Creating an Effective Facebook Brand Marketing Strategy

Facebook marketing strategies chalk talkIf it seems like no one’s visiting your Facebook page, there’s probably a simple reason.

Brand pages that gain viewers and likes have provided a reason for folks to stop in – again and again. There is fresh content, informative videos and conversations with others who are passionate about the brand or its category. Many times they are sharing tips and suggestions that draw in others to the conversation.

In short, these brands have created conversations and a relationship with their audience. Some followers have even become brand advocates who help spread the brand message to others.

Gaining brand traction on Facebook

Facebook brand page frustrationBut what if you have just created your Facebook page? How do you overcome the sheer brand awareness that FMCG companies have? Plus, you probably don’t have much money or content to put up on a Facebook page. Which is why so many pages get started but then fizzle out – a lack of time to create interesting, relevant contact.

Here are several tips that will get you started on building a Facebook page, creating conversations, and over time, building relationships and brand advocates to help you share your story

How you communicate is as important as what you communicate on Facebook

Getting heard on FacebookYour initial Facebook strategy is all about building your foundation:

  • What is your product?
  • How is your product used?
  • What does your company believe in and stand for?

These pillars — Product, Purpose, and Education – actually will make your job easier. They provide the framework to focus your content and keep you from posting silly or irrelevant topics that do nothing to build your brand.

Follow these 8 simple steps to build your online brand marketing strategy on Facebook

  1. Facebook marketing strategy tipsPost often – even if it seems like no one is listening. Build the base that will define your brand, educate and establish your purpose. You want your followers to keep coming back to your page, so make sure that they always have something new to look at.
  2. Use third party content to make your job easier. Mix in videos and articles that are of interest to your audience and fits your brand’s category. The goal is to have variety so that every post is not the same.
  3. Mix in real product education. You can post pictures or video or other materials you may have created to sell your customers. A little goes a long way.
  4. Like other non-competitive brands that are in your category. This could be your customers, for example.
  5. Create excitement. Can you give away your product in a quick promo? Use or celebrate a goal to create a reason or add urgency. Using Likes is popular tool to drive engagement.
  6. Promote a post. If there’s a post that you think deserves a broader audience, then for a minimal amount of money it can be promoted. This maybe a good idea when you run a promotion.
  7. Be topical. With the holidays being around the corner, you can post messages and create graphics that celebrate the holidays or New Year.
  8. Don’t just talk. Listen and respond when others make comments.

The bottom line on creating your Facebook marketing strategy?

Like buttonHaving a specific vision of what you want to achieve with your Facebook marketing strategy will help you make the most progress towards meeting your goals. If you only have a vague idea of what you hope to accomplish, you will find it hard to know whether your strategy is working. Have measurable benchmarks that you can use to evaluate your success.

Not surprisingly, many companies don’t see quick results from their Facebook page marketing efforts – and certainly not sales. It’s easy to say it’s not worth it.

Remember: you are helping someone solve a problem where your product is a possible solution. You are not selling them why your product is the best solution. Keep this in mind and over time, you will see real and measurable results.

Good Selling!

Are QR Codes A Marketing Gimmick?

QR Codes Are Stupid -- Only If You Use Them IncorrectlyThere are plenty of articles talking about the failure of QR codes. Most with pictures proving their point. My favorite is the QR code on a billboard.   The proverbial wrong tool for the job.

So QR codes are stupid, right? Nothing more than a marketing gimmick.

Let’s not jump to conclusions. Granted they haven’t taken off like some thought they would. And no one will argue that using a marketing tool in the wrong way will every work.

QR codes are only a tool in your marketing toolbox

Not surprisingly, we think QR codes can play a key role in your marketing mix. Especially when used on packaging.

Here’s why: If you have a story to tell to the shopper, and not enough room on you package to tell it, a QR code can help provide critical information.

With the rise of smart phones, QR readers are commonplace. That means that consumers can scan your code if they want to.

Using a QR code is the beginning of your marketing, not the end

QR codes are only a tool in your marketing toolboxMany marketers slap a QR code on and have it point to something easy – like the home page of their website. How’s that helping your shopper make any kind of decision to purchase your product?

Instead, create a micro site for your product that’s designed to be viewed on a mobile device. And have a 15 or 30 second video that’s tied to the product.  An example might be to explain the ease of use, demonstrate installation steps or to add critical details to a complex selling story.

An added bonus is that those simple videos can also be used as rich media content on your A+ pages on eCommerce sites like Amazon.

The micro site has pictures of the product in use, tips and other important points that bring your product to life for the consumer.  All in a quick, simple and concise way.

Using QR codes will impress my buyer!

new-bright-ideaYour buyer will probably not be impressed and is likely to question the strategy. Be prepared to answer any questions your merchant may pose factually. And never underestimate the power of a demonstration in their office.

Share with your buyer the key reasons when QR codes make the most sense:

  1. Limited space on the packaging to bring the product to life
  2. When you have a complex selling story
  3. When a demonstration is a powerful closer

Clarify where the QR code will point and how the content there is relevant and can be re-purposed for eCommerce and in other social media use. In other words, how you plan on using it to drive consumers to their stores.

Share how you plan on tracking click-thrus and be willing to share that data with your merchant. And don’t worry if the numbers clicking are small.

By using QR codes appropriately and as part of your overall marketing mix, your buyer might just be impressed!

The Marketing Paradox: To Spend or Not to Spend

 

A thoughtful viewpoint to the classic question.

We’d also strongly recommend you read “Does Your CEO Believe in Marketing?,”  which is a great post from Whizard Strategy on the same topic.

quote-half-the-money-i-spend-on-advertising-is-wasted-the-trouble-is-i-don-t-know-which-half-john-wanamaker-193077John Wanamaker famously said, “I know half the money I spend on advertising is wasted, but I can never find out which half.”   This pretty much sums up how CEO’s and CFO’s think about marketing.  

 

For more on this topic from Channel Instincts, see our blog “Are You Giving the CEO and CFO a Reason to Invest In Marketing?”