Creating a meaningful marketing plan on the social media platform such as Facebook is the most significant recipe that defines how much success you can acquire within a period of time. In order to take full advantage of the marketing power of Facebook, you need to put together a Facebook marketing plan etiquette, which is a structured way to align your strategies with your goals and objectives.
Below are the general steps to follow in creating a fruitful plans.
1. Develop your value proposition
2. Understand your audience.
3. Define your marketing goals
4. Develop a content strategy.
5. Monitor and measure your Page activities.
1. Developing Your Value Proposition
When you’re developing a marketing plan, the first thing you need to do is define your value proposition. How is your product or service different from the competition’s? Why should people buy your product instead of the competition’s?
You may have a different value proposition for each audience segment you target or for each product or service you offer. Your marketing plan should detail the ways in which you plan to communicate these values to your target audience.
To understand your value proposition, the following questions must be answered:
a. How are you different from your competitors?
By knowing your competition and what separates your offering from theirs, you can begin to develop your product differential, a key ingredient that goes into your value proposition. Knowing what makes your product or service different from and better than your competitors’ helps you create messaging that gets people’s attention.
What innovations make your offering stand out in people’s minds compared with the competition? Are these differences important to your customers or only to you? How can you articulate these differences in ways that make people tell their friends?
b. What value do you provide your stakeholders?
Stakeholders are your customers, shareholders, employees, partners, and anyone else who is affected by your company. Understanding the value you provide is key to developing your messaging and communications strategy.
By having a clear picture of what you want to accomplish with your marketing plan, you open a world of opportunities for your business. The key is communicating your plan to your stakeholders.
When your employees know your brand messaging, they can pass that information on to your customers in the form of knowledge and better service. When your stakeholders know that you have a clear plan of action, they’re more comfortable with the direction in which you’re taking the company, which leads to greater support for your future ideas and plans.
c. What are your big-picture goals?
Some goals are more obvious than others. They could include increasing company sales or driving more traffic to your website, both of which you can do when you clearly define and communicate your value proposition.
Other goals aren’t as obvious, such as improving your company’s reputation or creating a more friendly face for the brand. Whatever your company’s goals, make sure that all your Facebook marketing activities align with these goals.
Understanding Your Audience
Whatever your business goals are, always assemble the best information that you can about your audience. The better you understand the culture, desires, motivations, and viewpoints of your audience, the more effectively you can capture their attention and deliver your message.
Understanding the lives of your customers and prospects is the key to creating marketing messages that resonate with people so strongly that they take action, such as joining your email list, liking your Facebook Page, or purchasing your product or service.
An excellent example of any business that really understand what audience really need is when you engage your customers of fans to share their favorite designs with their friends and what impression your products have imprinted in them.
To fully understand your audience, you should consider the following facts:
a. Facebook Insights
Facebook gives you some powerful insights into your fans. In fact, identifying and then reaching a specific audience has never been this exact and cost effective.
The Facebook Insights tool helps you find out more about who visits your Facebook Page, including a demographics-and-interests breakdown on your fans, and Facebook’s ad-targeting capabilities make it relatively easy to get your message to the right target audience within Facebook.
Gathering this information can be fairly easy if you know where to look and how to go about doing it. Ask your customers to fill out satisfaction surveys or a short questionnaire through your e-newsletter or website, for example.
Another option is to search Facebook for companies similar to yours and read the comments posted by their fans to see what makes them return to those companies.
b. Audience Psychographics
Understanding your fans’ psychographic profiles is an important element in knowing who they are.
Psychographics is the study of personality, values, interests, attitudes, or lifestyles that defines the behavioral concept of human-social relationship.
Psychographic variables (such as what music they love, politicians they endorse, or causes they support) are any qualities relating to their personality, values, attitudes, interests, or lifestyles. Psychographic variables offer additional insight into demographics (such as age and gender) and behaviors (such as use rate or loyalty), and can help you better understand your customer segments.
Psychographics is exceptionally relevant in any discussion of social networks because your target audience is more likely to interact with you along the lines of personal interests, values, and lifestyles. Tom’s of Maine, for example, takes advantage of the fact that many people are concerned about making positive changes in their communities and the environment.
3. Defining Your Marketing Goals
In order to have a well refined marketing tactics work towards your goal, a better understanding of Facebook audience make up is a mandatory asset, you need to define a few goals for your page to map a tactical strategy. The most common objective that work well are listed below irrespective of your business objectives:
- Building your brand’s awareness
- Driving sales
- Forming a community of people who share your values
- Listening to feedback about your brand
The aforementioned method can be used in varying combination to strategize your Facebook marketing.