Using social media as a marketing tool can be a great way to reach a relevant audience no matter your budget. Facebook in particular can be a cost-effective method of targeting a specific market, building brand awareness and enhancing your online visibility and responsiveness.
To get the most out of Facebook, the work doesn’t stop once you’ve segmented your target market and created the relevant content, however. As with most marketing tools, you’ll get the best results if you monitor and analyse your campaign, react quickly if results aren’t what you’d hoped for and feed anything you learn into your next campaign. By doing this you will keep your audience engaged and deliver content they’re genuinely interested in.
Facebook allows you to post a wide variety of content – images, text, video, slideshows, live content etc. With so much choice it’s important to monitor how your content is performing and change it if you’re not getting the results you want. Try a variety of different options; rework text to try to draw people in and include a call to action to encourage clickthroughs, for example.
If you’re not sure which content to begin with, carry out some A/B testing and compare and contrast the results. If posting multiple options, Facebook should automatically recognise which is performing best and increase the frequency at which the best performing post is shown.
Keep an eye on the analytics for each post too – this will give you information such as number of views and clickthroughs, all of which will help you to deduce what your audience wants to see. Follow up with a look at demographics information to make sure you’re reaching the right people.
One of the great aspects of social media is that it enables to interact with your audience in real time. However, it also means that your audience will expect a response if they’ve asked a question via social. With this in mind it’s important to ensure you respond to any audience reaction to your posts. If someone leaves a positive comment, reply to it or guide them to where they can find out more about your business; similarly, if someone makes a negative comment, make sure you engage with them and try to solve their problem, don’t ignore it. This is a good opportunity to show potential customers that you proactively react to any issues.
Once you’ve tested a variety of posts, analysed the data that comes from these and engaged with your stakeholders, make sure all the information that this allows you to gather is fed back into future posts and into your wider marketing strategy.