In the ever-evolving landscape of digital marketing, Facebook remains a powerful platform. However, achieving success requires more than just creating a business page and posting content. Let’s delve into 9 steps that can elevate your Facebook marketing game
Provide Value
This should be obvious, but failure on Facebook can often be tracked back to this simple step.
Are you providing value? Are you making the lives of people better when sharing content? Are you educating or entertaining? Would you want to see your content every day in your News Feed?
If all you do is post content that tries to sell your stuff or act as your brand’s PR, you aren’t providing value. You are spamming.
Use a Consistent and Frequent Publishing Schedule
Now you need to provide that value on a consistent basis. Once or twice a week isn’t going to cut it. Post multiple times per day, spaced out by at least a few hours.
Implement a content plan and use scheduling software (or Facebook’s built in scheduler) to make sure you have content flowing through on a regular basis.
Focus on the Metrics that Matter
What determines the success or failure of your Page or advertising efforts? Are you focusing on the metrics that matter?
Learn more: How to add admin to Facebook page 2024?
Far too many marketers get bent out of shape obsessing over things like Reach and Page Likes. Neither of these two things, in and of themselves, mean a whole lot. And if they drive your strategy, you are bound to fail.
How much valuable engagement does your content drive? How much traffic to your website?
Do your ads result in conversions and sales? What is your cost per conversion?
There are the types of things you need to be worried about. Don’t distract yourself with metrics like Reach, CPM, CPC and Click Through Rate.
Learn more: You Must Know: CPC and CPA in Facebook Ads
How much does Facebook Advertising cost in 2024?
Don’t Click the Boost Post Button
While there are over 1 Million advertisers on Facebook, I guarantee that a high percentage of these people are casual advertisers who have only hit the Boost Post button.
It’s easy to do. But with simplicity goes a lack of control, and this way of advertising will likely lead to wasted ad spend.
You are more sophisticated than this. You want to reach a specific audience in specific placements.
Use Conversion Tracking
Every time you run an ad that leads to some sort of conversion (purchase, registration or lead), you need to use Conversion tracking.
If you don’t use Conversion Tracking, you won’t know whether your campaign truly was a success or failure. You’ll guess regarding the number of conversions it brought. And you’ll focus on metrics that could be completely independent of a conversion (CPM, CPC, CTR, etc.).
Learn more: Effective Strategies for Running Crypto Facebook Advertising Campaigns
If your ad leads to a conversion, the only metrics you need to be aware of are Conversions and Cost Per Conversion. You want the lowest Cost Per Conversion as is possible.
Sell to Your Fans
While your focus on Facebook shouldn’t be only to sell, your Fans are the people most likely to buy from you.
If you spend more on ads that target non-Fans with product offers than Fans, you are likely throwing money away.
Target non-Fans to bring in new Fans. Gain trust from them by consistently providing value. Then sell.
It’s a simple Facebook sales funnel. And one that can lead to a very high ROI.
Optimize Your Images
When you share a link or run a link ad, does the thumbnail image take up the width of the News Feed, whether on desktop or mobile?
Bigger images lead to more engagement. Those thumbnails are begging to be clicked on.
If your link share results in a tiny, square thumbnail image, don’t expect it to get clicked!
Create Multiple Campaign and Ad Variations
You can’t report success or failure based on a single ad. There are far too many factors that lead to whether or not an ad works.
Test different copy, images and targeting. Test with different ad types, using Sponsored Stories or page posts. Test using link shares, videos or photos.
Don’t trust small sample sizes. Find what doesn’t work and stop those ads. Find what does work and escalate!
Optimize Ads Using Ad Reports
You may have an apparent failing ad that actually has success buried within the results. But you won’t know that without using Facebook’s ad reports.
With this amazing tool, you can figure out the Cost Per Action based on age, gender, country and placement. Placement, in particular, can result in wildly varying costs.
Use these reports to find what does and doesn’t work. Then optimize your ads!
What other tools and strategies are common among those who succeed on Facebook? Let me know in the comments below!