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Facebook Campaign Strategy

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Without a workable strategy for your business’s facebook promotion campaign you can be easily whisked off into unnecessary, untested or even detrimental actions. Let’s examine some of the most fundamental actions you must take, which are empirical in their logic, therefore requiring no special insight.

Step One – Expand your fan-base

Even if you make excellent posts, it will be an uphill battle to get engagement if you have a very small fan base, as it can only reach so many fans. To remedy this it requires an aggressive program to increase your followers.

1) Invite all your friends from your personal profile to like your business page, and then give your employees admin privileges on your business page, so that they too can invite all of their friends to like your business page.

2) You can only invite once, and the percentage of those who actually do it varies. So the next step would be to send a personal message to your friends to like the page. This is highly effective (especially if its a personal message, and doesn’t look like a copy-paste message). This will give you your initial fan base.

Step Two – Formulate your content

You must figure out what you can and should post. For instance, just because you own a flower shop doesn’t mean you can only make posts about flowers. It can be anything you want. It all depends on how serious or rigid you want your image to be. For example it would be totally appropriate for a landscaping company to post a recipe for pumpkin cheesecake during autumn, or a photo of babies dressed in pumpkin costumes. This is the flexibility that small businesses have in social media. Major corporations would not however have this same flexibility in their social media content; so take advantage of it!

You are well within your rights to make ‘human/personal’ posts. Read our “Making your Social Networking Campaign More Natural” for more information.

Some post ideas include:

1)      Useful tips
2)      Quotes
3)      Links to articles (not yours)
4)      Photos (related to your industry or not)
5)      Video
6)      Comments/Questions on news events

Lastly, you should post at the bare minimum a single post every day of the week, including weekends. To post any less will not build up any momentum.

Step Three – Analyze

Now that you are posting regularly it is essential that you compare the performance of all your posts in your Facebook Insights (Facebook’s proprietary analytics tool). You want to see what posts did well, and not so well. You want to look at factors such as:

1)      Time the post was made
2)      Amount of text in the post
3)      Was there a Call to Action in the post?
4)      The relationship (or lack thereof) between the post and your company. Relevant or irrelevant.
5)      Number of likes, shares and comments
6)      The type of content (link, picture, video, tips, news, questions)

By examining these you can find what factors contributed to your post’s success and what factors didn’t. For instance you might find that posts at night with photos get the most engagement, as opposed to posts during the daytime with photos. In this wise you can proceed with certainty.

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