Last Updated on July 11, 2023 by

As of 2022, Facebook remains the social media platform with the most active users. The number of active users on Facebook has surpassed 2,900 million and doesn’t seem to stop increasing any time soon.

Therefore, many businesses use Facebook as a channel to grow their business. They can reach a broader audience, generate leads, improve brand awareness, and get higher sales. 

Moreover, Facebook is perfect for all kinds of content, from text to video. You can publish articles, photos, brand posters, or explainer videos to introduce your products. Not to mention, Facebook ads are always on guard to help you boost content performance.

If you plan to leverage the platform, we’ve compiled solid advice on how to use Facebook for marketing. Keep scrolling to discover the essentials!

#1. Identify Target Audience

The first step to Facebook marketing is to pinpoint your audience. Identifying and understanding the target audience help you to create content and ads that are suitable for them.

Research the target audience demographic factors, such as age, gender, education, and income. You can also look for their lifestyle and interest to approach them better.

#2. Plan Engaging Content

Content is the soul of your marketing effort. That’s the medium to attract and engage the audience. So, you need to pour your creativity, time, and budget into creating enticing and powerful content.

Facebook is best for any type of content; textual, image, or video. You can also implement all of them, but remember to keep them uncluttered by creating a timeline to publish certain types of content.

Moreover, no matter which content types you create, you must be sure that your content is original, creative, and valuable for the audience. Try to show your sincerity by avoiding being too promotional.

In addition, to generate optimal view and engagement rates, publish your content at the best time. The daytime is more recommended than nighttime. Also, avoid weekends as people may stay away from their mobile devices.

#3. Set Budget for Facebook Ads

Allocating a marketing budget is always necessary for every business, especially small to medium-sized businesses. You’ll need to spend some money to boost your content performance.

You may plan to post content without Facebook ads or promotion, hoping people will find your content somehow. However, it’s going to be a long and uphill battle. Unfortunately, getting organic viewers is more difficult on Facebook, unlike on Twitter and Instagram.

So putting money behind your content is one of the best strategies available. Facebook provides features like content ads, conversion and lead generation ads, and boosted posts to reach a broader audience.

Those who never know your brand or product may find your content through ads or content promotion. So, you have a higher possibility to improve brand awareness, gather more audiences, generate leads, and increase conversion rates.

#4. A/B Split Test

As you may meet many competitors doing the same thing on Facebook, you need to keep improving your marketing strategy on the platform. A way to keep upgrading your Facebook marketing strategy is by doing an A/B split test.

An A/B split test is a shared secret among marketers and business owners. It refers to an effort to compare small variations of a strategy to know which one is the best for your marketing plan.

Doing an A/B split test lets you know data-based facts such as the best time to post content, the most favored content by the audience, and the most effective ads to yield results.

You can go to Facebook insight and Facebook Ads Manager to discover your content performance metrics, data, and statistics.

#5. Track and Analyze Performance 

After publishing your marketing content on Facebook, you must monitor its performance regularly. Tracking the daily performance is best to know the best times that drive the most engagement.

Moreover, monitoring content on a daily basis allows you to know whenever someone leaves comments or messages. So, you can immediately respond to their comments or reply to their messages as an act of fast response service.

You also need to analyze your overall marketing efforts weekly or monthly. The Facebook analytic page will help you to uncover results, data, and statistics. You can see the statistics on click-through rate, cost-per-click rate, total ad reach, and more.


With millions of active users, Facebook is undoubtedly a goldmine for modern marketers and business owners of all scales and fields. The above points can be your guide to a successful marketing strategy on Facebook.

The last tip is to always interact with your audience and prospective customers through the Facebook comment section or message. Good customer service is vital in driving prospects to convert. Moreover, you can also turn them into loyal customers.


Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video production company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). 

Twitter: @breadnbeyond

Email/Gravatar: [email protected]   LinkedIn: Andre Oentoro