Facebook Marketing

Sara Martín
5 November, 2021

Facebook Marketing is continuously evolving. If you are not up to date you’ll fall behind. 

Facebook has millions of daily active users who search, view and buy all types of products and services. Therefore, being present on this social network is vital for your business. In addition, thanks to its advertising platform, you can increase the impact of your content.  

If you are not using Facebook as a marketing channel for your brand, start from here.

It’s time to plan your strategy and succeed.

Why Facebook Marketing

Having a Facebook Page for your company or personal brand is essential for your marketing digital strategy.

Especially because:

  • You can increase your reach. 
  • You can create a community around your brand.
  • You have a window for selling your products or services. 

Tutorial about how to get started with Facebook Marketing

How to include Facebook marketing in your digital strategy?

First you must to be sure you are present on this social network.

You might be able to get by without some other social media platforms but Facebook is a must in your social media plan.

It’s the social channel with the largest number of users and it allows you to create ads with both Facebook and Instagram.

 Follow the steps:

  • I am not present on Facebook yet

 If you don’t have a Facebook Page yet, then you have to start from the beginning.

Create your Facebook personal account

In order to open a Facebook page for your business, first you must open a personal account to be able to manage it. So if you didn’t create a profile yet, you must do it. It won’t take you but more than a few minutes.

If you have chosen a temporary password, don’t worry, you can change it whenever you want from Settings > Change password.

▶️ Create a Facebook profile ◀️

Create your Facebook page

The next step after setting up a personal profile is to create your own business profile on Facebook. A Facebook fan page to give a professional look to your profile and to base your Facebook marketing strategy on.  

▶️ How to create a Facebook Page for businesses ◀️

Delete your Facebook Page

Do you want to delete your personal Facebook profile or your company page? 

▶️ How to delete your Facebook page ◀️

  • I already have presence on Facebook

If you already have a Facebook page setup but you want to create a new one or delete the old one, check the following link to start over.

Plan your Facebook strategy


Now that you have created your Facebook Page for your business, it’s the moment to start designing your marketing strategy on this social network.

🚀 How to grow on Facebook

1️⃣ First step: Competitor analysis

What are your competitors doing on this social network and how?

Analyzing your competitors closely doesn’t mean copying them, rather extracting valuable information about what works for them and what doesn’t.

2️⃣ Second step: Define your objectives

After having analyzed your competitors, you must stop to thoroughly think about the objectives you want to reach with your Facebook marketing strategy.

These objectives are the ones that will allow you to keep growing and reach the visibility that you were looking for.

Once you have thought about your targets, it’s time to give some shape to your strategy…

3️⃣ Third step: Optimize your page with your objectives in mind

👉 Personalize and optimize your account

      Your brand image on Facebook is vital.

  • Describe your business carefully.
  • Add your logo or brand image.
  • Choose the tone and language that you are going to use on this social channel.

👉 Talk to the public which will help you achieve your objectives

One of your objectives should be choosing your ideal target audience.

A public that will become advocates of your brand and will buy, recommend and enjoy your products or services.

Not all is a bed of roses with your public or community… you will also have trolls, and some users will deserve to be blocked. 

You can block users from ‘Settings’> ‘People and other pages’> ‘Banned people and pages’> Search the username and ban access to the page.

And if you want to unblock the person from your page, follow the same steps and click unban.

You can also link your WhatsApp Business account to your Facebook fan page. This way, users can contact you on WhatsApp in just one click or you can make Facebook Ads and have people respond on this instant messaging app.

Manage your fan page or company page messages on Facebook: your community will appreciate you responding to them and interacting with them by resolving questions or receiving feedback. 

There are several ways to manage your messages: from your browser, from the Facebook Messenger app, or from Metricool, where you have all the options in the same tool.

👉 Design the content that you are going to publish on your page

You should establish your content plan with at least one month in advance, oriented towards your ideal customer and the targets that you want to achieve. It will allow you to work with planning and without unnecessary stress.

📅 How to schedule a post on Facebook

Decide the content to post

You must know that you have to be constant and active if you want your Facebook marketing to thrive. This means to publish daily or even several times a day, reply to all the comments you receive, etc.

Besides, it’s important to vary the type of content on social media to avoid boring your followers and increase Facebook engagement.

Even, you can schedule your content on Facebook with Metricool. Discover what is the best time to publish to increase your engagement.

Remember that if you plan your content, you can edit scheduled post Facebook in both Creator Studio and Metricool

Photos and videos

After the texts, photos and videos are essential parts of your content to boost interactions.

✅ They capture the attention of users.

✅ They encourage users to share your content.

Before you start publishing without rhyme or reason, you must know the image and video’s dimensions supported by each social network. Otherwise, your content could be cut-off, pixelated or might not even display at all. Take care of your image as you might not be able to give that crucial first impression.


Polls are very popular on Facebook, most of the companies make this type of content because the results are astonishing.

✅ Polls increase the reach of your Facebook Page.

✅ They improve the engagement.

✅ They help you to know your followers’ opinions.

✅ They build a relationship with your users.

Do you think that using polls is a good idea? How to create polls on Facebook!


A Facebook contest is another type of publication that you can make, it works very well and brings good results. You can learn some of its advantages here: 

✅ It increases your followers

✅ It improves your reach

✅ It’s a good strategy to build loyalty with your followers

✅ It helps you to drive traffic to your site

Set up a Facebook Shop on Your Page

If you’re looking for a new avenue to promote your products, you should consider adding a Facebook Shop to your Page. It’s incredibly easy to do, and comes at no added cost to you.

▶️ How to set up a Facebook Shop ◀️


It is one of the tools that Facebook puts at your disposal to share photos, videos and multimedia content in 360 degrees.

🔎 How Facebook 360 works


Live video is becoming more and more important on Facebook with every passing day. It’s a direct way to connect with your audience and get them to participate in your content.

According to Vimeo, 78% of users on Facebook are watching live video.

🎥 I want to know more about Facebook Live


Share short videos, up to 30 seconds long, on Facebook. Show your company’s more casual side and increase your community.

It’s simple: you have an idea, record it in 30 seconds, edit, and share.

🚀 How Facebook Reels Work


Facebook Stories allow you to create casual, spontaneous content to attract followers.

Create content that lasts 24 hours with the creative tools Facebook provides: get your followers to engage with you and build community.

🎥 Everything you need to know about Facebook Stories

Measure your Facebook marketing strategy

A social strategy is worthless if you don’t monitor your results, you could be doing well or the opposite. 

This is why it is crucial to monitor and understand what you are doing right and what you are not

There is plenty of data that you can extract from Facebook:

✅ The growth of your community

✅ Followers balance

✅ The impact of your content

✅ The interactions of your community

✅ The engagements

Analyzing all this data allows you get to know your community and understand how your Facebook marketing strategy is performing.


Other factors to consider for your Facebook marketing strategy 

But this is not all, there are other actions and terms that you must know to have your Facebook marketing strategy under total control.

Understanding Facebook algorithm

Facebook’s algorithm or EdgeRank is a group of calculations that helps Facebook to decide the content that will be displayed to you. A real headache for Community Managers.

You must know this algorithm to understand the most popular content on Facebook and what the algorithm considers in its formula to give more visibility to some publications over others. 

Join Facebook Groups

Facebook groups are reserved for different users with common interests, where they share their knowledge or information.

There are many possible objectives that a Facebook group can have: 

  • Branding
  • Positioning your company as a model
  • Customer service
  • Entertainment
  • Mastermind etc…

In short, there are three common and general factors that provide an answer to the question: 

Groups have a place in which part of Facebook marketing? 

  1. To share information and keep in contact with the members of the group
  2. Create content or see the content of other members
  3. Communicate with members of the groups through a private chat.

Contact Facebook

If you have an issue with the platform, it’s important that you sort it out as soon as possible. If you don’t solve the situation, you must contact Facebook, this article might help you with this part…

➡️ How to contact Facebook ⬅️

Advertising on Facebook 

To increase your reach and get the most out of all the opportunities that Facebook digital marketing brings, you must advertise on this platform.

But first of all… Do you know what Facebook Ads is? If not, I recommend you this little guide

Facebook Ads have multiple advantages such as:

  • Improve the visibility of your publications
  • Increase your followers
  • It allows you to choose who will view your ads
  • Improve the sales of your products

Facebook Ads is a multi-device advertising platform, that is, its ads will display in any kind of device and can reach any type of audience. 

If you don’t know anything about Facebook Ads, find an updated guide for beginners.

Facebook Business Management

Facebook Business Manager is a free tool on Facebook for operating and managing marketing activities related to your business. 

From here you can create ad campaigns on Facebook, analyze their performance and results and manage your company’s fan page.

What is Facebook Business Manager?

Before you start your ad campaigns on Facebook, you must know what Facebook pixel is. This is a Javascript code that you can insert on your website. This code allows Facebook to access your page so you can optimize your Facebook ad campaigns.

This pixel gathers all the data related to your website so you can get the most out of your ads on this social platform. Get to know the audience that visit your page, try to reach that target with your ads and make your campaigns profitable.

To find inspiration for your ads visit Facebook Ads Library

Do you want to learn more about where to find this Facebook pixel to insert it on your site? Find a complete tutorial below so you can start using it: 

Everything about Facebook Pixel

You must decide your objectives before starting your Facebook Ads campaigns. This platform offers three different categories for your ads:

  • Awareness
  • Consideration
  • Conversion

Once you choose your objective, it’s time to configure your ads following these phases:

▶️ Choose your target audience: it is easy to create your own segmentation

▶️ Decide the location of your ads

▶️ Choose your budget and dates

▶️ Select the type of ad, Facebook will offer you several options

🚩 Learn here how to run a remarketing Facebook campaign step by step

Measure your Facebook ads

As important as measuring your social media strategy is to measuring your actions on Facebook Ads.

You will have information about your ads, how many people click on them and whether they are profitable or not. 

So, if you want to learn more about how to measure your ads on Facebook and make them profitable, you can check the following article about Facebook Ads metrics:

➡️ How to make your Facebook investment pay for itself

➡️ Everything about Facebook Ads metrics

Facebook Ads is a platform where many companies invest a lot of money with the objective of getting more visibility, making their investments profitable and increasing their sales. 

Differences between Facebook Ads and Instagram Ads

If you want to learn more about Facebook Ads, start creating your first campaigns and learn how to measure their performance, you need a detailed guide for your Facebook ads:

This is complete guide about how to carry out your Facebook Marketing without missing a single strategy… So, it’s time to get started with your strategy on the most popular social network.

Do you have any question? Let us know in the comment section

Sara Martín


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