Facebook Marketing Strategy: Why You Need One (& How To Build It)


Originally published by Ben Sailer at CoSchedule

Failure to plan is planning to fail.

We’ve all heard this expression before. However, that doesn’t mean we always heed this advice. Sometimes we get busy and cut corners (and pay the price later).

We see this time and again when it comes to brands and their Facebook marketing strategy. Sometimes, their messaging misses the target. Or, they might not update consistently (or update too much). They might not be curating content, instead only talking about themselves.

You can probably list more common errors and oversights. We can count plenty we’ve made ourselves. It’s time we all do better. That starts with better strategy and follow-through on careful, consistent execution.

Roll up your sleeves. We’re going to dig deep.

So, Why Do I Actually Need A Marketing Strategy On Facebook?

Working without a plan is stressful. It also tends to be inefficient and ineffective. Like we’ve said before, “Wing-ing it is not a social media strategy.”

Sometimes it’s enough to simply try different things and see what works. However, without a coordinated strategy, your efforts may feel sporadic and disjointed. Your audience willnotice. Strategy makes your efforts intentional. That makes your efforts more likely to succeed.

In other words, succeeding to plan is planning to succeed. It’s as simple as that.

Define Your Marketing Goals For Facebook

Before you know what to do, you need to know why you are doing it. It’s easier to succeed when you give yourself a target to aim at.

Here are some common business goals for Facebook brand pages:

First and foremost, it’s important to remember Facebook is a social platform. It’s a two-way platform for communication. Treat it accordingly.

4-goals-for-facebook-business-pages (1)

Know Your Facebook Audience

It helps to know who you’re talking to before starting a conversation. Knowing who your audience is on Facebook, however, can be a challenge. Fortunately, its own built-in analytics and other tools can make this task a bit easier.

Pay Attention To Conversations & Trending Topics

This is perhaps the simplest way to get to know your prospective audience. Sure, Twitter’s demographics are typically somewhat different than on Facebook. However, Twitter is arguably a better platform for monitoring conversations.

Here are two simple ways to do this:

  1. The old-fashioned way: Jump on Twitter. Follow accounts related to your niche or industry. See what people are talking about. Get involved in the discussion. This will give you an idea of what’s important to your audience.
  2. Use Social Mention: This freemium tool will surface mentions of a given keyword on blogs, videos, question-and-answer sites, and more. This can give you an idea of what people are talking about around a topic. This is important for narrowing down what content your audience may want to read.

How To Find Fan Insights In Facebook