A Guide to Social Media Marketing on Facebook

  1. Chapter 1 – An Introduction to Social Media Marketing
  2. Chapter 2 – A Guide to Social Media Marketing on Facebook
  3. Chapter 3 – A Guide to Social Media Marketing on Twitter
  4. Chapter 4 – A Guide to Social Media Marketing on Google+
  5. Chapter 5 – A Guide to Social Media Marketing on Linkedin
  6. Chapter 6 – Planning for Social Media Success

Founded in February 2004 by Mark Zuckerberg, Facebook has grown enormously to become the world’s most prolific social network. As of 2014, it has 1.35 billion active user accounts and counting! Almost two thirds of Facebook’s users log in to their profiles every day to keep in touch with friends and to share and comment on web content. The network is also extremely popular for businesses of all sizes – According to Facebook’s Dan Levy, some 30 million small businesses had an active Facebook page by the third quarter of 2014.

In this chapter, we’ll take a look at how businesses are using Facebook to reach out to new customers, increase website traffic and connect with their existing customers and followers.

Why Businesses Use Facebook

Facebook has an enormous global reach, making it an invaluable platform for businesses to grow brand awareness. It costs nothing to create and maintain a Facebook business page, and it presents a simple way to share relevant industry news and content. In fact, almost two thirds of Facebook users decide to follow a brand page after making a purchase. This, in turn, encourages users to recommend and invite their own friends to ‘like’ business pages that they have had rewarding experiences with.


Let’s take a look at some of the key benefits of using Facebook for marketing your business:

  • Provides increased exposure for both your website and your brand.
  • Provides website traffic by way of content sharing.
  • Facilitates lead generation.
  • Improves your search engine rankings.
  • Free to use, though paid advertising opportunities are also available.
  • Offers valuable insights into your marketplace and your competitors.
  • Allows you to communicate directly with your audience.
  • Allows you to create and promote company events.

Setting Up Your Facebook Business Page

Your first task should be to set up a Facebook business page. The website provides a simple step-by-step wizard where you will be asked to choose a name for your page and provide details about your business.


However, there is a bit more to creating a good Facebook page than completing the wizard alone! You will need to complete your profile to include an ‘about’ page, a profile image, a cover image and, if you’re a local business, your opening hours and location.


Your profile image and cover image are two of the most important elements of setting up your business page! They are typically the first things that people will see when they visit your page for the first time. Typically you’ll want to stick to using your company logo for your profile image. Choosing a suitable cover image is a little more complicated, since you’ll need something that both attracts the attention of your potential followers, while also capturing the essence of your business. You are not allowed to display any promotions or price information in your cover photo. Instead you should consider showcasing your main products, or choose a lifestyle image that reflects the theme and values of your business. For best results, keep the style consistent with that of your website, as this will help people to recognize your brand more easily.

Gathering Likes


Creating your business page is just the first step, and making the best use of your page requires a long-term commitment. Social media marketing is all about knowing and engaging your target audience rather than bombarding people with sales pitches, and Facebook is no exception to this rule. One of the main things that makes a business page tick is people ‘liking’ it. When someone likes your brand page, they will receive updates from it in their own timelines, and the more likes your page has, the more popular it is. It will take time to build up a large follower base, but it is essential that you build it up organically, as trying to take shortcuts, such as buying followers,  only ends up being counterproductive. After all, where is the value in fake customers?!

Growing the number of likes for your business page may be done in a number of ways, but most importantly, it means sharing great content that is relevant and interesting to your target audience. Look to newsworthy information about your business and its industry, or other relevant content, to share with your followers, but keep it interesting! Amusing or informative content is what will earn the most likes and inspires your followers to spread the word about your business. On the other hand, constantly posting sales pitches will likely have the opposite effect and turn your followers off.

Another way to get people to like your business page is to follow others. Social media is community-driven, and it relies heavily on two-way interaction and sharing. By liking other pages and joining groups related to your business, you’ll likely find that many return the favour, increasing your exposure in the process.

Best Practices for Facebook Marketing

The average Facebook user has over two-hundred friends, and they all ‘like’ and follow numerous pages. The typical users’ timeline can get very cluttered with the constant stream of updates from friends, brand pages being followed and promoted content. Facebook uses a sophisticated algorithm to prioritize what is displayed on users’ timelines in order to show the most relevant content. As a result, and as a Facebook marketer, you need to make every effort to stand out and have your message reach its intended audience.


Let’s take a look at some of the most important tactics for success:

  • Everything that you post or share on Facebook is content, but the emphasis should always be on quality and relevancy rather than quantity. Always ask yourself, before posting or sharing content, if your target audience are likely to want to see it.
  • Remember to mix up your content types as images lead to significantly higher engagement. For example, a small online accommodation directory, Dreams of Cornwall, managed to build up a huge following partly by posting beautiful images of the region.
  • Time your posts carefully to help ensure they reach as many people as possible. You’ll need to experiment a bit to get your timing right, since it varies greatly depending on your industry and your target audience. For example, telecoms company Orange Poland took advantage of a spike in mobile Internet usage during the summer months to target more people.
  • Build up your community by getting involved and showing your business’s human side. Social media marketing is just as much about listening as it is about talking. Responding to comments and thanking followers for their contributions will help to build up trust in your brand. At the same time, participate in related user groups and engage with other pages that you like.
  • The importance of checking your posts before publishing them cannot be stressed enough. Credibility can be severely hurt if your posts are littered with errors and mistakes.
  • Try to avoid using automation software that posts content on your behalf. This will undoubtedly detract from the personality of your brand. Likewise, avoid sending mass invitations to events or begging people to like your page.
  • Don’t post too many updates in a short time span. Your posts will have less exposure due to the way that Facebook’s News Feed algorithm works, and it will only annoy your followers anyway! There is no set rule on how often you should post, but most businesses find that two or three times per day works best.

Success with Facebook marketing relies on becoming a known and respected authority in your niche. Grow your authority by posting and sharing excellent content that people that users want to read and share on their own timelines. As long as you place the emphasis on quality over quantity, you will be on the right track.

An Introduction to Paid Advertising on Facebook


Facebook provides a number of paid advertising opportunities that you can use to promote your products and services to a wider audience. You can access the Facebook Adverts Manager by clicking on the arrow in the top-right corner of the page and clicking “Create Adverts”. Facebook provides a simple wizard that allows you to tailor your ads for a specific goal. Some typical goals include increasing website traffic, promoting your business page or increasing conversions.

Let’s take a look at some of the most effective ways to utilize Facebook’s paid advertising service:

  • Promote your business page or an individual post to temporarily increase its visibility. Promoting a page or a post is a great strategy to use for promoting a new product or service or a special offer.
  • Target your advertising to a specific audience based on factors such as age, gender, location, education and more. Facebook displays relevant ads based on the habits of users, and you pay a nominal fee whenever someone clicks on one of your ads. For example, Grant’s Scotch Whiskey saw great success by targeting relevant interest groups across 40 countries as well as those who liked their business page.
  • Other objectives that you can choose for your paid advertising campaign include raising attendance to events, promoting an app or promoting a special offer.

Final Thoughts

Your business needs to be committed to its Facebook page by monitoring audience engagement and posting regular content. You must not leave your business page to stagnate, but you also must not bombard your audience with updates. As you post and share content and participate in the community that grows around your business page, you’ll learn more about your audience and the marketing tactics that best work for you. One final note, be sure to make use of Facebook Page Insights, in the administrator panel of your business page, to analyse your performance.

  1. Chapter 1 – An Introduction to Social Media Marketing
  2. Chapter 2 – A Guide to Social Media Marketing on Facebook
  3. Chapter 3 – A Guide to Social Media Marketing on Twitter
  4. Chapter 4 – A Guide to Social Media Marketing on Google+
  5. Chapter 5 – A Guide to Social Media Marketing on Linkedin
  6. Chapter 6 – Planning for Social Media Success