We’ve all been in that place where you post something spectacular (in our eyes) on Facebook, only to have it ignored. Sure, cute puppy pictures and funny baby videos always get the likes and shares but generally speaking, those won’t help grow your business. This is why you need a Facebook content Strategy.
Your marketing strategy is only as strong as your foundation, so you need to know the basics–namely, your audience–before you can decide what and when to post on Facebook. You can post the most amazing content all day every day, but if the right people aren’t seeing it, you’ll never get that coveted engagement.
(Prefer video content? Watch here.)
Creating Your Ideal Client Avatar is the first step of a Facebook Content Strategy
You need to know your buyer and everything about them. You need to prove to them that you relate to their problems and that you’ve done your homework. Inserting yourself into their lives with the strict intent of just making money is disingenuous. Providing them with a product that helps them solve a problem because you care is authentic.
You need to know details about your Ideal Client so creating an avatar is like creating a composite of the person who would be most likely to buy your product.
This avatar does not have to be based on anyone you know; in fact, it’s probably better that you don’t base it on a real person because you won’t be as objective with your descriptions. Include demographics, such as gender, location, education, and family life; but also include their pain points. What will make them turn to YOUR product for help?
Once you have your avatar created, compare those demographics and answers with the features of your product. You may discover that certain features don’t mesh well with your ideal client demographics. Maybe your price point is drastically higher than what your ideal client can afford. Maybe your price point isn’t high enough and your ideal client questions your value.
If you already have a Facebook business page, check out the Audience insights page to take a look at who is already looking at your page. This can be helpful information to get a better understanding of your ideal client. Looking at this in reverse, comparing these audience insights may give you a flash of inspiration for a new product or program that will help these visitors.
Your Ideal Client Will Dictate Your Facebook Posts
Now that you know who your Ideal Client is and what they’re looking for, you can customize your Facebook posts more easily. You’ll have a much better idea of the content they need to hear, and you can then experiment with different formats to spread your message.
- Discussing a hot topic issue during a Facebook Live might be the engagement boost you’re looking for.
- Create a written post about this same subject for those who don’t like videos.
- Create a simple infographic to further express your message.
Test which of these formats resonate with your audience the most so you can continue creating that form of content going forward.
One last tip: Your Ideal Client Avatar will likely change over time, so revisit your avatar demographics at least annually. If you are aware of changes in your market, you can address them with your product and/or marketing strategy.
To help you create your avatar I created a “My Ideal Client Avatar Worksheet.” Click here to download it now. When you submit the form you will also be subscribed to the Devilish Details Destroyed Newsletter and receive a biweekly email with tips, tools and systems to manage your business.
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