Facebook marketing guide for 2023
Facebook marketing is not optional. Facebook is the most used social platform in the world, with 2.29 billion daily active users.
It's not all holiday photos and humble splurges, either. For 53.2% of internet users between the ages of 16-24, social media is the main source of brand research. And 66% of all Facebook users visit a local business page at least once a week.
Moment of truth: You should be on Facebook.
But what should you do first? Do you need to post ads? What should you post about? Does creating a business page mean you are in Metaverse?
What is Facebook marketing?
Facebook marketing is the practice of promoting a business and brand on Facebook. It can help businesses build brand awareness, grow an online following, collect leads, and sell more products or services.
Facebook marketing tactics can include:
Organic text, image or video content
Paid or "enhanced" text, image, or video content
Facebook stories and reels
Facebook ads
Facebook groups
Contests and sweepstakes
Chatbots or automatic responses to Facebook Messenger
Influencer marketing campaigns
How to set up Facebook for Business
For those who work on little or no budget: You can do Facebook Marketing absolutely free.
Optionally, you can accelerate your growth through paid services, such as Facebook ads, enhanced content, or influencer/association campaigns.
Let's start at the beginning: your company's Facebook page. Whether you just do this and share organic content, or follow the rest of the tips in this article, you need a page.
Create a business page on Facebook
1. Log in to Facebook using your personal account. Your personal information will not appear on your Page, but you can also create a new Facebook account with a work email address if you prefer.
2. Open the menu (the nine dots on the right side) and click Create, then Page.
3. To create your page, enter:
a. Name: Your company name
B. Category: Start typing to see the available options. For example, "retail" or "restaurant".
c. Description: A sentence or two that describes what your business does. You can modify this later.
4. Congratulations! Your page is active. Click Edit Page Info to add more to the About section, add a website URL, and more. I'll cover exactly how to optimize your new page later in this article.
Verified on Facebook (optional)
You don't need it, but it helps. How do you get the little blue check mark like cool tags?
Verified Pages mean that Facebook has checked to make sure the person or brand is who they say they are. It conveys trust (which is important because 72% of people say they don't trust Facebook).
Technically, getting verification is as simple as filling out a form. But in fact, Facebook only checks profiles and pages belonging to well-known companies or public figures.
It can be difficult to get your profile verified, but it is very easy for companies of all sizes, especially if you have a physical site. The key is to ensure that your proof of identity links are independent, non-promotional content from quality sources.
Check out our complete Facebook verification guide for more tips.
Open a Facebook Ads account (Optional)
It's a good idea to create a Facebook Ads account even if you don't plan to use it right away.
Once your business page is set up, go to the Facebook Ads Manager (now part of the Meta Business Suite). You can add an existing Facebook Ads account or follow the instructions to create a new account.
You can now start an automated campaign, create your own from scratch, or promote ("boost") existing page content.
Not sure if you're ready for Facebook ads? You're given tips on when and how to get started later in this article.
How to Create a Facebook Marketing Strategy in 7 Easy Steps
1. Define your audience
Before you do anything, you must first define your ideal potential customer and what they want on Facebook. Then create a marketing strategy and content around that.
Every article on social media marketing says this.
...because it's true.
At the very least, you need to define your target audience by answering the following:
What age group do they fall into?
Where do you live?
What types of jobs or job responsibilities do they have? (Most relevant to B2B brands.)
What problem do they have with [your industry/product]? (And how are you solving?)
How and when do they use Facebook? (At work, home, doom the scroll before bed?)
Not sure where to start? If you already have followers on your Facebook page, check Audience Insights within Meta Business Suite to see the demographics of your current audience.
The Meta's Insights area offers more than basic information, including:
academic interests
marital status
location
Interests and hobbies
languages you speak
Facebook usage statistics
previous purchase activity
Does your data match the customers you want to attract? Excellent, keep up the good work. Little bit? Adjust your content strategy accordingly, and look at your vision to see what works to convert your audience into the audience you want.
This data is also valuable for ad targeting if you want to explore Facebook ads.
Ready to go deeper? Here's how to get all the information you want from Facebook Audience Insights.
2. Define your goals
Why do you want followers? What do you want them to do? For most businesses, the answer is "buy something."
But it's not always about the money. Other common goals for a Facebook Page are:
Create brand awareness
Improve customer service
Maintain a consistent brand image on social media
Drive traffic to a physical site
Your Facebook marketing goals depend on your overall marketing strategy. Do (Need a refresher? We've got a free marketing plan template for you.)
3. Plan your content strategy
There is no need to complicate this. Your content strategy is:
what you are going to publish
when you post it
what do you post
Will he share behind-the-scenes glimpses of his operation? Will you publish exclusive discounts? Will you stick to work or include some fun and games?
Let your imagination run wild with ideas - Ha! I'm kidding. You will post what your audience wants, right? From all that research you did in Step 1, right?
Although creativity is encouraged. Mix what you know about your target audience with what you think will work well. (PSST: We've researched the best social media trends so you don't have to.)
Think of your Facebook content strategy as Groups. Each cube is a theme.
for example:
Industry News
company news
Tuesday Tips, where you can share a short tutorial on your program
Reviews/testimonials
New products and promotions
You got the idea. And you know what makes everything, including creativity, more fun? Grammar!
Some classic social media content strategy rules to keep in mind:
Rule of Thirds: One-third of your content is your ideas/stories, one-third is direct interaction with your audience, and the last third is promotional content.
The 80/20 rule: 80% of your content should be informative, entertaining, and educational, and the remaining 20% can be promotional.
when you post it
Once you've decided what you want to post, deciding when to post it is the last piece of the puzzle.
As mentioned above, Facebook Audience Insights can help you here, although our research found that the best times to post on Facebook are between 8:00 a.m. and 5:00 p.m. m. and 12:00 p.m. m. Tuesdays and Thursdays.
Not so fast. This is a great generalization. Like everything else in your strategy, experiment! Experiment with different times and see when you get the most engagement.
It's easy to keep up with Hootsuite Planner. Everyone on your team can see upcoming posts, collaborate on drafts, and spot any gaps before you hit an oh-shit-I-need-a-post-right-now content emergency.
4. Optimize your page
Whether you've created your Facebook business page or have had one for a while, make sure you have:
A profile photo (your logo works great) and a cover photo. (See our social media image size guide for current specifications.)
A call-to-action button, such as Book Now.
Contact information, including URL, phone number, and email address.
A detailed about section.
A pinned post with your latest promotion, offer, or FAQ.
A custom page URL. (For example www.facebook.com/hootsuite)
A precise business category. (Ours is an "Internet company").
If you have a physical business location, also ensure you’ve added a street address.
5. Try other Facebook tools
1. Create a Facebook group
Combos require a lot of moderation and attention to be successful, but they can have powerful results.
2. Push interaction with Hootsuite mailbox
Hootsuite Inbox allows you to respond to direct messages and comments from all of your social media platforms in one place. In addition to responding faster, it also allows your entire team to manage communications without repeating work or losing anything.
Find out how much time you will save:
3. Try the Facebook Marketplace for local sales
While you might think of Marketplace as just the modern alternative to Craigslist, it's actually a solid business sales channel, too.
Bonus: Download a free guide that teaches you how to convert Facebook traffic into sales in four easy steps with Hootsuite.
Get the free guide now!
By 2022, Facebook Marketplace ads will reach 562.1 million potential people. While most sellers are people who clean out their basements, business listings are welcome, even in lucrative categories like auto sales and real estate (where regional laws allow).
It's free to create listings, which makes it a must-have for local businesses. If you sell nationally, consider promoting your store's website as well.
6. Install Meta Pixel (formerly Facebook Pixel)
A Meta Pixel is a small piece of code that is installed on your website to enable tracking, testing, targeting, and analytics for Facebook and Instagram ads. You only need to configure it once per website. (And wait, you've already linked your Instagram account to your Facebook page, right?)
To install Meta Pixel:
1. Log in to Facebook Events Manager.
In the left menu, click Connect data sources.
2. Choose Web as the data source, then click Connect.
3. Give it a name and enter your website URL.
Depending on what your website is running on, one-click integration may be available. Otherwise, follow the prompts to install the code manually.
4. Set up the events you want to track.
On the Pixel Overview tab, click Add Events, then click From Pixel.
Pixel summary add events
5. Enter your URL and click Open Website.
You will be able to define buttons on your site to track as an event using pixels. No coding is required. Assign a function to each button, such as "store", "contact", "search" and more. Make sure your browser allows pop-ups to function properly.
7. Try Facebook Ads
Facebook ads can increase traffic and sales, but launching a campaign can be overwhelming.
You may also be wondering how much Facebook ads cost. (Spoiler: it varies. You're welcome.)
Facebook ads reach the largest potential audience of any social platform, up to 2.11 billion people as of 2022. In other words, that's 34.1% of Earth's total population aged 13 or over.
If you want to get started with social media advertising, Facebook is the best place to start for most businesses. There's a lot to learn, but our step-by-step guide to creating your first Facebook ad campaign makes it easy.
But are you ready?
When do you start using Facebook ads
The day after you create your shiny new business page isn't the best time to test Facebook ads. But letting someone else arbitrarily tell you when you're ready isn't the answer either. heh.
Yes, as with most things in marketing, there is no right answer or KPI that can tell you when to start experimenting with ads.
I would say you should have these things first:
At least 100-page likes (followers)
metapixel settings
Clear goals for Facebook marketing
At least 20 posts on the page (ideally more)
Multiple creative assets per ad
A/B testing strategy
The easy way: boost your post
Post “boost” is Facebook lingo for taking an ordinary Page post and turning it into an ad.
Momentum is the gateway the content marketing experts warned you against. Side effects of success include conversions, audience growth, and a new appreciation for digital advertising.
When should you consider it: If you're completely new to Facebook ads and want to test the waters. Promoted posts are relatively cheap since you set your budget upfront
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