Facebook marketing means creating and using a Facebook page actively to communicate with your customers and attract new ones. Facebook actively encourages this by allowing businesses to create pages to develop a fan base for its brand or products. With more than 2 billion active users, Facebook is still the most prominent social channel and network around the world. Hence, having a Facebook page and actively managing it becomes as essential as any part of your marketing strategy. Whether your brand is small or big, you will be able to find some of your already existing customers on Facebook, and of course, more new customers and opportunities to tap into.

Facebook was first marketed to college students, but now, everyone, including brands, uses Facebook to promote their services, products and brand image to turn their customers into active followers and fans. Even small local businesses can manage to create a community for their local customers through a Facebook page or group to ensure they get more store visits and retain their loyal customers. Facebook pages also host a lot of popular personalities, celebrities, authors, influencers, musicians and non-profit organizations. With the significant amount of users that the platform has, it sure has a very diverse demographic and caters to a variety of market segments. Facebook is not a new platform, and by now, everyone realizes the importance of being present on it, so no need to stress on that anymore. The platform, however, changed a lot throughout the years since it first entered the online scene. Let’s look into that in more detail and learn how we can build a successful Facebook marketing strategy.


Building your Facebook marketing strategy


Having a Facebook page allows you to post content updates, raise brand awareness, collect detailed information and insights about your audience and how they interact with you, chat with your customers and deploy advertising campaigns to reach more people. You can achieve enormous influence, reach potential customers and create powerful connections with your audience if you do it right! To tap into this potential audience, a marketing strategy is inseparable from your online presence and identity.

One of the cornerstones of any successful marketing strategy is to be helpful, approachable and relatable to your audience. To do so, you need to be available where they like to spend their time, and that’s on social channels like Facebook. You also need to create and post helpful content and connect with consumers through chat and other forms of engagement on the platform. The platform offers many tools that will allow you to understand your audience and form authentic relationships with them. Think of it that way; your strategy needs to reflect commitment, consistency and relevance. Here are a couple of essential factors to consider when building your Facebook marketing strategy!














Define your audience and set goals for your page


The first step to targeting your audience effectively is to identify them. Think in terms of their demographic, their locations, their activities and behaviour on the social platform and their age. You also need to research and understand more about the basic demographics on Facebook and see where your current target audience stands. Audience Insights will help you understand your audience and potential customers in more detail. The tool can help you find information like their age, educational background, gender, marital status, language, location and more. So, make sure you identify your audience and understand who you are targeting precisely through this social channel.

Next, setting your goals and objectives is as important as identifying your audience. It’s easy to set goals that are based on vanity metrics like shares, likes or followers, but it is not the smart way to do it. Focus more on an overall broad marketing plan and set goals that reinforce and support your business objectives. Some of the goals that businesses can consider are increasing website conversions, improving community management and customer service, retaining clients or generating new leads. The next step is to make your goals more specific in terms of what you can do day-to-day to accomplish them. The main goal is that everything you do on Facebook, big or small, will support your goals and help you achieve them.


Plan your content ahead and be consistent


A content plan is how you go about achieving your goals. Your strategy will help you craft effective content and maintain a consistent brand tone. Mix your content up in a way that makes your page attract more people and serve different audiences. You can dedicate some of your content to educate and inform, and some to entertain and of course, promote your brand at the same time.



Make sure you provide value through your posts and use different styles when doing so. You can post images, links to your blogs or content on your site and video content. You can also make use of the Facebook Live feature to connect with your community and listen to them. Another type of posts that can be interesting to you if your service or website is content-based will be Facebook Instant Articles. It allows you to post photos and text in a format that loads quickly on mobile devices without redirecting outside the app.

Social networks are all about building connections and facilitating communications, so avoid building all your content in a way that appears sales-focused or aims at self-promotion only. A safe way to approach this is by dedicating only 20% – 30% of your posts to promoting your business, while the rest of the content should involve interactions with your followers and sharing ideas or informative material. This approach can help keep your brand’s profile engaging and worth following, while also protecting you from penalization by Facebook’s algorithm, which identifies brands that push sales forcefully.

As of how and when to post, that’s a very common concern, but there’s no perfect answer for it. The perfect answer requires experimenting, A/B testing, researching and analyzing. Look at your page insights and track engagements with your posts to understand what works best for you. Also, do your research around your industry, maybe there are specific tips that can help you determine when to post. What’s most important, though, is to make sure you post consistently and balance your schedule to avoid posting too many similar posts in a row.

Promote your Facebook page

Once your page is set-up and your content plan is in place, you need to optimize your profile to achieve your marketing goals. You need to make your page easy for people to find and distinguishable from other pages with your unique branding. If you didn’t already include a CTA button in your page, make sure you do that to encourage page visitors to interact with your brand or visit your store/website. It’s also necessary to optimize your page by thoughtfully writing your “about” section and your page’s description. Include an overview of your business, what it offers and any important updates that may affect your customers.

To promote your page and optimize engagement you need to spread the word about your page, start by adding it to your newsletter and incorporate Facebook action buttons on your blog or website to make it easy for people to find you. Another way to promote your business page on your website is through a Facebook page plugin. You can also link to your page in your bio in other social media accounts or post about it to drive new followers to your page. Or, you can encourage your customers to follow you by offering discounts to your followers and mentioning your profile in marketing emails, content updates or any messages you send out to your existing clients.

To optimize engagements, you need to post sharable and intriguing content, entertain your followers and engage with them! Your brand should be responsive to get the “very responsive to messages” badge, always reply to messages, comments and answer your audience’s questions. Being active is one of the best ways to boost engagement and get organic reach; it is a “social” channel after all.


Using Facebook Ads

Most of the posts you put out there on Facebook may not reach all your followers as you would expect. Why? Because Facebook’s Algorithm prioritizes content from users’ friends or family over business pages and brand accounts, which lowers your chances of appearing on your followers’ news feed. A Facebook ad is an advertisement that you pay for to share your content with your targeted audience. It helps you reach new users and uncover potential customers to optimize conversions. There are many goals that you can set for your campaign on Facebook; these include increasing brand awareness, boosting engagement, getting store visits or app installs.

Facebook Business is a very intuitive tool, the advertising aspect may seem overwhelming at first, but you have to start to understand how it works, look at its results and improve your performance with time. Here are some of the basic steps you need to take to start your paid media campaigns on Facebook.

Creating an ad campaign

The ad campaign is what ties all your assets together; it contains ad sets, which are groups of ads that target the same audience and share the same goals. Inside each ad set, you will create the ads themselves, which are individual posts with their creative and copy. You will need to choose an objective for your ad from 11 different choices that are broken into these main categories: conversion, consideration and awareness.

Create your ad sets

When creating the ad set, you will choose the placement, you can select automatic placements for your first few ads and change that later based on their performance. Next, you will choose your audience, and if you had an active campaign before then, you could select a saved audience. When creating an audience, you can specify information like age, gender, location, language and demographics. You can even make it more specific by choosing business pages that you think your audience is interested in.

Facebook ad formats

Your ad can be in many forms; it can be a static image, video, text or a creative with a link. Make sure you write a relevant and clickable headline and upload your creative asset based on Facebook’s recommendations to this specific format and placement. Remember that Facebook encourages using images or videos with minimal text.

Choose your budget

You can either choose a daily budget and set the amount you want to pay daily, or a lifetime budget if you’re going to run an ad for a specific time. When you choose a daily budget, your ad will run continuously, and the daily amount you specify may vary slightly every day. When you go for a lifetime budget, the amount you choose will be spread automatically over the time you selected. Also, pick the appropriate schedule for your ad set or have it start immediately if you want. The ads will go through a quick review before they start running.




Set up Facebook Pixel

The Facebook pixel is a simple code that you will need to place on your websites for tracking purposes. The pixel starts collecting data from your site’s traffic and will help you with remarketing campaigns, retargeting site visitors and audience information. It will help you also track conversions and build custom audiences for your future ad campaigns.

Once your ads are running, you can start looking at how they’re performing and see their results through your Facebook Ad Manager. The dashboard provides so many metrics to look at and determine your ads performance; you can filter them and customize them based on your goals and desired results. Some of the metrics to look at are impressions, clicks, reach, cost per action, relevance score and frequency. You can export your data, analyze it and create more successful campaigns in the future based on your findings!

Track and measure your performance


Once you’re all set up with your strategy, goals and content calendar, your daily tasks will all make more sense and run smoothly. However, it’s crucial to regularly audit your Facebook page, remove any outdated information or content and refresh your about section and page description if anything new comes up. You will also need to look at your performance and identify if anything in your strategy is not working as you expected. Tracking your results and measuring your success is the best way to enhance your Facebook online presence.

Use the comprehensive page insights provided by Facebook; it gives you an overview of your page’s performance – both organic and paid – with the most significant activities on your page highlighted. This reporting tool will help you track likes, reach, posts, page views and reactions through simple graphs. You can see which specific content or post received the most engagement, likes or views with a chronologically-ordered record of all your posts. You can even find more in-depth analysis, like average watch time and 10-sec views for video posts.

Looking into reports and understanding the data that this tool provides will help you measure your performance and enhance it. It will also help you track your ROI through performance indicators that you have set as goals or objectives for your business. It does take a lot of time and effort to be active on social media channels; your return on investment will show you if it’s worth your while!

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