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How to Build a Facebook Marketing Strategy That Drives Results

Facebook marketing strategy

Suppose that there has been a thought-out idea of the Facebook post that might take hours and finally publishing it only to wait for the likes, shares, and comments. But instead of this, all one gets is silence as if the chirping of crickets has been-extolled in the media. So, no engagement, there are no leads and, as a result, no sales. Let’s in this article explore how to build a Facebook marketing strategy that drives results.

Frustrating, right? You’re not alone. Lack of engagement is one common challenge that most business face on the Facebook even when they try so hard to introduce their products. The good news? It does not have to be this way. Thus, only with the construction of a strong Facebook marketing strategy, socially oriented efforts are transformed into a powerful tool for progress.

In this article, we will be taking a look at one of the best ways of how to market on Facebook and have your message seen by the right people without it being just eye candy. Are you all geared up and ready to revolutionalize your Facebook page? Let’s get started!

Why it is Significant to have a Facebook Marketing Plan

However, when preparing for a specific goal, it is important to have a strategy, and to know why this fact is important for you. If Facebook is to be considered like a city perhaps then one must perceive it as a great market. If there is no strategy involved, then you are just one of the nodders.

It makes it easier to identify unique selling proposition, ensure that the business communicates to the right audience and most importantly realize the laid down business objectives.

The Problem: Why Do Most Face book Campaigns Fail

Most organizations are in a hurry to engage on Facebook marketing with the expectation of making huge returns without any strategic plan. Most write irregularly, are not consistent and post where their readers are not likely to be found.

It makes it worse when different strategies are applied haphazardly, which simply serves to increase the amount of time and money spent. Strategic, on the other hand, enables you to target your efforts, determine the outcomes’ effectiveness and enhance them progressively.

Step 1: Define Your Goals

Therefore, it is important to define your goals before the interview part so that proper orientation of the employees is ensured in further analyses.

Your Facebook marketing strategy should also entail a set goal, which should be specific and easily achievable. What is your goal in the next one to five years? Increased brand awareness? More website traffic? Higher sales? Goals are defining of the rest of the strategy.

Objection Handling: Women said about goal; ‘I’m not sure what goals to set’.

It is perfectly normal not to have it all figured out and to be indecisive at some point in your life. The best way to do this is to link them directly with your company goals and objectives where applicable these goals and objectives should be aligned with the human resource initiatives.

If your business is relatively new, then your primary strategy should be brand recognition. If you target is to acquire new clientele, then the goal should be lead acquisition. In addition, it is worth focusing on the fact that goals may change as its business develops.

Step 2: Know Your Audience

All said & done knowing your audience is one the most important elements that should be given topmost preference.

Sometimes the content you wish to create may not appeal to the intended audience but what matters is knowing your audience. Who are they? How does the audience define themselves demographically, what kind of content do they want to consume, what frustrates them, and what actions do they take? Facebook Insights is a perfect tool, which can assist in collecting such information.

Building Customer Personas

Develop thorough and specific profiles of what the various types of customers might look like. It should contain information on the demography, interests, their behavior, and difficulties experienced by users. This will assist in preventing one from developing content that is irrelevant to the needs of the target population.

Step 3: Analyze Your Competitors

Your competition can be rather helpful in terms of giving you an idea of what does and does not function well in your unique field. Check their Facebook profiles or company’s Facebook page. The type of contents that they post are also revealed, the following are some of the categories of contents that they post. When was the last update, or when is the information going to be updated? Presently, how much of it do they receive?

Objection Handling: The third reason of not following competitors is related to the idea of imitating counterparts, and it says I don’t want to copy my competitors.

What doing an analysis of your competitors is not equal to doing an imitation of your competitors. It is all about observing what they do right and what they do wrong. You can use this knowledge to analyze opportunities to fill the market’s voids and stand out from competitors.

Step 4: Make Content Interesting

The content you post must be the core of your Facebook marketing plan. Thus, in order to hook people, you must deliver content that would be interesting, helpful, and timely.

Kinds of Things to Share

• Visual Content: These highlighted the fact that images and videos are more likely to be shared and probably given more attention than the plain text. Employ quality graphics in an attempt to put across the story of your brand.
• Educational Content: Closely related to the preceding point, post links to useful tips, instructions, and articles that offer some sort of utility to the target audience.
• User-Generated Content: Motivate the clients to communicate more about their experience with the product. Thus, it creates tradition and trust within the group or community.
• Interactive Content: An open question in the form of a poll, quiz or a live video attracts the audience’s attention and inspires them to respond.

Step 5: Optimize Your Posting Schedule

Timing has always been considered important and in the case of social media posting that is equally as true. Harness the Facebook Insights tool to analyze the best time your audience is most likely to be active on the site and post at that time.

Objection Handling: My free response to this issue was “I Don’t Have Time to Post Regularly.”

To achieve consistent estimates, various calculations may be carried out on the same sample several times, but it is not very prolonging. These enable you to organize your posts in advance, like Buffer or Hootsuite. This way, you don’t have to engage in daily posting but you are consistent in your posting schedule.

Step 6: Use Facebook Ads

Of all of the options presented, it is recommended to use Facebook Ads. Still, reaching organic friends on business pages such as Facebook may be challenging, most importantly for new businesses. Social Facebook Ads can expand the reach and assist in pointing out the audience interest areas.

Creating the First Ad Campaign

• Define Your Objective: Thus the question: what result do you want your ad to bring? Select from the choices such as brand recall, visitation or lead/sales generation.
• Target Your Audience: When placing your ads, do it using the different customer personas that you developed before.
• Create Compelling Ad Creative: Your ad should have a catchy picture, a simple text and a persuasive slogan.
• Set Your Budget: This is your overall financial plan; you have to decide how much of your money you want to risk and set your daily or one granted life budget.

Step 7: Engage with Your Audience

Social media is not a one way process. Always respond to the comment section, messages, and mentions that your audience drops on your page. This creates a bond and loyalty and the firm is able to market products to the clients directly.

Objection Handling: Many people do not comment or share any messages that I receive.

This means that engagement quite often begins with you. Provides questions in the posts you make, ‘encourage replies’ and be an active member to start discussions. This is because as people continue to frequent your site they become more involved.

Step 8: Monitor and Analyze Your Results

Check them and evaluate to determine the most effective strategy. Measuring returns requires its knowledge and understanding so that one can easily identify what needs to be modified and what aspect should be maintained. Ensure that you have a way of being able to check on your page through the use of Facebook Insights as well as other tools.

Key Metrics to Track

• Engagement: The basic metrics which are Likes, comments, shares, and reactions.
• Reach: How many people are encountering your content?
• Conversions: Any activity taken subsequent to exposure to your content whether it is in the form of a website view or purchase.

Step 9: Refine Your Strategy

This made them further refine their strategy since they know that they are tightly regulated and cannot engage in certain activities such as taking deposits as per their charter.

The data which you have collected should be used effectively in improving or fine tuning the existing strategy. Discover which sort of content is effective and ineffective, when people tend to engage with posts the most, and which advertisements give the most profitable results.

Objection Handling: It is necessary to recognize that there are people out there who honestly state that they are overwhelmed by the data, which they face in their day to day practicing.

Start small. Start with a few metrics and then you can start adding more as you get more comfortable with the ones you have chosen. And, as always, it is a journey not of the perfect, but of the better. The continuous improvement of these areas is the objective.

10. Run Contests and Giveaways

The last but not least of our steps to build a Facebook marketing strategy that drives results is organizing contests and giveaways. Here is the list of necessities regarding the step-by-step guide to organizing contests and giveaways:

1. Set Clear Objectives:
Determine the objective of the contest or any type of giveaway that you will be holding. Some may seek more activity, more attention from the public, more people to follow or simply more people to know about them or a new product on the market. Clear objectives will define the whole procedure and assist in evaluating effectiveness.

2. Choose the Right Type of Contest:
There are various types of contests you can run on Facebook:
• Like and Share Contests: To get many people to participate, encourage the users to like your page and share the post to stand a chance.
• Photo/Video Contests: Collaborate with the participants to ask them to post pictures or short videos concerning your brand or a particular topic.
• Comment Contests: Use users to comment on your post to participate, for example, responding to a question or giving an opinion.
• Tag-a-Friend Contests: Make the audience leave a comment with a friend’s name in it to participate, thus reaching more people.

3. Select a Relevant and Attractive Prize:
Select the prize that your clients or the target group will find interesting and that has a connection with your business. This ensures that people participating are interested in your business, hence increase likelihood of you getting sales. Examples of prizes that are offered are the products themselves, vouchers, unique events, or other various promotions.

4. Create Clear and Concise Rules:
Make sure you draw the rules of the contest as clear as possible in order to have no misunderstandings. Also, provide the details on how people can enter for the competition, the conditions of the eligibility, the date the entries will close, and the manner in which the winner will be contacted. Ensure the rules compiled respect Facebook contest policies, and other if there is any other legal aspect that has to be met.

5. Design Eye-Catching Graphics and Promotional Materials:
To popularize your contest, create graphic images and posters that will catch people’s eye. Always provide the essential details of the advert such as what is being offered to the winners, how they can participate, and when the competition will close. Large size high definition images and videos bring a huge difference to the overall interactions.

6. Promote Your Contest Effectively:
Share your contest across multiple channels to maximize reach:
• Facebook Posts: It’s important to ensure that the contest stays visible; thus, developing a pinned post on your page will suffice.
• Facebook Stories: As for applying stories as regularly recurrent postings, it is possible to use it in order to give more detailed information and constant reminders.
• Email Newsletters: Inform your email list about the contest.
• Other Social Media Platforms: Announce the contest on Instagram, twitter and any other platform that would be suitable.

Strategies in Content Development to Ensure Standard Quality

1. Visual Content Creation

Services such as Canva and Adobe Spark can help design professional images even if the user does not have the knowledge of designing images. Employ these tools in producing attractive images and videos popular to engage the specific audience.

2. Educational Content

Posts, infographics, and how-to videos are great as they are mostly informative. Some of the blogging platforms can be WordPress while the infographics tools could be Piktochart.

3. User-Generated Content

Use contests or tell the customer stories; tell your customers to share their experiences with your company. Instead, it offers you the genuine content and at the same time builds up the necessary community.

4. Interactive Content

Polls and quizzes can be easily made in the Facebook applications themselves. For live videos, tools such as StreamYard can add more elements to your live broadcast including; overlay, screens, and multiple streaming.


It requires time and effort to create a great Facebook marketing strategy but the results are worth it. The understanding of the audience you have, the goals you set, the content you develop, and subsequent alterations make your Facebook page a lead growth tool.

Just to reiterate, consistency is the most important thing, but also change when it is appropriate for the situation. Since the social media is continuously changing, it is equally important for you be flexible in as far as change is concerned. Thus, begin from today, implement these steps and the use of Facebook marketing will yield results which are measurable. Happy marketing!

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