The most successful marketers have implemented a Facebook strategy based on four successive dimensions: Connect, engage, influence and integrate.
Let’s detail each one of them.
This consists of getting your customers to like your Facebook page and keep coming back, the foundation of all your marketing endeavors in social media.
You can achieved this both on and off of Facebook, by promoting your page wherever you have access to your customers.
Using Facebook’s targeted ads can be another solution, by targeting people who expressed an interest in your company’s vertical.
It is worth noting that consumers who like your page are twice more likely to report a purchase to their friends, so you’ll benefit from this step right away.
This is the tricky part, which requires creativity and a deep understanding of user behavior on Facebook. It consists of getting your connections to engage with your content, so that it is distributed to their own friends.
Brands should not talk about themselves only; they should talk about their customers and their experiences. Marketers should create stories (as opposed to blatant ads) designed to start a conversation and generate engagement.
And brands must also ensure to use a format relevant to Facebook: posts should be around 11 words long, which is the average length of users’ posts. To get people to interact with your posts, it is also essential to understand why people talk on Facebook.
Most people converse online in order to:
- make their life easier (by asking for information, which is deeply entrenched in our social nature);
- build relationships (very lightweight actions are often sufficient, such as liking a post);
- craft their identity; and
- help others.
People talk about feelings or opinions, personal experiences, other people and what’s around them. Successful brands integrate these aspects to get their customers to engage with their content.
The objective here is to influence your customer’s friends through advertising. This is the non-organic version of the “engage” dimension.
Influence consists of pushing every interaction between your customers and your brand to your customers’ friends.
If you want your user base to influence a broader set of their friends, you should provide them with high-quality content, usually videos, which can be appreciated by most users. This will considerably increase the share of your user base’s friends who will view and engage with your content.
Integrating your user base into your products is the best way to fully leverage your Facebook page. This can happen by creating apps which are “social by design,” which means that their value increases when shared with friends.
To do so, they must use the social graph, and should also be distributed off of Facebook (on your website, for example).
Games created by companies such as Zynga are the perfect example: People play these games because their friends are on it. Brands must get inspired by the way these apps are designed, so that they not only entertain users, but also give them occasions to build and maintain relationships with their friends.
These strategies do not apply to big advertisers only, but are relevant for any kind of business trying to make the most out of their Facebook presence.
They require creativity and an understanding of social media, more than huge advertising dollars.
Guest writer Olivier Lasry is the founder of Wingsplay.