Facebook Marketing: How to Drive Demand, Create Loyal Fans, and Grow Your Business on Facebook

Facebook is one of the most important social media channels you can use for marketing. Although younger people are moving away from Facebook, there is still a broad range of demographics using the app and website. There are 2.936 billion monthly active users of Facebook around the world and 57.1 million users in the UK. If you want to use social media marketing to grow your business online, Facebook is likely going to help you to do it. However, even if you use Facebook for personal reasons, putting it to use for business purposes is quite different. Apart from the basics of how to set everything up, you need to know how to use Facebook effectively to achieve your marketing and business goals.

Marketing with Facebook gives you the option to use both organic social media marketing and paid advertising. Both options can help you to grow your audience, create loyal fans, and ultimately drive demand for your products or services. Use this guide to help you grow your business on Facebook and off.

Using Different Types of Facebook Posts

One of the first things that you should be familiar with if you want to successfully grow your audience on Facebook is the different types of posts available. There are lots of different post types that you can use, and each of them can engage your audience in different ways.

Some of the Facebook post types include:

  • Text posts – basic text posts, which can be good for starting conversations but aren’t necessarily the most engaging
  • Image posts – add images or GIFs to your posts to make them more engaging
  • Video posts – usually the most engaging option
  • Links – add a link to your post and Facebook will provide a preview
  • Live video posts – go live to reach your audience directly and in real-time
  • Stories – a newer type of temporary post, similar to Instagram Stories

These post types don’t include Facebook ads, which can give you a broad range of other options such as carousel ads.

Using different types of posts will help you to engage your audience in different ways. When you play around with different posts, you can work out what’s most effective and gets you the results that you’re looking for.

Paid Advertising on Facebook

As well as organic Facebook marketing, it’s worth paying attention to the paid advertising options that are available on Facebook. The most basic option is the promoted post, which allows you to give any of the posts on your page a boost to get them out to a wider audience. Other ad formats include photo ads, Stories, Messenger ads, carousel ads, slideshows, collections, and even playable ads for apps.

If you want to take advantage of paid advertising options, it can give you some great ways to target your audience.

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Creating a Facebook Strategy

Creating a Facebook marketing strategy will help you to find your audience and grow your business on Facebook.

To start, you need to know who your audience is. Hopefully, you’ve already worked out that there is an audience for you to find on Facebook. But now you have to think about exactly who they are and how they use Facebook. You can consider some things such as their age, gender, location, occupation, and how and when they use Facebook. Facebook provides some great tools to give you insights into your audience so that you can see who is interacting with your page and posts.

Setting goals for your Facebook marketing strategy is also important to help you get started with growing your business on the platform. Why are you using Facebook? What do you aim to do with the tools that you have available? You might be aiming to improve brand recognition, drive traffic to your website, grow engagement with your audience, and more. When you set goals, make sure you come up with measurable goals using measurable metrics.

When you have your goals, you need to determine what content you’re going to post and when. Finding out what content works for you can take some time. You have to try out different things and determine what keeps people engaged. Using different post and content types will help you to work out how you can mix different types of content to achieve your goals. You can schedule your posts for different times too so that you can work out the best times for engagement.

Of course, whatever content you choose to share, it needs to be relevant to your target audience, engaging, and shareable. Not all of it has to be your content, though. It can also be beneficial to share links to content from other places. But you have to make sure that you’re creating your own quality content if you want to have things to post on Facebook and other social media channels.

Make use of Facebook tools to help you optimise your marketing strategy. You can use Facebook Business Suite and Business Manager to help you manage all of your Facebook tools. Facebook groups and chatbots can give you another way to engage with your audience on Facebook.

How to Track Your Results on Facebook

Tracking results is crucial to measuring your performance on Facebook and making the right choices. Fortunately, Facebook gives you some great tools to help you. Their analytics tools give you plenty of insights into how your page and posts are performing so you can see what you’re doing right and what you should change. Page Insights will give you key stats, such as your page views, likes, previews, and post reach. You can also see data for individual posts to see how much people have interacted with them.

But what are the most important metrics and how can you measure ROI? Which metrics you use will likely depend on your goals. If you get help from a Facebook marketing agency like Distribute Digital, you can make sure that you’re tracking the right metrics and optimising your campaigns.

Mihnea - Operations Director

Mihnea is an experienced marketing and operations director having managed the digital marketing strategy and execution across a number of channels for businesses of all sizes including global brands such as E.ON, Virgin Money, William Grant and Panasonic.

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