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First Step Towards Facebook ROI: Educate With Content

Facebook has been disrupting the scene for some time now. But if your brand is using the same content marketing strategy as it did in 2014, you’re probably not seeing any results. Why? Because only one to four percent of your audience is actually seeing your content!

So what should brands do?

In 2015, brands need an ad budget to make Facebook work.

At her recent webinar, Facebook partner and top social media thought leader Mari Smith shared seven proven tactics to build your business’s loyal customer base by driving more Likes to leads. During “Ramp Up Facebook Results & ROI,” Mari emphasized the need to churn out appropriate content in order to get your audience clicking, reading and sharing what your business has to say.

Here’s a quick overview of how to create your Facebook content plan:

1. Categorize Your Content

Content-Buckets (2)

Our number one problem is that we get so close to our business that we can’t see what we can talk about besides our own business, says Mari.

On Facebook, your top priority as a business is to educate. As such, you’ll want to create three types of content revolving around this goal – content that informs, content that entertains and content that provides a call-to-action.

2. Schedule With a Calendar

By using an editorial calendar to schedule your Facebook posts, you’ll have more time for engagement, which is where you want to focus the majority of your efforts.

According to a Buzzsumo study based on 500 million Facebook posts, Sunday is now the day to post. Businesses that posted then saw 52.9 percent more interactions. Furthermore, Mari highlighted that those who posted anywhere from 10-11 p.m. ET saw 88 percent more interactions with their content.

Remember, these times aren’t hard and fast rules. Use them as a guide and experiment to see what works best for your brand.

Want more Facebook tips and statistics? View Mari’s full webinar on-demand now!

3. Recycle What Worked


Despite popular belief, repurposing content on Facebook or Twitter, is perfectly okay, says Mari.

Only 4 percent of your Facebook audience sees your business’ posts, so why wouldn’t you rinse and repeat?

Mari suggests repurposing a video into everything from an infographic to a text post to social media ads to make the most of your efforts.

4. Create and Curate Other’s Content

People often ask Mari how she found so much success with Facebook. Her answer? Become the master curator. People will come to you because you’re the go-to source for whichever industry or topic you choose to focus on.

When reposting other people’s content, make sure you link posts and use the right dimensions. Mari suggests using Canva to help with resizing images for Facebook.


Images: Andreas IvarssonNadia SzopińskaBill Stilwell (Creative Commons)

Tags : social media

About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.

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