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Founded in 2004, Facebook has transformed from a simple social networking site into a global platform for businesses and brands. With over 2.96 billion active monthly users, it remains the most widely used social media network, providing businesses with unparalleled marketing opportunities.
Facebook marketing involves leveraging the platform to meet business goals through content creation, audience engagement, and targeted advertising. It enables brands to build awareness, generate leads, and foster customer relationships.
With its popularity and success, promoting your brand on Facebook is often deemed necessary, and here’s why you should start marketing on the platform.
A Facebook Business Page is a free and powerful platform to build your brand, attract customers, and engage with your audience. Facebook remains the top social media platform, with 64% of internet users discovering new brands through social media. This makes it an essential channel for businesses looking to expand their reach, increase sales, and foster long-term customer relationships.
As mentioned earlier, Facebook has retained its spot as the most popular social media platform for years. As such, the platform provides a wide audience and a possible customer base for you. According to recent studies, 64% of internet users typically discover new brands and products through social media platforms.
Source: Smart Insights
Beyond expanding brand reach, Facebook serves as a powerful tool for fostering genuine relationships with customers. Modern consumers seek more than just products—they crave meaningful interactions with brands they trust. Facebook facilitates this connection through interactive content, direct engagement, and personalised experiences.
People tend to humanise brands and want to feel they have a relationship with them. With social media marketing and Facebook marketing, in particular, there is a platform for this relationship to form and flourish. You can create content that appeals to your audience directly, encourages a two-way conversation, and lets users receive answers or solutions to their queries and issues.
When you have a strong relationship with your audience and consumers who believe you to be honest and trustworthy, it promotes a sense of brand loyalty in them towards your company. Long-term brand loyalty is hard to achieve, but is made simpler and easier with Facebook marketing.
In essence, utilising Facebook as a marketing tool allows you to do more than increase sales; you can build an honest and authentic connection with your audience that benefits your company in the long run. Thousands of brands are already marketing themselves on Facebook, with many achieving great success in their goals.
If you haven’t started marketing on Facebook yet, read on as we go through all you need to know to flourish on the world’s biggest social media platform.
A Facebook Business Page differs from a personal profile in key ways. Instead of adding friends, users can follow your page, allowing you to build an audience without requiring mutual connections. Business Pages also provide exclusive tools, such as advertising capabilities, analytics, and call-to-action buttons, designed to help businesses promote their products and services effectively.
Facebook Business Pages provide exclusive tools, including the ability to run targeted advertising campaigns. These campaigns enhance brand visibility, attract new followers, and drive sales, making them an essential component of any Facebook marketing strategy.
For you to succeed in marketing your brand on Facebook, it is imperative to set up a Facebook Business page.
As a supplement to your Facebook page, there are also several business applications on the platform that can be used to promote your brand.
Facebook Offers enable businesses to share exclusive discounts and promotions through an engaging post format. With a built-in “Get Offer” button, these posts encourage immediate action from followers, increasing conversion rates.
Source: Facebook Offers
Here’s an example of what an Offer post looks like. As you can see, it differs from a regular post and states, “Floral & Petals posted an offer,” which could grab your followers’ attention.
Beyond your Facebook Business Page, you can leverage additional tools to expand your reach and engage customers:
Event pages are supplementary pages you can create to promote any events your business may be hosting. Whether it’s hosted virtually or in the real world, event pages help you to organise and promote any event to your followers or other users.
Events can help generate leads while gaining and retaining users’ attention, allowing you to connect with your audience virtually or in person. As a bonus, virtual events, in particular, are relatively cheap to host and can be ticketed.
Source: Facebook Events
Facebook Marketplace is a free-to-use open exchange on the platform where users can buy and sell new or pre-owned products. All Facebook users can post or interact in the Marketplace, buying or selling items.
If you’re looking to get more product exposure or promote a sale or discount, Facebook Marketplace is a good tool to use. Posting and promoting your items is also a simple process that only takes minutes of your time.
Source: Facebook Marketplace
Facebook Groups are communities of like-minded individuals who share the same interests or hobbies. Groups can be created by anyone and revolve around any topic. There are millions of groups currently on the platform.
There are two ways to utilise Groups in your marketing strategy: create your group related to your company and industry, or join a group that is relevant to the products or services you offer and promote your business there.
Do a quick search on Facebook with keywords related to your business and find a few Groups that may be beneficial in increasing your audience and customer base.
Source: Facebook Group
On Facebook, there are several types of posts that you can utilise in your marketing strategy.
Best for sparking conversations but less effective for driving traffic. Use them strategically for engagement.
Source: https://www.wordstream.com/blog/ws/2022/03/10/facebook-post-ideas
Photo posts attract attention and effectively highlight products, promotions, and company culture. High-quality images with engaging captions enhance audience engagement and drive conversions.
Source: Boomerang Garage & Groomworks
Check out this great example of a photo post from Boomerang Garage & Groomworks that conveys information while being visually appealing. Showcasing their servicing package, they list the steps in an easy-to-read and concise manner.
Ensure all photo posts are in the correct size; the optimal size of 1200 x 325 pixels is recommended, with a minimum size being 600 x 315 pixels.
Facebook’s highest-performing content format—ideal for storytelling and product demonstrations.
Source: Boomerang Garage & Groomworks
Here’s another prime example of a video post from Boomerang Garage, which shows the disinfection services they provide. The video details the whole disinfecting process, which shows how thorough they are, leaving out any room for question on their quality of service.
Consider using videos if you want to showcase something that text or photos can’t convey wholly.
Short, engaging videos (15–60 seconds) designed for maximum reach and engagement.
Source: BOOTHYPE
A great way to interact with followers in real time for product launches, Q&A sessions, and live demos.
If you’re looking to host a Facebook Live on your business page, here are a few tips to keep in mind:
Source: https://stock.adobe.com/search?k=facebook+live
Share blog articles or product pages to drive traffic to your website.
To create a Link Post, input the URL of the webpage into the “Create Post” box on your page, and it will automatically generate a Link Post. Consider utilising Link Posts if you host content on your website that isn’t receiving as much traffic as you’d like.
Disappear after 24 hours—perfect for limited-time offers and real-time updates.
Source: Revol Carz Makeover Singapore
Here’s an example of a Facebook Stories post from Revol Carz, a car maintenance workshop. It’s simple but achieves its aim of sharing a real example of the work they’ve done. Take note that Facebook Stories work in a 9:16 aspect ratio, so you should ensure that the content works within that space.
Facebook Ads empower businesses to reach highly specific audiences with precision. Unlike organic posts, paid ads guarantee visibility among the right demographics at the right time.
Whether the objective is brand awareness, lead generation, or sales conversion, Facebook’s advanced targeting and diverse ad formats help businesses achieve measurable results.
Ideal for driving traffic to your website or an external webpage, image ads consist of a singular, static picture and an accompanying caption. For image ads, visuals should be in JPG or PNG format and have a minimum size of 1080 x 1080 pixels.
Facebook recommends captions to stay under 125 character,s with headlines and descriptions at 40 and 30 characters respectively. As such, image ads are best for clear and concise messaging with a direct call to action.
Source: Revol Carz Makeover Singapore
Video ads can be versatile in content and, as mentioned earlier, video posts generally perform the best on Facebook. With the ability to catch users’ attention quickly while entertainingly conveying information, videos are a highly recommended ad format.
Ensure that your videos are high-quality and straightforward in their messaging to avoid disinterest from users.
Additionally, take note that video ads should have the following specifications:
Source: Revol Carz Makeover Singapore
Here’s another ad example from Revol Carz, a video ad that showcases the results of their work. This video contains photographic evidence of their work and information about their services. Despite containing so much information, it works well as a video ad by portraying it visually and concisely.
Carousel Ads are a series of images that users can scroll through from left to right. Carousel ads have a minimum of 2 images and can be used to showcase the same product and its different features, different products from the same store, demonstrate a process, create a larger image, or sell the benefits of a service.
Each image in a carousel ad can have a different headline, text, and call-to-action, making it a great choice for e-commerce businesses looking to promote multiple products.
Source: Revol Carz Makeover Singapore
In this example from Revol Carz, they used the carousel ad to create a larger image while also selling the benefits of their services.
Collection Ads are similar to carousel ads in that they contain multiple images. However, the contents of the ad are displayed more dynamically with a key image or video highlighted and the other product images in a smaller grid format below.
Viewers are encouraged to click on one of the images to display the full catalog of items like an e-commerce shop.
Source: Facebook.com
Such a format is great for retail of online products in industries such as fashion, sports, and beauty, as it is an immersive format that can drive clicks to your online store.
Before you create an advertising campaign on Facebook, you should know all about audiences — the pools of users you will be targeting. When you know who you’re targeting, you will know what would best appeal to them. We will discuss three types of audiences here: Core, Custom, and Lookalike.
Your saved audience, also previously known as a core audience, is the most commonly used audience type when advertising on Facebook.
Saved audiences are created based on four factors: location, demographics, interests, and behaviour. Location refers to the region, country, or area within a country where you want to advertise. Demographics include age, gender, and language.
As for interests, including relevant and specific ones will target users who have searched or shown an inclination for those interests. Behaviours as based on users’ past purchases, device usage, and other activities.
When creating your saved audience, it should reflect the customer persona you may already have in your marketing strategy. If you haven’t created a customer persona, consider giving this guide a read to discover how to create one today.
If you’re still unsure what your customer personas are, you can utilise the Audience Insights tool to better understand your current and potential audiences. More on this in the Analytics Tool section below.
Custom audiences allow you to reach your existing customers and audience from other platforms through Facebook. For people who are already familiar with your business, targeting them with ads will essentially serve as a reminder of your business, possibly convincing them to make another purchase.
Custom audiences can be found in three ways:
Source: Facebook Custom Audience
As you can see in the image above, there are various sources you can choose from to create a custom audience. Creating a custom audience provides an avenue for you to continue the sales process with customers who have already been exposed to you.
Lookalike audiences are made by comparing your current and best customers with other users and selecting those that are most similar to your customers. The rationale for this is sound as these users could be more likely to be interested in your business.
When creating a lookalike audience, you need to choose a saved audience for Facebook to compare against and a percentage, ranging from 1–10%, of the source audience to target. Lookalike audiences will also exclude your current customers, so you don’t have to worry about any crossovers.
After running your ads campaign, you need to measure the success and find out all you can regarding its performance.
You should note that Facebook discontinued their Facebook Analytics service in 2021 which provided an in-depth look into the results of ad campaigns. Even so, there are other separate tools that can generate insights for you to gather your ads reporting.
The Ads Center is an existing tool on your Facebook Page where you can see the results of ads created from your page. It is rather limited, but it is still helpful for you to manage all your current and previous ads.
Within the Ad Center, you can view the summary, ads, tools, and automated ads.
Meta Business Suite is a platform developed by Meta (formerly Facebook) specifically for businesses and marketers to manage their presence and activities across Meta’s family of apps, including Facebook, Instagram, and Messenger. It provides tools and features that help businesses create, manage, and analyse their advertising campaigns, posts, and interactions with customers.
Meta Business Suite is the central location to manage all your operations across each Meta-owned platform.
Key features of Meta Business Suite include:
Meta Business Suite is designed to simplify social media management for businesses of all sizes, providing them with the tools they need to effectively market their products or services on Meta’s platforms.
Before we go into the steps of creating an ad campaign, you need to know about the Facebook Ads structure.
A typical ad structure is made up of
Meta Business Suite (formerly Facebook Analytics) provides businesses with a central dashboard to analyzse performance across Facebook and Instagram. It helps marketers track engagement metrics, audience demographics, and post-performance to enhance their strategy.
For businesses running paid advertisements, Facebook Ads Manager provides detailed reports on ad performance. It helps advertisers monitor key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and cost-per-click (CPC).
Facebook Pixel is an advanced tracking tool that allows businesses to monitor user activity on their websites after interacting with Facebook ads. It helps in conversion tracking, remarketing, and audience segmentation.
Use engagement metrics from Meta Business Suite to determine which types of content resonate most with your audience. Look at:
Analysing audience insights can help you determine the best times to post on Facebook for maximum reach and engagement.
Ads Manager allows you to break down audience engagement by demographics, location, and interests. Use this data to:
Facebook Pixel helps track customer interactions beyond the platform, offering insights into:
Meta Business Suite provides competitor insights, allowing you to:
Facebook Analytics is an essential tool for businesses looking to optimise their marketing efforts. By tracking engagement, refining ad targeting, and analysing user behavior, businesses can make informed decisions that improve content strategy and advertising performance. Marketers who embrace data-driven insights will be better equipped to maximise their social media ROI and drive sustainable business growth.
In summary, Facebook is an excellent platform for businesses to market themselves. Despite the rise in popularity of other social media platforms, this hasn’t diminished Facebook’s position as one of the top social media platforms to advertise on, with billions of users worldwide.
To harness Facebook’s full marketing potential, consider our 2-day WSQ Facebook & Instagram Marketing Course in Singapore. This course provides hands-on training in leveraging Facebook’s tools to craft effective digital marketing strategies.
Alongside that, we also host a wide range of digital marketing courses to ensure you have a well-rounded strategy.
Check out our Certified Digital Marketing Strategist (CDMS) v2, which covers the following seven modules:
You’ll be awarded the Certified Digital Marketing Strategist (CDMS) v2 certificate upon completing these seven modules. These courses are WSQ-accredited, and eligible students will receive an SSG subsidy.
With over 18 years of experience in digital marketing, social media and content, Hatta founded Awesome Sauce to work with clients on elevating their digital marketing through consulting, content production and training His past clients include MNCs like PUMA and Dunkin Donuts, government institutions like MUIS and local SME heroes such as The Cage.
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With over 18 years of experience in digital marketing, social media and content, Hatta founded Awesome Sauce to work with clients on elevating their digital marketing through consulting, content production and training His past clients include MNCs like PUMA and Dunkin Donuts, government institutions like MUIS and local SME heroes such as The Cage.
Receive the latest blog articles right into your inbox.
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