Introduction to Facebook Marketing: How to Grow Business on Facebook

Written by Burcin Genc

Today, there are many potential benefits that Facebook pages can still bring to any business. It is even possible to say that some of these advantages make having a Facebook page as important as having a website. But of course, this is only possible by making the right decisions to take the right steps by using the right resources. In the following part of the article, we will try to explain what you need to pay attention to and how you can use Facebook in the most accurate ways as a professional.

Before we talk about the subtleties of creating a Facebook page and give you the most important tips for Facebook Marketing, let’s first look at what benefits a Facebook Business Page can bring to your business.

Benefits of Facebook Business Page

Facebook has 2.5 billion users with a yearly growth acceleration rate of 8%. That’s huge! Imagine this amount of users signing into this medium every single day and 1.66 billion of them are active users. That means we’re talking about an expansive ocean full of fish. And a Facebook Business Page is the best way to gain access to potential users. 

Here are some other data about Facebook users:

  • 2.26 billion daily active user families (11% growth, year-over-year)
  • 74% of Facebook users are high-income earners
  • The fastest-growing group on Facebook are users aged 65+
  • Only 10% of Facebook users live in the US or Canada

Let’s look at some other benefits Facebook offers to your business:

  1. By using marketing efforts like contests, newsletters, or giveaways, businesses can collect email data from Facebook fans in order to connect with their target audience outside of Facebook. 
  2. Setting up a Facebook Business page is free. That means you can create a strong community for $0 until you start paying for Facebook ads, which requires a much lower budget to benefit from when compared to TV, print, or radio ads. 
  3. With Facebook ads, you can be certain. It is possible to laser target the real users that have great potential to turn into customers by using their location, demographics, and interest data. 
  4. If you post on Facebook regularly with entertaining and valuable content, building a base on a medium that actually belongs to users, you can easily build loyal customers. 
  5. Being active and responsive enough on your page provides you with real engagement and when people search social media to find your products and services, that will give you the chance to appear attractive to them. 
  6. By posting your website link, you can easily drive traffic to your website and turn your Facebook audience into real buyers. If you use Facebook insights and post correctly, having a Facebook Page will impressively increase your web traffic.
  7. The information you write in the About section of your business page can have a huge effect on your SEO. So you better choose to use relevant keywords and define your products and services in the most accurate way.
  8. Facebook is a great medium to reach the target audience on their phones. You can give potential customers quick access to your reviews, address, hours of operation, and phone number to call directly from the Facebook app. So it’s also a great gateway for customer services.

If you have made up your mind and decided to have a Facebook Page after we’ve shared the benefits, you’re on the right page. It should be extremely exciting and also a little bit frightening for you to be joining 70 Million other businesses that have Facebook accounts already. But don’t worry, we’re here to guide you. 

How to Build Facebook Pages For Businesses

Facebook is a medium of customers. The reason we say that is because personal profiles are the majority of Facebook. That makes it the perfect place for a business to show its presence. This is why the first thing you should do is create a Facebook Page.

Actually, business pages are very similar to personal profiles. Facebook only minorly differentiates business pages from personal pages. For example, you connect to a personal profile by using the “Add as a friend” feature, but to connect to a page, you just like it and become a fan, not a friend. 

Tip: Remember that Facebook doesn’t let businesses use personal profiles. So if you choose to run a personal profile for your business, you take the risk of it getting shut down.

1. Creating A Facebook Page

First, you should know that Facebook Pages can be created and managed by a personal Facebook account. But no worries about your personal data, it won’t be shared or visible on your business page if you don’t want it to be. 

So, go to ‘Create a Page’ and select your page category.  

The reason Facebook offers two categories is simple: it offers different and better customization fields depending on your category. 

After choosing your category, it’s time to customize your page. 

2. Customising a Facebook Page

Although Facebook lets businesses change their name or URL, it would be better to choose a wise name for your page from the very beginning. In most cases, it won’t be appropriate to make changes after you gain fans. It can damage their trust and loyalty. 

Try to add a relevant profile picture and cover photo that will give the correct identity to your page. Remember that it will give the first impression and appear on the search results and news feeds of your fans when you post something. 

The last step is to add a short description to your page. You can add a short, welcoming, and descriptive text here about your business, products, and services. It must be 255 characters max. 

Content Types on Facebook

If you are using social media marketing, posts are the core elements you should focus on. If you shape your posts around good ideas that will attract your target audience’s attention, they will more likely be interested in liking your page to stay in contact and hear more from you. You should also know more about which times to post or reach out to your potential customers. Here are some types of content of Facebook posts you should definitely know about:

  • Facebook Images: According to BuzzSumo, posts with images get 2.3 times more engagement. The size of your Facebook images on a post should be 1200 x 630.
  • Facebook Links: Posting links is a great gateway to direct your fans to other content you create that you believe will impress them. 
  • Facebook Video: 100 million hours of video is watched every day on Facebook. So videos can be your best option because 54% of people want to see more video content from marketers. You can upload MP4 or MOV files.
  • Facebook Live: You can share live streaming videos instead of sharing pre-produced video content. Before going live, don’t forget to write a descriptive and impressive title to your live video.
  • Facebook Instant Articles: This feature makes it possible to share your text and visual content with your followers without making them leave Facebook, so it offers a seamless user experience. Users are 20% more likely to click on Instant Articles.
  • Facebook Virtual Reality: Facebook Virtual Reality offers users the opportunity to post 360-degree videos that make it possible to share an extremely immersive experience.

Targeting & Advertising on Facebook

Facebook is one of the best targeted advertising platforms as it gathers so much demographic data about its users. It is possible to create targeted ads for specific education levels, ages, locations, or even devices. So you can choose exactly who can see your ads. 

Facebook ads are based on impressions or click. All bids that are similar to yours can be seen so it’s easy to understand if you are on par with the other competitors. 

You can choose from a variety of Facebook Ad types like videos, offers, leads, canvas, carousel, and many more. And each of them has different advantages that will be beneficial depending on your strategy. 

The better you target your ads, the more success you’ll get. And these tight-targeted ads make it possible to create different ads for different groups. 

Tips to Understand Facebook Algorithm

In general, the Facebook Algorithm determines where and when posts and ads appear. It continues to evolve and improve every single day with the aim of providing better user experience. This also alerts marketers to stay relevant and track what they should expect. 

To create more meaningful interactions, Facebook made a significant change in its algorithms, which is known as ‘Facebook Zero’. With this update, Facebook prioritized posts from people and deprioritized professional posts from brands. This means that content shared by friends and family and recommendations are more valuable now. 

Thus, it’s now also very important to focus on the content with great ideas that feed your community. 

Track your results

As in every other social media marketing strategy, it’s very important for Facebook to keep an eye on your metrics. Tracking and analyzing your results and comparing them with the goals you’ve set, makes it possible to determine your Return On Investment (ROI). 

Here is how you can calculate your ROI: total revenue generated from your campaign divided by total ad spending. Instead of calculating ROI, you can look at your overall campaign metrics and review the performance of individual ads and ad sets.

Comparing ad sets is also a must. Make sure you’re comparing campaigns that have the same goal when you are analyzing the performance of the campaigns. Here are some other metrics to go through while you’re making adjustments:

  • Click-Through Rate: Divide the number of times your ad was clicked on by the number of times it was shown.
  • Clicks: The total number of clicks that the ad set received.
  • Cost Per Result: The average amount you paid for each action.

Bonus: A Useful Tool and a Guide for an Effective Social Media Planning

In order for you to plan and track your social media activities (including Facebook) easily, take a look at our Social Media Marketing Planning Guide and learn how to create a social media marketing plan, the characteristics of the main social media channels, and some tactics for you to use in your social media marketing activities. Moreover, here’s our tool for Social Media Marketing Planning for you to practice and exercise on how to create new plans, execute them, and track them.

Social Media Marketing Tactics

Here’s a wide range of Social Media Marketing tactics we have prepared for you to implement to your growth marketing activities. You can choose the tactics according to your main goals (Brand awareness + traffic generation, conversion, and retention) as well as the difficulty level (beginner, intermediate, advanced).