Many entrepreneurs and small business owners jump blindly into Facebook marketing simply because “that’s what everyone is doing”. When we talk to SME owners about their social media marketing, we often hear this, “Yeah, we’ve got a Facebook page that we sometimes post stuff to.” Err… ok, simply having a Facebook page and randomly “posting some stuff” doesn’t mean you are marketing on social media. It is at best, the equivalent of a phonebook/directory listing.
These business owners often don’t think through it carefully enough and they don’t realise that this could end up dong more damage to their brand. If you are making this same mistake, here are 3 strategic questions to consider before starting your Facebook marketing.
WHAT ARE YOU SHOOTING FOR?
Start with this. Think about your goals and objectives. Without knowing what you are trying to achieve, how will you know if you’ve succeeded? As author and speaker Tony Robbins says, “Setting goals is the first step in turning the invisible into the visible.”
Here are some typical goals that you can think about:
- Are you trying to attract more followers?
- Are you trying to create interest in your product or service?
- Are you trying to increase brand awareness?
- Are you trying to increase engagement?
You can certainly have more than one Facebook marketing goal but we would recommend that you don’t have more than one primary and one secondary goal.
Once you have a goal, you can create a plan to achieve this goal and set yourself a deadline on when you want to achieve it by.
WHAT KIND OF CONTENT TO CREATE?
Knowing your desired outcome will then help you to figure out what kind of content to create for your Facebook feed. If you are trying to create brand awareness, then you should post content that showcases your brand identity and USPs.
If you want to increase engagement, then you should post more click-bait type of content, or ask questions of your audience.
Whatever it is, make sure you tell the right kind of stories and make sure that they are in line with your overall Facebook marketing target.
WHAT METRIC TO MEASURE?
Knowing your goals will allow you to measure how well you are achieving them. For example, if your target was to create more interest in a specific product or service, you can measure the amount of traffic you drive to your website.
Facebook and Google offers lots of analytic tools that you can use to measure the success of your Facebook marketing goals. But, you’ve got to know which metric to look at to see how well you are meeting your objectives.
Need help to reach your business goals through social media marketing? Contact us and we will show you how you can effectively use social media to increase sales!