8 Marketing Strategies for Facebook

8 Marketing Strategies for Facebook


There are many companies that drive 100% of
their business from Facebook marketing. In this video I will tell you 8 marketing
strategies for Facebook, which will give you quick results. Hey I’m Seema Gupta, professor of digital
marketing, IIM Bangalore. Number 1 strategy is do not worry about organic
reach. Organic reach in Facebook is very limited. Facebook has been changing its algorithm over
time. Earlier people were able to reach 25% of their
target audience organically. So marketers thought it is a very easy and
cost-effective way of marketing. There was a mad race for fan acquisition. Now Facebook is very smart. It wanted to make more money. So it kept on changing the algorithm to reduce
the reach. Now the reach is such that you can organically
reach only 1% of your fans. So, if you are marketing on Facebook, do not
be disappointed by looking at very small reach. So if you are marketing on Facebook, do not
be disappointed by looking at very small reach. So for marketing on Facebook you have to basically
paid ads. Number 2 startegy you should adopt is: Hack
the Facebook algorithm. Do you know what is the critera, what factors
Facebook considers for determining what is shown in the fans’ feed? The Facebook algorithm is called EdgeRank. Now, what is an Edge, you may wonder. Any activity on Facebook is called an Edge. So a status update, a like, a share is an
edge. So, the Facebook algorithm is called Edge
rank. So basically, any piece of content which has
got more score will have higher EdgeRank and will show higher in the feed of your target
audience or your fans. There are 3 main variables that determine
Facebook algorithm. #1 factor in the algorithm is weight. So what it means is that every piece of content
will have weight. Weight is determined by engagement. All forms of engagement are not same. Now, can you guess which type of engagement
will have higher weight? You guessed it right. Shares will have higher weight because if
someone is sharing your content, it will reach out to all their friends in their network. So you will have virality. You will have exponential reach if your fans
are sharing your content. Then second highest would be comments because
it takes more effort to write a comment as compared to only liking, and then it would
be liking or reaction. Facebook is giving different weights to different
types of engagement. So piece of content which has got more engagegment
will have higher weight and will go up higher in the feed. The second important factor for Facebook algorithm
is affinity. So what it means is that Facebook wil try
to determine which 2 users have greater affinity. So if you are having a brand page then followers
which are interacting more with your page and its content, Facebook will infer that
there is greater affinity between the brand and those followers. And hence your content will be shown to more
of those followers. So what it means is that all your friends
are not equal. So if some friends are engaging more with
you, Facebook will infer that you have greater affinity with those friends and you will see
more content from those friends in your feed, and vice-versa. So affinity is an important factor in Facebook
algorithm. The third factor in Facebook algorithm is
time decay. Facebook wants to show content which is fresh
and not stale. So content which is generated few hours ago
is given more priority. So content that is generated in the recent
past will have higher weightage than that which is days old because that has already
become stale. Facebook will give less priority to it. So basically, there are 3 things in algorithm. No. 1 is engagement, which will determine
weight. No. 2 is affinity and third is time decay. Now there are many people who log in to facebook
only infrequently. So Facebook has some tweak in its algorithm,
called Story Bump. So those who are logging in say only once
in a week now they may miss out on important content from their network because they are
infrequently logging in and so the content has become stale. So Facebook will try to bump up higher in
the feed content which has got lot of weight but has become old so that infrequent users
are not missing out on that great content. Another important factor in Facebook algotithm
is Last Actor. So what it means that users that have engaged
with you in the recent past, they are more likely to see your content in their feed. So recent interactions are more important
than engagements which have happened years ago. Now once you have understood the algorithm
of Facebook you need to customise your strategy to be able to hack the algorithm in a good
way. So what matters on Facebook is engagement. So create content which engages. Create content which is quality and not really
quantity. So that brings us to the 3rd strategy for
Facebook marketing: prioritise quality over quantity. When Facebook started, marketers started putting
one post per week. Then as they saw that the fan base was building
up they started posting more content. So it became 3 posts per week and then one
post every day and then 3 posts per day because marketers saw that this is a very cost-effective
way of reaching out and communicating with the target audience. Then Facebook tweaked its algorithm and it
limited the reach. So now it’s not important to churn the content
in so much quantity because anyways you can’t reach out organically. So if you want to reach out to your target
audience you have to go for paid ads. So quality has become more important than
quantity. Instead of trying to produce mediocre content
you should hire good quality resources, do research and produce content which will engage. And then use the money which you are saving
on creating mediocre content that you put in buying the media and then amplify the good
quality content with paid ads on Facebook. So remember: quality over quantity. The 4th strategy that whill work for Facebook
marketing is 3E model of content creation. So no. 1 of 3E is excite your target audience. So create content which will excite, inspire
people. For example Top 10 Books to Read Before You
Die. Now this will make people sit up and notice,
or Top 10 Movies to See. So people will be inspired to take action,
to engage. No 2 in E is educate people. People are on social media to solve their
problems. They want to learn things. So tell them some content which is “how to”
and they will be welcoming your content. 3rd type of content in 3E model is entertain. People are on social media to entertain themselves. They are not always serious on social. They come there to take a break. They are looking for entertainment. So create content which relates to their passion
points. So if your target audience is interested in
cricket, then create content around cricket or outdoor enthusiasts or fashion and so on. Next strategy for Facebook strategy os 70-20-10
model of content creation. So basically 70% of your content should be
routine content. It is hygiene type of content. So you can either bust myths, or you can talk
about festivals, or you can celebrate days. You can talk about some important quotes which
will inspire people. For example, BBC. They are getting a lot of queries about the
editorial pressures on BBC. Because BBC is known for unbiased reporting. So they create content on how they negotiate
these pressures and how do they maintain unbaised editorial reporting. For example GE, which is a B2B company asks
people to identify wrench in the machine. So it is not creating heavy duty content which
ordinary citizens cannot understand. So 70% content should be routine, hygiene,
regular content. Your everyday post in Facebook. 20% of your content will be medium risk. So you take more risk so that you can get
more rewards. So this is more creative. It will break clutter and reach out to new
audiences. For example, when Micromax wanted to launch
its new model Micromax Unite, they wanted to make a video. Now this new model had vernacular capabilities. So users could type in multiple languages. So they created a remake of a popular AR Rehman
song and it was sung by artists in different vernacular languages. So raghu Dixit from Karnataka and many other
popular artists from different states of India came together to sing the song and it became
very harmonious and it was launched on Independence Day. Basically signalling unity in diversity. Now this video became a trending video on
many social media platforms during a few days. So it was a medium risk because it’s a remake
so it is guaranteed to be little succesful. 3rd is your 10% high risk content. Now this is very risky, but no risk, no reward. A very good example is Red Bull. So Red Bull came out with stratos campaign. It was basically aproject in which there was
a free fall from space to see if they could break the record of speed of sound. No this is very risky because they may not
be able to break the record. Or its very risky because parachute may not
open and the person may die. They built a lot of anticipation among users
and they were 8 million people seeing live streaming of Red Bull Stratos Space Jump on
YouTube. The moment the project was happening, within
40 minutes of the project, they got 29000 shares. The project became hugely viral and they got
huge interaction and it became like a case study which continues to garner more and more
views. So take some risk. 70% hygiene, 20% medium and 10% high risk
engagement content strategy. Next startegy for facebook marketing is 50-50
model of content creation. 50% of your content only should be related
to the brand. remaining 50% should not be related to your
product or brand. Lets face it: consumers don’t care what product
you are selling. They are only their to serve their own purpose. So beyond a point, don’t blow your own trumpet. Talk about things which will interest the
consumers. Talk about their passion points, their hobbies,
interests, entertain, educate, excite them. Next strategy for Facebook marketing is amplify
the post. We have already seen that Facebook algorithm
is such that it limits your organic reach. So if you want to reach out to more people,
then we have to go for paid ads. So save money on content creation and create
only some stellar content and then amplify it and run paid ads and buy your reach. The last 8th strategy for Facebook marketing
strategy is customise the tab. You can customise the entire look and feel
of your Facebook page. So it doesn’t have to be the default tabs. So for example 10 Downing Street. Now it is a pub and a restaurant which is
having a chain and many outlets in the whole country. They’ve customised the tabds. So they’ve integrated Instagram in the Facebook
feed. It has also integrated the loyalty program. It also integrated the franchize enquiries. People can also book a table. So basically the entire business is carried
out through Facebook. So you can also customize the tab. So Facebook will become like a mini-website
and you may not need your own website and it is very easy to maintain Facebook page. So there are companies which provide services
like Woobox which provide services to customise the tab. If you utlise these 8 marketing strategies,
then you are guaranteed to succeed in Facebook. If you like this video, then do a thumbs up
and also check out profseema.com. Thank you for watching.

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