How to Use Facebook Marketing to Promote Your Business

Facebook is inarguably the first global social media platform that continues to enjoy a massive number of users to date. This popular platform offers businesses the undeniable opportunity to market themselves to a vast audience pool. Smart Facebook marketing can help you gain brand visibility, attract more customers, and grow your business.

Whether you are a small local business or an established corporation, Facebook offers plenty of space and opportunity to all businesses to cement their identity and broaden their reach universally. Let’s discover some Facebook marketing tips you can use to create a strategy that will work well for your brand.

 

What Is Facebook Marketing?

Facebook marketing is the process of promoting your business or brand on Facebook. It enables you to put your products, services, or offerings in front of users of this social media platform and promote your content through organic and paid means.

Through Facebook marketing, you can generate brand awareness and customer interactions that lead to conversions. This catch-all marketing term includes the following strategies to promote your business:

• Facebook ads
• Text, video, and photo content
• Paid or boosted content
• Facebook Marketplace
• Business pages
• Facebook groups
• Stories and reels
• Facebook Messenger auto-response chatbots
• Contests and giveaways
• Influencer marketing

Your marketing strategy will depend on your overarching goals and the resources and budget you can afford to expend.

 

If you are just curious to know how Threads differs from Twitter and how you could use these two and other social media platforms to meet your goals, we have you covered.

Why Is Facebook Marketing Important?

Facebook marketing has become crucial to many businesses’ overarching marketing strategy. The platform's popularity in the digital marketing world stems from various reasons, including its billions of active monthly users and the multifaceted marketing opportunities it offers.

Here are some reasons why Facebook marketing is a basic necessity for all social media marketers:

• Facebook is the market leader in terms of followers; it was the first social media platform to surpass one billion registered accounts. Currently, it has over 9 billion monthly active users. Plus, in the final quarter of last year, Facebook reported over 3.7 billion monthly users.
• Facebook accounts for 64% of all web traffic referrals from social media, so if you expect social media users to visit your website, Facebook is your best bet.
• In 2021, around 93% of marketing specialists used Facebook for their digital campaigns.
• American users spend around 33 minutes on Facebook daily, making it the social media platform with the highest level of engagement from its users.
• In 2022, Facebook’s overall ad revenue amounted to a whopping $113 billion, highlighting its rigorous use as an advertising platform.

Do You Need a Facebook Page for Your Business?

Yes! Setting up a Facebook page is the first step in your social media marketing journey on the platform. It will enable you to establish your presence on Facebook, create organic posts, and engage with your followers. It will also give you the opportunity to expand your horizons and explore paid marketing.

Here’s how you can set up your business page:

• Sign in to the platform using your personal account. Fret not; your personal information will not show on your Facebook page. Alternatively, you can create a new account with your work email.
• Open the menu and select “Create,” then “Page.”
• Enter all the relevant details, including your business name, industry category, description, etc.
• Once your page is live, click “Edit Page Info” so that you can add your business details, such as your website URL, and add new information to the “About” section.

Do You Need to Get Verified?

While you don’t need to chase after the verified status, it certainly helps establish business credibility. It shows that Facebook has checked to ensure your brand is legitimate. It communicates instant trust, which can be essential when reaching new audiences.

So, how do you get the much sought-after blue checkmark?

Facebook requires you to fill out its verification form to get the verified status. However, the platform is known to verify profiles and pages that belong to established businesses and renowned personalities.

That said, a verification prerequisite is ensuring your proof of identity links are non-promotional, independent content from high-quality sources. Having a physical business location also helps.

Do You Need a Facebook Ads Account?

While you don’t necessarily need to set up an ads account immediately, it can be the next organic step in your marketing strategy. Once your Facebook page is live, head to the Facebook Ads Manager to add an existing ads account or create a new one.

This way, you can launch an automated campaign, create a new one from scratch, or boost/promote the existing content on your Facebook business page.

How to Make the Most of Your Facebook Business Page

Your Facebook page is essentially a free marketing tool awaiting your use. It lets you create a robust identity and promote your offerings and services. It also enables you to craft your unique personality through customized content like images, posts, videos, stories, and more.

Your business page on Facebook gives you the creative freedom to develop your brand identity and authentically connect with your target audience. It’s the ideal platform to let your creative and perhaps funny side shine through your content.

Ultimately, the kind of presence you maintain on the page should align with your audience’s expectations. Share content connected to your business that will drive the engagement your brand desires.

While you must keep your target audience’s needs in mind, don’t be afraid of branching out and experimenting with your content occasionally. You might land on stories that resonate with your audience.

Use Facebook Audience Insights to discover what your community likes and would want to see. Curate your content intentionally and accordingly to benefit from healthy engagement on your page and achieve your marketing results.

Facebook Marketing Tips – How to Create a Comprehensive Marketing Strategy

Here are some Facebook marketing tips to help you create a robust and comprehensive strategy to achieve your goals:

Define Your Target Audience

Before planning a marketing campaign or aligning your efforts, you must define your target audience, i.e., your ideal prospective customer. Once you have narrowed down the kind of people you want to target, create a marketing strategy that caters to their needs.

When defining your target audience, consider their age range, location, hobbies, jobs, responsibilities, pain points and if you have solutions for them, and their Facebook usage. If you have an established page, you can rely on Audience Insights to assess your existing audience’s demographics.

It will give you an insight into your audience’s education, location, relationship status, spoken languages, hobbies, user statistics, past purchase activities, and more. See if the data at hand aligns with the type of customer you seek. If it doesn’t, adjust your content and keep an eye on your Audience Insights to see if there’s a shift in the type of audience engaging with your content.

Outline Your Objectives

Consider the “why” of your online presence. Why do you have a business page? Why do you want followers? The answer for most brands is two-fold: they want to increase their brand visibility and get more customers.

However, the goal isn’t always this simple. You need to assess your overarching goals and see if you wish to get more customers, build brand awareness, improve customer service, bring traffic to a physical location, or maintain a consistent social media brand image across all platforms.

The more well-defined your goals are, the more comprehensive and well-thought-out your marketing strategy will be. Also, make sure your chosen goals are measurable for better progress monitoring. Clarity on this front will help you tailor your strategy to meet your objectives.

Develop a Content Strategy

While it’s tempting to focus on the bells and whistles, i.e., charming, out-of-the-box ideas and additional features, you must create a fundamental content strategy that will work without an expiration date. What does that entail? Focus on the “what” and “when.”

Firstly, you must start with what sort of content you want to post on your page. Will you stick to business-related content or feature exclusive offers, discounts, or behind-the-scenes posts? Your safest bet is to start with content your audience wants.

It could include:

• Industry and company news
• Helpful tips or tutorials
• Customer testimonials
• Promotional content
• Exclusive product launches
• Open-ended, engaging posts & more

Once you have built an audience, unleash your creativity. Partake in social media trends and branch out with the content you post.

Secondly, you must decide when to post your content. Use Facebook Audience Insights to assess the best time to post, i.e., when your audience is most active on the platform. You can also experiment with different times and days to see when you get the most engagement.

It’s best to plan your posts so that you have upcoming content at all times. Otherwise, you run the risk of suffering from social media droughts when you have no content to post. It will result in a dip in the engagement you work so hard to maintain.

Optimize Your Business Page

Here are some tips to help you optimize your business page on Facebook:

• Set up a profile photo and a cover photo. You can choose your brand’s logo and other marketing material for both.
• Create a custom page URL and have an accurate business category.
• Have a detailed “About” section containing relevant brand information.
• Use call-to-action buttons like “call now” or “book now” to drive results.
• Pin a post highlighting your latest exclusive offer, promotion, or helpful content you want your audience to access easily.

Always update your contact information and display it properly. This includes your email address, URL, phone number, and mailing address – if you have a physical store or customer service location.

 

Invest Your Time & Effort in Facebook Advertising

Facebook provides businesses with its own form of advertising via Facebook ads, which appear on the side column of the website. They feature a headline with ad copy, an image, and a click-through link to a Facebook page, app, or website. These ads have the potential to skyrocket your traffic and sales.

Facebook ads feature includes:

• Demographic targeting based on user data, such as location, age, education, and hobbies
• A/B testing of ads, in which you can run multiple ad versions simultaneously to compare ad content, design, and more.
• The ability to set specific ad budgets
• Built-in ad performance assessment tools
• The benefit of advertising to your particular area, which works wonders for local businesses

Facebook ads have the benefit of reading the largest potential audience across social platforms, which makes Facebook the best place to post ads for most businesses. Your advertising cost can vary, depending on your targeting and the competition you might have to face.

You can use Facebook ads to increase your engagement and increase the “likes” on your business page, as it will ensure your posts appear on your followers’ news feeds. This way, you can encourage more user interactions, giving you more conversions/opportunities.

When Should You Use Facebook Ads?

There isn’t a one-size-fits-all approach to this question. That said, here are some steps you must take before experimenting with ads on your business page:

• Garner at least a few 100 likes
• Define your marketing goals
• Create at least 20 or more organic posts
• Set up Meta Pixel
• Create multiple creative designs and content for each ad
• Devise an A/B testing strategy for your ads

Create a Facebook Ad Campaign

While running a full ad campaign is a lot of work, it’s certainly worth it – especially if you wish to grow your business. That said, you will need to create ad groups and creative copies, settle launch dates, and run multiple ad formats.

You can run a paid campaign with different budgets, but make sure to hone your targeting skills to stick to your budget. The best time to run a campaign is when you want to build momentum for a promotion, product launch, or event.

With proper targeting, you can ensure your ad viewer thinks, “This is the ad for me!” Research is key in successfully running an ad campaign. If you lack the resources, time, and research to run one, working with seasoned pros who can seamlessly run your campaign and help you achieve your targets is best.

 

Install Meta Pixel

Formerly known as Facebook Retargeting Pixel, Meta Pixel is an analytical tool or a snippet of code you can install on your website to enable tracking, targeting, testing, and analytics for Facebook and Instagram ads. You only have to set up the code once per website.

Here’s how you can install Meta Pixel:

• Log in to Facebook Events Manager and select “connect data sources” in the menu on the left.
• Choose “web” as your data source and click on “connect.”
• Enter your website URL. Depending on your website’s program, you might be able to select the one-click integration. Otherwise, you will have to install the code manually.
• Click on “add events” and “from the pixel” in the overview tab of the tool to track the events you need to assess.
• Enter your website’s URL and click “open website” to choose buttons on your website to track as an event on your Pixel. It does not require any coding. You can assign different roles to the buttons on your website, including “search,” “purchase,” and “contact.” Make sure you have enabled pop-ups in your browsers for smooth functioning.

 

Use Facebook Marketplace to Encourage Local Sales

Facebook Marketplace is an effective business sales channel for local brands. Even though it might appear to be a modern alternative to a garage sale, with most sellers clearing out their basements and garages, Facebook Marketplace welcomes business listings.

If you’re a local business looking to grow your customer base, you must try the listings option. If you sell nationally, you can promote your shop website and products via the Marketplace. This way, regional and national frequenters of Facebook Marketplace will get to know about your offerings.

Boost Your Posts

If you’re new to Facebook advertising and don’t know where to begin, you can test the waters by boosting your posts. It entails turning a regular, organic post on your business page into an ad.

Well-thought-out boosting can result in more followers and conversions. These posts are also more affordable since you specify your budget up front to ensure your posts can reach a specified number of users, increasing those posts’ reach and impressions.

You might ask why you should pay to ensure your followers see your post. Shouldn’t they see your post on their feed anyway? However, that isn’t true. Your followers might see your post if they are scrolling through their feed when you post your content. However, there are no guarantees, as a Facebook user’s feed is swamped with numerous posts.

This is where boosted posts come in. They increase the likelihood of your content being seen by your followers. Simply click the button underneath your chosen post to promote or boost a post. While these posts offer flat rates, they lack the comprehensive targeting offered by Facebook ads.

Sponsored Stories

Sponsored stories are a type of Facebook ad that shows a user’s interaction with your content. These stories work on the “word of mouth” concept; you can show a user’s friend performing the action you want the user to perform, such as liking your page or making a purchase, etc.  

These stories get preferred positioning, and they can appear in the news feed or on the sidebar. You can create sponsored stories through the Facebook ad create flow.

What Types of Posts Can You Use for Facebook Marketing?

Here are seven types of posts you can use for Facebook marketing:

Text

If you want to use a text-first approach in your posts, make sure to create compelling and helpful content. If your post only features text, it can get lost in the algorithm. You can use a colorful background for a post under 130 characters to help it stand out.

Keep text posts short, succinct, and question-based for maximum engagement. You can also take an alternate route and share a relatable or funny opinion or thought.

Photo

Posts with photos, infographics, or other graphics can increase your reach. You can add as many images as you want to your post. However, if you have more than ten pictures to share, it’s best to create an album.

Your photo posts can feature behind-the-scenes updates, product development pictures, workshop photos, data visualizations, and a play on viral memes or trending topics.

Video & Live Video

Videos work wonders when you want to make an impression on your audience. You can start with explainer or demo videos for your offerings.

Then, you can offer event coverage videos and short, behind-the-scenes reels. You can also post helpful interviews with industry pros and intros of your core team. Moreover, you can post product shoots and webinars.

Furthermore, live videos also work well in holding your audience’s attention. Q&As are a successful format for live videos. You can also go live with demo videos and helpful industry/ product hacks.

Facebook Stories

People and businesses share one billion stories daily across Meta’s family of apps. You can post vertical content, links, text, stickers, videos, images, and more using Facebook stories. Story videos can be up to 20 seconds on Facebook. As with other Meta apps, your story will disappear after 24 hours.

Pinned Posts

You can choose an existing post on your business page and pin it; the post will remain on the top of your page till you unpin it. This can work well for a welcome aboard message or an introductory post for a relatively new brand. You can also pin posts with crucial links to events and pages or offer customer support. Your pinned post can also feature your latest promotion.

Links

You can center your posts around a specific link to an external source, such as your website. These posts can also contain media, such as images or reels.

Special Posts

These posts refer to specific cases, such as Facebook Groups, events, and fundraiser posts.

Running a group on Facebook can be a lot of work, especially if you already have a business page. However, it can help you build a community of loyal prospects. That said, you must create and post content on this group to keep its members engaged.

You can also create tailored posts for charities and fundraisers. It will help you connect with your audience and positively impact the community. Don’t forget to pin your fundraiser post.

Lastly, you can create an event post that will feature in a separate “Events” tab on your page. It will also be listed in Facebook’s Events section to ensure people can discover your event.

Facebook Marketing – How to Promote Your Business on the Platform

The truth is that learning about the best Facebook marketing tips alone is not enough. You must dedicate ample time, research, and resources to your marketing efforts to successfully promote your business on this social media platform.

Depending on your goals, you need to devise a Facebook marketing strategy that might include running elaborate ad campaigns. You need a budget, experience, research prowess, and more to successfully run such a campaign.

If running a Facebook marketing campaign seems challenging, you can hire a digital marketing agency to do the job for you.

CDP – Home to the Best Facebook Marketing Services

At Content Development Pros, we understand that you might not have the time or resources to devise a Facebook marketing strategy and successfully execute and monitor it. That’s where our professional marketers can help you.

We give you the opportunity to increase your brand awareness and conversions through high-performing Facebook Ads, targeting your ideal audience.

At CDP, we provide Facebook marketing services so you can run exhaustive ad campaigns spanning weeks and months without worrying about expending your own resources. We offer the following benefits:

• Competitive Facebook ad campaigns
• Campaign research and optimization
• Niche audience targeting
• Goal-oriented strategy
• Ad A/B testing
• Compelling ad copies
• Comprehensive campaign tracking
• Performance reporting & so much more!