7 steps to an effective Facebook marketing strategy

Facebook he still reigns as one of the most used online platforms by adults. And the vast majority use it on a daily basis, which continues to give brands and businesses an opportunity for maximum visibility when implementing a Facebook marketing strategy.

Often, the hard part is just getting started, but we're here to give you seven steps to help you make your Facebook marketing efforts.

Read on to make sure you get the most out of this powerful social networking platform.

1. Set goals for Facebook

The first step to any marketing strategy is to set the right goals. This roadmap will be an essential reference to measure you to ensure that your Facebook strategy is successful. But to set your goals, you first want to do a little research to make sure your plan is achievable through the platform.

In the Sprout 2018 social index, we found that Facebook marketers had several top goals in mind:

  • 34% wanted to increase the level of brand awareness
  • 21% wanted to increase community involvement
  • 11% wanted to increase sales and lead generation
primary goals for facebook marketers

So, if you still don't have your own goals on Facebook, the survey results are a great place to start. In addition, if your company has already set general goals, look for how they overlap with your own Facebook marketing plans.

Addressing your goals

Here are some common annual goals for companies and how an effective Facebook strategy can help you:

  • Increasing sales quality: Improving sales quality starts with better targeting. With a well-planned Facebook marketing strategy, you reach your target audience more effectively. Just because the pond is bigger, doesn't mean you'll get bigger fish. Work on what you know best and use Facebook as a source to improve yourself.
  • Adding additional value to the organization: Facebook can better help your customers, improve awareness and provide more resources to your audience. Make Facebook your source of information.
  • A better boost in the industry: Are your competitors always one step ahead? With the help of social media monitoring tools, you can track, listen to, and report all the social conversations going on around you, your competitors, or your industry. Always try to increase your listening skills before speaking.
  • More efficient recruitment: Nobody said social recruitment it's easy, but it's only growing in popularity. Social can be an excellent source for increasing recruitment efforts and reaching talent faster. Using your employees ’social networks for a greater social approach makes your chances of recruiting high-quality employees.
  • Smarter growth: Reducing power, limiting spending and increasing purchasing are all parts of a successful business, but Facebook can help you in each of these areas. Whether it's advertising spending, increased targeting, or more social selling, your Facebook marketing strategy approach can help you get closer to those goals.
  • Tracking progress: Of course, making sure you have the step to accomplish these goals is essential, and with a tool like Sprout, you can easily keep tabs on all your Facebook reports, as shown in the image below.
Report on Sprout Analytics Facebook pages

2. Get to know your audience on Facebook

Understanding who Facebook is and what your current audience breakdown looks like will be important in determining what Facebook marketing strategies you should use and how.

A deep dive in 2019 of Social Sprout into the demographics of social media is a good starting point to get a general sense of things like Facebook users, spoken languages, education and many other key findings from Pew Research Center.

Facebook 2020 demographics

Once you've studied this, spend some time familiarizing yourself with your own Facebook demographics, using either the Facebook Insights page or a tool like Sprout.

Audience demographic ratio

3. Get proactively involved with your audience

Like most social channels, they are created as networks for conversation, discussion and content sharing. As a brand, you can't forget that basic idea of ​​what a social network does. This means that conversation and involvement should never be put on the back burner.

Instead, try to be a community for your audience. Facebook is a great place to have industry chats or discussions, whether it's a different audience or your own customers. Although Twitter often becomes very important to be a Mecca of social assistance for customers, do not forget about Facebook.

You can help stimulate engagement on Facebook by simply asking people to get involved in the first place. However, you can't sit back and wait for your followers to interact. You can't reach everyone, but there are ways to increase engagement.

For example, Zippo does an excellent job of interacting with users on multiple comments and continues the discussion on Facebook. The brand also acts as a source of information for loyal customers.

zippo useful comment on facebook

Post at the best time on Facebook

Facebook is still one of the most difficult social networks to use for organic content. Again, algorithms are challenging for businesses trying to find optimal publishing times. However, our guide to the best times to post on social media highlights what it does and doesn't show on Facebook:

The best times to post on Facebook for all 2020 industries
  • Wednesday is the highest recommended day to post
  • 11 a.m. and 13 p.m. Wednesday is the busiest time on Facebook
  • You are safe to post during the week between 9 a.m. and 3 p.m.
  • Sunday is the busiest day of the week
  • The least recommended include early morning and late night

Post at the perfect time with Sprout Social

Sprout's patented ViralPost® technology analyzes audience data and detects the most active moments for genuine engagement, allowing you to automatically plan content at the best times for your brand.

And with Calendar Sprout, you can keep track of your long-term publishing strategy to ensure consistent cadence. Then, using Sprout's Smart Inbox, you can monitor all connected social channels simultaneously to stay up to date with comments, questions, and other messages related to your content.

The function used no. 1 is the Smart Inbox. It's the way they start and end every day. I don't think I could ever express how incredibly useful it is. By doing so, I am sending messages to other Sprout users, responding and involving our content and followers.

Erin Supinka

Assistant Director of Digital Engagement in the Communications Office

The free trial period begins

4. Schedule your content on Facebook

Creating and cleaning up content are important components of any social media strategy. On Facebook, you have many other options for the types of posts you can use. This ranges from Story to Status to group posts.

With the selection of options, come the specific types of content that your audience is interested in, which should also be considered while evaluating the Facebook marketing techniques that will work best for you. Our 2018 index analyzed what kind of posts consumers want from brands. Thirty percent said they would like links to more information and 18% want more images. The videos reached a close third, with 17% of respondents.

the types of content desired by the consumer

The same report also discussed what social marketers need to be successful about. For Facebook, the top priorities include videos and an ad budget, which we'll cover next.

what social marketers need to succeed through the network

For content planning, you have both free and paid options. Facebook page controls allow you to schedule your posts right from your own page. Sprout's ViralPost feature will choose the best moments for you, based on your largest audience involvement.

Scheduling and scheduling makes it easy to see where the gaps in your posts are. Using a tool like this will save you time in the long run.

Sprout Social Publishing Calendar View Week Week

5. Determine your Facebook ad strategy

Whether you've just started on Facebook or participated for some time, it's hard to get rid of the need to pay for brand exposure. Our comprehensive guide to creating your Facebook advertising strategy is a great place to start learning more about Facebook ads.

However, increasing loyalty to the public and the brand does not happen overnight. You have to win it.

But there is a shortcut to get there faster – social media advertising. Specifically on Facebook, there are more than four million ads with an average clickthrough rate of 9%. Advertising on Facebook is simpler, but not easier. You need to build your brand effectively and present it perfectly with advertisements.

Objective for better brand awareness

Your Facebook advertising campaigns should always focus on two things:

  1. profitable
  2. relevant

For starters, you want to stay within your weekly or monthly Facebook spend to avoid excessive exposure and unnecessary clicks. Advertising costs can be accelerated while the target is not effective or set properly, which brings us to the next step.

Your Facebook ad must be relevant. Targeting a wide audience is not a bad thing. At first, you want to see what works best for raising awareness. However, relevance is crucial for great Facebook ads.


Try to create personalized audiences and target customers who would best fit your Facebook content. If it's a retargeting measure, make sure the content offers something recognizable, but also something new.

Decide on creative content

Earlier in this post, I took a deep dive into the types of content on Facebook. Now it's time to choose what pieces of content you think are worth advertising to a much larger audience.

Some of the best aspects of your advertising content should include:

  • Identity: Does it relate to your brand and effectively present your product / service to you? Are your business logo and colors displayed correctly?
  • Reward: What does viewers get out of this? Is it an offer, promotion, offer code, white paper or industry guide?
  • Tone: Does your content stay the same on your entire Facebook page or in your business in general?
  • Action: Your content should lead to an action that goes back to your Facebook goals. It is best to have a clear call to action.

Keep advertising content on Facebook fresh

The content of Facebook ads is literally filtered between friends and family feed, which means it's often seen. Have you ever considered a TV commercial? the worst and did you see it played endlessly on your favorite show? This is the same thing.

Don't let content get outdated with viewers, so make sure you update and replay your ad content every week or two. The whole purpose is to lead users to a specific site or shopping page. Therefore, don't let old content ruin your Facebook retargeting or remarketing efforts.

Create a spreadsheet and document your core values. Each value will give you unique information about what you specifically want to achieve with your ad:

  • Click rate: If traffic is critical, watch CTR and see where you can improve.
  • Views: Problems with visibility? See your image or content and see what can generate more impressions.
  • Purchase costs: If your goal is to limit your spending and budget more efficiently, keep track of your purchase costs and set weekly or monthly goals.

6. Encourage employee advocacy

Your employees should be your biggest adults. In the Sprout Brands Get Real report, 72% of people reported feeling more connected to a brand when its employees shared information about it on social media. Employees deal with brands, making them more responsive to consumers.

While you can try to engage employee advocates using company ad emails, a solution like Bamboo is specifically designed to streamline the process and make it easier to turn employees into brand ambassadors.

Chelsea Larsson

Senior Content Strategy Manager

The free trial period begins

Your employees are an invaluable asset when it comes to message amplification, social sales and genuine involvement. And unlike industry influencers, their social services are free.

Use Bamboo to easily handle employee content and track the performance of your advocacy program.

employee advocacy makes consumers feel more connected to brands

When considering employee advocacy, don't forget the CEO. In the same report, 70% of consumers feel more connected to a brand when its CEO is active on social networks.

consumers feel more connected to brands with socially active CEOs

7. Track and analyze the results

The last step in your strategy is to follow the values ​​you have previously identified in setting goals and analyze the results. This also includes determining profitability.

The growth rate is a key competitive benchmark to understand if your social presence is actually moving in the right direction.

Sprout makes the analysis of Facebook data a breeze.

Quickly measure pageviews, fan growth, and how your Facebook content behaves using intuitive, interactive reports that can be downloaded and shared with stakeholders in seconds.

Paul Newton

Head of Digital and Media

The free trial period begins

And don't forget to see how you compete against the competition. With Sprout, you can directly compare your performance to industry averages and competitor data to make sure your Facebook marketing strategy is on track.


With these seven steps in hand, you can start representing your Facebook marketing strategy today. Did we miss something? Comment below on the steps you took to find success on Facebook!

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