Facebook marketing in 2021: how to use facebook for business

Potential customers are already looking for businesses like yours on Facebook. A smart Facebook kinh doanh strategy is the only way to lớn connect with them.

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If you’re a brand hoping khổng lồ thrive sầu on social media, mastering Facebook kinh doanh is going lớn be key.

More than 2.8 billion people use the platform every single month. That’s a lot of potential eyeballs on your business.

In fact, two-thirds of Facebook users report visiting a local business Facebook Page at least once a week. This digital marketplace is downright bustling, if it’s not too bold of us khổng lồ say.

That’s right: the people are looking for you! But if you want to tap into this audience, you can’t just rely on luông xã. A focused Facebook marketing strategy is essential. Keep that eye on the prize (và off your aunt’s comments).

Ready khổng lồ master the fine art of Facebook marketing? Here’s everything you need to lớn know in the year ahead.

Table of Contents
Your step-by-step guide to lớn setting up Facebook for business
Types of Facebook posts
How to lớn create a Facebook marketing strategy in 6 easy steps
How to lớn measure the success of your strategy with Facebook analytics

Bonus: Download a không tính tiền guide that teaches you how to turn Facebook traffic inlớn sales in four simple steps using ruby-forum.org.

Your step-by-step guide lớn setting up Facebook for business

If you’re working with a limited budget, we’ve got some good news: setting up a Facebook Page for your business is absolutely free.

Then, once you’ve created your Page, you can use it to lớn create content, mô tả your tương tác information, links to your trang web, build a sản phẩm catalog và communicate with your customers… also for không lấy phí.

If you bởi vì have sầu some cash to spare (brag alert!), there’s the option khổng lồ use paid kinh doanh strategies lượt thích Facebook ads and sponsored posts from your Facebook Business Page, too.

But step one is to mix that Facebook Page up (did we mention that it’s free?). Here’s how:

1. Head khổng lồ facebook.com/pages/create (Note: you’ll need to lớn be logged in khổng lồ your personal account to lớn get started, but don’t worry: your personal info won’t appear on your new Business Page.)

2. Choose your page type: Business/brvà or Community/public figure

3. Enter your business details.

4. Upload your profile và cover photos. Make sure khổng lồ use the optimum image sizes for Facebook so they look their best.

5. Click Edit Page Info: here, you can fill in your mô tả tìm kiếm, tương tác information và any other relevant details like operating hours.

6. Cliông chồng Create Page
Username to lớn make your vanity URL. This can be up to 50 characters long và helps people find you easily on Facebook.

7. Cliông chồng Add a Button under your cover photo lớn lớn set up a Điện thoại tư vấn khổng lồ action lượt thích “Shop” or “Contact Us.”

8. Pat yourself on the back: You just launched a Facebook Business Page inkhổng lồ the world! And she’s beautiful!

If you’d like a little more help getting through the cài đặt process, we’ve got you covered. Chechồng out our full post on how lớn create a Facebook Page for business.

Types of Facebook posts

Now that you’ve sầu got a Facebook Business Page khổng lồ hotline your own… it’s time to lớn create some content.

On Facebook, you can create different types of posts. Each have their benefits & can spark engagement in different ways. Your brand’s social media strategy and goals will likely impact what style of posts you’ll be making.

Here, we’re breaking down all of the different options you have for Facebook Page posts, including examples khổng lồ spark a little inspiration.

Facebook text post (a.k.a. status post)

This is the O.G. Facebook post: just straight up text.

We’re talking just words here. No photos. No videos. No link.

They’re direct và to lớn the point, but if your goal is lớn drive sầu traffic to your website or directly convert a lead to lớn a sale, text posts aren’t a great option. The social network’s algorithm also isn’t too fond of these bare-bones posts, và they usually don’t get much reach in the news feed.

What text posts are good for, however, is sparking conversation. Use a text post to ask a question or hotline for feedback.

Text posts can also be useful for sharing important information your audience might be seeking out on your page, lượt thích ticket availability or opening hours.

Facebook photo post

Generally speaking, pholớn posts see much higher engagement than text posts. An eye-catching pholớn (or illustration or infographic, we’re not picky!) is a great way khổng lồ catch the attention of a potential customer scrolling through their news feed.

Particularly for product-focused businesses, photos that show the goods in action can be really effective sầu. Carb lovers, for instance, might be stopped in their tracks by these photos of The Soap Dispensary’s bread baskets featuring yummy sourdough loaves. Breathtaking!

Facebook video clip post

Video posts see even higher engagement rates than photo posts vị. Whether it’s for a short-and-sweet đoạn Clip announcement or a longer, artfully shot vid with a narrative sầu, Clip can be incredibly compelling.

Vox posts its explainer videos right inkhổng lồ its feed so users can soak up all the intel right there on Facebook, and easily comment, react or repost to their feeds. This primer on vaccines, for instance, has 1,400 shares.

On Facebook, đoạn Clip plays automatically in the news feed, so you’re all but guaranteed to catch users’ attention. It’s the perfect trap!

For specific Facebook video clip marketing tips, kiểm tra out our six key elements of a perfect social video clip.

Facebook Live đoạn Clip post

If pre-recorded videos aren’t your thing, try dabbling with Live.

Facebook Live video clip is a live-streamed broadcast, right on your Facebook Page. This medium is very, very popular — in spring 2020, Facebook Live sầu viewership increased by một nửa.

Live video is an intimate, authentic way to lớn connect with followers. These broadcasts can be used for Q&As, behind-the-scenes tours, sản phẩm demos & much more.

The British Council ran a Q&A lớn answer questions about its English-language courses, racking up over 7,000 views and sparking an active sầu conversation in the comments from people who were watching live.

Ready to go live? We’ve got a whole separate post about the sale potential of Facebook Live sầu right here!

Linked content post (aka links posts)

A links post is a post that shares a URL with your followers. Just paste a liên kết inlớn the composition box, & a pReviews of the trang web will automatically previews. (Is it công nghệ or magic? We may never know.)

Wealthsimple, for example, shared this link to a how-to lớn story on their website. The meta image và description are enticing và eye-catching: we want lớn stop writing this story to clichồng và read it right now!

You could chia sẻ a links to lớn your trang web, but you could also mô tả nội dung from other sources — lượt thích an interesting think piece about your industry. Whatever the content, make sure to add a few words of your own to the post before you cliông xã Publish, to lớn give your readers some context or a takeaway.

Ooh, & one more thing to keep in mind: links posts get more engagement than plain text posts, but considerably less than photos or videos.

Facebook Stories

Just lượt thích Instagram Stories, Facebook Stories are phokhổng lồ or short Clip posts in vertical format that disappear after 24 hours. Photos appear for five sầu seconds, và videos can be up lớn 20 seconds long.

Facebook Stories live at the top of the News Feed — which means they’re immune to the Facebook algorithm. This might be why more than half a billion people view Facebook Stories every day.

This Story from 60 Second Docs, for instance, is here today, gone tomorrow… but certainly gives us an intriguing sneak peek of their nội dung in the meantime.


Pinned post

A pinned post is any regular Facebook post that stays put at the top of your Page. This ensures it’s the first thing people see when they visit your Page.

Once you’ve created the post itself — whether it’s a text post, poll or Clip post — just clichồng on the three dots on the right-hvà corner. You’ll have sầu the option khổng lồ “pin post.” You can tell when a post is pinned because it’ll say “Pinned post” right above it, lượt thích this Domestika example.


Use this feature khổng lồ make sure important news or great content don’t get lost in the shuffle. It’s your chance to show potential followers exactly why they should like your Page.

You can change your Pinned post whenever you’d lượt thích.

Facebook Watch Party

Watch Parties are a way khổng lồ screen a public Clip on Facebook in real time, so you và your Fans và Followers can experience it together.

This is a great way khổng lồ build buzz for a new hàng hóa launch, or a world premiere of a music đoạn Clip, by making a standard video clip into an event.

Red Table Talks is doing it — và if it’s good enough for Jaidomain authority Pinkett-Smith, it should be good enough for you!

Source: Facebook

You can even promote Watch Parties (or Facebook Live sầu events) by creating an Event.

More info on setting up a Watch Party on your Page here.

More hot options

You can also use Facebook Pages to post job listings và special offers if you’re looking to lớn recruit or build buzz about a sale. There’s also the option lớn raise money for a charitable cause with a Facebook post.

Or you could just stare at your post options, overwhelmed, for hours on kết thúc, paralyzed by the choice…. totally up to you!


How lớn choose the perfect type of post

Finding the perfect type of post for your br& requires a little bit of experimenting. Try out different combinations, & keep an eye on your analytics for clues about what’s working.

You can also engage in social listening to lớn learn about what people love sầu about your company… or what challenges they’d lượt thích you khổng lồ address. Keep an eye on what people are saying about your competition too. Yes, it’s eavesdropping, but it’s for business purposes, so it’s totally fine. Just listen and learn.

A good place to start is simply by posting nội dung that’s performing well on other channels. Have sầu you tweeted content that’s getting a great response? Share it on Facebook, too! Have a page on your ruby-forum.org that’s always getting new comments? That’s another Facebook post contender.

That being said: for the best results, be sure to lớn giới thiệu your content using cross-promotion best practices, rather than simply cross-posting.

How lớn create a Facebook sale strategy in 6 easy steps

Okay, so you’re an expert in Facebook posts now. That was fast! Let’s take a look at some ideas to help you build a solid Facebook strategy to lớn make the most of your Page.

1. Define your audience

To engage your audience effectively, you’ve got to lớn understvà who you’re talking to first. Get khổng lồ know who your target audience is by asking yourself the following questions:

How old are your target followers?Where do they live?What kind of jobs vì chưng they have?What are their challenges?How & when do they use Facebook?

Of course, it’s also important to lớn understvà the general demographics of Facebook users. Then, once you’ve got a sense of who actually is using the platkhung & how that connects to your target customer, you can take a look at Facebook Audience Insights.

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Facebook’s không lấy phí, built-in Audience Insights tool will help you drill down inkhổng lồ the nitty-gritty details about potential customers. You can use it to lớn find information on things like:

AgeGenderEducationRelationship statusLocationLanguageFacebook usagePast purchasing activity

After all, if you don’t have sầu an idea of who you’re trying to reach, you’re unlikely khổng lồ ever reach them.

2. Set goals

What does success look like for your brand? Sure, it can be tempting lớn look at Likes as the ultimate measure of achievement, but if they’re not part of a broader marketing plan, those likes aren’t much of anything. Sometimes they’re even called a vanity metric.

A strong goal that’s tied to your business objectives is essential for creating an effective Facebook kinh doanh strategy. Every business will have different goals, but each should focus on actions that impact their bottom line.

This may include:

Generating leadsIncreasing conversions on your websiteImproving customer service

Once you’ve sầu decided what you want lớn achieve sầu, we recommkết thúc mapping out specific, measurable ways to lớn get there. We recommover using a recognized goal-setting framework lượt thích SMART goals or the OKR goal framework. Cheông chồng out our post on social truyền thông media goal-setting for more details và some inspiring examples.

Every post, every bình luận, every ad you create on Facebook should ultimately be in service of your goals. To keep yourself on trachồng, it’s a good idea khổng lồ create a Facebook mission statement for your br&, as well as a Facebook style guide that can inform a consistent look, feel and voice for all of your content.

(Sorry lớn give sầu you so much homework, but successful kinh doanh takes a little sweat sometimes. Work it!)

3. Plan your nội dung mix

You’ve sầu got your target audience. You know your goals. Now it’s time to craft those posts.

Determining the right phối of content takes trial and error, but a good rule of thumb is to lớn use the “80-trăng tròn Rule”: that means using 80% of your posts khổng lồ inkhung, educate & entertain, & the other 20% khổng lồ promote your brvà.

That’s right: not every post should be about how great your company is. That gets old fast, like a friend’s new boyfrikết thúc talking about Bitcoin through your entire birthday dinner.

Instead, ayên ổn to lớn provide value và build relationships with your followers. Give sầu them nội dung that they’ll enjoy regularly, and they’ll be more open-minded to lớn hearing about your products and services when you do bring them up 20% of the time.

Another option to help guide your content set is the social truyền thông rule of thirds. Under this school of thought, one-third of your nội dung should tóm tắt ideas and stories, one-third of your content should involve personal interactions with your followers and the rest of your content can promote your business.

Whatever specific numerical phối you wind up with, the goal is khổng lồ balance promotional material with value.

Hot tip: Facebook punishes brands that push sales too hard. The algorithm is not a fan of self-promotion, as it turns out. The platkhung wants khổng lồ prioritize meaningful, engaging content… not just coupons.

Once you’ve sầu decided what lớn post, deciding when to post it is your next step.

You can glean some insight on engagement from Page Insights, but our retìm kiếm shows that the best time to lớn post on Facebook is at 6:15 AM và 12:15 PM PST on weekdays.

Whatever your schedule, keep in mind that it’s important to post consistently.

Create a nội dung calendar lớn help balance your phối of nội dung types, and keep your frequency organized. This miễn phí nội dung calendar template is one way khổng lồ stay organized; the ruby-forum.org Planner is another great resource.

For more strategic planning ideas, kiểm tra out our post on how to lớn create a social truyền thông marketing plan.

4. Optimize your Page for engagement

Whatever your Facebook marketing goal may be, it’ll be tough khổng lồ achieve it if no one knows your Facebook Page exists.

That’s why it’s important to a) get people to your Page in the first place và b) compel them khổng lồ interact once they get there.

This video shares some great ways to fully optimize your Facebook Business Page for success:

Expert tip: give sầu a little extra love sầu lớn your Facebook Page cover image. This is the first thing people will see when they visit your Page, so it better look good!

One easy way to help people find your Facebook Business Page is through cross-promotion. Help people who are already interacting with you on other platforms find you on Facebook by linking to your Page in your gmail signature & newsletter, & incorporating Facebook Like and mô tả buttons on your website or ruby-forum.org.

To get those views, Likes and Follows rolling in is a little less scientific: you’ve got lớn create highly shareable nội dung. Posts that are valuable và entertaining will (hopefully!) inspire followers khổng lồ mô tả with their friends.

To build engagement, it’s important lớn rethành viên that you get out of Facebook what you put into it. You need lớn be engaged, too, if you expect your followers to be.

Responsiveness is a highly valued attribute of brands, so get chatty. Reply to lớn every message và bình luận, answer questions, & keep content up-to-date. (In fact, you should be scheduling a regular audit of your Facebook Page khổng lồ kiểm tra for & remove any outdated content. Your About section should always be accurate, up-to-date, và on-br&.)

You can find more detailed strategies in our guide khổng lồ getting more Facebook Likes và this menu of little-known Facebook tips and tricks.

5. Consider using other Facebook tools

Once you’ve sầu gotten comfortable with running a Facebook Business Page, there are plenty of additional ways that brands can find opportunities for engagement beyond posts và comments.

Facebook Business Manager

To take your Facebook Page lớn the next cấp độ, it’s helpful to set up Facebook Business Manager, too. Facebook calls it “a one-stop-cửa hàng to manage business tools, business assets & employee access lớn these assets.” How can you resist?!

In simpler terms, Business Manager is a tool that allows you khổng lồ manage your organic và paid Facebook posts. It also allows you to lớn work effectively with team members và outside contractors & agencies.

We’ll walk you step by step through the set-up process in our guide to using Facebook Business Manager.

Facebook Groups

Groups are another great “extra credit” tool you can use khổng lồ drive engagement. In a way, Groups are lượt thích the online equivalent of your favorite coffee cửa hàng or community center. They are digital spaces for people khổng lồ tóm tắt information & ideas… & hopefully, a passion for your br&. With 1.4 billion people using Facebook Groups every month, it’s an audience too large to ignore.

You can also use Facebook Groups lớn showcase your expertise & provide added value khổng lồ your fans, with bonus nội dung or special đơn hàng that are just for “members.” This is a great way lớn build trust and ongoing loyalty.

We’ve got instructions for how to lớn set up your own Facebook Group right here if you’re ready to add this tool to lớn your Facebook Business Page toolkit.

But if people are passionate about your brand, you may not even need to lớn create a special space for them lớn gather: sometimes fans will create their own Facebook Group with a focus on your br&. If you vày discover such Groups out there in the world, it’s a good idea khổng lồ join so you can keep an eye on the conversation, và make sure any misconceptions or negativity are nipped in the bud.

In general, though, fan-made Facebook Groups are an amazing sign that you’re doing something right. Lucky you!

Facebook chatbot (a.k.a. Facebook Messenger bot)

Facebook users exchange 20 billion messages with businesses every month. Twenty billion! If you’re not available for conversation with your customers through this platform, you may be missing out on an opportunity lớn connect.

It’s not just about simply having Facebook Messenger phối up, however. It’s about being supremely responsive sầu to customer messages. Facebook’s retìm kiếm shows users expect a business khổng lồ respond almost immediately. One surveyed Facebook user said he would only wait 10 minutes for a response before moving on to another brand.

The solution lớn these expectations? Chatbots: automated response tools that are always on khổng lồ help an interested customer, like this one from Booking.com.


To mix up your own Facebook chatbot, check out our step-by-step guide khổng lồ creating a Facebook Messenger bot.

6. Incorporate Facebook ads and the Facebook pixel

So you crafted the perfect post: the wording is just right, the imagery is outstanding & the question is super engaging. Here’s hoping your followers actually see it.

That’s right: not everything you post on your Facebook Page will reach your followers on their news feeds. You might be surprised by the percentage of followers your organic posts will likely reach:

For Pages with fewer than 10,000 followers: 8.18% organic reachFor Pages with more than 10,000 followers: 2.59% organic reach

For better or for worse, the Facebook algorithm prioritizes posts from users’ friends and family. This means that businesses and brands sometimes just can’t st& out from the crowd.

Sometimes, your great content just needs a little boost. Fortunately, you can extkết thúc your reach without breaking the bank using Facebook Ads.

Like traditional advertising, a Facebook ad is content you pay lớn giới thiệu with a specific, targeted audience. The goal is khổng lồ get your br& in front of the right eyeballs, whether your goal is to build brvà awareness, engagement or traffic.

Here’s a quick overview of how khổng lồ create ads and mix up your first campaign:

For more on how to lớn launch a targeted Facebook ad chiến dịch, check out our complete guide to lớn advertising on Facebook.

Even if you’re not ready khổng lồ take the leap into Facebook Ads, it’s a good idea khổng lồ mix yourself up (for free!) with a Facebook pixel now.

A Facebook pixel is a simple piece of code that you place on your website to:

traông xã conversions from Facebookremarket lớn people who have sầu already visited your websitebuild targeted custom audiences for future ads

As soon as you place it on your trang web, the px will start collecting data. That way, whenever you are ready to advertise, you’ll have sầu powerful information at your fingertips for retargeting campaigns.

How to measure the success of your strategy with Facebook analytics

Successful Facebook marketing requires maintenance: this is not a set-it-and-forget-it situation.

Tracking and measuring are essential, so you can understvà what worked & what didn’t. That way, you can learn, và tweak, & try again so your strategy is constantly improving.

You can traông xã audience engagement directly through Facebook Insights, which measures metrics such as…

likesreach (how many people saw your posts)engagement (how many people liked, clicked, shared, or commented on your content)which of your posts result in people unliking your Page

Additionally, Facebook Insights will help you determine which types of posts work best for your Page, so you’ll know if your current content phối is working. For more details on this, kiểm tra out our beginner’s guide lớn Facebook Analytics.

Outside of Facebook — actions lượt thích purchases or other website conversions — need khổng lồ be tracked with external tools like Google Analytics, ruby-forum.org Impact, UTM parameters, & ruby-forum.org Insights.

All that being said… don’t be overwhelmed! We’ve created a detailed guide that walks you through the process of tracking the return on investment of your Facebook kinh doanh.

Tracking your progress isn’t just about counting your wins & celebrating successes. It’s about clocking what’s not working, too, so that you can make adjustments when necessary. Data will show you what you should keep doing, & which tactics you need khổng lồ tweak. And through a continuous loop of goal-setting, measuring results và tweaking your strategy, you can improve your performance over time.


We know, we know: there’s a lot to learn when it comes to lớn Facebook marketing. But the good news is you can get started without investing a dime.

So get in there, get your hands dirty và learn as you go. More complex strategies and campaigns will be there whenever you’re ready khổng lồ take things to lớn the next level… and our dozens và dozens of resources và guides will be here waiting lớn help you, every step of the way.

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Manage your Facebook presence alongside your other social truyền thông channels using ruby-forum.org. From a single dashboard, you can schedule posts, share video, engage your audience, & measure the impact of your efforts. Try it không tính tiền today.

Chuyên mục: Digital Marketing