Building Your Facebook Marketing Blueprint for 2017

Did you know that 1.18 billion people around the world and 178 million people in the US log into Facebook every single day? That’s a lot of potential leads for your business. Are you prioritizing your Facebook marketing strategy? Or, even worse, have you ignored it totally?  You need to create your Facebook Marketing Blueprint now to win in 2017.


It’s time to take your Facebook marketing seriously. Here’s our Facebook Marketing Blueprint to help you win more business in 2017.


Define Your Facebook Marketing Goals


Why? Understanding what you want out of your Facebook marketing strategy will help frame the amount of time, energy, and resources it takes to get there. Grand goals of moving the needle and dominating your niche on Facebook will require an equally grand execution.


How? Start with the common goals below and brainstorm which meet your needs.  The goals below are ordered by the relative ease of accomplishing and cost, with the easiest first.


Common Facebook Marketing Goals

  • Branding: Increase awareness & brand loyalty
  • Traffic: Increase traffic organically or through promotion to your site, blog, or offers
  • Relationships: Build relationships with customers, vendors, & partners
  • Email Lists: Increase the size of your daily and monthly email marketing list
  • Lead Generation: Gain more prospects & sell more
  • Product Sales: Increase sales to your products & services


Understand that your branding campaigns may help you generate more leads or sell more products, but by listing out your goals and what you want to accomplish, you can begin to build your strategy and understand what KPI (key performance indicators) will analyze if your goals are accomplished.


Consider Your Current & Target Facebook Audience


Why? Understanding your audience is one of the most important aspects of any marketing strategy and Facebook is no different. You not only need to understand who you are communicating with but also have a firm understanding of what you want them to do. If you don’t understand the purpose of your post, your audience won’t either.


How? The easiest answer? Use Facebook’s built-in analytics. Understand how your current posts are doing and who’s connecting. Every share is not equal, so understand who is connecting.  Ask questions and create polls to help see what your followers want. Utilize Facebook’s paid post “boosts” to target audiences to get a good idea of what will work and what won’t.  You don’t have to have a huge budget and you can boost posts for as little as $1.


Determine Your Facebook Post Mix


Why? The type of content you will need is going to vary based on your goals, not just for your posts, but on your site. For example, if your goal is to increase your email leads or gain more prospects, you need to consider the post on Facebook, but also the landing page that they will go to get the conversion. If your goal is branding, consider the need for graphics that portray your brand and who is going to create these. There are tons of tools that can bridge the design gap between amateur and professional but understand the time and resources it will take to make these happen.


How? Research. Find the leading brands in your industry and see what they are posting and reverse engineer what they are doing well.  Find places where they are missing and take note to ensure you fill those gaps. Since you should now know your audience, research what type of content for which they respond.  And don’t hesitate to outsource to professionals. You don’t have to spend thousands or even hundreds of dollars your website or designer, but if your post mix or post frequency is outside your comfort zone, get help


Build a Facebook Marketing Schedule


Why? Consistency is one of the major components of a great Facebook Marketing Strategy. Creating and sticking to a plan will ensure you can reach your goals and track your progress on apples to apples comparison.


How? Posting every day seems hard, but it’s a lot easier than you think. With scheduling tools like Buffer, you can schedule a limited amount of posts on up to three accounts for free. Spending 2-3 hours a week scheduling posts for the entire week ensures that you keep your schedule even when you get busy. This is what we call evergreen content, as it does not depend on time or events to be


This is what we call evergreen content, as it does not depend on time or events to be relevant.  You should always maintain some level of this type of content, but it’s not enough alone. You still should spend time engaging in the conversations your evergreen content spurns and continuously be on the lookout for more timely relevant content, but creating and maintaining a schedule will help reach your goals.


Determine Key Performance Indicators (KPIs) & Reporting Schedule


Why? No marketing plan is complete without understanding how you will validate the results. If you don’t define what constitutes a successful strategy, you’ll find it very difficult to stay consistent, especially for the long haul. You want real, actionable goals that can be easily defined and validated when complete. Generic goals that can’t be quantified can quickly squash your motivation and derail your campaign.


How? Set realistic, achievable, measurable goal and track the results. You should never base success on how you feel, rather how your KPIs stack up.


Here are some examples of actionable indicators that your goals are met.  For each of the broad goals you chose above, you should come up with 2-5 KPIs that track your success. These are examples of the type of info you should be tracking, but find KPIs to measure your business.


Also note, you should do this in the planning stage and make your best guess.  These should be consistent to ensure you can track success but can evolve as you get more info.  Always remember why you are tracking in the first place and make sure your reporting is an accurate measure of your success.



  • Grow my followers by 10% each month
  • Post 20 evergreen posts each month
  • Share 10 Posts with Facebook Groups each month



  • Post 10 stories from my site/blog each month
  • Increase organic traffic from Facebook 5% each month
  • Boost 1 post a week for $5
  • Average $.25 per paid interaction
  • Increasing engagement 5% for each boosted post



  • Connect with one potential partner each month
  • Connect with one potential vendor each month
  • Start 5 discussions with potential clients each month
  • Start 3 discussions with current clients each month
  • Join 2 Industry Facebook Group each quarter
  • Post 1 question in each Facebook Group each month
  • Answer 1 question in a Facebook Group each month


Email Lists

  • Get 50 new email subscribers each month
  • Lower cost to purchase email subscribers by 5% each month
  • Post 1 status a week designed
  • Test 2 Landing Pages monthly
  • Increase conversion rate on landing page 5% monthly


Lead Generation/Product Sales

  • Increase leads by 5% each month
  • Increase your landing page conversion rate 5% over the month
  • Survey 5 successful leads to learn more information on what works
  • Try one new lead generation method (whitepaper, giveaway, contest) each quarter


Facebook is vital for your business in 2017. Start planning your Facebook marketing strategy now and track your goals throughout the year. Follow this blueprint and make Facebook one of your leading channels this year.

Written by: Avi Bisram

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