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.
1. Establish SMART Goals
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.
SMART goals defined
The SMART goal method offers a great framework for your objectives:
- Specific: First think about the how and why of your objective. Maybe you want to help clients launch a new product by directing customers to their e-commerce shop. Perhaps you want to grow your agency by getting prospects to purchase a social media management package.
- Measurable: Exactly how much revenue are you aiming to generate? Set a clear goal, such as $10,000 or $1 million. Then calculate how many e-commerce sales or new client signups you need to achieve that figure.
- Achievable: Many agencies want to generate $1 million in revenue. But given your resources and time frame, how realistic that hope? Strive to set an attainable goal so your team’s efforts will be worthwhile.
- Relevant: Are your Facebook marketing goals aligned with your business objectives? If you want to generate $100,000 in revenue from new clients, ensure your team can support that level of growth.
- Time-Based: Do you want to hit your revenue goal this month, this quarter, or this year? Decide on a deadline and set minor milestones so you know how much you’ll have to generate each week.
2. Set a Budget for Your Facebook Marketing Strategy
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.
Expenses to keep in mind
Here are a few expenses to price out:
- Copywriting for social media posts
- Video or photo production
- Landing page or e-commerce store design
- Social media management tool
- Influencer partnerships
If you’re planning a paid campaign, consider these costs too:
- Advertising budget
- Campaign creation and management
- Campaign management tool
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.
3. Target the Right Audience
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.
Check with your sales team
Gain insight into customer demographics, needs, goals, and pain points.
Look over previous campaigns
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.
Create retargeting audiences
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.
4. Plan Organic Facebook Funnels
Next, map out the organic campaigns related to your Facebook strategy.
What to include
Depending on your goals, your campaign might include elements like:
- Links to sales or landing pages
- Links to educational blog posts
- Product or lifestyle photos or videos
- Livestreams or webinars
- Links to influencer content
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.
5. Design Paid Facebook Funnels
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:
- Selling a lower-priced service (i.e., less than $1,000) to an audience that already knows your agency? Start with a few consideration-focused traffic ads to drive people to landing pages that inform them about your current offers. Then follow up with a conversion ad that retargets interested prospects and entices them to purchase your agency’s services.
- Selling a higher-priced service (i.e., $5,000) to a new audience? Start with a reach ad to introduce your agency and start building your remarketing audience. Then set up consideration-focused traffic ads that point your remarketing audience to landing pages that speak to their goals and pain points. Then use a lead generation campaign to target the prospects who have engaged with your previous ads or visited your landing pages. Finally, have your team follow up with the leads and work their sales magic.
6. Secure Facebook Influencer Partnerships
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:
- Use a tool like Keyhole or BuzzSumo to find partners in your industry.
- Research their average rates and compare them against your budget.
- Think about how they could most effectively enhance your strategy. Do you want them to film a video, write a review, or share a link?
- Send out your influencer pitches, detailing the project scope, time frame, and budget.
- Add any new partners to your Facebook Brand Collabs Manager so they can tag your brand in campaign posts.
7. Produce Creative Assets and Curate Content
Next, work with your team to produce the copy and creatives for your campaign.
Content to create
Here’s a short list of the key tasks to outsource or complete in-house:
- Write captions for Facebook posts using calls-to-action (CTAs) that reflect campaign goals.
- Produce product and lifestyle photos and videos or source high-quality stock imagery.
- Plan and script livestreams and webinars.
- Publish blog posts, landing pages, and sales pages to link to during the campaign.
- Curate blog posts and user-generated content (UGC) to share during the campaign.
8. Set Up Analytics and E-Commerce Tracking
To track the results from your campaigns, you need the right analytics setup:
- Install the Facebook Pixel on your website and set up any conversion events you want to track, such as page visits or leads.
- If your Facebook marketing strategy includes e-commerce sales, go to Facebook Catalog Manager to link your e-commerce catalog. In Facebook Ads, set up conversion events like purchases and adds to cart.
- Set up e-commerce or goal tracking in Google Analytics so you can easily connect leads or sales to your Facebook campaigns.
- Add UTM parameters to ads and organic campaigns. Keep a chart so you can streamline tracking and attribution.
9. Publish and Test Campaign Content
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.
10. Engage With Your Facebook Audience
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:
- Keep track of and respond to private messages, post comments, and ad comments.
- Use saved replies to respond to frequently asked questions quickly.
- Moderate and delete spam comments automatically.
- Label prospects automatically for simplified lead nurturing.
- Assign inbox items to specialized team members for more thorough responses.
11. Track, Optimize, and Scale Your Facebook Strategy
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:
- Clicks: How many times Facebook users clicked the URLs you shared
- Reach: The number of individual users who saw each post
- Impressions: How many times each post appeared in newsfeeds
- Engaged users: The number of users who reacted to, commented on, or shared each post
If you’re running paid campaigns, you should check Facebook Ads metrics like:
- Reach: The number of individual users who saw each post
- Frequency: How many times each user saw your post
- Clicks: The number of times users clicked your ad URLs
- CTR: The percentage of users who clicked your URLs
- CPC: How much each click cost
- Leads: The number of lead generation forms users submitted
- Purchases: The number of completed e-commerce checkouts
- Purchase conversion value: How much revenue your ads generated
- ROAS: The revenue generated for every advertising dollar you spent
You should also check Google Analytics for metrics like:
- Acquisitions: View performance for each campaign (thanks to UTM parameters).
- Goals: Track completed goals, goal values, and conversion rates.
- E-commerce: Review transactions, revenue, and conversion rates.
How to optimize your Facebook funnels
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:
- Copy: Rework the ad or landing page messaging, so it speaks to prospects at the right stage of the sales funnel.
- Creative: Test different styles of photos, videos, or livestreams to see what resonates best.
- Landing page: Use apps like Hotjar to figure out how visitors are behaving on your site and where they tend to fall off. Use your analysis to make improvements to the landing page, such as a more streamlined layout or a more compelling offer.
- Targeting: Expand your audience to reduce ad fatigue, narrow targeting to reach more qualified prospects, or refine your audience targeting to reach the right people.
- Timing: Post at optimal times for your audience or extend the campaign to drive more revenue.
How to scale your Facebook funnels
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:
- Find your most profitable audience: Use the breakdown feature in Facebook Ads reports to identify one or two of your best-performing segments. Then duplicate your ad set, adjust the audience so it targets only those segments, and spend the majority of the remaining budget.
- Reach more people like your current audience: Identify your top creatives and add them to new ad sets with similar audiences, such as lookalike audiences of your current customers or qualified leads.
- Spend more on ads: Avoid huge budget changes and increase your budget by 10 to 15%. Let the campaign run through the learning phase (four to seven days), assess performance, and then consider another 10 to 15% increase.
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.