So many businesses come to me knowing they need to be on Social Media but don’t know where to start. Or they have created a page and started posting content without a clear objective and as a consequence, feel disheartened with their progress.

My advice for any business new to Social Media is to start small, on a single platform, learn what is working and build from there.

Here are my 8 steps on Building Brand Awareness on Facebook:

1. Be clear on your objective
For new businesses Social Media isn’t a quick fix for generating revenue. However it plays
a powerful part in raising Brand Awareness, which in time leads to commercial success.

2. Who are you talking to?
Take the time to understand exactly who you want to be talking to; their needs, goals,
behaviours and interests which should include how, why and when they use Social Media.
This will help drive an effective content strategy.

3. Develop clear, measurable targets & KPIs
Setting clear targets enables you to track and measure success. For example, the KPIs
(Key Performance Indicators) of an effective Facebook Brand Awareness Strategy should
be measured by an increase in Page likes, Follower numbers, Reach (a measure of the
potential audience size of your posts), Impressions (the number of times a post from your
page is displayed, whether the post is clicked or not) and Engagement measured by the
number of content Shares, Likes & Comments.

4. Perfect your Facebook Page
When someone visits your page, you want to make sure it looks great; the messaging and
images clearly and succinctly tell your story, it is relevant to the needs or your audience and
that there is an obvious call to action if someone wants more information. You should
review this regularly and make sure it is kept up to date with your latest company or product

5. Develop a content strategy that engages your audience
Ultimately, success on Social Media will be driven by presenting great content to your
target audience that engages them. Examples could be fantastic business insight, beautiful
images, inspirational stories or videos that make them laugh. A mix of video, images and text
will help with driving engagement together with posts that ask questions. The more
engagement you receive on your posts, the more likely your content will be shared by
Facebook. Facebook Live content in particular is favoured by the algorithm and will
therefore likely increase your impressions.

Only approximately 20% of the content should be talking about you or your business.
When you’re striking up a conversation with someone, how quickly do you get bored if all
they do is talk about themselves? You should seek to educate, inspire or make you
audience laugh!

Consider building a content plan; topics you want to comment on, significant focal points in
your calendar that will require promotional work e.g. seasonal activities, significant events /
product launches combined with ‘flashpoint’ offers and incentives.

6. Regular Posting
You should aim to post 1 or 2 times a day. If you post less or more than that you could be
penalised by the Facebook algorithm.

7. Advertise
It is undoubtedly possible to have some success on Facebook without paid-for promotions,
however sadly industry is seeing a rapid decline in organic performance. This results from
Facebook updated their algorithm to favour paid content, a trend that is only set to
continue. You should therefore consider investing a small amount of budget in paid-for
promotions, for example boosting posts that are working for you or creating bespoke
adverts tied to a campaign or incentive.

8. Test, measure, reflect, refine
Like anything in life, you’re never going to know if it works until you try it. Test your content
by posting and then review your KPIs. Post more of the content that’s working and reflect
on the posts that aren’t as successful- is it worth posting a tweaked post on another day or
at a different time of day?

Hopefully this gives you some ‘food for thought’, good luck!