Updated November, 2011
After your small business has established a basic presence with a Facebook business page, you may want to try Facebook marketing campaigns in conjunction with this year’s marketing objectives. Such campaigns involve a big push towards a goal, with specific activities, dedicated resources and evaluation criteria. This is in addition to your other weekly and monthly activities on the page.
Three Simple Facebook Campaigns
Marketing campaigns have an objective, a strategy, tactics, a time frame, resources, and metrics. People think of social media campaigns as cost-free, but they require commitments of staff time. Let’s look at several sample Facebook marketing campaigns.
Read Facebook’s promotional guidelines before you start.
Campaign Example 1: Reach More Prospects
Before you dive into Facebook to get more prospects, think about which social media sites your potential customers are likely to use. If you’re are selling to businesses and not consumers, you are better off focusing initially on LinkedIn.
- Objective: Generate new prospects, new leads, for your business.
- Strategy: Use social media to reach new prospects.
- Tactic: Start a “Refer a Friend” campaign on Facebook. Focus on those who already Like the page, to find others who might. Reward referrers with recognition, coupons, etc.
- Metric: Double the number of those who Like the page and double active fans in Facebook Insights.
- Time frame: Two months.
- Resources: Staff time of X hours per week for those two months.
Campaign Example 2: Further Engagement of Customers and Prospects
- Objective: Reinforce and deepen awareness of how your business’ products or services can solve a specific problem.
- Strategy: Enrich your page with engaging content on that problem and your solution.
- Tactic: Create a 5-question quiz and offer a deal or discount as the reward. Promote it to those who already Like your page. Encourage them to share it with their friends. (Read Facebook’s promotional guidelines to be sure you don’t violate any rules related to contests and prizes.)
- Metric: The target is to attain X visits to your Facebook business page, Y comments on it, and Z quiz completions.
- Time frame: One month.
- Resources: Staff time of X hours a week for one month.
Campaign Example 3: Promote a Special
- Objective: Introduce a Valentine special to customers and prospects. The target is to get X people to click a link or print the coupon.
- Strategy: Promote to your Facebook audience.
- Tactics: Create new custom landing page. Buy Facebook ads for target demographic and promote to those who already Like your page.
- Time frame: January 15 to February 13.
- Resources: Staff time of X hours a week for 1 month and funds for Facebook Ads.
What 2011 marketing goals might you work towards with a campaign using your Facebook business page?
Facebook Business Basics
See also all 15 posts in the Facebook Business Basics series.
And see examples of Facebook business pages, or add yours, to our FB Business Pages Directory.
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