Facebook Marketing for Small Business

Facebook is a gigantic platform hosting 2.4 billion monthly active users.

So, why would you not want to bust a gut to latch on to your target audience amongst such a massive community?
For too many people out there, Facebook is just equivalent to the internet or a place to stay updated with their friends’ activities.

But did you know, Facebook potentially can prove as an invaluable marketing asset for your small-size business?
Bashing all that you have to build your business’s online presence would be the thing you wouldn’t dare to do even in your nightmare. By learning the ropes, you can mount on the highest peak.

facebook marketing for small business intro

Regardless of whether your business has little or no online presence, leveraging Facebook and its features, tools, and analytics, you can help you remould the entire game plan.

Rather than just scrolling through your feed, it’s now time for you to make others scroll their feed and attract them to your content and Facebook marketing strategy.

Thus, by dedicating time learning and deploying Facebook marketing to the best of your advantage would really be worth the investment.

Now, let’s get you rolling with a few tips in Facebook marketing that you can deploy for your small-size business

1.Create your Facebook business page

facebook marketing for small business page creation

You might have heard it before or probably just it might ring a bell to you now, that Facebook deems your Business page a cornerstone of your online (business) identity.

Setting up your Facebook page is the first and foremost thing to build a presence on Facebook.

Without spending anything from your pocket, you can set up a Facebook Page, and once the page created it, you’re all set to post content, link the page to your website, generate engagement, communicate with fans and followers, and a lot more.

Also, before you can start using paid marketing strategies on Facebook, including Facebook ads, you would require to create a Facebook Business Page.

So, the first step is to know the art of mastering how to use Facebook for business and prepare its Facebook Page.

  • How to create a page?

Log in to your Facebook personal account and go to www.facebook.com/pages/create. Click on business or brand to get started. Create the page in the name of your business. Set up your business page and fill in all the relevant business details. Also, if you’re doubtful, you must know that your personal information will not appear on your new business page.
  • What Details to look after?

Add a brand image, complete your Page info by filling in the description max up to 255 characters to let the audience know about your business’s identity and what you do, and most important contact information to enable people to reach out to you (including your website).

  • Call-to-action button

A call-to-action button would pave the way for a swift and effortless way to your prospective Facebook audience to reach out to you, shop for your products, or merely engage with your business.

So, you need to add a call-to-action button that would appear under your cover photo.

  • Reviewing Facebook Page settings

At any point, you can review your Facebook Page settings.

An amazing feature here is that you can also custom adjust the settings as to who views what on your page. You’ll need to do a bit of exploring and take a look to ensure that you fathom the privacy and security settings.

2.Establish a community page

community page facebook

The fact that Facebook community pages tend to contribute more to organic reach in contrast to commercial business pages seems nearly concealed to many.

You must be wondering how a community page is different from the business page.

Well, Facebook Community Pages are dedicated to a niche or experience that is shared collectively by the community connected to it.

Just like Official Pages for businesses, organizations, and public figures, Community Pages would enable you to connect with those who share interests and experiences alike you.

More specifically, the Facebook community pages are created by professionals and business organizations. Thus, you may surmise that community pages as a solid collection of shared or expert knowledge.

Types of community pages on Facebook-

  • Facebook Administered

Where you will find content directly obtained from Wikipedia.

Hence, the content on these pages is just the same as on Wikipedia, and Facebook administers the whole process.

Depending on the keyword and niche of the community page, Facebook auto-generated community pages use content from Wikipedia, status updates, wall posts, etc.

  • User Administered

However, by creating a community page, we surely are talking about User Administered Community pages. where Facebook entitles you the power to create a community page on Facebook.

You simply need to need to go through a few steps in order to create a Facebook community page for yourself.

3.Facebook group

facebook marketing for small business fb groups

Facebook Groups are a great place to communicate about shared interests amongst certain people. You can create a group for almost anything — your family gathering, after-work hangout team, or anything that interests a large chunk of audience.

Deploying this concept to a business, you can create a group, not to promote your offerings, but to enable an exchange of information and interaction linked to a given business.

All you have to do is to find a niche corresponding to your customers’ interests and your business, and give customers or your fans a leeway to connect. As you see the group growing, you can delightfully share your content, such as relevant articles or guides.

Ditching the promotion, sales, and calls to action, use the group in a way that acknowledges discussions and recommendations on the sub-niche your group is based on.

Here’s the most important thing to remember- giving your Facebook group a name.

You’d certainly not want to increase the odds of your group being not found by for users searching for it. Thus, you ought to name it after something that people will search for on Facebook.

Discussions into your group can also help you to keep tabs on what’s on your target audience’s mind.

Facebook groups are known to do exceedingly well to further the brand awareness yet still many people aren’t using it.

So, here are the three short and simple steps to be followed to create a Facebook group:

  1. On the top right of Facebook, click on Create and select Group
  2. Enter your desired group name, add in the group members, and next choose the privacy option for the group.
  3. And lastly, Click on Create.

Once you have created your group, you can personalize it by uploading a cover photo and adding a description to it.

4.Content & intent, try to blend in, content calendar

content calendar

Being a small-size business, you need to be wary with content.
Unlike big brands or organizations that already have stacked their fans list, you are still digging in your efforts to have that space where you can decide on what you want your audience to see.

Thus, on the same note, you’d strategically indulge in posting content that your audience wants to see at large.

Just like any other life venture, you can’t just simply grab your comfy couch, toss random things onto Facebook, and hope someone sees it or hope that things would work out anyway.

What you need to ensure is that you post with an explicitly defined intent and then decide what more you can do with that post, like whether or not you will be boosting it with a budget.

Hence to build upon your intent and sew it in alignment with target your audience, using Facebook Insights can actually be a guardian here as it would help you ascertain a good posting tempo and content-mix.

  • Blending is the latchkey

You ought to find ways to convey your brand’s uniqueness by being clever, out-of-the-box, informational or anything that seems to get you your target audience’s attention in the right way.

If executed perfectly, you can surely knock on a large crowd on Facebook.

The colors, font style, size, angle, timing everything comes into play when you frame your content for posting.

Based on the underlying intent, sometimes even a simplistic post could help you reach a much wider audience and reap you tons of engagements.

 Thus, if you blend it right, you’ve got your engagements high.

  • Content calendar

To plan your monthly post schedule effectively, implementing a content calendar is a must.

A content calendar is the sturdiest way to maximize and put your efforts on the right track while cutting down on excessive time spent on Facebook marketing.

You may choose to map out your content or post schedule by using a scheduling program, like Buffer or Sprout Social.

This way it would be a lot easier to monitor your posts and focus on overall community management.

Thus, for a business, it’s advisable to not plan on content and posts without having a calendar in hand.

Roll out the calendar to your content or social media team and you’re all set to go for a certain period for which you have scheduled your content beforehand.

5.Types of Facebook posts

facebook marketing for small fb posts
  • Facebook text post (status post)

This is the most simplistic type of Facebook post. It is nothing fancy but just the text does the job. No photos, no video, and no link attached.

Indeed, a text-only post won’t lead people to your website or get you conversions, but it certainly would help you trigger and bring about engagements on your Page.

You must have seen celebrities ask a question in their posts, urging people to get people involved and drop in their ideas or suggestions, and underneath the comment section follows the trail.

All you got to do is find a middle ground where you resonate with your fans and nevertheless urging your fans to ponder their views or solicit suggestions from them.

This can prove a great way to figure out what to post next or ask for feedback.

  • Facebook photo post

Similar to a text post, a photo post is intended to establish awareness or generate engagement.

Without a doubt, photo posts draw in considerably higher engagement than text posts.

Photo posts would help you to showcase your products magnificently, especially if they have extraordinary visual appeal or just something people need to have a look at to admire your products.

The fact that not all businesses use Facebook to market their physical products stands true and, yet if you sell something less concrete, stock photos come to your rescue.

The photo in your post could be any sort of image, like an infographic, illustration, or any other visual representation.

  • Facebook video post

Who does not like to watch videos?

A short video post of your product can generate a great deal of engagement. In contrast to longer videos, short videos tend to have a better watch time and help intrigue the target audience and your page fans.

Longer video posts are more suitable for presenting a continuing series or sharing interesting content with the audience.

If you’re planning on telling a short narrative using a video, Facebook suggests making the video for about at least one minute up to ideally three minutes or more.

  • Facebook Live video post

Live video posts are a great tool to give your fans a glimpse into your business’s behind-the-scenes. This hush-hush kind of approach heaves more curiosity among people to know more about your business and products.

Live was launched in 2016, and ever since then, more than 2 billion people have watched a Facebook Live video.

Facebook’s Live video post can also be used as an incredible way to share details, announce new product launches in real-time, and even interact with your followers.

  • Linked content post (link posts)

As the name suggests, a linked content post is nothing like a buzzword, it simply is a post that links to content outside of Facebook.

These aid in getting much more engagement in comparison to status posts, but slightly less than a photo or video post.

You’d find that creating link posts is precisely the easiest type of Facebook post.

You must be wondering how? All

Well, all you merely need to do is copy-paste a link into your status box. Then, Facebook will automatically update the meta description and photo.

Thus, you can have an eye-catching post by just a little effort.

  • Facebook poll post

In general, everyone knows that asking questions can help keep your Facebook audience engaged. In this regard, a Facebook poll would help you to connect more closely with your target audience.

What you can do is put up a poll post with subject-matter that you intend to gain insights into through your fans and put up 2 options (like Yes or No).

Once the post is posted and the voting is over, the results would become public, and you can further use that poll response (in %) to infer what’s on your target audience’s mind.


  • Facebook Stories

This a recent yet interesting feature introduced by Facebook.

Just like any other social media platform, Facebook Stories allows users to share their photos or short video posts that usually appear in vertical form and disappears after 24 hours.

Upon uploading the story, the photos appear for five seconds, and videos usually last up to 20 seconds.

Stories can be seen at the top of the News Feed and you’d be surprised to know that more than 0.5 billion people see Facebook Stories every day.

More surprisingly, as Stories appear at the top of News Feed, they’re significantly more immune to the Facebook algorithm. It’s also another great way to connect with your fans.

  • Pinned post

A pinned post may sound fiddly or fancy by name, however, it’s just a usual post that you “pin” to the top of your Facebook Page so that it’s the first thing that people see at the top of your business’s Page.

Now you’d be thinking what should you pin?

Just think of this way- why are the most gracious and embellished things occupy a place in a store’s display window? It’s obvious because of the reason that it catches the sight of people passing by.

Similarly, why would you not want to put your favourite piece of content on display in the most prominent place?

So, when you contrast the engagement of your posts and find the one that sails above the rest, you know it has the potential to attract your target audience further as well.

Hence, you take this ornate post and pin it on your page.

Pinned posts would enable you to share any type of content like sharing important news, an astounding video, or even raise awareness about a current campaign, etc.

You can achieve your goal of post engagement and also flexibly change your pinned post as often as you wish.

You can identify a pinned post by seeing see a tiny blue thumbtack icon on the top right side of the post.

facebook ads

Most attempt to get their hands-on Facebook ads, find it challenging to understand, sometimes fails at it, and eventually end up blaming the platform.

Surely the ever-changing Facebook algorithm does pose a challenge initially to connect organically with your fans.

However, if leveraged correctly, Facebook’s micro-targeting features would allow you to reach your most refined target audience.

Through Facebook ads, you can get your message right across the people who are most likely to want or are searching something similar to your products or services.

Overall, it’s a great deal for your budget, conversion rates, and return on investment.

In short, by investing in Facebook ads the right way, you can choose to only pay to reach the most valuable potential customers.

Popular Types of Facebook ads include the following-

  • Image ads
  • Video ads
  • Video poll ads
  • Carousel ads
  • Messenger ads
  • Stories ads
  • Dynamic ads

However, before creating and choosing the ideal type of ad for your business, you need to create and set up your Facebook ad campaign.

Setting up your ad campaign calls in all the effort as it covers all the aspects based on which your ads are run, for instance, audience and their location, demographic information, budget, ad scheduling, etc.

All these have to be optimized and must be invested in the effort by cautiously in consideration of your resources and requirements.

7.Facebook marketing strategy

fb marketing

By now, you’d be questioning in your head how should you create your Facebook strategy?

Here are a few simple steps to get you going-

Define your audience : 

To generate the desired levels of engagement on your activities and posts, you first need to understand who your target audience is.

For this, you shall look into the following factors-

  • Your target followers age
  • Where do they reside
  • The kind of jobs they have
  • Their challenges
  • How and at what time do they use Facebook, etc.

You also need to grasp your target audience’s demographics like age, gender, education, relationship status, language, past purchasing activity, and a lot more.

Set goals : 

Though each business differs, and correspondingly their goals vary too.

However, some fundamental points that can take you a long way, like lead generation, increasing conversions, enhancing customer service, etc.

Next, the approach is to base your Facebook strategy on the acronym SMART, i.e., specific, measurable. achievable, realistic, and time-bound. This shall serve as your ideal goal-setting framework.

Plan your content mix : 

The pivotal part of your Facebook plan should be to determine the right content mix.

For this, it’s advisable to follow either the 80-20 rule or the social media rule of thirds.

If you plan to follow the 80-20 rule, then:

  • you’d use 80% of your Facebook posts to inform, educate, and entertain
  • and, the other 20% you can use it to promote your brand

On the other hand, the social media rule of thirds also guides a great mix of valuable content vs. promotional posts:

  • 1/3rd of the content- share ideas and stories

  • 1/3rd should- include personal interactions with your followers

  • the remaining third can be used to promote your business

Consider using other Facebook tools : 

Further, you may wish to incorporate these tools and make the most out of them for your business’s Facebook marketing plan : 

  1. Facebook Groups
  2. Facebook Messenger
  3. Facebook Business Manager
  4. Track, measure and refine

Facebook marketing is certainly not a set-and-forget strategy.

You would need to do the tracking and measure performance to analyze what worked well and what didn’t.

This will potentially unveil how you can redefine your strategy in the future.

Thus, Facebook offers built-in audience engagement tracking through Facebook Insights allowing you to measure:

  • likes
  • reach (number of people saw your posts)
  • post engagement (no. of people who liked, clicked, shared, or commented)
  • your posts result wherein people unliked your Page, etc.

Additionally, Facebook Insights will help you ascertain which post types perform most desirably for your Page, and hence you’d know how your prevailing content-mix is working.

A Facebook business page, if worked on desirably, can prove to be immensely beneficial for your business in terms of reaching out a huge mass of potential customers, build a gigantic email list for e-mail marketing, better audience targeting through an emphasis on demographics and location, soliciting customer and building brand loyalty, drive more traffic to your website, keeping an eye on your competitors, etc.

  • likes
  • reach (number of people saw your posts)
  • post engagement (no. of people who liked, clicked, shared, or commented)
  • your posts result wherein people unliked your Page, etc.

Additionally, Facebook Insights will help you ascertain which post types perform most desirably for your Page, and hence you’d know how your prevailing content-mix is working.

A Facebook business page, if worked on desirably, can prove to be immensely beneficial for your business in terms of reaching out a huge mass of potential customers, build a gigantic email list for e-mail marketing, better audience targeting through an emphasis on demographics and location, soliciting customer and building brand loyalty, drive more traffic to your website, keeping an eye on your competitors, etc.

There’s a lot to Facebook Marketing that you can sew it within your business strategy to reach new target audiences within your home country or outside it.

All the aspects touched upon here majorly acts as fundamentals for any business that plans on to revamp their marketing strategy or as beginners intend to establish themselves on Facebook.

Now get going with your Facebook marketing strategy that meets entirely with your niche, customers, and target audience.