14 Facebook Marketing Goals for 2014

Facebook Marketing Goals

As the new year rolls out, it’s important to do some planning and establish some goals.

I’ve seen that the biggest reason more people aren’t successful with Facebook marketing is that they simply don’t know everything that’s available to them. As a result, I’ve put together the following list of 14 goals to get you started on a successful 2014.

Keep experimenting, my friend!

1. Share More Frequently

Back in the day, we were told not to post too often or risk annoying our fans. We were told to post a few times per week, but usually no more than once — maybe twice — per day.

Because of this, the importance of the success of each individual post was very high. It’s a big reason why we started obsessing over the Reach metric.

The truth is that the rules of posting less frequently no longer apply. Your fans aren’t online every day and most won’t be on when you post. So it’s completely acceptable to post throughout the day.

I personally have a strategy that includes posting my most recent blog post in the morning, sharing content from others and random tidbits in the afternoon, and then resharing evergreen content at night.

The result? I reach more unique people over a given day and drive more traffic to my website.

Your Goal for 2014: Establish a posting strategy that involves posting at times you wouldn’t normally post. Block off a time of day specifically for evergreen content, for example, and begin scheduling those posts in bulk (I use PostPlanner for this). Then compare your results to when you posted less frequently.

2. Establish a Facebook Sales Funnel

One mistake marketers make is that they think they can show up on Facebook and get sales. Or create ads without establishing an audience and drive volumes of revenue.

Sure, you can generate sales without an active Facebook page. And you can even get sales from non-Fans.

But you know what? It works a whole lot better if you focus on generating the relevant audience first. Sales are much more likely to come from organic and paid posts to people who know and trust you through regular, valuable content.

Your Goal for 2014: Read this post and then establish your own Facebook sales funnel!

3. Target Email Subscribers With Link Shares

Facebook Ad Power Editor Target Email Subscribers

Every time I share a new blog post with my Fans, I promote it with a Facebook campaign. That campaign includes two ads: One that is targeted at my fans and another targeted at my email subscribers who aren’t fans.

I do this to reach as many people as possible who would be most likely to want to read that blog post. The goal here is to increase website traffic, and if you focus only on fans, you’re forgetting a valuable group!

Your Goal for 2014: Create a Custom Audience for your entire email list. Target that list, and make sure you are excluding anyone who is already a fan of your page.

4. Retarget Website Visitors

Perfect Audience

You are losing leads and sales every time a visitor to your website abandons a form or shopping cart. You can actually bring some of these potential customers back through the use of FBX.

FBX is Facebook Exchange, a way to retarget visitors to your website with ads when they return to Facebook. While it’s great for abandoned shopping carts (think Amazon), it’s also another way to target relevant users with your content, products and services whom you may have otherwise missed through other targeting methods.

For example, let’s say you are announcing a new product. You’ll likely create an ad that targets the following groups of people:

  • Fans
  • Email List Subscribers
  • Non-Fans Based on Interests
  • Non-Fans Based on Lookalike Audiences

After all of this, you may still be missing a very relevant group: Those who have visited your website but don’t qualify under the targeting above.

Your Goal for 2014: Experiment with FBX! You need to use an approved third party to run FBX ads. Here’s more information on how you can get a jump start with Perfect Audience (including some free ads!).

5. Create a Saved Target Group in Power Editor

Facebook Power Editor Use Existing Targeting Group

People often ask me why I continue to use Power Editor instead of the self-serve ad tool for creating ads. After all, the self-serve ad tool has been improved significantly lately, and the feature set is getting closer and closer to what is available within Power Editor.

But here’s a big feature currently missing from the self-serve ad tool. And it can save you a ton of time.

When you create a Saved Target Group, you save all of the targeting you might normally do. For example, when I create campaigns that target non-Fans, I generally create five different ads that target different groups of people. This could waste a ton of time if I did all of that manually.

With Saved Target Groups, I create this once and then simply select it when creating my ads. The info is then pre filled for me.

Your Goal for 2014: Create at least one Saved Target Group based on the audience of non-Fans you target most often — preferably a group that requires the most time to enter targeting.

6. Try oCPM (Again)

Lately, I’ve received more and more messages from people complaining about their ads not running or not being able to reach daily budgets. A big reason for this is that they are using CPM or CPC.

People are scared off by Optimized CPM because the price per thousand impressions tends to be significantly higher than the other two. But I find repeatedly that using it is most efficient when it comes to cost per page like, registration and sale.

It’s a matter of knowing what metrics actually matter. Things like CPM, CPC and CTR really don’t. You want to know how much it costs to get your desired action.

And oCPM is optimized to reach the people most likely to perform your desired action. You pay more to reach that prime group. And you’re likely to find out it’s entirely worth the extra cost per 1,000 impressions.

Your Goal for 2014: Split test oCPM vs. CPC and CPM. When you measure results, focus only on the cost per desired action.

7. Try the Sidebar (Again)

The sidebar is a waste of time and money, right? Facebook users completely ignore that area. It’s just noise.

Well, that’s what we hear repeatedly. But the truth is, you may actually get better results in the sidebar than you think.

Sure, if you were given only one impression, you’d want to invest that impression in the News Feed (either mobile or desktop). You get far fewer clicks on the sidebar.

But there’s a missing factor here: CPM.

You see, I’ve found that it tends to cost me $.08 or less per 1,000 impressions on the sidebar. Comparatively, it costs me about 20 times that in the desktop News Feed and 50 times that on mobile.

So while clicks happen more often in the News Feed, they need to happen at least 20-50 times more often to make it worthwhile. And of course, we don’t care necessarily about clicks, but of desired actions (likes, link clicks, registrations and sales).

Also, while you shouldn’t hit people repeatedly in the News Feed, you can do this in the sidebar. It’s great for awareness.

Your Goal for 2014: Try the sidebar again. Compare your Cost Per Desired Action results to mobile and desktop News Feeds over a large sample size.

8. Track Conversions of an Ad

Facebook Power Editor Select Conversion Tracking

If you send users to your website to fill out a form, subscribe to your email list or buy something and you aren’t tracking conversions, you’re guessing. And it can be a colossal waste of time.

When using conversion tracking, you can also combine these results with Facebook ad reports to help discover how to get the lowest cost per conversion. Is it in the News Feed? Is it when targeting women? Is it when targeting users in Australia? Is it when targeting users aged 35-44?

If you don’t use conversion tracking, you can use Google Analytics to tell you whether your ad led to a conversion. But you’ll never be able to break it down in this manner.

Your Goal for 2014: Run an ad that promotes a desired offsite conversion. Set up conversion tracking and use the ad reports to help you optimize!

9. Create an Online Offer

Cyber Monday Facebook Offer

If you are a business on Facebook, you sell something. It could be a product or a service, but you sell something.

If you’re a retail business, Facebook Offers are extremely helpful. Create an Offer from your Facebook page to attract customers to your store.

However, Facebook recently got rid of the ability to create Offers for online businesses. Or so it seemed.

You can actually still do this, though it’s a hidden functionality. I actually tested it out on Black Monday and got a nice 9.5X ROI.

Your Goal for 2014: If you’re an online business, create a Facebook Offer! Make sure it’s a good discount that isn’t available anywhere else. Track the results compared to when simply sharing a link to a product page.

10. Create a Saved Facebook Ad Report


If you aren’t using Facebook Ad Reports, measurement and optimization are incredibly difficult.

I create separate ad reports for campaigns aimed at getting likes, registrations, link clicks and sales. The columns included in them are relevant to those goals. I then save those reports for easy access later.

Your Goal for 2014: Create your own saved report. Start with the type of ad you run most often. Is your goal to get page likes? Create a report with columns for the following:

  • Frequency
  • Spend
  • Likes
  • Cost Per Page Like

Then save it! You can also have it emailed to you on a periodic basis.

11. Confirm Referral Traffic in Google Analytics

Google Analytics Social Referrals

It’s good to know the link clicks that resulted from your Facebook posts and ads. But it’s always good to confirm those numbers through the use of Google Analytics.

I use Google Analytics to give me an idea of referral traffic from specific posts (using URL parameters), but I also monitor the total Facebook referrals as well as revenue generated from Facebook.

Your Goal for 2014: Read this post about combining Facebook and Google Analytics to start setting up your own reports!

12. Download Your Post Level Export

Facebook Insights Export Select Data

There’s some pretty good info in Facebook’s web Insights. The format has been completely overhauled and is actually quite useful. But it’s still top level.

The vast majority of marketers have never touched an export file. And that’s a shame.

Specifically within the post level export, you can get access to information that isn’t available elsewhere.

It’s overwhelming. It’s a lot of data without any pretty pictures. But it’s worth it.

Your Goal for 2014: Download your post level export for a 150 day period ending two weeks ago. Start poking around. Take a look at what works and what doesn’t. And if you are dangerous with spreadsheets, start spotting trends using averages and charts.

13. Compare Link Click Data Based on Post Type

Marketers obsess so much over the Reach metric that it prevents them from focusing on what actually matters. A prime example is when sharing links where the goal is to drive website traffic.

Is Reach important in this case? To a point, but the most important thing is that you get link clicks.

So, sure, you could create a text update with an ugly URL in it. Or you could attach a URL to the description of a big photo. In either case, you may get higher Reach or more general engagement (in other words, a lot of useless photo clicks).

But are you getting more link clicks? I won’t say for sure (link shares get me more link clicks) since it’s different from person to person. But cast aside your assumptions and try it out.

Something else to consider: It tends to be dangerous to do anything that goes against what Facebook intended. If you’re going to share a link, share a link. It’s not a text update. It’s not a photo.

Why? First of all is the matter of virality. If a photo with a link in the description is shared, it looks different when seen from the second or third degree. The link is far less prominent.

But also, think about Graph Search. Facebook will eventually provide the ability to search for posts. So imagine if, for example, someone is searching for “Links about changes to Facebook image sizes.” Do you think photos or text updates will come up in the results? Nope. Just links.

Your Goal for 2014: Run your own test. Try running link shares the old fashioned way for two weeks. Try it then with text updates. And then try it with photos. When you’re done, compare the direct traffic that resulted (not engagement or reach).

14. Define Success Without Using Reach

This is a simple request. I find that Reach is the most overused word in our marketing vocabulary. I’ve wasted several articles on the topic (try here, here, here and here), and I’m frankly tired of it.

It’s not that Reach is completely worthless. It has some value. But it isn’t worth anywhere near the time we give it.

Your Goal for 2014: The next time someone complains to you about your Reach being down, ask them two simple questions:

  1. How have the other metrics like sales, leads and website referrals been?
  2. What is your Reach on Twitter?

Then sit back and enjoy the response.

What Else?

What other goals do you have for your Facebook marketing? What do you want to experiment with in 2014?

Let me know in the comments below!

  • Andrew Samuelsen

    This is an awesome post, Jon. Thanks for sharing your goals with us. Our overall goal is to serve as a resource for small businesses for FB marketing tips, answers, etc.

    Also, +1 for retargeting… dead simple to set up and is effective.

    • http://jonloomer.com/blog Jon Loomer

      Thanks, Andrew!

  • Marco Flaborea

    Awesome! This is GOLD :)

    • http://jonloomer.com/blog Jon Loomer

      Thanks, Marco!

  • http://www.theclothingbroker.com/ Valerie

    Do you know of a report you can export that shows the ad campaign/ad and POST so that you can see which actual “dark posts” performed best in your ad campaigns? I’ve been looking and can’t figure out how to get the Post ID in a report.

    • http://jonloomer.com/blog Jon Loomer

      Are you saying you’re promoting multiple posts within the same campaign? I’d actually advise against that.

      Something to consider is if you want to get certain ads or campaigns within the same report, include a specific word in the title that will help you filter.

      • http://www.theclothingbroker.com/ Valerie

        No, I don’t have multiple posts in the same campaign, but I have the same post in different campaigns, when the targeting is really different.

  • http://www.michelinebourque.com/ Micheline Bourque

    If I could manage to do that in 2014, boy would I be a happy girl! Great tips! Great content. #youdabest

    • http://jonloomer.com/blog Jon Loomer

      Thanks, Micheline. You can do it!

  • http://www.antoniocalero.com/ Antonio Calero

    My marketing goal for 2014 is collaborate with other bloggers around the world… including yourself! :)

  • http://jasoncurlee.me/ Jason Curlee

    My favorite new line “How’s Your Reach On Twitter?”

    • http://jonloomer.com/blog Jon Loomer

      Right? No one knows it. No one asks it. But you can bet it’s PRETTY darn bad.

      Reach is down on Facebook for most brands. It’s true. And performance may be down for many, too. That may also be true. But it’s down from amazing before. Are you actually going to reach a higher percentage of your followers with a single post on Twitter, Google+ or somewhere else? Big doubts here, Jason!

      • http://jasoncurlee.me/ Jason Curlee

        Totally agree Jon. It amazes me that so many are saying run from facebook. But to where? Facebook is the one that you actually can see your reach, make adjustments, see results, make adjustments and get better. I just don’t get why anyone would jump ship other than sheer lazyness in getting better, learning more and trying things as you suggest in this article. Great content Jon.

        • LYF Solutions

          The more they run, the greater chance for other marketers. I know that sounds harsh but its true Jason ;)

          • http://jasoncurlee.me/ Jason Curlee

            That is very true LYF Solutions. Don’t get me wrong if they are going to run off the platform it will just open it up for those that dig in and learn

      • http://jasonhjh.com/ Jason HJH

        Actually I think the “Reach” on Twitter is quite the opposite: It’s awesome! But the consumption and engagement are poor. Really poor. “Reach” is like being there so that there’s a possibility that people see it but people don’t, so the real consumption and engagement are really low.

        • http://careersreport.com Clara.Freder

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  • http://www.ConnectTheBlocks.com/ Peggy

    Jon, thanks for these great thought-starters! I shared the link to this post with my small business group on Linked In. Your free advice has been most helpful to us in growing our small business!

    • http://jonloomer.com/blog Jon Loomer

      Thanks, Peggy!

  • Adrian Leighton

    Great list to start off the year Jon!
    I’ve found ‘reach’ to be down somewhat, but other metrics have been acceptable, or even better.
    I’m often dubious about the changes that Facebook brings in (I remember bemoaning the change to timeline), but I honestly think that with this new algorithm change they’re delivering content to people who are more likely to take action.
    Posts may have less ‘likes’ for instance, but they seem to be being liked by those who have a genuine interest.
    Have a great 2014 one and all!

    • http://jonloomer.com/blog Jon Loomer

      In theory, that’s precisely how it should work, Adrian. Everyone’s freaking out about reach, but think about it… Facebook isn’t decreasing the amount of content that people will see. So if you aren’t being shown, someone else will be. That could be either a user or brand. Content doesn’t just disappear, Facebook’s helping users see what they engage with most — and without that, they can’t be successful!

  • Patrick Smith

    Wow. If I do even half of the things on this list, I’m sure that the results from my FB efforts will skyrocket! Thanks, Jon!

  • YG

    Hey Jon – Thanks so much for sharing this helpful article! This is a tremendous resource for the Facebook marketer and is loaded with strategies I personally will try in 2014. I just wanted to get your thoughts on one point, however.

    Real SMBs and non-profits have reported a decrease in organic reach – that’s already understood. But what do you say to those same entities that also suffered a significant decrease in Facebook referral traffic, conversions and sales as a result?

    You posed the question above: “How have the other metrics like sales, leads and website referrals been?”

    We’d like to think there isn’t truly a direct correlation between reach and the metrics (listed in the question above) we should actually care about, but what do we say/suggest to those who have suffered an overall decrease in web conversions as a result of a decrease in organic reach, and furthermore, have the stats from Google Analytics to prove it?

    Thanks again Jon and would be interested to hear your take on this!

    • http://jonloomer.com/blog Jon Loomer

      Hey YG! First, I’d be careful of putting too much stock in any stats from the past month. If retail, conversions could be up. If not, traffic referrals could be way down. My site, for example, takes a nose dive every December 20. That happened again this year. But I’m back to where I was now, beginning Monday.

      So I’d practice caution. Tell them to keep collecting data. But I’d also ask how many referrals they’re getting from other sites. To be clear, I get a rather modest amount of referral traffic from Facebook, but half of my sales come from there Google and my email list are very high as well). Diversification is important.

      Jumping ship is crazy, unless you never really had results to begin with. Putting all of your eggs into the Facebook basket is probably crazier. And this comes from someone who believes in the power of Facebook marketing more than just about anyone.

      • YG

        Thanks so much, Jon! Appreciate you taking the time to share your thoughts and cannot wait to try these strategies out in the New Year!

  • http://www.facebook.com/jensmithsocial Jen Smith

    One of my 2014 goals (other than to Unplug more often!) is to meet some of my FB idols..including you! Are you going to any conferences after Social Media Mktg World? Can’t make that one happen :(

    • http://jonloomer.com/blog Jon Loomer

      Hey, Jen! No plans yet. What events should I attend?

      • http://www.facebook.com/jensmithsocial Jen Smith

        I’m not sure yet Jon…I’m attending MomCom and SXSW interactive and possibly PubCon here in Austin!
        Connect with me at http://www.fb.com/jensmithsocial

  • Ahna Hendrix

    As always – you killed it. Great list of goals to begin attacking (or re-attacking) in 2014. Thanks for putting them together in one place :)

    • http://jonloomer.com/blog Jon Loomer

      Thanks, Ahna! Hope all is well in Vietnam!

      • Ahna Hendrix

        It’s awesome, Jon – thank you! :)

  • LYF Solutions

    Fantastic tips as always Jon!

  • Guest

    Hi Jon I just saw your comment on Neil’s post and followed this post. I want to ask the question I posted on his blog. Nobody replied me so far yet. Maybe Neil himself will reply himself later. Here it is and sorry for going a bit off topic. Thank you =)

    I am posting questions every day and my engagement went up super high recently.

    But like anyone here I am busy and not always on FB. So I schedule my questions to be published at 10 am and 6 pm everyday. The other day when one of my scheduled posts was published at 6 pm I was shocked to check and see that after even one hour one person saw my post and no engagement at all. How come?

    Can you advise me on what is happening? Is Facebook penalizing my page or what? I also attached a picture of that Facebook post to my comment. Thank you.=)

  • http://www.englishclubpro.com/ Akmal Akbarov

    Hey Jon I just saw your comment on Neil’s post and followed this post. I want to ask the question I posted on his blog. Nobody replied me so far yet. Maybe Neil himself will reply himself later. Here it is and sorry for going a bit off topic. Thank you =)

    I am posting questions every day and my engagement went up super high recently.

    But like anyone here I am busy and not always on FB. So I schedule my questions to be published at 10 am and 6 pm everyday. The other day when one of my scheduled posts was published at 6 pm I was shocked to check and see that after even one hour one person saw my post and no engagement at all. How come?

    Can you advise me on what is happening? Is Facebook penalizing my page or what? I also attached a picture of that Facebook post to my comment. Thank you.=)

    • http://jonloomer.com/blog Jon Loomer

      Hey, Akmal! Tough to say. How many fans do you have? What is typical? Reach is definitely buggy. I often see that a recent post has a ridiculously low reach, only to refresh and see it change. I don’t trust reach generally, but even less in real time. The engagement is the bigger concern, so I guess the question is whether you normally get a LOT of engagement on these questions, or if it’s just a handful. If it’s a handful, I’d still expect this to be a bug and the low engagement to fall within an expected range.

      • http://www.englishclubpro.com/ Akmal Akbarov

        Oh this is 2nd time I posting my question. It somehow disappeared Jon. I have more than 3,500 fans and usually I get about 50-100 comments to my questions daily. I have a reall nice and loyal following there. When manually I copy and paste those questions which got no engagement at al then suddenly get tons of comments and likes? Am I doing anything wrong or it is facebook bug? Thank you =)

        • http://jonloomer.com/blog Jon Loomer

          Not sure exactly what you mean about manually copying and pasting questions?

          • http://www.englishclubpro.com/ Akmal Akbarov

            I meant when I post the same post without any scheduling. Never Jon. The problem has been fixed by Facebook I guess. Everythingi is working out fine now. Cheers =)

  • Alaa Mohyaldian

    hi jon … i never reply for any article i had read it , but this one really deserve to say thanks

    • http://jonloomer.com/blog Jon Loomer

      Love it. Thanks!

  • Kris de Leon

    Biggest challenge is finding a way to scale our results in customer acquisition. We typically get the best results running Facebook online offers. We’ve been consistent in getting the same number of new customers and cost per acquisition (CPA) each time we run an online offer, but haven’t figured out a way to scale this. That’s one of my main goals this year.

  • Alexander Tee

    I have been using ocpm all these while but recently even oCPM is not consuming my budget (only around 25% was consumed).

    Tried to played around with the per action value & just got a big fees for little to no click!

  • Jude @ jucovic.TrevoBuilder

    Some of the best tips I’ve come across on the topic of F.B. marketing! I’ll try and implement then right away!

  • WC

    Jon – why do you use FBX when you can have the same features with WCA? You would reduce the cost you have to pay to Adroll/Perfect Audience? By using FBX & WCA would you not be bidding against each other thereby causing increased bid prices?