Your marketing plan may be filled with tons of goals. Maybe it’s getting more fans. Perhaps you would like to increase customer conversions. Or, maybe you’re just looking to spread your brand message and gain some thought leadership.
Whatever you’re trying to achieve, Facebook is a great place to reach your goals. Here are some key statistics about Facebook and business pages that you may not have been aware of:
15 million businesses, companies, and organizations have a Facebook page
Facebook has 25 million small businesses with active company pages, which means only four percent of companies that use Facebook to connect with customers are also using the site to advertise
75 percent of engagement with Facebook page posts occurs during their first five hours of existence.
There are more than 2 billion connections between local businesses and people.
In an average week, there are over 645 million views of, and 13 million comments on, local business Facebook Pages
So, no matter what your goals may be, chances are, Facebook is the place where you can reach the most people at a relatively low cost.
In addition, even if you have different goals than your competition or other organizations outside of your industry, there are a few universal objectives your Facebook marketing campaign should have. Let’s look at a few below:
1. Problem solving
Your Facebook page should focus on the needs of your consumer. This means it should solve their problems or resolve any issues they may have.
For example, let’s say you wanted to help your target audience get through the recent cold weather. You could do what Starbucks has done in the past and solve customer problems through their product. They recently posted an image of a snowman, a beverage cup in front of it, and the caption, “Brrr #staywarm.” While subtle, this message can help solve a problem a customer may have by reminding them of an easy solution.
One objective you may not have thought about is humanizing your brand. Sure, you’re in the business of selling your product or service. However, you don’t have to sound like a robot when you do it.
A brand that does a great job at humanizing their brand is Zappo’s. Yes, the online retailer is big when it comes to selling great shoes and clothes. Most people know this. However, when they talk to their audience, they don’t milk it. They ask them questions about current events, such as this recent post about football playoffs.
This allows your audience to relate to you on a different level, amping your likeability and showing that you’re more than just a big brand chasing dollars.
3. Great content
You should make an effort to produce and post great content, like blogs, industry news, and company information. Great content also increases the chances that it will be shared, promoting your brand and your message even more.
Nestle Toll House is a brand always posting great content, most often in the form of recipes. Not only do these recipes have a picture of the final product — which entices users — they also offer a quirky caption to go along with it.
For example, they recently posted a link to their mini morsel pancakes, an image, and the caption: “The reindeer have trotted away, the presents have been unwrapped, now treat the family to a breakfast filled with these delicious Toll House Mini Morsel Pancakes!”
One of the main objectives of your Facebook marketing campaign should be offering ample call-to-actions. A call-to-action prompts users to dig deeper into your Facebook page, whether it’s by commenting, clicking on a link, or sharing content.
Speciality grocery store Whole Foods is always pumping out great call-to-actions. Whether it’s providing links to recipes, asking followers how they cook seasonally, or just opening up the conversation, Whole Foods continuously offers call-to-actions which encourages participation and engagement.
5. Measurable results
A tangible objective to consider is gaining measurable results. While the above four tips are necessary, you have to have a way to gauge whether those efforts are on par with what you’re looking for. For example, you may want to measure results by follower count, amount of times content was shared, or unique impressions. Whatever you decide, make sure you’re measuring your efforts in order to refocus your energy and place it in areas that are creating the most success.
Even though every company has different overarching goals, these five Facebook marketing objectives can work for any brand. Give them a go and let me know what Facebook objectives your marketing campaign has in the comments below!