With over 2.19 billion people actively using Facebook, ensuring your business is being promoted on this platform is absolutely paramount. This massive audience can open up endless opportunities for your business, allowing you to promote openly to a wider range of people.
Creating a Facebook page for your business is the first step in ensuring you keep your clients and customers updated. Your Facebook page is basically a free, public profile for your local business, brand, or product. You can use your page to promote your business, services or products by posting status updates, photos, videos ,comments, links and even event announcements.
In order to create your business page, you must already have a Facebook account, this account could be your personal Facebook account or an account you have set up for your business. We would recommend the page is set up under a personal account or a dummy account which can be easily accessed to manage your business’ Facebook page.
To start, navigate to https://www.facebook.com/pages/creation/. This page will offer two options for you to choose from; “Business or brand” and “Community or public figure”. You will then select which applies to you and proceed, in this case you would normally choose “Business or Brand”.
You will now need to fill in the page name of your choice and add a category which applies best to your business. Choose your category carefully and try be specific as possible, then click continue.
Now your page is set up, you must upload a profile picture, we recommend creating a profile picture that is 180px in width and 180px in height, most businesses use their logo or a headshot of a prominent figure within the company. It is very important to get this picture right as it will serve as the main visual icon of your page, this image will appear in search results and next to all of the posts and comments made by your Facebook page, so choose wisely.
Top Tip: Facebook will give you the option to add your business Page as a favourite, this is a great way to access your page quickly and easily.
Now your new business page is up and running we would recommend that you add a Timeline Cover image to your page, this image needs to be 851px in width and 315px in height if you have a graphic designer to hand that could produce an image to perfectly represent your business and branding. Make sure you read through Facebook’s Terms and Conditions regarding Timeline Cover images before you invest in design work. https://www.facebook.com/page_guidelines.php
Define Social Media Objectives
In order to generate the best possible ROI through social media you must create a number of social media objectives, to give a clear understanding of what you would like your business to achieve from social media marketing is imperative. Below we have listed key objectives for social media success.
- Increase brand awareness and exposure
- To build a targeted audience
- Drive targeted traffic to website through social media
- Increase conversions through social media
- Increase engagement with customers and prospects
- To match or surpass competitors
Once your social media objectives are set, the foundations of your social media marketing strategy are in place and from here you need to personify your target market.
Personify Target Market
In order to personify the target audience you will need to understand which products/services your business would like to promote. Each product/service will need their target audience personified, from this you will need to understand what they want and what they don’t want, which is easier said than done. A great way to do this is research your competitors social media channels and analyse reviews, comments and content.
Answering the questions below will be hugely beneficial for personifying your target audience and creating ideal customer profiles:
- What product/category/service is the main focus?
- Who is the target market?
- What are the customer demographics?
- What problems do they face?
- What are their characteristics/profile?
- What are the top 10-20 sources of online information they use to source answers?
- Who are the industry leaders, pioneers and influencers?
- What are the top blogs for this industry?
Now you have personified your target audience and created an ideal customer profile, creating a social media content strategy will be much easier. Your social media content strategy must be based on the idea customer profiles this will help you avoid wasting time and resources on unsuccessful marketing efforts. It is important to remember that each social media platform will require a slightly different approach and you must factor this into your social media marketing strategies. This will enable you to produce more focused and consistent social media marketing communications which in turn will aid your business to reach new customers and take your business to the next level.
In order to determine the size of social media market within your industry a competitor analysis will benchmark your company’s audience and activity against your competitors. A great software tool to implement into your social media strategy is Rival IQ, all you need to do is identify your top 4 competitors, we would recommend using sites that are already on the first page of Google for your top level search terms. Rival IQ is one of the most valuable tools we implement in creating social media strategies and campaigns for our clients.
To set up Rival IQ and generate your first competitor report follow these simple steps:
- Create new landscape
- Input top 4 competitors into the landscape
- Click ‘Reports’
- Click on the “Export” drop down on the tab “‘Cross Channel Summary”
- Click ‘Email”
- This report will be emailed to the email used to set up the Rival IQ account, this email can be changed if needs be.
Rival IQ is a fantastic tool that provides an in depth analysis of your competitors social media presence, you can use Rival IQ to get insights on your competitor’s content and how well that content is performing. You will be able to see whether your competitors are experiencing high levels of engagement and in particular which channels are providing the highest levels of engagement and what types of content generate engagement, this information will hugely beneficial when creating your social media content strategy plan.
Creating A Social Media Content Strategy
Now you have defined your social media objectives, personified your target audience and analysed your main competitors you should have a clear understanding of what content is required for your Facebook Business Page. A comprehensive content strategy must include;
- The types of content required – Facebook allows the following types of content e.g.
- Plain text status updates
- Image with a caption
- Link with a caption
- Videos with caption
- Location check-in
- Event page
- Competitions/Discount Codes
2. How often you will post on your Page
3. The target market for each post
4. Now that you have worked out a stellar social media strategy for your business you now need an all important content strategy. At this point you will know what content is required for your business Page. Creating and publishing great content can be a lot of hard work, so this requires an organised system to aid content publication, we strongly recommend implementing a social media content calendar. Once you’ve created a social media content calendar you can commit to your social media marketing and it will become a lot less daunting.
Creating a social media calendar will simply house all the necessary content for your social media accounts, the content is readily available and in one place for all the relevant stakeholders to access.
Here are some interesting stats on the best time to post on Facebook, timings are crucial when publishing content on social media, you want to give you post the best chance of mass exposure and adhering to these stats will definitely help.
Execution & Delivery
The bulk of the hard work should be done by the time you get to executing and delivering your social media content, as your strategy has been worked out and your content calendar would be complete. You should now be ready to deliver your social media content. It is important to remember that even with a content calendar in place you will still need to allow time to post on-the-fly content, for example, breaking news, company announcements and topical updates. Below are a few example Facebook posts and how they fit the client’s social media objectives.
Link with caption – Promote product, drive targeted traffic to website through social media, increase conversions through social media, increase brand awareness and exposure.
Blog post with caption – Increase engagement with customers and prospects, drive targeted traffic to website through blog posts. Promoting an article you think your audience will engage with can create brand awareness and exposure to your company.
News stories with caption – Mix up your posts with some current news that will attract engagement. Try relating the news topic with your services/products to lure your audience to your site.
Ensuring a variety of content across your company’s Facebook Page is crucial to keeping your Page’s followers engaged. Trying to deploy the 80/20 content publication rule acts a great basis for optimum engagement and increasing brand exposure. 80% of the content published should be of interest to your customers and prospects, this will help build a targeted audience which in turn will increase brand exposure. 20%of the content published should be self promotion, this could be posting links to certain products or services on your website, notifying your followers of current discounts and company news/PR.
Remember: Variety is the spice of life!
Publishing content can be a very timely task even with a strategy and content calendar. A great way to reduce the time spent publishing content is to invest in a social media publishing tool. Here is where the content calendar really comes into play. If your social media has been planned in advance you can use social media publishing tools to schedule all your Facebook posts for the desired dates and times of publication. This way you will only need to set aside a small amount of your time each week or month for the bulk of your social media content publication.
We use a social media content publishing tool called SEMrush, a social media management tool that allows businesses to monitor, respond, measure and collaborate, this ensures smarter and faster communication. SEMrush allows users to schedule, queue and publish messages across multiple social media platforms, allowing a more efficient content publication strategy.