Many people have been successful with Facebook Campaign (s), while others have not seen any success. Kristen Gerner, Client Manager for Softway Solutions, explain the six steps to a successful Facebook Campaign.
Facebook Campaign Secrets
Facebook Campaign Secret #1
Like any campaign you first want to identify your purpose and use that purpose to establish a goal. The goal can be anything you are trying to accomplish for your organization. Examples of organizational goals are: Increasing sales by 10% in three months or Growing awareness from 500 “fans” to 1000 “fans” in one month. If you are thinking of creating a campaign for personal reasons, remember that you can’t add a personalized tab on Facebook if you have a personal account. Meaning, you will have to create a new purpose-driven page for the cause.
Facebook Campaign Secret #2
The next step is identifying your target audience and gain an understanding of their current awareness level of your goal. If your goal includes something they have never heard of before (i.e. a new product launch), then your messaging will need to be aligned with that. If your goal is something your audience is aware of but you need to release details, consider this in your messaging. If you aren’t sure who your target audience is, then you need to stop planning a campaign and do some industry research.
Facebook Campaign Secret #3
Use your goal and think like your audience to develop your Call to Action (CTA). This is your bottom-line message, how you want people to respond to your campaign. The CTA needs to be clear and concise and if there are steps that need to be taken to complete the action, make sure you include those details somewhere easy to spot.
Facebook Campaign Secret #4
The CTA cannot solely be your message because you need an attention getter and in some cases you need the meat (the juice, the beans, the content!). Develop messaging that will include the CTA and also enough information to achieve your goal. If you are developing an outside landing page and the Facebook campaign is solely to direct traffic, then you don’t need so much meat on the Facebook page and you can focus on more graphics. But, if the Facebook campaign is the means to the CTA then you need to get clever and think of short detailed messages that will do the trick.
Facebook Campaign Secret #5
After all of your messaging is complete, it’s time to start planning the creative elements and thinking solely on the aesthetics. You may already have ideas in mind and it’s good to cruise around the net and look for examples from similar industries. The end result is what is referred to as an iFrame (inline frame) that is a separate frame inside the Facebook page so that individuals can navigate within the frame and never leave the Facebook page. If you’re feeling lost, cruise to tabfusion.com or shortstack.com or where you can use their platform to create your campaign’s iFrame inside a personalized tab. In order to take this on yourself without the use of applications, Facebook offers tutorials for developers inside their help section that will guide you through the process of making it all come to life.
Facebook Campaign Secret #6
The last step is the launch. You want to make sure that you have plenty of time after completing the above steps so that you can test any clickable elements and give yourself time to prepare the launch. As with any social media campaign, use other social media outlets to start the word-of-mouth communication about your campaign. Reach out to your network to help promote your campaign and offer local (or in-industry) bloggers some incentive to write about it. Because this is Facebook and making everyone’s homepage is the key, it is imperative to ask others to share your campaign with their friends. Otherwise, you will launch and no one will know; time is of the essence.