Nothing Happens Without Promotion: 5 Tips to Boost Your Facebook Strategy

By Kathi Kruse

Pro­mo­tion strat­e­gy is an inte­gral part of your Face­book mar­ket­ing plan. Keep­ing fans engaged with con­tent is cru­cial but just as impor­tant is attract­ing more of those peo­ple who are most like­ly going to buy from you.  Answer this ques­tion, “How are we going to con­tin­u­al­ly increase our Face­book fan base to gen­er­ate leads and sales?” If you don’t have the answer right now, you’re not alone. Here are 5 tips to devel­op your Face­book strat­e­gy:

1. Aware­ness in Real Life. What we see, we remem­ber. Sig­nage and oth­er visu­al reminders in your store help boost the aware­ness of your Face­book page to your cus­tomers AND employ­ees. It takes an effort to get employ­ee buy-in and par­tic­i­pa­tion on Social and reminders are always nec­es­sary. Hav­ing a des­ig­nat­ed Social Media man­ag­er comes in handy here. They can con­tin­ue to fos­ter aware­ness around your page and insti­gate par­tic­i­pa­tion.

2. Face­book Ads. Per­haps the sin­gle great­est device for grow­ing your fan base and increas­ing sales. Face­book makes it easy and afford­able to ampli­fy your reach with Pro­mot­ed Posts (spend­ing $5-$20 to show a post to a wider audi­ence). The Ads Man­ag­er helps you cre­ate ads which tar­get those that are most like­ly going to buy from you. Once they like your page, that opens up all oppor­tu­ni­ties to con­nect, con­verse and close deals.

3. Land­ing Pages. Face­book users like to stay on Face­book. Face­book Land­ing Pages are per­fect for facil­i­tat­ing spe­cif­ic mar­ket­ing cam­paigns. Whether you want to grow your likes, offer a coupon for Ser­vice, or get more peo­ple in your store this week­end, dri­ve peo­ple to your Land­ing Page that gives them every rea­son to com­ply.

4. Calls to Action. If you’re uti­liz­ing Land­ing Pages, please make sure you have the ide­al mar­ket­ing lan­guage to com­pel the user to do what you want them to do. A call-to-action (CTA) is the part of your mes­sage that con­vinces a per­son to per­form your desired action imme­di­ate­ly. Peo­ple need to be shown or told what to do next (ie: dri­ve them down the sales fun­nel).

5. Tools. You’re going to need a design­er to cre­ate your Land­ing Pages. You’re also going to need help installing Land­ing Pages on your Face­book page. There are tools like Heyo and Short­stack that help you facil­i­tate these two endeav­ors. Both of these apps have tem­plates for Land­ing Pages that are very use­ful. You may want to con­sid­er a cus­tom design if you’ve got the bud­get. Cus­tom design always has advan­tages because it com­mu­ni­cates your brand more effec­tive­ly.

Kathi Kruse, social media expert and founder of Kruse Con­trol, Inc. can be reached via the con­tact page.



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