After accomplishing these Facebook essentials, it's time to get down with the nitty-gritty part of the process. Are you ready to start your engine? Hold up, before you can begin integrating your Facebook marketing strategy to a broader marketing plan, it's a must to undertake crucial methods to create a seamless integration. It will also help you determine what works and what doesn't in your strategies.

Here are 4 methods to utilize Facebook as an integral part of a marketing plan:

1.) Set Goals

A Facebook brand page is not a mere decoration in your marketing plan. It should serve its function, and for it to function you should ascertain your goals. A great strategy begins with a goal, ask yourself what you want to achieve using Facebook. Do you want to use it for PR or increasing online buzz? To increase visibility? Catapult ROI in an instant?

Always keep in mind to set realistic goals so you can apply a rational strategy. Also, you should align a certain goal with methods to achieve it.  For instance, if you want to increase the number of Likes on your page to promote your product/service to a broader audience, here's what you can do:

1.) Combine paid ads and organic methods to increase Likes.

2.) Engage with followers to create a community.

3.) Promote your product/service by being a thought leader and shrug the salesman approach.

4.) Gather potential leads and offer them trial packages.


2.) Create a Content Plan

Facebook brand pages are your podium to announce promotions, new products, and other relevant content to your followers. The key here is preparing quality content every month so you can engage with followers. Content should be diverse and shouldn't focus too much on hardselling. Your approach should be personal, which will determine the voice of your page when engaging with followers.

Here are the initial requisites to create your monthly content plan:

Monthly Editorial Calendar – It's one of the best practices in community management following an editorial calendar. For instance, if you have a client that owns a local donut shop, you should highlight Free Donut Day on that date and post photos giving free donuts to patrons.

Weekly Content Plan – A content plan keeps you align with your editorial calendar to determine the types of content to post daily. A weekly content plan makes sense so you can plan a week before scheduling posts. The editorial calendar also guides your content plan on the relevance of posts. You can't be posting memes and hardsell posts everyday, right Prepare an excel spreadsheet so you can map out different types of content on a daily basis.


3.) Assess Analytics

Every product or service isn't for everyone so it's a requisite to identify your target market. You can start with using the Facebook ad platform in order to find users following pages that are similar to what you're selling. Researching for similar Facebook pages will also help you in determining what works and what doesn't on competitor pages.  Studying basic Facebook metrics will help you build a community of users that you can turn into customers by feeding them relevant content. Keep in mind that if you don't feed your followers with relevant content then there won't be anything to measure at all!


4.) Track Progress

Facebook Insights isn't a stroll in the park nor it is rocket science, it's a matter of sitting down and carefully analyzing what works and what doesn't. When you're doing Facebook Marketing, keep in mind that you should wear multiple hats! When you're engaging with customers then you're a community manager, but when you should be a social media analyst as well. So it's a must to determine what types of content are doing well, which age group is interacting more with your posts, and of course, the people who are actually interested in your product or service and are asking for more details.