7 ways to use Facebook for marketing

Facebook is the leading social media platform for marketing, branding, and sales. Facebook is a powerful marketing tool that allows businesses to reach, engage, and convert their prospective customers at a relatively low cost.


Facebook gradually transited to one of the biggest marketplaces from a prominent social medium on the internet. It offers highly targeted paid advertisements and organic posts, allowing businesses to advertise their products, services, and achieve more visibility.

  1. Facebook Business page


Facebook Business Page- Marketing, branding, and sales

The Facebook page is a great platform to develop your brand identity, customer engagement, and driving traffic to your website. Facebook advertising allows you to share images, links, videos, and posts to reach a wider audience. Social media influencers add value to your business because their followers become your prospects. Facebook Insights is vital to analyze your content and customer’s journey.

Here are 4 easy steps to Create Facebook Business Page:

  1. Click “create new” page (facebook.com/pages/create.)
  2. Select the page type and business category. 
  3. Fill in the required information. (brand name, description, contact information, good profile picture, and cover photo)
  4. Click Create Page.

Note* an admin can assign page roles and customize the page anytime as per the business needs.

II. Facebook Advertising: Classic ads

Facebook Advertising for businesses

Facebook advertising enhances customer interaction and good relations with your brand. Following are the types of Facebook Marketing advertisements.

Photo ad vs. Video ad

Image ad is easy, fast, cost-effective, and gives high-quality results. Image ads help in branding and driving traffic to your website.

The video ad is efficient to showcase the features of your product in action. Video can vary depending on specific goals: short videos and Graphics Interchange Format (GIFs) to quickly capture attention or In-Stream videos for a longer user engagement.


Carousel ad

A carousel ad allows a maximum of ten images or videos with a unique hyperlink to their product page in a single ad campaign. Carousel ads involve creativity and interactivity to feature one or a few different products in detail. It is relevant for e-commerce businesses to advertise their products.

Collection ad

A collection ad is a mini-catalog of your products in a Facebook post. It consists of four small photos in a grid and one video or large hero image on top.

Slideshow ads

Slideshow ad is the image sliding series of the product with music that plays well even with low internet connectivity. 


Lead generation ads

Lead generation ads are a creative content hyperlink to a subscription form with your contact details and other information. Leads are your potential customers, and it is vital to target them for conversions.

Paid vs. Organic

Paid marketing is the strategy that businesses use to target potential customers based on their interests and web activities. It includes boost posts, pay per click (PPC), and cost per click (CPC) to increase the visibility or SEO rankings. Organic marketing is getting customers naturally over time using organic content. It is free, but it takes a longer time to market, brand, and sell.

Classic Ads


Classic ads or Marketplace ads

Classic ads are commonly known as ‘Marketplace ads,’ and it is displayed on the right side of Facebook. It has a hyperlink headline or image directing to the Facebook business page or website. 

Steps to Create Classic ads or Marketplace ads:

  1. Go to Ads Manager
  2. Select the objective of your ad (Brand awareness, Reach, Traffic, Video views, Lead generation, Event responses, Messages, Conversions, and Catalog sales)
  3. Click Continue.
  4. Select your service area.
  5. Define your target audience.
  6. Click Automatic Placements or Edit Placements.
  7. Allocate Budget, Schedule your ad, and click Next.
  8. Select your ad’s creative format.
  9. Click Done and Place Order.

III. Facebook Sponsored Story Marketing


Facebook Sponsored story for Businesses

The Facebook Sponsored story is your Facebook friend’s activities displayed on your stories. The activities include: liking a page, installing an app, and grabbing an offer. It influences users to respond to the call to action set by the advertisers. Facebook Sponsored Stories have a 46% higher click-through rate (CTRs) and 20% lower cost per click (CPC) than regular Facebook ads, making it an essential Facebook marketing strategy. 

Steps to Create Sponsored Story ads:

  1. Go to Ads Manager and click create
  2. Select an objective supported story ads (App Installs, Brand Awareness, Conversions, Reach, Traffic, Video Views, and lead generation)
  3. Click Continue.
  4. Define your target audience.
  5. Click Automatic placements that are compatible with story ads. 
  6. Click Continue.
  7. Select your Facebook Business Page (optional).
  8. Select a single Image or Single Video as per the ad format.
  9. Click done.

IV. Facebook Open Graph

Illustration of open Graph protocol using Spotify

Facebook Open Graph allows businesses to track user activity with an external app. Companies can create third-party apps for specific triggers and notifications based on the user’s activity. Open graph posts are more meaningful to users because a familiar friend’s activity generates the posts. Spotify is the renowned app for Facebook Open Graph. Game apps use Open Graphs during the win or accomplish the mission to attract more installers. It is a unique Facebook marketing strategy to stand out from other Facebook ads.


Steps to Create Spotify ads:

  1. Define your objective and name your ad.
  2. Define your target audience.
  3. Allocate your budget and schedule your ad.
  4. Design your ad content.
  5. Upload and post.

V. Facebook Exchange Marketing  (FBX)



Facebook Exchange vs. Facebook standard ads

Facebook Exchange is a new strategy that allows businesses to retarget their potential customers through real-time bidding (pay only when a customer clicks on your ad) on Facebook. They target the audience based on web activity – abandoned carts and abandoned checkouts. The same products are displayed on customers facebook through the saved cookies when they leave without purchasing on external websites. FBX has 10 to 50 times higher click-through rates, and it is an efficient strategy for Facebook Marketing.

VI. Effective marketing strategy: Promoted Facebook Post

Facebook remarketing strategies

Set Your Goals

It is essential to have goals for your marketing campaign. Segment your plan into small intermediate objectives to achieve your  main goal. Specific goals help in predetermining the techniques, posts, and ad formats for a successful marketing campaign. Facebook is a useful tool for achieving the following business goals:

  1. Lead Generation
  2. Conversion of leads
  3. Driving traffic to the website
  4. Customer engagement
  5. Successful marketing, branding, and sales

Define your target audience

Analyzing your target audience is an important task to determine the techniques and ad formats. 

Facebook Audience Insights is a tool to source information about the people engaged on your business page. Facebook enables the business to target their ads to specific demographic areas, age groups, hobbies, professions, and web activities.

Content format and Post Schedule

A content calendar guides you in scheduling relevant posts. The consistency of the post is essential to engage your customers.  Content must be a mixture of visual and text to attract customers. Providing educational, informative and stories apart from monotonous marketing content will engage your audience. Facebook provides the feature to schedule and set up an auto-publish post to deliver ads on time.

Boost your post with Facebook Ads

Facebook allows businesses to target larger audiences at a relatively low cost. Boosting ads is the principle of bidding for the timing, ad placement, and target audience.

Use of Facebook tools

Facebook provides many useful tools to enhance your business goals. These are the following Facebook tools for gaining engagements on your business page.

  1. Facebook Messenger
  2. Click-to-Messenger Ads
  3. Pages to Watch
  4. Invite Engaged Users
  5. Sending an invitation to your friends
  6. Marketplace
  7. Story
  8. Shop

Analyze your Facebook Marketing results

Your Facebook marketing strategy won’t work on its own. Its efficiency primarily depends on audience interaction. Analyzing their engagement will help you to formulate the strategies that work best for you. 


Facebook Insights is a tool that shows valuable data like  page views, post engagements, story reach, and page activities to analyze your marketing campaign.

Promoted Facebook Posts



Facebook promoted or boosted posts to increase post reach.

Facebook Promoted Posts display on the user’s news feed at a reasonable rate. Facebook Promoted Posts are shown to existing fans, with an added option to reach friends of fans. 

Steps to promote your Facebook post:  


1. Go to your Facebook Page.

2. Find the “post” to boost. 

3. Select Boost Post. 

4. Fill in the details for your ad.

5. Click Boost.

VII. Hosting Facebook Contests


Facebook Contest for brand awareness and customer engagement

Hosting Facebook contests is another Facebook marketing tactic for brand awareness and user engagement. Advertisers must link Facebook to third-party apps to run the Facebook contest. Shortstack and Pagemodo offer free contest templates. 

Guide to run a successful Facebook contest:

  1. Set the Goal of the Contest.

2. Plan the Prize for winners.

3. Frame contest Entry method.

5. Create the Contest or Giveaway Post and boost.

7. Choose the Contest Winner.

Benefits of Facebook marketing

Benefits of Facebook Marketing

Precise Targeting

It is vital to know your audience while you create an ad campaign. Facebook enables the business to target their ads to specific demographic areas, age groups, hobbies, professions, and web activities.

Increases web Traffic
Facebook advertising drives traffic to your website. Your website will receive quality leads and enhance credibility as they discover your company through Facebook. Attractive pictures on Facebook increase the click-through rate to your website.

Multiple Ad – Formats

Facebook features allow users to advertise their products in various formats. The content can be text or visuals posted organically or start paid ad campaigns. “Story,” “Shop,” “Marketplace,” “Facebook page,” and “Messenger” are features of Facebook for advertising.

Customer engagement
customers prefer to communicate on social media than phone calls. Facebook enables businesses to create a chatbot with relevant keywords to engage the customers.

Increases Search Engine Optimization (SEO) 

Multiple engagements (react, comment, share) on your business page help your website’s SEO ranking.

Click below to learn more about Facebook Marketing.
Facebook Marketing in Bhutan: A Comprehensive Guide for Beginners

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