Creating a Weekly Facebook Marketing Action Plan

Everywhere you look, you read articles advising you to use Facebook as a marketing tool for your business. However, while it seems simple enough to setup a Fan Page and start promoting yourself, there are so many tools, so many people to approach and the results are so different from a standard marketing campaign that it can be hard to understand exactly what works and what doesn’t.

That’s why you need a weekly marketing plan to help you tackle your Facebook Page and get the most out of the time spent developing it. Here are a few things you should include in that marketing plan.

  • Content Submission Plan – Like a good blog, your Facebook Page needs to provide valuable content to your Fans to be successful. The content types can vary, but links to blog posts, videos, questions for your Fans and responses to common concerns are all successful ways to utilize this space.
  • Questions to Ask – Ask questions frequently. Sit down and brainstorm questions you can ask on a weekly basis. Ask them either in the Facebook Q&A feature or directly on your Wall.
  • Actionable Tasks – List actionable tasks you can undertake to promote your business. Anything that improves the layout of your Facebook Page fits this category. Adding a link to your blog, creating a custom landing page, setting up admin accounts for your employees or partners. These are all good tasks to perform each week.
  • Tangible Goals – Every action plan should include tangible goals. Use Facebook Insights to see how many people interact with your Fan Page and how many new fans you gain and set goals you can strive for each week. Often just having tangible numbers to work towards will make it easier to perform the marketing tasks needed to make your Page a success.
  • Followup Procedures for Next Week – Each week, make note of how your Page performs and things you can do next week to either build on success or counter failures. Weekly followup lists will make the actions you perform this week that much more successful in the future.

Facebook is an innately social tool and a very different animal from traditional marketing avenues. To be successful on Facebook, you must have a clear plan in place, otherwise you’ll waste more energy than is worthwhile for a single portal.

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How Much to Invest in Social Marketing

How Much to Invest in Social Marketing

Many businesses pour hundreds or even thousands of dollars into social marketing campaigns each year. Unfortunately, unless you have a clear plan and an understanding of what is profitable and what is not, this isn’t sustainable.

Measuring ROI on Facebook or Twitter is notoriously hard, so you can’t dump X amount of money from your budget into a marketing campaign there unless you know for a fact that it will convert to profits down the line.

Creating Metrics

Metric tools for social media services are powerful, but you need to develop your own metrics to truly get a sense of the return on investment you gain from reach lead.

  • Lifetime Value of a Lead – How much is a single lead worth over their lifespan? Does the average customer buy 1, 2 or even 3 products from you over the course of a year? How many people on your list convert to customers? How many stay on the list as time passes? By understanding the monetary value of people who interact with your business, you’ll have a better idea of their value on Facebook or Twitter.
  • Does Interaction Increase Conversions – How much traffic do you receive to your landing pages through Facebook or Twitter? Use Bit.ly and Google Analytics to measure click thru rates and compare those to the conversion rates you enjoy on those sites.
  • Ask People – Feel free to ask people where they heard about you or if they follow you on Facebook or Twitter at checkout. Most checkout procedures have this as an option, allowing you to gather valuable demographic data.

Using Your Data

Once you know the statistics, you can use them to decide how much money can be spent to attract someone to your Facebook or Twitter profiles.

The numbers are never exact, but that’s why you start small and work your way up. So, for example, if you know that approximately 20% of the traffic to your site is through social media, but those hits are twice as likely to convert as the traffic you receive through Google, you can safely spend 40% of your budget attempting to increase the traffic to your social media sites.

Every week, make sure to sit down and reassess this data. The funny thing about social media is that it changes rapidly. While conversion and click thru rates in Google tend to be consistent and change slowly over time, social media conversion rates can change overnight if you don’t post anything to your site or a new trend supplants your recent ad campaign.

If done correctly, a well implemented social marketing campaign will be highly profitable. Be smart about it though, or you’ll risk wasting money on traffic that cannot convert.

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