Your Facebook Strategy

Now you have a Facebook page, you have a platform to communicate with clients and potential clients.

Before you dive in, though, it can be helpful to have a think about your strategy – this will make sure you are really optimizing how you promote your business.

Follow the steps in the slides below to plan your Facebook strategy.

Your Audience


The first step is to consider who you are talking to – who is your audience?

Try writing down everything you know about them – their age, gender, where they live, what kind of work they do, if they have a family, what their interests are, what they like and dislike.  You may find it helpful to give them a name and write about them like a real person.  The more detailed the better – you are going to be spending a lot of time with them!


Your Brand


Now you know your audience, have a think about your brand, and your relationship with your clients.  If you provide professional services you may have quite a formal relationship with your clients, and your brand values might be centred around ideas like expert knowledge and discretion.  On the other hand, you might have a more friendly relationship with your clients, and you might want you brand to be seen as fun, exciting, or fashionable.

While social media is an informal environment, your tone should still reflect your brand and audience.  So if you maintain a professional distance from your clients in real life, maintain a more formal tone on Facebook, and focus on content that is related to your professional activities and your more general brand values.

If your brand is more fun and outgoing, you can be more informal, but you should still make sure to draw a distinction between the kind of content you might share with friends, and what is appropriate to share with your clients or potential clients.  No matter how informal, it is important to make sure that your spelling and grammar is correct, and that nothing you say can be construed as offensive!

Creating a Dialogue

To promote your business successfully, it is best to treat Facebook as a conversation, rather than as a billboard.  Instead of just talking about your business, try to engage with your audience and with the community.  People are more likely to feel positive about your brand if you engage over a shared interest than if they feel you are giving them the hard sell!

  • For your own posts, make sure they are actually of interest to your audience, and not just promoting your brand.  We will look at this in more details later in the course.
  • Follow other local businesses and other businesses or organisations related to your own.  Like, comment on and share anything they post that you particularly agree with.
  • Support campaigns that tie in with your brand values by following them and liking, commenting and sharing their content.

Your Schedule

In order to maintain a successful Facebook page, you need to update it regularly.  Try to set a schedule for doing this, so that it doesn’t get overlooked in the other elements of running your business.  A possible schedule could look like this:

  • Daily: check messages and comments and respond.
  • 2 or 3 times per week: Post something on your page
  • Weekly: Look to see what other people are posting – like, comment and share the best.
  • Monthly: Post an offer or event

Of course – if you have time you can always do more!  It is, however, best not to post special offers too often, in case your audience starts to ignore them.

Start Posting


Now you have your strategy, you are ready to start posting.  Just make sure you look back at your strategy every so often.  Are you sticking to the strategy?  Do you think it is working, or do you need to update it to reflect changes in your business?  Have you learnt anything through looking at your analytics that you can use to improve your strategy?

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