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Amol Ghemud Published: August 14, 2018
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You by now definitely know that Facebook is that social media channel , which most people use. If you are looking for the most effective Facebook Marketing Strategies you can do, you’re in the right place.
For any internet savvy business, Social media is the most popular medium to reach a wide audience and engaging with existing patrons. Facebook(FB) with 2.07 billion monthly active Facebook users, engagedon itand often a cornerstoneof any social media strategy.
The Riddles
So, let’s look some of the most frequent riddles to solve when generating content for FB
What kind of Facebook posts should I create, the theme and tone to follow?
Which format works best? Plain text, images, infographics or videos
How often do I need to post content for the best results? Do I need to post daily or even multiple times a day?
How long should I keep my posts?
Well, the short answer is that there is no one correct answer. But let’s try run through each point one by one… 1. What kind of Facebook posts should I create, the theme and tone to follow?
Attract attention and make a point in your post
Post Various Types of Content (Video, Images, Gifs etc)
Develop Evergreen Content
Use Emoticons
Post Timely Content
view Facebook Insights
Launch intellegent campaigns
Among many approaches to emerge on social media — engaging content, striking visuals, specific designing, and that’s only the tip of the iceberg—one that frequently gets disregarded is the voice – authentic communication. Voice & Tone go as an inseparable unit and are regularly utilized interchangeably.
2. Which format works best?
How-to
Lists
Videos – Live videos, 360 video
What-type of posts
Infographics
Gifs
Images
Plain Text
Take A Hint
There are no definite rules to drafting a Facebook (or social media) strategy. Sure, there are some best practices but what works for one Page may complete fail for he other. The reason for that every page has a unique target audience, the people they would like reach and for him whom the content is created.
Different group of people consume information differently. One of the first thing to do is to understand what kind of an audience are you trying to reach with your page.
Create a list of buyer persona questions around following aspects of a user
1) Personal Background
Demographics
Gender?
Age or generation?
Income range?
Where are they located? City? Small town?
2) Educational Background
3) Career Path
4) Company
Which industry
Size of company (revenue, employees)?
5) Job Role
6) Challenges
What are your biggest challenges?
What are their primary challenges or pain points?
Secondary?
7) Goals
What are their primary goals?
Do they have common secondary goals?
The second thing to do is to find out what pages are they already following, and learn from them. Going to the mattresses
Whenever you launch a Facebook page and start posting content, you are basically competing with all similar pages for your audience’s attention. And this can actually be a good thing. Make it work to you favour. Make data-driven strategy decisions instead of taking wild stabs in the dark.
Follow the following:
1. Identify Your Main Competitor – Make a list of all the pages you think publish similar content as yours, particular pages that are doing well. Pages that have a large following and on an average get good engagement (like, comments, shares) on their posts.
2. Use the Facebook Graph APIs to extract their post data for the last 3 months. You need at least 3 months data to find discernible trends.
3. Analyse this data. Look for trends like, at what time did posts perform the best, do they get more engagement on images or videos, how often are they posting.
It may be a little tedious but it will give you real insights into how you should draft your strategy, and a well crafted content strategy can make all the difference.
Graph APIs – What the heck is that?
You might think to yourself that I’m not a technical person. How am I supposed to figure out this API thing. Actually, it’s quite easy. Just follow the easy steps on this link to extract data from your competing FB pages. Happy Hunting!
For Curious Minds
A distinct brand voice is your key differentiator in a crowded feed; it builds trust and recognition by ensuring your communication is authentic and consistent. This approach moves beyond superficial engagement, fostering a genuine connection with your audience that translates into loyalty. To develop your unique voice, you must focus on authentic communication that reflects your brand's core values.
Define Your Persona: Is your brand a helpful expert, a witty friend, or an inspiring mentor? Document this persona.
Map Tone to Context: Your voice is constant, but your tone should adapt. The tone for a celebratory post will differ from one addressing a customer concern.
Maintain Consistency: Ensure every post, comment, and message aligns with your established voice and tone for a cohesive brand experience.
Mastering this allows you to create content that not only gets seen on Facebook but is also remembered and trusted. Discover how to apply this to different content formats by exploring the complete guide.
A data-driven strategy means making decisions based on empirical evidence from your specific audience and competitors, not guesswork. It prioritizes understanding what actually works for your brand, leading to sustainable growth instead of chasing fleeting trends. This method transforms your Facebook page from a content gamble into a predictable marketing channel. A successful data-driven approach involves a systematic process.
Audience Analysis: Use Facebook Insights and buyer personas to understand your audience's demographics, interests, and online behavior.
Competitive Benchmarking: Systematically analyze top-performing competitor content to identify patterns in their timing, formats, and themes.
Content Performance Review: Regularly track metrics beyond likes, such as shares, comments, and click-through rates, to see what content truly resonates.
Iterative Testing: Continuously experiment with variables like post times, visual styles, and calls-to-action, using the data to refine your plan.
By grounding your strategy in hard data, you create a feedback loop for continuous improvement. The full text offers more detail on the tools you can use for this analysis.
The optimal content format depends entirely on your specific objective and audience preferences, not on a universal "best" format. A live video excels at driving real-time engagement and building personal connection, while an infographic is superior for communicating complex data in a shareable way. Aligning the format with your goal is the most critical step for success. To make the right choice, you should weigh several factors.
Audience Consumption Habits: Does your audience prefer passive viewing (video) or quick, scannable information (infographics, lists)? Your buyer persona research will reveal this.
Campaign Goal: Are you trying to generate leads, build brand awareness, or foster community?
Message Complexity: A step-by-step process is ideal for a video or a detailed list post, while statistical data is perfectly suited for an infographic.
Resource Availability: Consider your team's capacity to produce high-quality video versus designing a professional infographic.
Selecting the right format on Facebook is about strategically matching the medium to the message and the audience. Learn more about how to pair different formats with specific objectives in the full article.
Analyzing competitors provides a roadmap of what already resonates with your target audience, saving you from making costly mistakes. Instead of just looking at their follower count, focus on dissecting the mechanics of their high-performing posts. A granular analysis reveals actionable insights for your own content strategy development. You can use tools like the Facebook Graph API to systematically gather and analyze this data.
Engagement by Format: Calculate the average likes, comments, and shares for their videos, images, and text-only posts to see which format drives the most interaction.
Optimal Posting Times: Map post engagement levels to the day of the week and time of day they were published to identify peak activity windows.
Content Themes and Topics: Categorize their most successful posts by theme to understand what topics your audience values.
Post Frequency: Determine their average number of posts per day or week to establish a benchmark for your own content calendar.
This evidence-based approach helps you enter the market with a more refined and effective strategy from day one. The full article explains how to access and interpret this data for maximum advantage.
The immense scale of Facebook is a source of noise, not just opportunity; trying to appeal to everyone means you will connect with no one. A hyper-focused buyer persona acts as a filter, allowing you to create highly relevant content that deeply resonates with a specific niche. This niche targeting approach turns the platform's size into an advantage by helping you find your ideal customers efficiently. Success comes from going deep, not wide.
Increased Relevance: Content addressing the specific pain points and goals of your persona gets higher engagement because it feels personal and valuable.
Improved Ad Targeting: A detailed persona allows for laser-focused ad campaigns, reducing wasted spend and increasing conversion rates.
Stronger Community Building: It is easier to build a loyal community around a shared identity or interest than a generic brand message.
Instead of shouting into the void of 2.07 billion users, you can whisper directly to the people who are most likely to become loyal customers. Discover the key questions to ask when building your own buyer persona in the complete text.
A competitive analysis using the Facebook Graph API allows you to move beyond imitation and toward innovation. By systematically reviewing what your competitors are doing, you can pinpoint what they are not doing, revealing underserved needs within your shared audience. This content gap analysis is your opportunity to become the go-to resource for topics your rivals ignore. Your goal is to find strategic openings in the market.
Identify Unused Formats: If competitors rely heavily on images, you might find an opportunity to dominate with engaging "how-to" videos or live Q&A sessions.
Find Unanswered Questions: Analyze their comment sections to see what questions their audience is asking that the page isn't addressing directly in its content.
Explore Niche Topics: Look for sub-topics within your industry that receive high engagement on other platforms but are underrepresented on your competitors' Facebook pages.
This data-driven exploration helps you carve out a unique position instead of just being another voice in a crowded space. The complete guide details how this analysis can inform a more sophisticated content calendar.
A well-defined buyer persona is the foundation of any successful B2B Facebook strategy, ensuring your content speaks directly to your ideal client's professional challenges and goals. Vague assumptions lead to wasted effort; a structured process creates a clear and actionable profile. This foundational planning step prevents you from creating content that no one in your target market cares about. Follow these steps to build your B2B persona.
Gather Demographic and Firmographic Data: Start with the basics, including job role, industry, company size, and geographic location.
Identify Goals and Challenges: Interview current customers or your sales team to understand the primary and secondary professional goals your persona is trying to achieve.
Map Their Information Diet: Find out what blogs, publications, and other Facebook pages they already follow to understand their content preferences.
Synthesize and Document: Consolidate all the information into a one-page document with a name and photo to make the persona tangible for your team.
This detailed profile will become your North Star for every piece of content you create. The full article provides a list of specific questions to ask during your research phase.
A systematic competitor analysis transforms a passive observation exercise into an active strategy-building tool. It provides a data-backed foundation for your content calendar, helping you capitalize on proven tactics from the start. This structured analysis process removes guesswork and grounds your decisions in real-world performance data. To conduct an effective analysis, follow this plan.
1. Identify Key Competitors: Compile a list of 3-5 direct competitors and aspirational brands that have an engaged following within your target audience.
2. Extract Post Data: Use tools like the Facebook Graph API or third-party software to pull at least three months of post data for each competitor.
3. Analyze Performance by Format: Segment the data by format and calculate the average engagement rate for each to identify which types perform best.
4. Map Engagement to Time: Chart engagement levels against the time and day of posting to find patterns and identify optimal windows.
5. Synthesize into a Strategy: Consolidate your findings into clear guidelines for your own content strategy, covering themes, formats, and scheduling.
This methodical approach ensures you are learning from the entire competitive landscape. The complete article explores how to turn these insights into a powerful content plan.
A successful Facebook strategy is not static; it must be a living document that adapts to shifts in audience behavior and platform algorithms. Proactively monitoring your data allows you to evolve your approach and maintain relevance, preventing your engagement from stagnating. This agile content strategy is essential for long-term success on a dynamic platform. Keep a close watch on these key metrics in your Facebook Insights.
Post Reach and Impressions: A consistent decline may indicate your content format is becoming less favored by the algorithm or your audience.
Engagement Rate by Format: Notice if video views are climbing while image engagement is falling, signaling a shift in content consumption.
Audience Demographics: Track changes in the age, gender, or location of your followers to ensure your content remains aligned with who you are actually reaching.
Negative Feedback: An increase in "Hide Post" actions is a strong signal that your content is missing the mark.
Regularly reviewing these trends allows you to make informed adjustments instead of reacting to sudden performance drops. Understanding these signals is the first step, and the full text can guide your next moves.
Brands that neglect to cultivate an authentic voice risk becoming generic and forgettable, leading to low engagement and a purely transactional relationship with their audience. Without a consistent personality, you cannot build the trust required for a strong community, making you vulnerable to competitors. The primary risk is brand commoditization in a very personal, social space. The long-term consequences are significant.
Eroded Trust: An inconsistent or inauthentic voice feels untrustworthy to users who are increasingly savvy about marketing messages.
Lack of Differentiation: Without a unique voice, your page will blend in with countless others, making it difficult to build brand recall.
Poor Community Formation: People rally around shared values and personalities, not faceless corporations. A lack of voice prevents loyalty.
Diminished ROI: Low engagement and trust ultimately translate to lower conversion rates and a weaker return on your Facebook marketing investment.
In the social media landscape, a strong brand voice is no longer optional but a critical component of sustainable growth. Explore the foundational elements of building that voice in the full guide.
Posting without purpose leads to generic content that gets ignored because it provides no real value. By focusing every post on solving a specific audience challenge or pain point, you shift from broadcasting at people to creating resources for them. This problem-solution content framework ensures every piece of content has a built-in purpose, making it inherently more valuable and engaging. This approach fundamentally changes how you create content.
It Forces Empathy: You must deeply understand your audience's struggles, which is the foundation of creating content they will care about.
It Creates Natural Engagement: Posts that offer solutions to real problems invite comments, questions, and shares from people experiencing those problems.
It Builds Authority and Trust: Consistently solving your audience's problems positions your brand as a helpful expert and a trusted resource on Facebook.
It Simplifies Content Ideation: Instead of asking "What should we post?" you can ask "What problem can we solve for our audience today?"
This strategic pivot ensures your content is always relevant and serves a clear function. The full article shows how to uncover these pain points through buyer persona research.
Inconsistency stems from a lack of a clear plan, which often results from guesswork about what, when, and how often to post. A data-driven competitor analysis removes this uncertainty by providing a baseline of what is already working in your industry. This evidence-based planning replaces random acts of content with a structured, sustainable content calendar built on proven principles. Here is how this analysis provides a direct solution.
Establishes Posting Frequency: By analyzing how often top competitors post, you can set a realistic and effective cadence for your own page.
Prioritizes Content Formats: The data will show whether your audience on Facebook engages more with videos, images, or another format, allowing you to focus your creative resources.
Identifies Optimal Timing: You can schedule your posts for the times and days when your target audience is most active, maximizing visibility and initial engagement.
This process turns a chaotic guessing game into a strategic operation, leading to more consistent and impactful results. Learn the specific steps to conduct this analysis in the complete guide.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
Growth Strategy and Planning
