Facebook Marketing: The Ultimate Guide (2021)

What is Facebook Marketing?

Facebook marketing is the social media platform that offers organic posts, paid advertisements, social media pages for branding, social media groups for discussions, and allowing brands to sell their services with a highly targeted audience.

Why Opt For Facebook Marketing?

Digital marketing offers various techniques and strategies to marketing and promotes your business. 

Social media marketing, SMS marketing, SEO, paid ads, email marketing, blogging, and so much more.

So, let’s take a closer view on why you should market and promote your business on Facebook.

1) Excellent reach

I already mentioned more than 2 billion monthly active users on Facebook, which is close to 2000+ million. 

This clearly means that Facebook can give you excellent reach in terms of targeting users and customers all across the globe.

2) Amazing targeting

Without proper targeting the audience, you won’t be able to generate enough sales and revenue for your business. 

With the help of Facebook, you can easily promote and advertise your products to your audience based on their demographics, income status, interests, likes, and a lot more.

Such an amazing range of targeting option is not available with any other social media marketing platform but Facebook.

3) Others are doing it

More than 3 million businesses all across the globe are using Facebook for advertisement, marketing, and promotion of their products. 

So, if others are doing it, then you should also try your hands with Facebook marketing.

4) Amazing organic reach

The other reason why you should be using Facebook marketing is that it offers you amazing organic reach. 

People say that organic reach on Facebook is dying, but this is not at all true. On Facebook, you can still share content that brings value to the people and get amazing organic reach.

5) Allows integration

The last in this list of why you should be using Facebook marketing is that it allows you to integrate with other marketing channels. 

You can integrate your Facebook marketing efforts with other online marketing strategies like email marketing, content marketing, SEO, blogging, and so on.

What Are The Benefits Of Facebook Marketing?

Now let us understand what the benefits of Facebook marketing are.

1) Involves low cost

Companies are always skeptical about their marketing budget, especially the small-scale companies. 

So, if you are looking out for cheaper marketing solutions, then Facebook should be your go-to choice.

Traditional marketing activities like TV ads, print media ads, and billboards can cost you thousands of dollars. But, on the other hand, the Average Facebook Ad cost per click: $0.27. 

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This makes Facebook an ideal option for small and medium-sized businesses with a small marketing budget. 

2) Share information about business

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One of the most important aspects of Facebook marketing is the business page which will allow you to share all the important information related to your business, such as:

1. Address and location.
2. Business information.
3. Website link.
4. Phone number.
5. Timings.
6. Type of business and so on.

Such type of information is vital to attract customers and engage them with your Facebook page.

3) Share content

Content is the king, and you already know it.

And Facebook gives you an excellent opportunity to share content related to your business or niche. It allows you to upload videos, pictures, go live, share blog posts, and so much more.

This will help you communicate with your customers and allow them to see what business you are involved in.

4) Engage with customers

The other benefit of using Facebook for marketing and promotion is that it allows you to engage with your via direct message, tagging them, or replying to their queries via the comment section.

This will help you increase your business’s credibility and build a long-term relationship with your customers. It will also help you in winning over the customers’ trust. 

Apart from this, you can also share information related to your product or services indirectly to your customers via Facebook.

5) Provide customer support

With Facebook, you can offer much better customer service as compared to other traditional marketing methods.

For example,

On Facebook, your customer can raise a query or doubt with regards to your product. And you can simply answer it by tagging the customer in the comment section.

This will ensure the customers that you are concerned about and care about them.

6) Drive traffic

If you are struggling to increase your website traffic, then you should start using Facebook. 

Facebook can prove to be the gold-mine of traffic for your business, provided that you use it wisely.

In fact, for my personal blog, Facebook is the number social media channel that contributes maximum traffic to my blog.

You can do this by simply sharing your website content or blog post on Facebook. You can also link your website in the about us section of your Facebook page and drive traffic.

If you want more targeted traffic, then Facebook ads can be the best option.

7) Targeted advertising

More than two million users on Facebook, and Facebook can analyze the information of users which they post on their profile. 

Hence, as a business owner, you can pay to Facebook and use people’s information to deliver highly targeted ads to them.

Facebook gives great ad targeting as compared to any other social media platform in the world.

Plus, it is way cheaper than any other social media site in the world.

Different Formats Of Facebook Advertising

One of the most effective ways of marketing and promoting your business on Facebook is by running paid ads. 

So, if you want to know how many types of Facebook ads there are, keep reading this blog post till the end.

1) Image ads

With the image-based ad, you can show the picture of your product, service, or brand with the option footer. 

You can run image-based ads from Facebook ads managers by using new or existing photos from your business page.

Image-based ads is best suitable for:

• Increasing the interest of customers in your brand or services.
• Showcasing your product or service image.
• Increasing the brand awareness and reach of your product or services.
• Sending a simple message via product image.

2) Video ads

Video content consumption is increasing day after day. So, if you want to get the maximum benefit from your Facebook ads, try video advertisements. 

Video ad allows you to showcase your product or service using the power of video content. 

Such types of ads are highly converting in nature and can be shown across Facebook, Instagram, Audience Network and Messengers.

Following are the benefits of video ads:

• Product your product or services in a brand new way.
• Showcase how to use your product.
• You can also grab the attention of users quickly with video ads.
• Deliver a strong message.

3) Carousel ads

If you have got multiple products to show, then Carousel ads are the best to show. 

This type of ad allows you to show more than one image or video along with headline and CTA.

Such type of ads are highly converting in nature and can be used in the following ways: 

• Promote multiple products along with links.
• Highlighting the features of one product.
• Explaining the benefit of your product.
• Telling a story.

4) Instant experience ads

If you want to highlight your brand’s product or service visually, you can use Instant experience ads. 

This type of ad opens in full-screen when someone taps on the ad from their mobile device.

Such type of ads can help you with:

• Capturing the attention of the audience in quick time.
• Adding more content to your ad and making it appealing.
• Highlighting your product features and benefits.
• Telling a story about your brand.

5) Collection ads

If you are into the e-commerce business, then collection ads are the best suitable for you. 

Such an ad will allow you to showcase your multiple products and services and allow users to purchase your products.

Tips For Facebook Marketing Strategy

Now you might have got a detailed overview of what Facebook marketing is, why businesses should use it, and different formats of Facebook advertising. 

Now, let me give some tips, tricks, and actionable advice that will take your Facebook marketing game to the next level. 

1) Create a Facebook business page

The first and most important step you need to take while starting Facebook marketing is creating a business page. 

Your business page will be the entire heart and soul of your entire Facebook marketing campaign.

Whether you want to run ads on Facebook, drive traffic on your website or promote your products and services, A Facebook page is a must.

Without having a Facebook page, you cannot think of promoting your business.

Today, most businesses have Facebook. From small-scale startups to large MNCs, everyone is using it. 

For example, Zoho, a top-rated software company in Chennai has also created their Facebook page to better connect with their customers.

2) Create Facebook group

Of course, a Facebook page is important, but having a Facebook group will take you to the places you deserve. 

In terms of reach, engagement, and conversions, Facebook group beats Facebook pages, and there is no doubt about it.

The Facebook group will help you in creating a community of loyal fan following and customer base. 

The only downside of Facebook groups is that you cannot run ads on them. That’s why I would suggest you have a Facebook group and a Facebook page for your business.

3) Don’t’ post without a content calendar

Publishing content without having a proper content calendar is just like food without salt. 

Having a content calendar is one of the most effective ways by which you can take your Facebook marketing game to the level of awesomeness.

A content calendar can serve as a framework for your business plan to share the content on Facebook. It will also keep you well-organized and keep you on track of all your Facebook marketing activities.

4) Optimize your pages

To get the maximum benefit from your Facebook business page profile, you need to optimize it better. 

For example, you need to fill in the name of your business, your business’s category, and other contact info, website link, address, and other relevant information about your business.

Upload a high-quality profile picture that speaks on what your business is all about. 

A great option for your profile picture can be your business logo or brand name. Along with a profile picture, you also need to have a stunning cover photo that goes with your brand.

Check out this example of a profile and cover picture by TCS.

5) Use Facebook stories

Whether you agree or not, but the organic reach of Facebook business pages is decreasing day after. 

That’s why you need to look out for different ways by which you can promote your content on Facebook.

This is where Facebook stories come into the picture. 

Facebook stories provide you with an amazing opportunity to showcase your business or a brand and increase engagement. Similar to Instagram Stories, Facebook stories can contain visual content like images and videos. 

Also, they disappear after 24 hours.

The downside of Facebook stories for business is that only business pages can only post stories using the mobile app only.

6) Take help from Facebook

Suppose you are having any trouble with regards to creating a Facebook business page, running ads, or anything else. In that case, you can always think of taking help from the Facebook business help center.

This business center has got many actionable resources, guides, tips, and advice on Facebook marketing.

7) Narrow down your audience

I already mentioned that there are more than 2 billion users on Facebook and simply cannot target every. That’s why you need to focus and narrow down your targeted customers or audience. 

The more specific you can go about your audiences, the better it will help you in creating marketing strategies. 

One of the best ways by which you can narrow down your audience is by creating buyer personas. 

8) Boost posts

Now here comes the most amazing aspect of Facebook marketing, i.e., boosted posts. Boosts posts are Facebook ads that you can create from existing posts on your Facebook page.

Boosting a post on Facebook will help you get more likes, shares, comments, and better engagement on any particular post. 

You may also reach new people and get more customers.

9) Use Facebook Pixels

You have created Facebook ads, and visitors are landing on your website. 

But how will you know which web page they are landing on and how they are interacting with your website?

This is where Facebook Pixels come into the picture.

Facebook Pixel is nothing but a javascript code that you need to embed into the header section of your site. 

Whenever a visitor takes any action by landing on what you want to track will appear on your Facebook Ads Manager account.

You can track activities like buying products, filling up a form, or downloading an ebook.

10) Use custom audiences

One of the best things that I personally like about Facebook is that it allows you to create a custom audience. 

For those who don’t know much about custom audiences, let me explain to you a bit.

Custom audiences allow you to run your Facebook ads campaign for the specific group of people who have already interacted with your brand. 

So, this type of ad allows you to narrow down your targeting options.

Such types of ads will also give you a better conversion rate as compared to normal Facebook ads. Plus, their CPCs are also very low.