How to Apply Traditional Marketing Strategies to a Facebook Campaign
There are a number of tried and true marketing strategies that have been around long before Facebook or other social media outlets. Here are a few that relate directly to your Facebook marketing campaign:
Be deliberate, and manage expectations
Before you do anything else, you need to decide why you want to have a presence on Facebook. What is your overall vision for your Page? Often, your vision for Facebook will be aligned with your overall company vision.
If you own a high-end clothing store for women, for example, your company vision may be to offer the best-quality clothing in your area to make women feel great about how they look. On Facebook, your vision for your store may be to create a community for women who love high fashion, giving them a place to talk about clothes. Your Facebook Page can become a hub for fashion-minded women.
Having a clear vision does two things:
It allows you and your team to clearly understand why you’re on Facebook. When you understand the why, your actions are deliberate and have purpose.
When you have a clear vision, you can communicate it to your Facebook fans, who then will know how to interact with your Page.
Your vision is only as strong as the person or team behind it. It’s up to you to spread the word. The good news is that after you have a solid fan base, your fans will help spread your message and virally attract new followers. It’s up to you to sell your vision to get others to pay attention.
Create consistent calls to action
To move your fans to action, you need to give them a reason to take action. Discounts or specials are great ways to reward your clients. You’re saying, “Hey, I really appreciate your being a fan. Thanks for coming on over. I want to do something special for you now.”
You can give out discount codes or even create a special custom app for your Page and allow your fans to print the coupons.
You want to keep your fans happy and get them to take action. Everybody loves a discount or a special, so think of ways you can incorporate these items into your Facebook marketing plan.
Another way you can encourage fans to take action is ask them to sign up for your online newsletter or sign up for a giveaway. This strategy is considered to be an opt-in strategy, and with custom apps, you can easily create an opt-in box to collect the names and e-mail addresses of your fans.
Monitor, measure, and track
Although it may not sound like a fun task, it’s essential that you monitor, measure, and track your Facebook activity. For the sake of your Facebook marketing plan, you want to make sure that you have surefire methods in place that enable you to consistently track your Facebook marketing progress.
The great thing about social media marketing is that it’s not set in stone. In the past, you would have to print a marketing brochure for thousands (if not hundreds of thousands) of dollars and then cross your fingers, hoping that it worked — because if it flopped, you had to wait until that brochure ran out and then spend a handful of money to test something new.
On Facebook and other social sites, most of the time tweaking a marketing campaign is as easy as clicking a button. That’s a huge advantage of marketing online.
The key here is being diligent about testing what’s working and instantly tweaking what’s not. When you get into this habit, you can see progress much faster than you ever did with traditional marketing endeavors.