Photo by Mikey Harris on Unsplash
Next, map out the organic campaigns related to your Facebook strategy.
Depending on your goals, your campaign might include elements like:
Use a paper calendar or app to pencil in dates for each post. Then brainstorm some ideas for informing, entertaining, engaging, and ultimately converting your target audience.
If you’ve set aside an advertising budget, sketch out your Facebook ad funnel next.
Facebook ads work best when you set them up as steps your target audience can take toward a conversion.
If you’re starting with a top of the funnel (TOFU) audience, begin with a brand-awareness or reach campaign.
The latter works best for getting your brand in front of as many prospects as possible. It also lets you create a retargeting audience from people who interacted with your ads or page.
Next, warm up your middle of the funnel (MOFU) audience with a consideration-focused traffic ad. These ads should entice people to click through to your landing page to learn about your brand, services, or offer.
Keep in mind that landing pages tend to convert best when they complement the messaging from the ad and look as simple as possible (no menus or navigation).
You can use your retargeting audience with these ads to target people who have already shown interest in your brand. The Pixel and page interaction data you collect during this stage can also expand and refine your retargeting audience for the next stage.
Finally, set up a conversion campaign to secure leads and sales from your bottom of the funnel (BOFU) audience.
Use your retargeting data to refine the audience as much as possible. For example, you might target people who interacted with your traffic ad or visited the landing page for your consideration campaign.
If your website supports purchases or subscriptions, create a campaign with the conversion objective and set up Pixel events to track activity.
If you want leads to submit their contact information directly to you, design a lead generation campaign. You can create a form directly in Facebook Ads so prospects can quickly provide their contact details so your team can follow up.
Depending on your audience and what you’re selling, your funnel might look a little different:
Partnering with influencers can be a smart way to increase your campaign’s reach and drive more revenue.
To incorporate influencer partnerships into your Facebook marketing strategy:
Next, work with your team to produce the copy and creatives for your campaign.
Here’s a short list of the key tasks to outsource or complete in-house:
To track the results from your campaigns, you need the right analytics setup:
Well before your campaign goes live, ensure that you have an approval process in place.
You can use a social media management tool like Agorapulse to assign organic posts to team members for approval. To keep your team updated on progress, consider an app like Asana or Trello.
Mark your calendar to ensure you stream or publish live content at the optimal time. Then schedule your ad campaigns and organic content to go live at the right time.
With Agorapulse, you can add publishing labels to posts and UTM parameters to links to track campaign content more easily.
If you’re running paid campaigns, there’s a good chance you’ll need to do some testing to find what drives the best results. You can manually test virtually any combination of optimizations, audiences, or creatives.
Alternatively, you can set up split testing to experiment with different creatives or audiences and let Facebook Ads determine the winner automatically.
Whether your Facebook marketing strategy focuses on paid or organic content, it’s essential to engage with customers.
Schedule times throughout the day to monitor and respond to engagement.
With a social media management tool like Agorapulse, you can:
Don’t wait until your Facebook campaign ends to check the results. Instead, check results frequently.
For organic campaigns, use Agorapulse, Facebook Insights, and Brand Collabs Manager to check metrics like:
If you’re running paid campaigns, you should check Facebook Ads metrics like:
You should also check Google Analytics for metrics like:
If your metrics show that you’re on track to meet your goal, continue to monitor your results regularly.
If your campaign performance isn’t what you expected, optimize by adjusting:
It can take lots of testing and ongoing optimization to develop a Facebook funnel that meets your goals.
Once your campaigns hit their stride, consider scaling them to generate even more revenue.
Keep these best practices in mind:
Thanks to its massive audience and wide range of built-in tools, Facebook can be an excellent platform for reaching your business goals and generating sales on social media. With these 11 steps, your team can leverage the platform effectively and develop a revenue-driving Facebook marketing strategy for your agency or clients.