Home / Learn / Social Media Marketing

Facebook Marketing Strategies to Boost Your Business Brand Awareness

In this post, we’ll discuss several Facebook marketing methods you should use as part of your overall social media plan, as well as how to get started.

Fatjon Kabashi

Head of Social Media

Facebook Marketing Strategies to Boost Your Business Brand Awareness

Over the years, social media platforms have come and gone, but Facebook has stood the test of time as a global leader. With 2.29 billion daily active users, Facebook remains the most popular social platform in the world. Over half of young adults between 16 and 24 use social media as their go-to for researching brands. Plus, a whopping 66% of Facebook users check out local business pages once a week.


This means it’s a terrific place for your business to build up its presence. But you must learn how to develop a Facebook marketing plan that will be effective. With the right strategy, Facebook marketing can be a profitable choice for any company.


In this post, we’ll discuss several Facebook marketing methods you should use as part of your overall social media plan, as well as how to get started.


Let’s get started.

What is Facebook Marketing?

Facebook marketing is the process of advertising a business and its products/services on Facebook. It is one of the most effective ways to reach out to current and potential customers.


Facebook continues to be a suitable home base for many businesses. Even as other platforms like Instagram and TikTok increase their total viral potential. Plus, its ad platform is one of the most advanced of its kind. Through a combination of organic content and paid ads, businesses can engage with their target audience.


Organic content on Facebook is an effective way to spread brand awareness and boost engagement. It creates relationships with people interested in the products or services offered.


This can be done by posting appealing photos and videos, linking important stories, or engaging with followers through comments and likes. Facebook Live offers companies another great way to create a strong relationship with viewers. Something they can do by streaming real-time events or interactive Q&A sessions.


Paid ads on Facebook provide deeper targeting options than on other platforms. They allow companies to target users based on age, gender, interests, location, etc.


This makes it easier for businesses to reach targeted prospects who are more likely to become paying clients. It also allows businesses to check how well their campaigns are performing so they can make adjustments as needed.


Facebook Insights is another great tool for marketers. It provides them with deep insights into their page performance over time. This way, they can track progress on key metrics, which allows them to optimize future campaigns for the best results.

1. Define Your Goals

Setting the correct goals is the first step in any marketing campaign. To make sure your Facebook strategy is successful, these aims and objectives will serve as a crucial benchmark.


According to a 2022 study, marketers and consumers still favor Facebook as their main social platform for interacting with their target market.

  • 71% of consumers said they planned to use Facebook the most in the upcoming year.
  • 65% of marketers planned to use the platform.


Other common Facebook marketing goals are:

  • Increasing the general quality of your sales: Better targeting is the first step in raising the quality of sales. A well-thought-out Facebook marketing approach will help you reach your target demographic. To determine which targeting strategy produces the best results, test various options.
  • Increasing the worth of the company – Facebook may assist you in cultivating clients, raising visibility, and giving your audience access to more resources. Make Facebook your go-to source of information by adding all the necessary information about your company, developing your social media store, and more. This effectively turns Facebook into a second website.
  • Improve your industry awareness: Using social media monitoring technologies, you may keep tabs on, listen to, and report on any online conversations involving you, your rivals, or your sector.
  • Greater recruiting efficiency: Social recruiting is gaining popularity since it is a wonderful way to increase recruiting efforts and find top talent more quickly on social media platforms like Facebook. You may also post job postings on Facebook to make it even simpler to attract great talent.
  • Smarter growth: Facebook can assist you in reducing churn, minimizing spending, and increasing acquisition, all of which are essential components of a successful organization. Your Facebook marketing approach can help you get closer to these objectives, whether it’s through increased targeting, increased ad spending, or more social selling.

2. Define Your Audience

Before taking any action, you must identify your ideal potential consumer and what they are looking for on Facebook. You need to understand their goals as well as what is preventing them from achieving them. Then build a content and marketing plan around that.


This is important because, based on that, you will determine which Facebook marketing strategies you should use and how. You should at the very least define your target market by responding to the questions below:

  • What age group do they belong to?
  • Where do they live?
  • What kinds of occupations or jobs do they do?
  • What drawback do they see in your business/product? (What is the solution to that?)
  • When and in what ways do they use Facebook? (At the office, at home, scrolling before bed, etc?)


As necessary, change your content strategy and keep an eye on your insights to figure out what works best for converting your current audience into the one you want.


Knowing your Facebook audience can help you decide what kinds of content to create and which ones will be most engaging for your followers. The aim is to boost interaction and eventually sales. You may achieve that aim by producing the appropriate balance of content.


Also, you need to understand your competitive advantage. Learn what distinguishes your brand from those of your competitors. Knowing your audience will help you plan ahead and establish objectives.

3. Make a Content Strategy Plan

There’s no need to make this too complicated. Your approach to content is:

  • What will you post?
  • When will you post it?


A Facebook marketing strategy for businesses must include posts. They give your followers ongoing material and keep them informed about your business. Publishing a good variety of content will ensure that your feed is exciting and engaging. By doing this, your feed will be more entertaining to follow and less predictable and dull.


But creativity is welcomed. Combine what you already know about your target audience with what you believe will work. Here are some traditional guidelines for social media content strategy:

  • The rule of thirds states that one third of your content should be your ideas, one third should be direct audience contact, and the final third should be promotional content.
  • The 80/20 guideline states that 80 percent of your material should be informative and educational, while 20 percent can be promotional.


Another great way to keep your clients informed about your business is to post updates. Updates could include a list of your company’s holiday hours, inform followers of a new product, or publicize promotions and events.


By giving your followers updates, you show them that you are engaged with your account. This way, you invite them to interact with your company by liking, commenting, or visiting your website.


The final element of the puzzle is determining when to post what you’ve decided to share.  If you want to reap the rewards of Facebook marketing, consistency has to be the key. But keep in mind that consistency in quality, not quantity, is the key.


According to Facebook, only a small part of your followers will actually view your material. But you may increase visibility by keeping track of the times that members of your target demographic are active online. According to studies, posting on Facebook is most effective between the hours of 8:00am and 12:00pm on Tuesdays and Thursdays.


But hold on. That represents a broad generalization. Experiment, just as with anything else in your plan! Examine several times to determine when you receive the most activity.

4. Optimize Your Page

If no one is aware that your Facebook page even exists, it will be difficult for you to reach your Facebook marketing goal. So, before moving forward, it’s essential to draw your potential audience to your Facebook page.


  • An image for your cover photo and a profile picture—your logo works wonderfully.
  • A call to action button
  • Contact details, such as a website address, a phone number, and an email address.
  • A thorough introduction.
  • Your most recent advertisement, deal, or FAQ in a pinned post.
  • A certain Page URL. 
  • A reliable business category.


Make sure to provide a street address if your company has a physical location.

5. Take Advantage of Facebook Messenger

Facebook is among the top social media sites for interacting with both existing and potential clients. You can connect with consumers via Facebook Messenger and even respond to questions in comment threads.


This tool makes it simple to communicate online with your present and new consumers. If customers have any questions about your products or your company in general, you can encourage them to get in touch with you via Messenger.


One of the many forms of media you can include in a Facebook post is a button that allows someone to reach you directly. Additionally, you may use the CTA button at the top of your business’s page to promote your brand.


Next, you can easily assign a member of your social media team to handle the Messenger inbox, or you can set up social media automation tools to do so.


You may even use the messenger tool as a form of customer service, which enables customers to contact you and receive a quick answer. It also offers a fantastic alternative for those who would prefer not to speak with a salesperson on the phone.


Additionally, Facebook gives you the option to create Messenger campaigns with the aim of starting discussions with your intended audience. But if you show this option or promote it, make sure to quickly reply to messages.

6. Actively Interact with Your Audience

Like other social media platforms, they are designed as networks for interaction, discourse, and content sharing. As a brand, you must never lose sight of the fundamental principle of what social media networks are all about, which is the importance of dialogue and engagement.


Instead, make an effort to create a community for your audience members. Facebook is an excellent platform for industry chats and discussions, whether they involve your consumers or a different audience.


Make sure the content you share can spark conversations. By asking people to engage on Facebook in the first place, you can encourage more activity there. You can’t just wait for your fans to engage with you, though. There are techniques to enhance engagement even when you can’t reach everyone.


Create content that encourages audience participation, but don’t openly ask for participation as well. Additionally, make an effort to socialize because Facebook is one of the best social media sites. If you want to expand your Facebook business, never dismiss the worries and questions of your fans and followers.


Despite unfavorable criticism, continue to be polite and conversant. If you answer all questions and keep your updates constant, your company will be seen as engaging, customer-focused, and interactive.


Have your audience vote on something in response to your content. Pose questions. Post polls. The options are unlimited, and Facebook makes it simple to start growing engagement and community.

7. Grow with Facebook Ads

In today’s pay-to-play world of social media, it is challenging to create a marketing strategy without Facebook ads. They’re a fantastic method to reach your customers where they are already looking. Thanks to Facebook ads’ power, companies may now target their ideal consumer base.


Starting off can be frightening for people who are new to Facebook advertising. It can be challenging to avoid having to pay for brand exposure, especially if you want to reach more than 6% of your followers.


For the majority of businesses, Facebook is the best place to start if you want to start social media advertising. With a potential audience of 2.11 billion users, Facebook advertising has the highest potential viewership of any social media network. In other words, that is 34.1% of all adults on Earth over the age of 13.


Using Facebook’s built-in Ads Manager, you can create your own pay-per-click advertising campaign. Fortunately, there are many tools at your disposal that can help you get up and running quickly.


All the resources needed to succeed with Facebook ads are accessible online or through the platform’s support center. From learning how to develop them to setting up tracking systems and evaluating the data.


Your ads can be targeted based on demographics, shopping patterns, and personal interests, to name a few. Set a monthly budget for advertising and aim to run ads regularly to expand reach, boost sales, and raise brand awareness.


Right-column Facebook advertisements

The right-hand column ads on Facebook are likewise not well-liked. But they work well if a person has come across your brand at least once and can identify you.


For example, you can make yourself recognized by using colors, fonts, and design patterns. There is one thing to think about, though.


Ads in the right-hand column are substantially more compact than those on the desktop. There is a chance that any text will be too small to read. So, avoid attempting to “sell” in this ad position.


Particularly, you shouldn’t attempt to fit any little disclaimers or CTAs into the picture. If the advertisements are primarily visual, they are ideal. This is particularly true if someone is familiar with your logo or service (or if you start off with an effective message).


How to build proper ad targeting

You should always keep two things in mind while creating Facebook ads:

  • Cost-effective
  • Relevant

To begin with, you need to keep within your budget for the month to prevent overexposure, a poor relevance score, and pointless clicks. This means that your Facebook advertising needs to be relevant.


It’s not a terrible idea to target a large audience at first so you can determine what methods of raising awareness are most effective. But effective Facebook advertising depends on relevance.


To locate potential consumers who would be most interested in your Facebook content and your products or services, create custom audiences based on user behavior and interests as well as lookalike audiences based on your website traffic. Make sure the content offers something both familiar and new if it’s a retargeting strategy.


Users see the majority of Facebook ads while scrolling through their news feed. This implies that some of them are seen frequently, which might cause ad fatigue to set in very rapidly.


A weekly or biweekly refresh of your ad material is a must to keep viewers interested. The main goal is to direct them to a certain website or shopping page. So don’t allow outdated content to undermine your remarketing or retargeting efforts on Facebook.


Make a spreadsheet and list your key performance indicators. Each metric will give you particular information about the goals you have for your advertisement:

  • Click-through rate: If traffic is important, monitor CTR to identify areas for improvement.
  • Impressions: Having difficulties seeing clearly? Review your content or image to see what can generate more impressions.
  • Cost of acquisition: Track your cost of acquisition and set weekly or monthly targets if your goal is to reduce spending and budget more wisely.

The final part of your strategy is to track the metrics you chose during goal setting and evaluate the outcomes. This also includes figuring out your ROI.


You can use Sprout Social to check your Facebook statistics and determine whether you need to change the content, advertising, and engagement techniques you’re using or whether what you’re doing is effective.


As you develop the ultimate Facebook marketing strategy, keep an eye on whether your Facebook performance is improving or declining month over month.

8. Meta Pixels (Previously Known as Facebook Pixels)

You must make sure that Meta Pixel is installed on your website in order to get it ready for Facebook ads. This Meta Pixel is a small piece of code that allows you to track the actions that your potential customers take on your website. Besides, you can use Facebook Pixel to retarget visitors to your website.


Although many Facebook marketers make use of the Facebook Pixel operation, not all of them have updated the base code. Setting up the base code is a great place to start, and it always provides useful information.


To determine the crucial KPIs, such as the cost per lead and cost per buy, you must install the event code. Where you redirect users after they complete a certain action, include the event code in the “thank you sections.”

9. Event Sponsorship

A question: “What’s the most effective technique to get in touch with one of your buyer personas?” -You do not. You get their friends to do it for you instead.


That is why the branded content in the last part is so effective. You encourage those who do know you to spread the word about you to their friends and acquaintances who also fit your buyer profiles.


Consider event sponsorships to aid in boosting Facebook engagement offline. You can go so much further by purchasing access to a big audience of people who have similar interests.


There are six special advantages to putting up an event:

  1. It is displayed in a different tab on your Page called “Events”

  2. Even if they don’t like or follow your business page, people can find you because it is displayed in the Facebook Events section.

  3. Both in-person and online events allow for RSVPs, allowing you to schedule attendance.

  4. If someone clicks “Interested” but isn’t ready to RSVP yet, Facebook will remind them when the event is approaching.

  5. For more views, you can develop Facebook events ads.

  6. It’s simple to collaborate with partners or influencers to market it because you can have several hosts and it’s listed on all host Pages.


You can’t just launch a single brand awareness campaign on Facebook and call it a day. To generate that lead or sales opportunity, you must follow up repeatedly using various messaging and engagement strategies.

Final Thoughts

Facebook is no longer just a tool for people to connect with their friends and family. It’s also a great way to connect with clients, engage in consumer interaction, and raise brand awareness online.


To improve your strategy and raise brand awareness, you must raise the standard for how consumers perceive you, where they perceive you, and how they connect with your brand. Better brand awareness goals will ultimately result in better bottom-of-funnel chances and more money for you.


Now all you have to do is put this knowledge to use. Take this chance by putting the aforementioned Facebook marketing methods into action.

More Content Hub