We have talked in the past about having a content calendar to keep your content organized; however, you should also have a content strategy for specific platforms. Facebook has become the largest social media service, by a wide range, and as a result it is one of the strongest and most important marketing tools for companies. If your company is using Facebook on a daily or weekly basis then you should have a content strategy outlined to keep your content and goals in order. We will look at developing a content strategy specifically for Facebook and how it can help your business.
Choose a Target Audience and Establish a Goal
- Your company should be targeting a specific audience group with their Facebook content.
- Almost everyone is on Facebook these days so it easy to identify and find members of almost any group – except younger generations, in that case you may want to transition to Snapchat or Instagram.
- You should clearly be able to state your target audience but also should have a clearly defined goal. It may help writing these down to be a constant reminder of what your goal is when using Facebook.
- This goal should be something you can clearly monitor and keep track of whether it be through sales, customer satisfaction, or whatever else you choose.These goals should be tied to both your social media platform and business; thus, have goals for achieving likes and shares on posts but also the way it boosts business.
Establish a Personality
- If your company’s social media profile is going to be successful, then you need to have a personality. You should establish a tone and voice that you are gong to use when publishing content.
- Know your voice when publishing meaning that you should always follow your same personality – this will make your page seem cohesive even if run by multiple people. Some recommend starting to identify this voice by plugging in blanks to the phrase “Our company’s voice is always ______ and never ____________.
- Some company’s personalities are funny, and some are serious – your personality should match both who you are as a person and what your business is.
- Once you have a basic idea of who you want to target, what you want to achieve, and the way you want to go about achieving this then you need to start figuring out the means of doing so. The first step in doing this is budgeting. It is easy to gain a popular Facebook page when you are spending irrationally; however, the good Facebook pages are the ones that gain a following and make an impact while spending limited money.
- This budget will outline how much money you have to spend on content generation and promotion – in the end, it will keep you on track.
Build Creative Content
- If you yourself are not creative, then you can hire others to make creative content – this is again where budget comes into play.
- Content should be as visual as possible meaning pictures and videos if possible.
- The more interactive your contest is then the more successful you will be.
- Create a content calendar and library that helps keep upcoming posts organized and also helps brainstorm future ideas.
- This is a crucial final step and will make or break your Facebook content strategy.
You can have a great strategy and content, but it will be useless if you do not have a concise calendar to keep you on schedule with posts and goals.
Nate Trimmer is a Co-Founder of Omnibeat. As a social media enthusiast with a background in organizational development and computer technology, he strives to help businesses understand and embrace social media.
Omnibeat is the digital marketing outsource solution for growth in Los Alamitos and the greater Long Beach area.