Social media marketing provides powerful tools in 2024, and today, we're doing a deep dive into the best practices and insider solutions for a Facebook marketing strategy. 

The sheer number of tools for Facebook marketing can be intimidating, which is why we're breaking it down into digestible bites of information.  

Whether you want to get more impact out of your Facebook posts or expand your robust Facebook marketing efforts, all the tools you need are provided here.

Let's get started exploring all the potential of your Facebook ad account. 

Keep reading or jump directly to each section: 

What is Facebook marketing?

Simply put, Facebook marketing is the process of using one of the largest collections of consumers in the world to reach the target audience of your business, organization, or awareness campaign. 

The Facebook platform includes a growing list of tools, techniques, and data to effectively enhance your marketing strategy.

Why should you use a Facebook marketing strategy?

Now more than ever, there are so many reasons to use Facebook content strategy for marketing and to build brand awareness.  

Massive audience

Scouting out your target market is easier when you start with a Facebook database of 3.27 billion users. Social media managers love to know where people are congregating, and one of the top spots is the digital landscape of Facebook pages.  

Advanced targeting options

With Facebook analytics and expansive targeting possibilities, your Facebook ad campaign can be hyper-focused on the audience you need to reach.  

Plus, that target market can be changed as often as necessary to showcase your brand to the right people at the right time.  

Cost-effective advertising

One of the things we like best about the Facebook marketing options in the Business Suite is the transparency in pricing. You don't feel like you're constantly being upsold.  

At the same time, you'll get direct information about how much more it will cost to reach a specific number of people on your Facebook page. It's 100% possible to stay on budget and still reach key consumers or get audience growth.  

Diverse ad formats

Some people like creative photo campaigns. Others are drawn to emotional videos on a Facebook page.  

Whether your target audience prefers stories, videos, or Facebook posts, the variety of Facebook marketing formats continues to expand in 2024, allowing you to create content that resonates with your target audience.  

Detailed analytics and insights

Crunching numbers to track key performance indicators – from impressions to click-through rates to conversion rates – comes standard with a Facebook ad account.  

Nearly immediate analytic data allows your Facebook marketing plan to remain a living, breathing product, adapting to the needs of your focused audience through the insights tool.  

Increased brand awareness and loyalty

We'll dive into this topic a little later in more detail, but your Facebook marketing strategy can put you on the map with consumers you might not otherwise reach.  

Consistency in your Facebook page posting strategy builds a larger audience that breeds brand loyalty.  

Integration with Instagram

Meta's product list includes Instagram and Facebook.  

Using the Meta Business Suite, you can create Facebook advertising with customizable cross-platform marketing to Instagram. That includes stories, reels, and posts to raise brand awareness.  

Retargeting capabilities

Whether Facebook users like a post or video, add an item to their cart, or comment on a piece of media, that data is sorted into its own category for retargeting potential.  

This allows more direct access to people who already have a positive opinion of your brand voice.  

Mobile optimization

One of the biggest mistakes those with business pages make is assuming their customers use one device or another.  

As the digital footprint leans heavily into mobile consumption, Facebook offers tools, techniques, and topics that thrive on mobile platforms.  

Competitor presence

One of our favorite Facebook marketing tools is the competitor tracking option, where you can see exactly what your top competitors are doing. Plus, you'll quickly see newcomers who are going after your clicks, taps, and revenue. 

Types of Facebook ads

If it has been a while since you've set Facebook goals or refreshed your Facebook marketing strategy, it's important to stay current on the most advanced way to sell products or services.  

Then, come up with content ideas and calendar those Facebook posts or ads.  

Image ads

From simple to sophisticated, your Facebook page marketing strategy can start with a single photo. Beyond that, explore the creative image ad options, such as: 

  • Facebook Feed 
  • Facebook Stories 
  • Facebook Marketplace 
  • Facebook search results 
  • Facebook Reels ads 

What's even more impressive about Facebook's arsenal of advertising tools is how seamlessly they integrate with organic content.  

Even though sponsored or paid ads are clearly disclosed, they don't have that "hitting a brick wall" feeling that a commercial does when it's on live television.  

Video ads

Strategically created video content quickly became the bread and butter of building brand awareness, especially with the multitude of creative tools available for social media accounts.  

Plus, if you can create ads with powerful music, engaging storytelling, or even user-generated content, videos tend to have powerful potential for new customers. 

One caution here – don't blindly buy into all the statistics about video being preferred over images for consumers if you aren't one of the big brands with an even bigger budget.  

Consider the cost vs. reward, storytelling capabilities, and A/B testing to find what works best to build awareness for your specific business. 

Scrolling turns to swiping when you enlist the help of carousel ads to showcase products under your business name.  

As the name suggests, carousel ads are a series of photos that rotate horizontally as Facebook users swipe through the options. The secret sauce of the sequences builds engagement through interactive content. 

Slideshow ads

Too often, the carousel and slideshow post types are used interchangeably. They aren't the same thing.  

A slideshow takes a series of impressive photos and creates a video feel. There's less interaction from the user but more potential for them to be engaged longer in your content.  

Collection ads

Focusing on mobile first, the Facebook collection allows more versatility within a product type compared to carousels.  

The display shows your brand's profile picture, with a "hero" photo and three smaller photos of options.

Instant Experience (Canvas) ads

No matter what type of ad you choose to use, you can parlay engagement by setting up an Instant Experience. Simply put, that means when people interact with your ad, what appears to be a new page pops up.  

You'll control all branding, content, and information provided on the Instant Experience through Business Suite. Plus, Facebook offers a searchable database of ad options for this relatively new feature.   

Lead ads

Facebook Lead ads forgo clunky forms and instead create simple, tap-friendly digital sign-up sheets that let users express interest in your business without leaving their feed. 

Exceptionally easy for the mobile user, you control the calls to action and information options when designing the Lead ad.  

It's one of the easiest ways to get new customer information or find out specific personal details, such as marital status.  

Dynamic ads

Previously known as Facebook Dynamic ads, the Meta Advantage+ Catalog ads are a plug-and-play option to efficiently, yet expansively, reach target audiences.  

The beauty of this advanced integration is the use of AI tools mixed with the Facebook user's search, payment, and purchase history.  

No more pouring over audience growth numbers to find target demos for dozens or hundreds of ads – Meta Advantage + Catalog ads do the heavy lifting for you.  

Messenger ads

Facebook Messenger ads reach specific people directly through private messages, accessible only to the targeted user(s) and not in public forums.  

Using Facebook bots, your marketing strategy can also include instant responses if you're not set up for 24/7 message monitoring. 

Stories ads

Stories ads on Facebook (and Instagram) display in full screen, vertical formats that blend seamlessly into users' Stories feeds, making them less disruptive and highly engaging.  

As a bonus, users scrolling through Stories can't get from an organic post to another organic post without at least seeing your ad in between.  

Playable ads

These ads, which are posted on social media channels, allow the user to taste what's to come in the game with a short, interactive experience.  

Plus, you'll get the work in brand awareness and a call to action within the experience. 

Event ads

Your special event, grand opening, or annual festival can get a significant boost from Event ads. Simply create a Facebook event, and then you choose where the ads will appear.  

For example, you can post Event ads as a Facebook post, in the Facebook feed, through Facebook Messenger, or in Stories.

Plus, they give your social media a chance to get a follow or like, even if people can't attend that specific event. 

Page likes ads

Not all Facebook marketing strategy steps need to include a product, event, or opportunity. Sometimes, just building your fan base is important.  

That's where Page likes ads come in, as they are designed to simply attract followers. If your motivation for Facebook advertising is to get more followers or page likes, this option makes the process straightforward. 

Offer ads

Within your Facebook ad account, there will also be an Offer ad option. Think of this more like a discount code or digital coupon.  

By sending out sale or discount information, consumers can save the savings information and use it online or at brick-and-mortar stores.  

In addition, each person who interacts with the Offer ad will get notifications to use it before it expires.  

How to set up Facebook for business

Setting up a business Facebook page is relatively easy, especially with the expansive features in Business Suite, the replacement for Business for Facebook.  

Step 1: Create a personal Facebook account

The process starts with creating a personal Facebook account or logging into your current account. 

Step 2: Create a Facebook business page

The business page you're creating is built using the "Your Pages and Profile" on a desktop and "Create new profile or Page" from the mobile app menu icon.  

The system will guide you through the process of setting up your brand's Facebook page, complete with information about how to compete with other high-ranking sites in your niche. Here's our step-by-step guide to creating Facebook Business Pages. 

Step 3: Set up your Facebook business manager

Once your business page is set up, you'll get immediate access to Meta Business Suite (formerly known as Facebook Business Manager).  

One of the first things to do is set up the suite of services on the opposite device you're using to create it.  

For example, if you're making the page on a desktop, look for the "Take Meta Business Suite with you on the go" to get it on mobile.  

Step 4: Add your business information

It's easy to get wrapped up in all the bells and whistles of the Business Suite, but it takes time to fill out everything correctly as a starting point. Check that your cover photo and profile photo fit the sizing requirements.  

Step 5: Add and verify your business assets

Visit the Facebook Security Center to see if you have the option to verify your business. While not required, getting verified opens up access to some advertising tools.  

However, not all companies or organizations will be eligible.  

Step 6: Set up Facebook ads manager

Once you're set up in Business Suite, click or tap the Facebook Ads Manager option to go directly to the Account Overview.  

While the suite of services offers some ad options, that's mostly for posting organic content, like a blog post or social media content.  

Facebook Ads Manager gives you and any designated page managers a way to control, budget, target, and track campaigns and ads. Double-check that your payment method works.  

Step 7: Optimize your business page

Review your Facebook business page handle, description, and any other text to maximize SEO keywords for your brand. Even things like ALT text in photos and descriptive file names for images will go a long way toward optimizing your page for SERP.  

Step 8: Set up Facebook Pixel

Now, it's time to go to the Meta Pixel setup. What is Meta Pixel? Using a unique code, your website and the brand's Facebook page are tied together to provide actionable insights for ad campaigns.  

Conversely, you'll be able to see what ads led people to your website and what decisions or purchases they made from there.  

Don't forget to add the code to your website for it to take effect.  

Step 9: Use Facebook Insights

Much like Meta Pixel, Facebook Insights helps you discover trends, analyze data, and set benchmarks for performance.  

The only caveat here is that Facebook Insights focuses on how people interact with your business Facebook page and not your website. 

As a bonus, Instagram Insights has also been added to this model.  

Effective Facebook social media marketing strategies for business

Experimenting with all the tools Facebook offers for ads and marketing can lead you down an unhelpful path if you don't carefully calculate your steps.

Define clear goals

Is your brand a startup? Have you neglected your Facebook page for a while? Do you need a surge in sales or followers? Each brand will have tactical steps to take to reach its goals.  

Figure out what matters most and prioritize three to five topics for the first 30 to 90 days. After the deadline, evaluate the data and reevaluate your goals.  

Optimize your Facebook business page

Any business owner wants their website to be number one in search engine results, but ideally, you get your Facebook page or other social media sites ranking in the number two spot.  

This is where optimizing for your target audience and using SEO best practices come in again.  

Google made many big changes with core updates and spam updates in 2023 and 2024, so you must stay on top of that guidance and adjust your keywords and presence on Facebook accordingly.  

Post high-quality content consistently

Facebook marketing efforts can't be championed simply by throwing money at the ad account. You need great content that resonates with your audience.  

Create a content strategy and use the content calendar in the Business Suite to schedule posts days, weeks, or one month in advance.  

Utilize Facebook Stories

A content calendar isn't complete without having a place for Facebook stories, which can also double as Instagram stories and vice versa through the business suite.  

You can mix in paid ads on Stories with organic posts, such as new products or new articles, to tell a more comprehensive and budget-friendly story.  

Engage with your audience

Imagine if you walked into a store and said hello to the salesperson with no response. Then, you had to ask for a dressing room key twice, only to be greeted with a hefty sigh from an employee.  

No customer, even in a digital realm, wants to be ignored or feel unimportant. You build brand awareness and loyalty by interacting with customers. 

In a more pragmatic sense, Facebook's algorithm gets all excited when page owners are interactive, which will give your page more authority and relevance. 

Leverage Facebook ads

Facebook marketing strategies should come with a healthy balance of ads. Whether you just want to boost a few posts a month or build a solid video library, try various methods to see which ones stick with your target audience.  

Use the Facebook ads library to keep an eye on your campaigns and be more organized with your content.  

Too many ad types can be easily overlooked without a strategic approach to organization and Facebook analytics.  

Create Facebook events

Use the events function on a Facebook page to complement your brand. Sure, things like store openings and Black Friday sales are low-hanging fruits to pick, but also get creative with your events.  

For example, perhaps you could offer 10% off for teachers on National Educators Day or encourage people to stop by for a costume party with the kids on Halloween.  

Run Facebook contests and giveaways

Explore the possibilities of Facebook contests, but your first stop should be the monetization promotion guidelines in the Business Help Center.  

It's not as simple as making a Facebook post, and the "first one to comment wins a free product."  

Some restrictions include:  

  • No contests can happen behind a paywall. 
  • Gambling, including online lotteries or virtual betting experiences, is a no-no. 
  • Contests cannot be done with the intent of building a larger audience, such as offering a free cup of coffee for every new follower.  
  • You cannot ask for payment for people to participate. 

Leverage Facebook groups

For brands with the bandwidth, create a Facebook group where loyal fans and newcomers can interact with each other and account administrators.  

For example, Peloton has a members-only page mixed with product announcements and conversations with other users.  

Collaborate with influencers or partners

Social media is the hub for collaborations, where businesses and organizations can partner with celebrities, influencers, or other companies on social posts.  

Look for local influencers that fit the vibe of your brand and seek out opportunities to work together or share content to reach a wider audience.  

Incorporate user-generated content

From the beginning, Facebook pages brought a new era to sharing photos. It's one factor of Facebook that never went out of style.  

With strict copyright laws and privacy rules, getting permission from the owner of a photo or video and then being able to share it provides a win-win for exposure, embracing authenticity and showcasing engagement. 

As a bonus, Google SERP really likes authentic, non-stock photos taken by real people, provided those images are high-quality and relevant to the content. User-generated content benefits your social media profiles and your website.  

Schedule posts for optimal times

Every social media analytical platform believes it has the magic recipe for the ideal time to post images or videos on Facebook. The truth is two-fold.  

First, your brand goals and audience largely dictate when those people are active.  

As an example, Chipotle will likely have more engagement just before lunch or around the dinner hours, while Dunkin' Donuts might thrive online in the early morning hours.  

Second, before you make an organic post or ad post, Facebook's intuitive analytics will offer you the time(s) your audience is most active.  

Experiment with Facebook Live

Facebook Live is a powerful marketing tool that allows you to communicate with your audience in real time.  

Here are a few ideas to get your mind churning:  

  • Restaurants: Showcase the specials of the day while interviewing the chef. 
  • Fitness centers: Walk through the "Workout of the Day" to encourage people to show up.  
  • Community events: Highlight your local philanthropy by showing your team preparing to run a 5k or helping out at a local parade.  
  • Behind the scenes: Do live videos where doughnuts are being made or a band is setting up for a big performance, taking live viewers to a place nobody else can reach.  

A/B testing

If you're considering how to approach Facebook marketing ad content strategy, here's the best news – A/B testing lets you try two options to see what resonates most with your target audience.  

While A/B testing is a calculated decision, you don't need to be an analytical scientist to get started. Facebook has documents to walk you through it.  

Those who are more oriented to video can look into the free courses available on the business site.  

How to track the success of your Facebook marketing campaign

One thing every Facebook marketing manager should know is that understanding the analytics is important. Better yet, Facebook makes it so darn easy to understand what those metrics mean.  

Use the Benchmarks guidance in the Business Suite to start setting realistic goals. Don't hope for a 500% increase in followers each month. However, if you smash the goal in the first six months, now focus on engagement.  

Conclusion

Facebook marketing begins and ends with strategy, content calendars, and consistency with authentic and relevant content. It requires creativity, an analytical eye, and an ability to discover trends as they emerge. You can also rely on us to do the heavy lifting by following Brandwatch on Facebook.  

Meta also keeps expanding its ad arsenal, so following the company on Facebook or regularly checking the website will provide you with the latest options.  

Finally, don't be afraid to fail. If Mark Zuckerberg had given up when his social media platform broke the mold, yet investors were scarce, where would marketing on social media be today? Try, and try again.

FAQs

How do I start Facebook marketing?

To get started with Facebook marketing, create a Facebook page for your business and learn as much as you can before launching it.  

Then, start small with ad types and budgets to see what works and what doesn't.  

Is Facebook marketing worth it?

As of 2024, Facebook marketing is nearly mandatory based on how much the platform prioritizes "meaningful interactions" between users. Then, add in at least 10 million active advertisers, all wanting to get their message across as you do.  

Facebook marketing is worth it if you're willing to have a dedicated, consistent, and evolving strategy with a reasonable budget to back it up.  

How much does Facebook charge for marketing?

The sky's the limit for Facebook advertising costs, but you can start with as little as a dollar. Budgets can be set to daily or monthly limits, allowing for cost control. Each ad type has a different cost tier.  

Again, Meta makes it really easy to see how much reach your marketing budget gets with every ad or campaign. 

What is a good monthly budget for Facebook ads?

Focus on how much value you get from the ads, not necessarily the cost. You want to choose an amount you can sustain while still getting desired reactions, like conversions to page views.  

However, getting down to exact numbers is important, especially for those running a new page or business.  

  • New page or business: You need to announce your arrival on the platform, so consider investing anywhere from $750 to $1500 for the first one to three months.  
  • Small businesses: Plan on spending $250-$500 per month, but start small and work your way up. It's much harder to scale back than it is to add money.  
  • Big brands: If you are going for national or international reach, you'll need a pile of cash to get enough reach. Budget anywhere from $2500 to $10,000.  

Keep a small budget for when a big trend hits to avoid missing out on momentum.  

Do Facebook ads work for small businesses?

Not only do Facebook ads work exceptionally well for small businesses, but the platform also works wonderfully with small businesses. The targeted options in the Business Suite of your Facebook business page allow you so much flexibility to target the right people at the right time with the right post types. 

Business pages face an uphill battle to get in front of Facebook users organically, but with every incline comes another ad option from the creative forces at Meta.