The complete guide to Facebook marketing


You've heard of it, you're probably on it, and there's a good chance you just finished looking at cat memes on it too. But did you know that it's the world's most important marketing tool, too?

As you probably already know, the world's largest social network has changed a ton since its Harvard inception in 2005.

Nowadays, the social network is home to over 2.38 billion (or nearly 31% of the world population!) monthly active users, with over 1.56 of those logging on every single day.

Better yet, these billions of users are spread out throughout the world, with India, The United States, and Brazil being its three biggest markets, so you can sell your products in quite literally all corners of the earth.

Plus, despite being hit with numerous scandals over the past couple years, Facebook is nowhere close to losing its place as the king of the social networks.

In fact, it's actually continued to gain users and grow revenue despite its—put lightly—turbulent 2018.

But we get it: starting a Facebook presence from scratch is hard.

Not only do you need to go through the process of actually creating a page, but you need the time and know how to actually create content that people will interact with. And that's assuming you know what type of content to post!

Don't fret, though! We're here to help.

As a company full of Facebook marketers, we know what it's like to build and nurture a Facebook audience from scratch, and we'd hate to see you go it alone.

So that's exactly why we've spent the last year writing numerous guides that help marketers build a successful Facebook presence in 2019 and beyond.

This guide is a cumulation of these reviews. Each section will give you a basic overview of building, maintaining, and growing a Facebook page, as well as give you an overview of other features like Facebook Live, Facebook groups, and even Facebook ads.

Within each of these sections, you'll find links to full guides to these features. These go more in-depth, so make sure to check them out and read them to get the most out of this guide. Trust us, it's worth the time!

We created each of these guides to be digestible and beginner-focused, so even the most novice Facebook user can become a top-notch Facebook marketer. Just don't forget to thank us when you're a pro 😉

Here's a quick overview of everything you'll learn in the guide:

  • Chapter 1: building a Facebook presence
  • Chapter 2: getting started with Facebook marketing
  • Chapter 3: using Facebook Ads to grow your reach
  • Chapter 4: start a Facebook group to build a community
  • Chapter 5: tracking your Facebook growth
  • Further reading

So what are you waiting for? Let's dive in and check out the guides!

Chapter 1: building a Facebook presence

Here's how to start Facebook marketing

The first step in creating a Facebook presence is to, well, create it! To start, you'll need a Facebook personal Facebook account. Then, you can head over to the Facebook page creator website and start the process of building out your Facebook page.

There is a myriad of different steps you'll need to work through when creating your page. This includes things like selecting the right page category, giving the page a proper name, and adding hours of operation.

Further, you need to write a descriptive page bio and make an awesome cover photo for your brand. These two things show your page visitors what your brand is all about, and will encourage them to give you a Like (and check out your products too).

We recommend putting extra time and care into the initial build-out of your page. Doing this will let you create an awesome first impression, and give you the kickstart you need to build a fresh Facebook audience.

Plus, properly filling all of these out will properly categorize your page, giving you the highest chance of ranking in Facebook's search engine. Check out our guides below for a full explainer on initially creating a Facebook page:

Chapter 2: getting started with Facebook marketing

So, you followed our guides and created a sweet new Facebook page—congrats! You're off to a good start, and now it's time for the fun part: actually posting content and building an audience.

In this chapter of the complete guide to Facebook marketing, we'll run you through creating content and dive deep into different types of special content types that can yield massive growth.

Let's get started!

2.1: These are the types of content you can post on Facebook

It's important to understand that Facebook has two different types of posts these days: page posts and stories.

Page posts are your standard Timeline posts. You can add photos, text, and videos to them, and they'll be shared organically with your audience. And despite Facebook organic reach largely declining for pages, they're still super important when it comes to marketing

After all, page posts are what people see when they go to your Facebook page, and is what’s served to their Newsfeeds when scrolling.

Try your best to incorporate photos and videos in all of your Facebook page posts. Posts with imagery are 150% more likely to be engaged with than those without, so not using them could tank an otherwise great post.

Facebook Stories are important too!

Facebook Stories are essential

On the other hand, you can also post Stories to Facebook. In short, Stories are like a second Newsfeed. You start with a vertical image or photo and then add filters, text, stickers, or other visual content in the editor.

Stories can then be viewed at the top of the Messenger app and Facebook feed. Stories posts stay active for 24 hours from posting, so we recommend posting bite-sized content to stories—think sales announcements and product reveals.

Not sure whether to post to your feed or your story? No worries—we wrote a dedicated guide to this dilemma earlier in the year, so make sure to check it out before brainstorming your first set of posts.

Oh yeah, you’ll also find tons of inspiration for successful Facebook posts in the guide too, so make sure to check it out!

2.2: But wait, how many times a day should I post?

That's a great question! After poking around the internet, we found that most Facebook pages should post 1-2 times per day if they have less than 10,000 Likes. Anything more than that, and your engagement will start to drop off—well, at least for some pages.

We recommend sticking to this 1-2 posts per day regimen for the first couple of weeks, and then slowly tiering up the number of posts you publish daily. If you find that engagement increases, consider sticking with a slightly higher posting rate. If it drops, move back to the 1-2 posts per day routine.

This will let you find what works best for your specific audience. After all, every Facebook page—and its respective audience—is different. So keep a/b testing, and you'll eventually find what works best for you.

2.3: Use Facebook Live to massively increase video viewership

Facebook Live launched in 2016 and quickly took the social media world by storm.

This awesome feature lets any Facebook profile, page, or group start a live video feed from any smartphone or laptop, so you can run things like live Q&As, influencer interviews, and even trade show walkthroughs without the use of third-party tools.

The live streaming service is huge for marketers, too. In fact, The a recent joint study by Livestream and The New York Times showed that 80% of social media users would rather watch live video from a brand than read a blog post, and 82% of them prefer live video to a brand’s standard social posts.

Consider using Facebook Live once or twice a month to grow your Facebook page too. This will get people involved, and help you build hype around your products and services. Check out our full guide to Facebook Live for more info.

2.4: How to host Facebook Events that people actually attend

We're not event planners, so we can't tell you how to plan an actual event. But we are social media marketers, so here's a quick rundown on how to create an awesome Facebook event on your page.

Creating your first event is super simple. Just head over to the Events page on Facebook and click the New Event button. Then, fill out all of the on-screen content and make sure to select your brand's page as the Event host.

Make sure to carefully fill out everything on-screen. This will let you properly categorize your event so that it shows up in local event suggestions, hence bringing you more attendees and expanding your reach.

We recently wrote an entire article on creating awesome Facebook events, so be sure to give it a read before planning your next event. You'll thank us when your brand's next event is the coolest party in the city 😉

2.5: Create quick engagement with Facebook polls

Facebook Polls make for easy engagement

Want a quick and easy way to get engagements and gauge your audience's opinion? Try running a Facebook poll!

We're a huge fan of social media polls because they give your audience members a super quick way to engage. They don't have to type anything, all they need to do to engage is simply click on the option they want to vote for—it’s that simple.

Thankfully, Facebook added the ability to natively host polls a couple of years ago, and they're super easy to create.

Just make a new status update on your Facebook group, click the ... button, and click poll. Then, you can add your question and possible answers to the post.

Try posting a poll or two a month about topics you're interested in. This will get you engagements, and even let you do a little market research while you're at it. Seems pretty great to us!

2.5: Other easy ways to grow your Facebook engagement

Want to learn more about different Facebook content types? Have questions on anything else covered in this section? Check out these articles:

Chapter 3: using Facebook Ads to grow your reach

You've probably heard the rumors, and we're here to clear them up: Facebook organic reach is slowly dying.

A 2018 Newsfeed algorithm change started prioritizing content from friends, family members, and other "content that matters" in the timeline.

While this was a win for Facebook users, it's been tough on brands. Some brands saw their reach be cut in half (or worse) when the algorithm change was put into place, making one thing super clear: brands need to start using Facebook ads to get ahead.

Thankfully though, Facebook has a suite of super powerful tools that let marketers advertise to super specific audiences, giving them the most bang for their advertising buck. And since there’s no minimums to run a Facebook ad, anyone can run one.

Here’s how to use them:

3.1 Get to know Facebook's different marketing tools

Facebook ads have evolved a ton over the past 10 years—nowadays, we have more ways to advertise than ever before, with tons of targeting features, ad types, and more.

Some of these ad types include carousel ads that let you post multiple pictures, website conversion campaigns that encourage specific website actions, and video ads that let you serve videos to an audience of your choice.

But it goes beyond just ad types—Facebook has added a boatload of targeting features over the years too. For example, you can target by location, interest, gender, and just about anything else under the sun.

Check out our article on 11 powerful Facebook advertising tools and learn how to use these to run awesome Facebook ads for your brand. We'll show you how these awesome features work so you can put your ad dollars to good use.

3.2 Facebook Pixel makes ad retargeting easier than ever

Another awesome (and free!) Facebook ad tool is Facebook Pixel.

This tool lets you integrate your Facebook page with your website so you can track conversions and retarget Facebook ads to people that have already visited your website in the past.

Thankfully, this powerful tool is super easy to integrate—it's as simple as adding a bit of code to your website beneath the openingtag.

For a full how-to, check out our full guide to implementing Facebook Pixel and using Pixel for retargeting.

Chapter 4: using Facebook groups to grow a community

Create a Facebook group

Another great way to overcome Facebook's lack of organic reach is by creating a branded Facebook group.

Why is this? Well, remember how we said that Facebook started prioritizing "content that matters" earlier in the article? It turns out that this includes content from Facebook pages.

Further, Facebook introduced a number of new branded groups features last year, including giving brands the ability to create groups of their own. And as far as we can tell, branded Facebook groups are still treated the same as any other group in Newsfeed listings.

So with that in mind, we highly recommend making a branded Facebook group for your brand too. Doing this will help you regain some of your lost reach, and give you a larger platform for sharing your content with your audience.

But before you do that, here's a few things you should keep in mind before diving head-first into Facebook groups.

4.1 How is a Facebook group different from a Facebook page?

Despite groups and pages having lots of similarities, they're actually quite different.

A Facebook group is meant to be a place where Facebook users get together to discuss a specific topic. Additionally, group members can post their own threads to the group, unlike Facebook pages where people are generally commenting on posts from a specific brand.

So when you create a Facebook group, make sure to make it about an industry topic or common interest. This will spark conversation and differentiate your Facebook group from your page.

4.2 What types of content should I post to a Facebook group?

We recommend focusing your Facebook group's content strategy around the industry you're a part of, not your brand.

Post things like industry news articles, conversation starters, and links to other things your audience might find interesting (and engage with). You can also use features like polls and Facebook Live for groups to generate even more engagements.

Doing this will make your group's conversations flow more naturally, and overall make your group a more inviting and interesting place.

But don't worry—you can still post self promoting content too. Just do it sparingly, and when you do, make sure it's conversation focused.

For example, ask for opinions on your latest blog content or gauge opinions on your product's newest features. This will keep the conversation going while you drive traffic back to your website.

Want to learn more about building a branded Facebook group? Check out these guides:

Chapter 5: tracking your Facebook growth

Now that your Facebook page is up and running, what's next?

Simple: it's time to start tracking important engagement metrics.

Doing this will let you see what types of content is performing well for your brand, and let you prove Facebook's effectiveness to your clients and other stakeholders.

But how do you track Facebook engagement metrics? And more importantly, what do you need to track?

It’s a good thing you asked, because that's just what we'll answer in this chapter! Let's dive in.

5.1 What metrics should Facebook marketers track in 2019?

As you've learned in this article, Facebook is a complicated network with lots of different ways for people to interact with one another.

Thankfully though, there are only a few key metrics that you need to track when looking at your Facebook growth and engagement, and we’ve listed them below:

Like growth

Keep an eye on the number of new people that Like your page every month. High Like growth is usually indicative of high-quality and topical content, so curate your content accordingly.

Overall engagement rate

Keep track of your overall engagement rate by dividing your number of post Likes and shares by your total number of followers. This will let you track the number of your followers that engage with your posts, so you can get a feel for if your audience actually likes what you post.

Post reach

Post reach shows you the number of unique people that have (quite literally) seen your content. Tracking this is important to understanding the Newsfeed algorithm and can give you a good look at how shareable your content is.

Audience demographic

Keep track of the people who are liking and sharing your content. This will help you curate content (and ads) to the age group, location, and gender that's already following your content.

5.2 How do I track Facebook metrics?

In order to efficiently track your Facebook engagement metrics, you'll need a solid social media management tool. These tools let you post to Facebook (and other social networks) as well as pull detailed reports that you can use to track the above metrics.

Here at Social Report, we're confident that—after testing all the other option on the market—our tool is the best social media management tool in the game.

With Social Report, you can track all aspects of your Facebook pages, groups, and profiles. Wen track things like engagement rates, Like counts, and all of the other important metrics listed above. Just link your Facebook accounts to a Social Report project, and we'll start pulling these metrics immediately.

Plus, Social Report has two awesome reporting views: cross and single channel.

Our cross-channel reports let you view all of your networks side-by-side, while the single channel reports let you dive super deep into one particular social network.

In the single channel view, you can dive super deep into one network. This includes important metrics like post reach and impressions per post, giving you actionable information that you can use to better curate the content you post to Facebook.

Oh, and don't worry: you can export these reports to PDF and Excel documents too. Our PDF reports are pixel-perfect and ready for stakeholder meetings, and the Excel reports give you the data you need to crunch your own numbers.

So what are you waiting for? Give Social Report a shot FREE for 30 days. After that, our plans start at just $49 per month, so we're affordable for any small business, agency, or enterprise.

Hungry for more? Here's all of our guides on tracking Facebook engagement metrics:

Further reading:

So, you've done it. You made a Facebook page, started posting content, and have started tracking your growth.

Now, keep it up! Remember, a Facebook presence takes a lot of upkeep, but when properly executed and maintained, it will help you drive business and keep your current customers actively engaged with your company.

But we’re not done yet! Here’s some further reading to help you grow your marketing skills even more. These articles will help you ideate and curate top-quality content, get to know the Facebook Marketing Partner Program, and more!

Here's a look:

Bottom line

And there you have it: the Social Report complete guide to Facebook marketing. In this guide, you learned the ins-and-outs of Facebook marketing and built a successful Facebook presence in the process.

Make sure to back often as we're constantly updating this article with new guides and more helpful tips and tricks. But until then, put your newfound Facebook skills to good use, and we'll see you on the 'book!

Need an amazing Facebook management tool for your business? Try Social Report for free.

Use Social Report for your Facebook marketing