Looking back at the results of your Facebook marketing efforts in 2017, are you disappointed? On the other hand, are you as proud as can be about what you accomplished and raring to go for 2018? No matter how you answered, the fact is that you still need to be prepared to leverage all of the benefits of Facebook for business, to meet and exceed your expectations this year.
What’s the first step to being well-prepared? Identifying areas for improvements and goals. After doing this, you’re then in a position to determine the best way to improve and reach those goals.
What are some goals that you might set for 2018 and what strategies can you use to knock Facebook marketing out of the park?
Of course, it’s wonderful to have a sizable, engaged following to market to and interact with regularly. However, you shouldn’t be content to be known only by those people.
You want to be able to consistently make impressions on people who previously knew nothing about your business. In other words, you want to get your business on people’s radar, priming them to become part of your audience.
How can you make your business visible to people who have no clue that it exists? One way is to make wise use of hashtags, making sure to use those that will earn you interested leads.
Another method is to create Facebook ads that will spark people’s interest and motivate them to investigate your business further. In order to get them to take any action, though, you have to have a clear message, a solid understanding of the people you’re marketing to, and a compelling presentation.
Once a person is a part of your Facebook following, you want them to continue to progress in their relationship with your business. The next step is to get them to your website where they can learn more about who you are and what you do, strengthening the emotional connection they feel with your brand.
There are several opportunities for you to direct traffic to your site. For example, your Facebook profile should include a link to your site. If not the homepage or about us page, you might link directly to a landing page for your latest special offer.
Additionally, in your posts, you can link directly to a blog post that you’re referencing or the landing page for an offer you’re promoting. Doing so will make it convenient and appealing for people to take the desired action.
What percentage of people who see your posts scroll past without clicking, liking, sharing or commenting? No matter your answer, there’s likely room for improvement as far as boosting engagement goes.
The main way to promote increased engagement on the part of your customers is by taking the initiative. Tag your loyal customers and give them shout outs. Ask them to share photos, videos, and stories related to your business. Then, share that user-generated content on your page. What better ways to get people excited about your business?
Facebook contests are also an excellent idea, as they can generate a lot of excitement and even help you to expand your audience.
No matter what, one of your goals in 2018 should be to gain brand advocates who will enthusiastically tell others how amazing your business is. There are many ways to turn customers into advocates. Working to increase engagement is one such way. What else can you do, though?
You might consider starting a rewards program of some sort. For example, for every x amount of shares from a personalized link, a reward is given. Incentives and rewards are powerful tools. It’s a plus that they don’t always have to be tangible.
Find a way to enhance the brand experience of a specific subset of your audience, those with the most potential to become promoters. If what you offer and deliver coincides with the wants, needs, and interests of those people, you’re sure to get an overwhelmingly positive response.
One last thing. Many businesses make the mistake of focusing all of their attention on transforming customers into promoters. They forget that they have a gold mine at their fingertips, they have employees.
Who better to tell others about who you are and what you do than those who are a part of it daily? Don’t waste this precious resource. Instead, foster a culture that keeps employees happy. Give them as many reasons as possible to speak highly of you on Facebook and they will. That could motivate your customers to do the same.
How do you hope to improve your Facebook marketing strategy in 2018? Would you like to increase brand awareness, drive more traffic to your site, boost engagement or create brand advocates? Whatever your goal, you now have the know-how, the foundations for success. You’re ready to knock it out of the park this year!