Facebook Marketing: How to Create a Successful Brand Strategy

Given its reputation as the biggest social media platform, it’s definitely worth the investment to grow and promote your brand on Facebook. In fact, over 3 million companies are doing it.

Whether it’s for brand awareness or advertising, the platform has every feature beneficial to your campaign. You can leverage its tools and maximize its 3 billion active users to boost your digital presence. However, as with every pursuit, success can’t be possible without the right strategy.

So, where do you start?

Lay the Foundation: Optimize Your Facebook Presence

Mastering Facebook’s algorithm is key to your digital presence, but before you can explore and experiment, you must first have a robust business account. This becomes your digital storefront, a good measure of how your audience will discover and perceive your brand.

Here are the fundamental steps to optimize your Facebook business page:

1. Complete your profile with accurate information.
2. Use keyword-rich descriptions in your About section.
3. Add a custom URL.
4. Use compelling profile and cover photos.

Define Your Brand Voice and Identity

Completing the steps above is vital, but it isn’t enough. It’s also essential to ensure that everything in your profile ties neatly together and delivers a comprehensive look at who your company aims to be.

According to Sprout Social, customers notice and recall different details of how brands present themselves on social media.

• 40% remember memorable content.
• 33% point out a brand with a distinct personality.
• 32% remember brands through compelling storytelling.

These cover different aspects of your content strategy. However, all of these are polished and amplified by a concrete brand voice and identity. What is your company’s personality?

Before you begin attracting an audience, you must first establish what makes you attractive aside from what you offer. Here’s how you do it:

• Define your company’s purpose and values and stay true to them.
• Identify your target audience and buyer personas.
• Establish your visual guidelines (colors, logo, icons).
• Create a tone framework—this defines how your company communicates.

Use Facebook’s Features

Once you’ve established your brand identity, it’s time to leverage what Facebook has to offer. Beyond posts or advertisements, several other features can be used within your account.

• Call-to-Action Button: Add a button to your page that directs users to your store, website, or other relevant actions to drive more engagement and conversions.
• Facebook Shop: Facebook allows you to sell your products or services, allowing your customers to purchase items directly from your page.

Page Tabs: You can customize your page with necessary tabs, such as services, reviews, or events, to provide your audience with a better user experience and information.

Plan the Strategy: Engage, Educate, Entertain

An optimized Facebook business page alone won’t attract the right audience without a good content strategy. Start by creating a content calendar to track your updates.

This way, your posts will be consistent without being repetitive. It will also help you strategically align with any trends or occasions that can help boost your visibility.

Share Value-Driven Content

While consistency is essential in social media marketing, constantly producing content is also not enough. Instead, you win an audience with intention.

Create posts that genuinely interest people. You don’t have to limit your business page to promotional content. If anything, this has been proven to be a detrimental strategy.

To increase your account’s engagement, mix up your content. Here’s a quick look at what you can create and how you deliver them based on stats and numbers:

User-Generated Content and Testimonials

Running out of content ideas? Don’t worry.

You don’t always have to make original content to promote your brand on Facebook. Instead, you can utilize any user-generated content (UGC) and feature it on your page. Not only is this an easier way to pump content, but it also builds trust and authenticity about your brand.

To encourage your customers to provide UGC, you can run a branded hashtag campaign. You can also host contests and giveaways in exchange for their feedback and photos. This way, the transaction remains mutually beneficial.

Build the Community: Turning Followers into Advocates

Every company wants to make its customers happy and satisfied, but you take it a step further by turning them into brand advocates. This turns transactions into long-term partnerships while attracting new customers in the process.

Remember, it’s 6 to 7 times more expensive to find new customers than to nurture current ones. So, how can this be achieved through Facebook marketing?

Leverage Facebook Groups

While a business page makes you appear more authoritative, groups make you nurturing. Facebook groups are where you can directly connect with your customers, creating a relationship that’s beyond company-consumer and more like a partnership or friendship.

Groups are also the best way to gather insights from customers and prospects alike, which you can use as direction for future development.

Interact with Your Customers Consistently

To further enhance your digital presence, view every interaction as an opportunity to foster stronger relationships with your customers. This can mean replying to comments or addressing negative feedback, which can turn frustrated customers into potential brand advocates.

Host Live Sessions or Webinars

Facebook offers companies the opportunity to gather a wider audience without worrying about logistics through live sessions. Unlike in-person events, Facebook Live allows anyone with a stable internet to join and listen to what your company has to say. This makes it the perfect opportunity to grow your customers.

These sessions are a hands-on approach to generating and converting leads through a live demonstration of your product or service, and a prompt response to questions and concerns.

Advertise: Expand Your Reach Through Facebook Ads

With 3 billion active users, it can be challenging to reach the right people who are looking for products or services similar to yours. This is why 89% of businesses use Facebook ads.

Understand Facebook Ads Manager

The platform’s Ads Manager is an all-in-one tool that enables you to design, manage, and analyze your campaigns. It allows you to see all the ads you’ve run, offering insights that will help you improve your future projects.

Facebook Ads Manager includes features, such as:

• Device to display your ads
• Page where your ads will appear
• Custom audience targeting
• A/B testing

Audience Targeting and Retargeting

With its extensive user data, Facebook, through its Ads Manager, allows you to customize who sees your ads. You can segment your audience based on their interests, behaviors, preferences, and demographics, increasing your likelihood of reaching those who will click your ads.

For users who have shown interest but didn’t convert, you can retarget them to nurture them to become customers.

Experiment with Ad Formats

Facebook’s Ads Manager also lets you experiment with different campaign formats to see which performs better. From carousel posts to video campaigns, you can test, analyze, and optimize your ads for better results.

Experimenting with your content will help you better understand your audience’s preferences, which will likewise help align your brand to fit their interests.

Get Started: Promote Your Brand on Facebook

There’s no better way to test your marketing strategy than doing it. Promoting your brand on Facebook isn’t just about creating interesting graphics and insightful content. It’s about building a strong community around your brand.

Facebook marketing requires a mix of technical strategy, creativity, and consistency, which can be a lot for you to handle. This is where outsourcing a digital marketing service can step in.

Logix BPO can help manage and scale your Facebook business page for you, create effective campaigns, and reach the right goals. If you want a digital marketing expert to build a results-driven Facebook marketing strategy, connect with us and make it happen!