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
But 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
- 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
- Post 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.
- 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.
- 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.
- Like other non-competitive brands that are in your category. This could be your customers, for example.
- 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.
- 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.
- Be topical. With the holidays being around the corner, you can post messages and create graphics that celebrate the holidays or New Year.
- Don’t just talk. Listen and respond when others make comments.
The bottom line on creating your Facebook marketing strategy?
Having 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.