Facebook has been a part of the modern marketer’s lexicon since companies realized its potential to reach key audiences at a fraction of the cost of traditional marketing channels. Now that it’s an essential part of any marketing strategy, the challenges that arise when it comes to Facebook marketing are: standing out in a crowded space, balancing the need for a Facebook-specific strategy with the limited capacity of cross-channel social teams, and weaving in brand consistency that speaks to the channel’s unique audience.
Efficient and effective Facebook marketing is not the easiest code to crack, but the marketers who have done it strengthen their wider marketing strategies. They understand Facebook for what it is: a traffic driver, an engagement goldmine, and a channel that is constantly evolving.
At the end of 2020, Facebook reported an average of 1.84 billion daily active users and 2.8 billion monthly active users for the quarter. These numbers are up 11% and 12% year over year. The majority of users fall into the 25-34-year-old range, a sought-after demographic for marketers. It’s difficult for marketers to know ahead of time precisely which touchpoint is the one that will inspire the action they’re seeking from their audience, whether it’s clicking through to a product page, or signing up for a loyalty program. But if the demographic that Facebook provides is the one your brand is trying to retain or tap into, a sophisticated view on Facebook marketing is a must, which will propel your team forward to not only meet Facebook marketing goals but overall company goals.
Facebook users spend an average of 1.7 seconds on a piece of content before moving on, and younger demographics scroll even quicker than their older counterparts. This doesn’t lower the value of a strong Facebook marketing strategy, it merely reinforces the need for a strategy that evolves along with its audience and the channel you’re leveraging.
Because marketers have less than two seconds to grab the attention of the people they’re targeting, the content needs to be top-notch. The performance of video across all social channels including Facebook has made marketers sit up and take notice. Incorporating video alongside static content as well as engaging and replying in the comments will set your Facebook marketing strategy up for success.
The best Facebook marketing strategies are flexible and data-backed. As with any other channel, what was successful six months ago or even a few weeks ago may not work today. Deciding on your most important metrics and reviewing top performers reveals what should be reproduced and iterated on, but it’s just as important to look at low-performing content to understand what types of posts should be slowed down or eliminated. Something that may have been a mediocre performer on Instagram or Twitter may surprisingly have struck a chord on Facebook. The audiences do overlap but not completely, and gems can be discovered as long as you’re continuously analyzing. These learnings are incredibly valuable and can mean the difference between a Facebook marketing strategy that’s stuck in 2015 and success that will propel a marketing team to their goals.
The right insights take your team’s Facebook marketing strategy to the next level. Dash Hudson’s Facebook Insights allows you to see a quick view of your Facebook page health and focus on your most important metrics with our topline stats. Set benchmarks and understand which posts are driving the results you need to reach your goals, and which posts should be taken out of the rotation. Focus on specific metrics and date ranges, pull campaign or quarterly reports in seconds all while easily sharing with your team. No more useless metrics, or manual calculations. Have the info you need to stand out in a crowded market and evolve your Facebook marketing strategy alongside your audience’s tastes.
Starting a Facebook marketing strategy from scratch can be intimidating, but use the resources already at your disposal. Begin with repurposing a variety of content from other social channels that have performed well, or tap into any user-generated content your brand has been tagged in. Once that content is in front of your Facebook audience, you’ll quickly know which are your high performers and you can refine your content strategy from there.
In most companies, the execution of a Facebook marketing strategy typically falls under the responsibility of a Social Media Manager or Strategist and is overseen by a Director of Social or Director of Digital. The key to a successful strategy is that it rolls up and aligns with the overall social strategy and in turn, the marketing strategy.
As with any initiative, the most important metrics will depend on the goals of your Facebook marketing strategy. If engagement and audience interaction is your goal, then setting benchmarks for your Total Engagements and Average Engagement Rate is your best bet. If brand awareness is your focus this year, then keeping tabs on your Page Fans will provide a good view of whether or not you’re on the right track. If website or product page traffic is number one for you, then Link Clicks will be where you’re spending most of your time. It’s important to remember that the content you’re outputting will affect every one of those metrics. So any dip or success should be traced back to your Facebook marketing content strategy.