Facebook marketing done right communicates your brand’s core message and personality, attracts and engages your target customers, and drives leads to your website. But too often, businesses jump onto Facebook without a plan or a clear idea of what success really means for them.
We’ve all heard how planning improves any endeavor and marketing is no exception. A solid Facebook Marketing Plan not only saves you time and money but also puts you in touch with your target customers quicker and keeps them coming back. The time spent on planning is realized in the results.
Tactics without a plan is an exercise in futility.
In my everyday travels, I see lots of businesses using the “trial and error” method of Facebook marketing. Example: “Let’s post this picture of someone who just bought a car.” The #1 reason some use this tactic is that they’ve seen another dealership do it.
Um, yeah. Random pictures of car deliveries have been done by hundreds (thousands?) of car dealerships throughout the country. There’s nothing about this tactic that communicates a unique promise of value.
Now, if there was a story included with the picture that told of a fantastic customer experience, then telling that story would bring you a big step closer to a quality post. Otherwise, it’s just noise.
The ability to recognize the difference between a random, useless post and a quality piece of content comes from planning. Specific goals and their corresponding strategies make Facebook marketing click.
There’s no hip-shooting in Facebook marketing.
Why you post something is as important as what you post. Defined within your marketing plan should be:
- Goals you want to reach
- Timeframe to reach them
- Roadmap of how you’ll achieve them
- Definitive metrics
Look for success markers on your Facebook marketing journey.
Just like the maps app on your phone shows the best route to take toward your destination, KPI’s (Key Performance Indicators) guide you to what success looks like for your Facebook marketing. KPI’s give you a solid foundation from which to measure results.
1. Audience Growth
How quickly are your fans growing?
What are you doing to increase growth?
Are you meeting your time deadlines?
2. Audience Profile
What type of audience are you building?
How close are they to your target audience?
3. Audience Engagement
Is your audience interacting with your content?
If so, how are they engaging? (comments, likes, shares)
If not, why?
Are you responding to organic leads in the comments?
4. Content Reach
How many people are seeing your content?
What are you doing to improve reach?
5. Engagement by Content Type
What types of content are getting the best results?
Have you tried different types of content that you haven’t before?
How many clicks to your website?
How many converted via Lead Form?
7. Response Rate & Quality
How quickly are you responding to comments?
How effective are you at Social Customer Service?
8. Negative Feedback
How much negative feedback have you received?
What is your process for dealing with negative Facebook reviews?
Examine your own Facebook marketing results using these top 8 KPI’s. If you don’t have a Facebook Marketing Plan, we’re here to help–> (click here). There’s no sense in waiting. A solid plan with proven strategies gets the job done.