Define Facebook Marketing Objectives BEFORE Campaign Launch

Facebook Marketing objectives can include generating sales leads, increasing product sales, influencing buyers, relationship building, increasing product usage, generating website visitors, reduced advertising costs, reducing and support costs, and measuring customer perception.

Since campaigns can be designed to encourage different activities, Facebook marketing campaign objectives should be defined prior to the campaign launch. For example, if generating sales leads is one of your objectives, you might include free or sample content downloads as a key part of your campaign.

Sales Lead Gathering – Facebook content can motivate people to request more information about the topics covered. Try providing reference materials, such as links to white papers or services which require registration (the entering of name and email address). If the social media content focuses on a specific topic, these registrations may translate into people with specific needs, which can match your products or services.

Product Sales – information on Facebook pages about products or services along with promotional information.

Buyer Influence – information that may influence buying behavior, including usage tips, reviews or other information related to buying or using a product.

Relationship Building – Facebook marketing programs can build relationships through value added communication and interaction (engagement) with people, which builds customer promotion and loyalty.

Website Traffic – Facebook marketing programs can increase the number of people or devices who visit a web page or website over a period of time. Increase traffic through Facebook activities and content designed to include and match the content of links contained within or referenced by Facebook content.

Reduced Advertising Costs – Social media distribution channels may not cost anything more than the use of staff and other resources to monitor, interact with, and create social media content.

Reduced Support Costs – Social media can dramatically reduce support costs while increasing customer satisfaction levels. Encouraging customers to share their product solution experiences can reduce the number of calls to customer service centers and help end users to discover and believe answers to their questions more quickly.

Market Research – Facebook engagement can be analyzed to discover how customers perceive the value of products or services. The number of and sentiment of Facebook posts can indicate how users or potential customers perceive product value – all without the need to perform expensive or potentially biased market research.

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