You've got a Facebook business page. You occasionally post, though maybe not often. You know you could be doing more, but aren't sure where to start.

Even with Facebook's big News Feed algorithm update announcement, non-social-media pros can still develop a strategy that connects with customers and builds your brand. You just need to know how.

This is the process my current team used to figure out our own strategy. You can apply this same framework to your own business. Here's how.

1. Determine your goals and key performance indicators.

Before you start, you need to know what a successful Facebook strategy looks like. Increased sales? Greater event attendance? Enhanced brand perception? There's no right or wrong answer. There just needs to be an answer.

How will you measure that success? You'll need to determine key performance indicators -- the metrics you'll use to measure it. That could be the number of event attendees, percentage of Facebook converted sales, engagement on posts, or number of page "fans."

For us, we wanted to increase site and blog traffic and grow our overall reach. So, our benchmark measurements are post click-through rates and page likes.

2. Learn about your audience with Facebook Insights.

Once you've figured out your success metrics, it's time to dig into Facebook Insights. They're in the top navigation bar of your business page.

In the Insights section, take a look at People. This will give you a ton of information on your current Facebook audience. You can look at demographics like age, gender, location, and language.

Be sure to compare your Followers and People Engaged demographics -- they could be different. Now more than ever, engagement is crucial for Facebook marketing success. Once you know who your most-engaged group is, tailor your strategy to them.

For example, FreeLogoService Followers are 42 percent women and 58 percent men. But of People Engaged, it's 51 percent women and 49 percent men -- a nearly even split. We used our People Engaged data to inform our content and social media strategy, and it's really paid off.

3. Post for Facebook's new engagement rules.

With the new update, Facebook will "prioritize posts that spark conversations and meaningful interactions between people."

A general rule of thumb: only post content you would want to see. Post less often, but make it count.  

Share things that spark conversation -- something that might prompt someone to think, "Remember that time?" Or, "I need to tag so-an-so -- they'll relate!"

Experiment with live videos. If you're stumped for topics, create a simple how-to video. Record yourself creating a new product, if it's something visual. Or record a casual, but informative, conversation with someone else in your industry.

If your business is local, post updates like schedule changes or upcoming events. You could also share content directly in groups relevant to your customer base.

Since Facebook made the algorithm announcement, these are all things we've been trying to do.

4. Dabble in paid ads and boosted posts.

Boosting posts or running ads can be a great way to expand your reach and increase engagement. Once you've determined the types of content to share, start with a small budget so you can test ads before investing more.

In our own experiments, we've tested different headlines, imagery, posting times, and audiences. It's pretty easy to do this: simply post the same thing twice with all elements the same, but one.

5. Measure your results.

After all that work, make sure to measure your results. Remember those KPIs you chose? Track them. Like any strategy, a Facebook plan needs to be tweaked and tested. The only way you can do that is with cold, hard data.

Published on: Jan 30, 2018
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