CREATING YOUR
FACEBOOK MARKETING
STRATEGY
What’s the difference between
strategy and plan?
YE Associates Marketing strategy and social media consultant
Strategy is the why and what
behind the decisions.
Plan is the how we are going to
carry it out.
YE Associates Marketing strategy and social media consultant
A Facebook strategy
is all about
images and content
using two case studies
YE Associates Marketing strategy and social media consultant
The Bn4es’ Facebook business page
NEW PAGE
YE Associates Marketing strategy and social media consultant
The SusieTours Facebook
business page ~ 4 years old
YE Associates Marketing strategy and social media consultant
The vast majority of the world
(aka non-business owners)
views
Facebook is entertainment!
YE Associates Marketing strategy and social media consultant
Our most important mission
as business owners
on Facebook
is to grab people’s attention!
YE Associates Marketing strategy and social media consultant
HOW?
With post images!
YE Associates Marketing strategy and social media consultant
An effective image:




grabs attention of a specific audience
gives a visual cue to post content
is well branded
each image is different/interesting
and familiar
YE Associates Marketing strategy and social media consultant
YE Associates Marketing strategy and social media consultant
NOSEBLINDNESS
In marketing terms:
We no longer notice or care about a
certain image
YE Associates Marketing strategy and social media consultant
YE Associates Marketing strategy and social media consultant
YE Associates Marketing strategy and social media consultant
Reuse
Posts repeated on a regular basis:
 Holiday/seasonal posts
 Informational posts
YE Associates Marketing strategy and social media consultant
YE Associates Marketing strategy and social media consultant
Using photographs
 Choose topic-specific images
 Most appealing: faces of people, baby animals,
children, brides, costumed people
 Place the best/most interesting images
as the first image
YE Associates Marketing strategy and social media consultant
YE Associates Marketing strategy and social media consultant
YE Associates Marketing strategy and social media consultant
The secret to good views/reach
Regular posting of valuable/timely content
to the correct target market =
good view/reach numbers
YE Associates Marketing strategy and social media consultant
The secret to GREAT views/reach
Seniority (a long track record)
+ consistent regular posting of
valuable/timely content
to the correct target market =
GREAT view/reach numbers
YE Associates Marketing strategy and social media consultant
Seniority
 breeds brand recognition
 breeds a sense of familiarity
 breeds a sense of trustworthiness
Brings potential clients to your door
YE Associates Marketing strategy and social media consultant
These view numbers prove the
seniority theory
YE Associates Marketing strategy and social media consultant
3,386 views
3,968 views
YE Associates Marketing strategy and social media consultant
5,325 views
4,902 views
YE Associates Marketing strategy and social media consultant
You grabbed people’s attention with
interesting images
now you need to keep them
interested with
valuable content.
YE Associates Marketing strategy and social media consultant
Secret to great content


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Interesting, valuable & timely post topics
Side/associated topics of interest
One topic per post
Never overload a post with multiple
messages or mixed messages
YE Associates Marketing strategy and social media consultant
Content length
 Provide a worthwhile message
 Don’t worry about length – FB truncates the text with
a ‘see more’ button – after ~400 characters
 On average I use ~160 words
 Short content has no value and eventually posts will
be ignored
 Reuse information with updated info
YE Associates Marketing strategy and social media consultant
YE Associates Marketing strategy and social media consultant
Facebook fact of life
Not every post/image will suit every
viewer yet regular valuable and
timely posting will attract a large
section of your audience across
Facebook groups
YE Associates Marketing strategy and social media consultant
Putting the image
and content together
YE Associates Marketing strategy and social media consultant
Post content fits the image:
“Did you just open a small
business? Don’t hide your business
– share the news with everyone! A
great place to learn how to move
your business forward is with
Bn4es, Business Networking for
English Speakers. …”
The post contains links
to the site/contact details
YE Associates Marketing strategy and social media consultant
Post content fits the image:
“Bn4es is dedicated to Anglo small
business owners and strives to provide
an understanding and nurturing
environment where Anglo small
business owners can hone their
business skills with English-language
lectures, workshops and events. …”
The post contains links
to the site/contact details
YE Associates Marketing strategy and social media consultant
Publishing the monthly Bn4es
newsletter is an opportunity to
post and market the Bn4es group.
The post contains links
to the site/contact details
YE Associates Marketing strategy and social media consultant
The main takeaway
YE Associates Marketing strategy and social media consultant
A strong Facebook strategy
is about attracting viewers with
effective images
and keeping them interested
with valuable content.
YE Associates Marketing strategy and social media consultant
Questions?
YE Associates Marketing strategy and social media consultant