Like every end of the year, you think about the best strategy to adopt to generate more turnover for the following year. So you naturally lean on the next marketing strategy to adopt for your business! A question that you ask yourself then: how to best include Facebook in your marketing strategy? Answers in this article:
For some time now, you have had a Facebook page for your
business, because you have understood the importance of having one for a
business . You post images of the latest winner of your game, your current
promotion, or the new product you just launched. But now ... your community is
not taking off, engagement (the famous reach) stagnates and, above all, you
absolutely do not perceive the ROI of your actions . Let's take a looks at 4
steps that will help you better define Facebook's interest in your marketing
strategy.
Step 1: determine relevant objectives
This morning, very enthusiastic, your community manager or
your marketing assistant proudly announces to you " Look, we have 50 likes
on the post sent yesterday on our Facebook page !". You participate
briefly in the ambient joy, then return to your desk and ask yourself " so
what, 50 likes is good? What's in it for me in terms of business ?"
And you're right ! To assess your actions on the social
media giant, you need to determine goals that will resonate with your overall
marketing goals.
Is your marketing objective to:
• increase
the notoriety of your company?
• to
increase sales in a specific segment?
• improve
customer satisfaction ?
• generate
new leads (prospects)
Depending on your answer, you will implement specific
actions: product launch, media plan, street marketing, special operations,
catalog, improvement of a loyalty program ... Well, the answer to the previous
question should also have an echo on your actions on Facebook !
Take the example of a marketing managers who must increase
sales of her product by 5% next year. It will have to rely on Facebook to
attract Internet users to its digital channels (website, blog) in order to build
or increase its audience. Once it has improved its traffic, it will be able to
increase its conversion rate from simple
visitors to prospects.
Step 2: rely on KPIs
As we have just seen, depending on your objective, you will
take actions. You will then have to refer to
key performance indicators (KPIs in English for Key Performance
Indicator) to measure the performance of
your digital marketing strategy.
So what's your current CTR (click based on people reached)?
Do the visits resulting from these clicks generate conversions (CRO) on your
site? What should your CTR be on Facebook to reach your conversion goals?
This is just a samples of the questions you should ask
yourself in terms of a Facebook goal, but it is a crucial step in knowing if
what you are doing is working ... or not!
The purpose of KPIs is to have precise measurements of what
is working, what needs to be abandoned, or what needs to be optimized.
Be careful, likes or engagement don't mean customers.
Step 3: optimize your Facebook business page
To get started, make sure your Facebook business page is
well optimized! Here are some things to check:
• Is
your profile picture identifiable and
does it represent your brand?
• does
your cover photo (header) vary depending
on your news?
• Does your
cover photo (header) respect the posting rules as below?
• is your
"About" section optimized? :
very important, this space allows you to describe in a few words your activity
to your audience, but also to Facebook! Indeed, Facebook's algorithm will use
this information to find relevant users for your business. So use the main
keywords of your industry to improve your results. Also take the time to
mention all the necessary information so that your prospect can contact you if
necessary: phone, email, address, hours. Of course, place the URL of your
website to allow your Internet users to go further in their research.
Step 4: Understand Facebook's place in its marketing strategy
We now come to an essential perception of Facebook!
Among the companies that loudly proclaim "to be
digital", one of the most common mistakes is to use Facebook as the basis
of their Internet strategy.
Facebook is certainly
an important element in your marketing strategy, but for it to be effective, it
must be part of an omnichannel strategy. Understand by this, that Facebook must
work in concert with your other acquisition channels (website, blog, Instagram,
Linkedin, or even your physical events).
If you had to remember just one thing from this article:
Facebook is necessary but not sufficient. It is used to promote your content
created on your own digital channels (website, blog), it is only an action that
contributes to the success of your strategy!
Now that things are clear ... what's the best way to
integrate Facebook into your marketing strategy ?
By distributing the content that will interest your
Personas ! And what interests them you
will say to me? Well, focus on THEIR problematic to them ... and not on yet
another commercial information on your product! The correct dosage is 20% on
you is your products / services and 80% on your customers.
• For
example, do you work in decoration? Until now, you used to post a photo of your
latest arrivals: hanging lamps. What would you say now to write a blog article
which would be interested in the problematic of your prospects: "4 tips to
sublimate your interior". Your prospect's perception will then be totally
different. It is thus the sinews of war for your future digital strategy .
Also adapt your communication methods according to the
channel used . Instagram, for example, lends itself very well to the
development of your brand image. LinkedIn, to share your expertise, and
Facebook as a consensus of the two.