Fb was born in 2004, and since then, numerous different platforms have entered the social media enviornment. Nonetheless, it is prevailed as a strong advertising outlet — although precisely how to make use of Fb for enterprise has modified drastically.
The phrase “Fb is lifeless” can incite an immediate debate amongst entrepreneurs. Fb is a variety of issues — irritating, continually evolving — but it surely’s not lifeless. With greater than 3 billion active users, Fb is undeniably alive: it‘s essentially the most energetic social media platform on the planet. However, the way in which it’s utilized by companies adjustments too typically for some manufacturers to maintain up with.
Taking a web page from a 2004, 2014, and even 2024 Fb playbook isn‘t going to ensure success. Companies that get traction on Fb are tailoring their technique to what’s working proper now (and most are working adverts). I’ve managed Fb pages for all types of manufacturers: nonprofits, native authorities workplaces, small companies, digital manufacturers, and extra. Let me present you the ropes of a contemporary Fb technique.
Desk of Contents
Tips on how to Use Fb for Enterprise
When you’re simply doing Fb to “examine the field,” then you’ll be able to arrange your Web page, enter what you are promoting particulars, and go water your digital grass elsewhere. Manufacturers prepared to truly construct and interact on Fb can observe these steps.
1. Create participating content material.
Posting solely textual content and pictures on Fb is so mid-2000s. Content material can take virtually any type on Fb, together with:
- Textual content posts.
- Pictures.
- Quick-form movies.
- Lengthy-form movies.
- Dwell movies.
- Tales.
- Polls.
Here is an excellent content material instance from activewear model POPFLEX Energetic. This can be a short-form video asking for product suggestions from viewers:
The above record covers completely different content material codecs you can produce on Fb. Each bit of content material additionally wants a objective. Well-liked content material objectives embrace:
- Demonstrating merchandise.
- Displaying off comfortable prospects.
- Answering questions.
- Getting product suggestions.
- Partaking prospects in feedback.
Here is an instance of a brief textual content publish from Zappos. Not solely did they publish a fascinating, on-brand query — additionally they replied to the feedback from their viewers. This leads us proper into step quantity two.
2. Have interaction along with your viewers.
If I needed to guess, I’d say that 80% of companies deal with engagement badly on Fb. This isolates prospects, loses momentum within the algorithm, and defeats the aim of social media. Partaking with viewers in your Fb Web page is essential in rising a significant social media presence.
On Fb, you’ll be able to straight have interaction along with your target market by means of:
- Submit feedback.
- Remark reactions.
- Direct messages.
- WhatsApp messages.
- Teams.
- Dwell video.
Here is an excellent instance from Forme answering questions from their viewers on a Fb advert:
An engaged Fb Web page would require extra time from the advertising or buyer assist group, however engagement is an efficient factor. Fb tries to make it straightforward for manufacturers, too.
Inside your Meta Enterprise Suite (beforehand referred to as Fb Enterprise Supervisor or Enterprise Supervisor Account), you’ll be able to see your curated “to-do record” that features unread messages and feedback. This makes it simpler so that you can have interaction with prospects and present that your web page is a dialogue and never a monologue.
Word that enterprise instruments like this aren‘t obtainable on a private Fb account. You’ll must create a Fb Enterprise Web page to entry the Meta Enterprise Suite. You can even use our social inbox tool to assist handle all your social communications.
3. Take into account creating a gaggle.
There‘s extra to Fb advertising than simply having a enterprise web page. Fb teams are a strong means to assist prospects maximize their success along with your model, but it surely’s not proper for everybody.
Listed below are a number of inquiries to ask to find out if a Fb group is correct in your model:
- Are referrals an enormous a part of your lead era technique?
- Does your model depend on a membership mannequin?
- Are there current teams (run by others) devoted to your merchandise?
- May customers of your product assist one another, as an alternative of you having to reply buyer assist tickets all day?
When you’re nodding your head, then a Fb group might be a viable a part of your advertising plan.
Right here‘s a Fb group instance from Prompt Pot®, a stress cooker firm (that I can personally testify is definitely worth the hype). On high of facilitating dialogue, it’s a wealthy useful resource serving to prospects discover success with the product:
The concept of a web based discussion board surrounding a particular subject is not new. In truth, it has early web vibes the place there have been devoted neighborhood boards for any subject you’ll be able to think about.
A Fb group is a strong discussion board as a result of you’ll be able to observe the dialogue and average when needed, as an alternative of getting to supply the entire engagement your self. Customers will meet one another and discover neighborhood by gathering round your model.
I‘m in a variety of Fb teams like this — the Elementor Fb group involves thoughts. So far as I’m conscious, Elementor staff have interaction minimally and customers are helped by each other. Creating the group permits Elementor to have some say within the narrative/recommendation stemming from on-line chatter.
4. Hearken to your viewers.
This step is much like the engagement step, but it surely drills straight to the core of social media advertising. Is your Fb web page a monologue or a dialogue? It ought to be a large studying alternative in your advertising group.
I’ve observed that many companies let their failure to pay attention on Fb flip right into a destructive billboard for his or her firm. For instance, prospects leaving feedback on posts asking to get in contact with buyer assist and getting ignored.
Or worse — different viewers begin to dogpile on the dialogue, complaining in regards to the model collectively (I see this occur on a regular basis on the Pinterest Fb web page).
Once I managed the Fb web page for an area authorities workplace, I can bear in mind folks asking crucial questions on how their tax {dollars} have been getting used. It is a truthful query, however management insisted on deleting the feedback as an alternative of participating. It was an enormous missed alternative.
To actually leverage Fb for advertising, you must actively ask customers for his or her suggestions and use social media listening instruments to trace what individuals are saying. You’ll be able to monitor mentions of your organization and observe hashtags so that you at all times know what’s trending and happening along with your prospects.
The extra engagement you get, the extra information you’ll pull about your viewers by means of the Meta Enterprise Suite:
These viewers insights are useful to steer your advertising choices typically, however they’re additionally extraordinarily highly effective for those who plan on pursuing Fb promoting.
5. Create Fb Adverts.
Fb is hottest amongst companies for its superior advert attain. When you’re working on-line adverts, Fb is among the finest locations to do it. You’ll be able to create adverts comparatively rapidly and use superior instruments for personalization and viewers concentrating on.
Spending cash on adverts is nerve-wracking, however use our free assets that will help you study and leverage AI on this course of:
Unsure the place to begin? Take into account beginning with a retargeting advert. This kind of advert marketing campaign focuses completely on viewers who’ve already been in your web site however not bought.
Here is an instance from Warby Parker. After shopping glasses on their web site, I opened up Fb and instantly noticed an organization advert. Retargeting adverts on Fb are extraordinarily highly effective and may help take advantage of your funds.
Now that you know the way to make use of Fb for enterprise, let’s dive into some ideas and tips that will help you succeed.
(P.S. Already a HubSpot buyer? Click here to integrate your HubSpot account with Meta Ads and change into eligible to win $15K to skyrocket what you are promoting adverts technique.)
25 Ideas and Tips for Advertising on Fb
New to Fb advertising? Learn all about it with HubSpot Academy.
Ideas for Your Fb Enterprise Web page
1. Create a enterprise Web page, not a private profile.
Very first thing’s first: You could create a enterprise Web page — not a private Fb profile — to characterize your model. Pages look much like private profiles, however they embrace distinctive instruments for companies, manufacturers, and organizations. Your followers can Like your Web page to see updates from you of their Information Feeds, which is one thing they can not do for private profiles.
Not solely will this maximize Fb‘s enterprise potential for you, but it surely’s really in opposition to Facebook’s Terms of Service to make use of a private account to characterize one thing aside from that individual, like a enterprise. When you‘ve already created a profile for what you are promoting, you’ll need to convert it right into a enterprise Web page, which you’ll be able to learn how to do easily here.
Organising a web page is straightforward. Simply visit this page and observe the step-by-step setup directions.
2. Declare your Web page’s web site URL.
When you‘ve created what you are promoting Web page, it’ll get a randomly assigned quantity and URL, like fb.com/pages/yourbusiness/123456789. To make your Web page extra shareable and simpler to search out, you may need to create a recognizable self-importance URL (e.g., http://www.facebook.com/hubspot).
To create a conceit URL, visit this page, then observe the directions.
3. Add an excellent cowl photograph.
Fb‘s web page design permits you to characteristic an 820 x 312 pixel cowl photograph on the high of what you are promoting Web page. You’ll need to optimize that cover photo to seize the eye of latest guests, encourage them to discover and study extra, and supply an efficient cellular expertise — all of the whereas guaranteeing you‘re following Fb’s Page Guidelines.
Study all about do‘s and don’ts in your Fb cowl photograph in this blog post.
Here are some more awesome examples of business Page cover photos to get your artistic juices flowing. You can even use these free Facebook cover photo templates to create your personal.
Download Free Facebook Cover Photo Templates
4. Add a recognizable profile image.
Choose a profile image that will probably be straightforward for guests to acknowledge — like your organization brand or a headshot of your self for those who’re a solopreneur or guide. Being recognizable is vital for getting discovered and Appreciated, particularly in Fb Search. Your profile picture is pictured on the high of your Fb Web page and can also be the thumbnail picture that will get displayed subsequent to all of your Fb Web page updates, so select correctly.
When selecting a photograph, remember the fact that Fb requires your profile picture dimensions to be 170 pixels by 170 pixels.
5. Optimize your “Intro” part.
It is situated on the left-hand aspect of your web page beneath your profile image. That is the primary place folks will look once they arrive in your Fb Web page.
Optimize this part with temporary but descriptive copy to provide guests a way of what your Web page and what you are promoting are about earlier than they determine to “like” you.
Here is an instance video advertising software program firm Wistia:
To edit your personal “Intro” part, scroll all the way down to this web page of your Fb enterprise web page and choose “edit bio.” You may have 255 characters to make use of, so select your copy with intention.
6. Go for depth.
The perfect tip for Fb advertising in 2025? “Get deep into neighborhood, participating content material, and including worth,” shared Dr. Stefanie Boyer, Professor of Advertising at Bryant University.
“Cease broadcasting like an promoting channel with one-way communication and ship what the neighborhood desires. Suppose native teams, non-public teams, sending particular person messages, and ensure every engagement provides worth, somewhat than ‘checking in’ or pushing an agenda,” Dr. Boyer suggested.
“The algorithm prioritizes significant interactions. A Fb Group that’s run nicely (responsive, participating moderators, and precious content material) can outperform public posts 10 fold in engagement.”
7. Add a featured part.
Let viewers instantly see your most vital content material by placing it within the “featured part” of your Fb Web page. Additionally referred to as the “pinned gadgets” part, you’ll be able to embrace as much as six gadgets right here, together with:
- Upcoming occasions.
- Latest movies.
- Latest posts.
To edit, go to the highest of your Fb Web page wall and choose “handle” underneath the “featured” part:
9. Select a call-to-action button.
Fb’s choice to position a easy call-to-action button on the high of your Fb Web page is one other helpful characteristic. You’ll be able to learn how to add a CTA button to your business’ Facebook Page here. Edit this setting by clicking on the three dots on the right-hand aspect and deciding on “add motion button.”
You’ll be able to select from 16 pre-made button choices:
- E-book now.
- Enroll.
- Begin order.
- View store.
- Get tickets.
- Ship message.
- Ship WhatsApp message.
- Name now.
- Ship e-mail.
- Contact us.
- Study extra.
- Watch now.
- Go to group.
- Play sport.
- Purchase now.
- Reserve.
Use these buttons to hyperlink to any web site that aligns with what you are promoting’s objectives.
10. Handle Web page “Sections.”
The “Sections” in your Fb Web page appear as if tabs underneath your profile image. In truth, these was referred to as Fb enterprise web page tabs.
A few of these are required, like about, mentions, and opinions. Others are elective, permitting companies to take away these “sections” out of your web page:
- Music.
- Examine-ins.
- Sports activities.
- Films.
- TV reveals.
- Books.
- Likes.
- Critiques given.
Blast from the previous: Fb enterprise web page tabs was extra customizable. Now, they’re fairly restricted, however companies ought to nonetheless deselect the off-brand matters from this record. To try this, go to your web page, then click on the “Extra” tab and select “Handle Sections” from the dropdown menu.
Ideas for Information Feed Visibility
11. Prioritize high quality over amount.
Listed below are two questions we hear quite a bit: How often should I post to Facebook? Will posting extra steadily assist me attain extra folks?
Statistic: The typical Fb web page posts 7.9 times per week.
Do you have to routinely publish that always? In brief, the reply is not any. On the finish of the day, how visible your posts are in people’s News Feeds all comes all the way down to the standard of your posts. These algorithms are supposed to filter out the irrelevant and the poor-quality posts in order that the highest-quality stuff is what will get by means of and will get proven to customers.
So don‘t overwhelm your prospects with content material on Fb, and be selective about what you’re publishing. Spend extra time crafting better Facebook posts, and fewer time crafting a variety of Fb posts.
Keep in mind: It‘s a marketer’s job to publish content material to social that is attention-grabbing, entertaining, useful, and/or related to the viewers. This implies selecting related matters, writing pleasant copy, and posting compelling images and videos. Many manufacturers even lean into web tradition, just like the under instance from outdoor model Gnara.
12. Submit at the very best occasions in your viewers.
One other frequent query: When’s the best time to post to Facebook? Sadly, there‘s no good reply — completely different companies might discover completely different days and occasions work finest for them. Timing typically relies on what your target market makes use of Fb for, the area(s) you’re concentrating on, the content material of your publish (e.g., humorous or critical), your objectives (e.g., clicks versus shares), and so forth.
That being mentioned, there is data out there on optimal times to post on Facebook:
- The perfect time to publish on Fb is Wednesday, 11 a.m. and 1–2 p.m. Different optimum occasions embrace Tuesday by means of Thursday, 8 a.m.–3 p.m.
- The worst occasions to publish on Fb are on Sundays, or on daily basis earlier than 7 a.m. or after 5 p.m.
Consider this information as a basic guideline, and use it that will help you discover the optimum posting occasions for what you are promoting.
13. Submit your finest weblog content material.
For companies, social media continues to be pushed by content material. It‘s a marketer’s job to publish content material to social that‘s attention-grabbing, entertaining, useful, and/or related to our viewers. Begin populating your Web page’s timeline with content material by handpicking your finest, most useful weblog posts.
When you’re strapped for assets however keep a enterprise weblog, you’ll be able to strive connecting your weblog to auto-post hyperlinks to new weblog content material you publish. Many running a blog platforms (like HubSpot) routinely provide this characteristic inside the software program — you‘ll simply want to show it on and sync it along with your Web page.
You don’t need to put an excessive amount of emphasis on automation, although. It is okay to auto-publish some content material, however make sure that an actual human is posting and interesting along with your followers, too.
14. Make certain your weblog posts’ meta descriptions are full.
Have you ever observed that while you publish a hyperlink to Fb, it pulls in a quick description in addition to a picture?
The outline will get pulled from the page’s meta description, which refers back to the HTML attribute that explains the contents of a given internet web page. It‘s the brief description you see on a search engine outcomes web page to “preview” what the web page is about, and it’s additionally the copy Fb will routinely pull in to populate the outline of a publish.
And not using a meta description, Fb might pull within the first textual content they will discover, which does not make for an excellent person expertise. Plus, meta descriptions are your probability to promote your guests on what it’s important to provide: informative, precious content material.
Your meta description needs to be compelling sufficient to get folks to click on, and it needs to be 155 characters or fewer in size. Read this blog post to study extra about writing efficient meta descriptions.
15. Take away hyperlinks out of your publish copy.
Maintain your copy succinct by eradicating the horrendously lengthy URL you are sharing from the textual content in your publish.
Your publish actual property is valuable, and also you need to guarantee any characters employed are purely for the sake of sparking a reader‘s consideration. Plus, any person can click on on the generated thumbnail or title for that URL to navigate to the weblog publish, internet web page, or any URL you’re linking to — so there’s no want to incorporate it within the copy of your publish as nicely.
16. Submit your most compelling visible content material.
Fb‘s timeline web page design locations extra of an emphasis on visible content material like photos and movies. That’s why posting compelling visible content material is among the most vital issues you are able to do to enhance your Fb technique.
Use this to your benefit by posting your best visual content to your Facebook page or making an effort to create extra visible content material. (Click here to download 50 social media image templates for free.)
A profitable social technique will typically embrace pictures, movies, and screenshots of infographics or different graphs. Along with being enjoyable to take a look at, it is vital that your visible content material be compelling and related to your viewers.
One more reason to publish numerous visible content material? It will assist auto-populate the “Pictures” and “Movies” tabs, that are routinely added to each Fb Web page. You need these to be rife with visible content material when folks click on on them.
17. Make certain your photos are correctly formatted.
Don‘t simply publish photos for the sake of posting photos. To offer your customers the very best expertise attainable, it is advisable to optimize your photos for Fb in order that they’re the fitting sizes and dimensions. (Click here to download pre-sized cover photo templates for Facebook and other social networks for free.)
Beneath are a number of of the commonest Fb picture sizes, however you can find a more detailed guide here.
- Cowl photograph: 820 px broad by 312 px tall
- Profile picture: 170 px broad by 170 px tall
- Shared picture: 1200 px broad by 630 px tall
- Shared hyperlink thumbnail picture: 1200 px broad by 627 px tall
18. Prioritize video content material.
Video content material on Fb can take a pair completely different codecs:
- Quick-for vertical movies (AKA reels).
- Lengthy-form horizontal movies.
- Live videos.
Statistic: Video consumption accounts for 60% of the time customers spend on the Fb app. Reels alone account for 50% of that point.
Fb is continuous to tweak how the algorithm measures people’s interest in video content material on Fb, however the principle takeaway is to make your movies as visually participating as attainable — particularly within the first few seconds. This is called a video’s “hook.”
Why? Though all movies on Fb autoplay in folks‘s Information Feeds, they’re on mute till the viewer manually turns the amount on. The extra visually participating your video, the extra you’ll be able to entice folks to stay round.
Getting folks to spend extra time watching your video will assist your video rank larger within the Information Feed as a result of to Fb, indicators of person engagement with a video embrace spending time watching the video, turning on the audio, switching to full-screen mode, or enabling excessive definition.
19. Use Facebook Insights.
Fb Insights is Fb‘s inner analytics software that helps you measure and analyze your Fb presence. The software supplies Fb web page directors with analytics information about Web page visits and engagement, which may help you perceive which content material is and isn’t participating to your followers.
Access your page’s Insights here or by clicking into the ‘Admin Panel’ in your Web page. We have additionally printed an informative blog post and video that walks you thru the right way to analyze Fb Insights to enhance your content material technique.
20. Schedule posts upfront.
Scrambling for Fb content material isn’t a brand new phenomenon. We have now conferences. We run late. Issues come up. That‘s why you’ll need to use a third-party Fb software like HubSpot’s social media publishing tool to schedule your Fb posts (and different social media posts) upfront.
First, download our free social media content calendar template to assist plan your posts upfront. You’ll be able to fill it in on the identical day and time each single week to prep for the next week’s social media content material. Then, use that third-party Fb software to truly schedule out your posts.
Nevertheless, simply as we suggested in opposition to an excessive amount of Fb automation with weblog auto-posting, the identical holds true for scheduling. Don‘t get caught within the lure of turning your web page right into a robotic, and be sure you’re actively participating along with your followers, too.
21. Add Fb social media buttons to your weblog and web site.
Adding Facebook social media buttons will assist encourage guests who’re in your web site to additionally join and work together with you on Fb, in addition to unfold your content material and develop its attain.
The Fb Observe Button permits you to develop your Fb attain by making it straightforward in your web site guests to Like what you are promoting‘ Fb Web page with only one click on. It shows your web page’s variety of Likes, in addition to faces of people that already like your web page, utilizing social proof to amplify its effectiveness.
The Fb Like Field permits you to promote what you are promoting’ Fb Web page in your web site and weblog, spotlight different customers who’ve already Appreciated your web page, show your follower rely, and have latest posts in your web page. With only one click on, folks can Like what you are promoting Web page — with out leaving your web site.
The Fb Like Button lets folks simply Like your content material. When a person Likes a bit of content material, it could present up in your folks’ Information Feeds as a result of the algorithm takes it as a sign that your folks will discover it related.
(Word: This button does not enable them so as to add customized messages to hyperlinks earlier than sharing them. To permit customers so as to add a personalised message, use the Fb Share Button, defined under.)
To customise your Fb Like Button, visit this page and observe the directions.
Fb Share Buttons act equally to the Like Button by sharing your content material on their Timeline and in buddies’ Information Feeds, besides additionally they let folks add a remark or message to the hyperlink when sharing it.
To generate a Fb Share Button, visit this page and observe the directions.
22. Subscribe to Fb’s Official Weblog for future bulletins from Fb.
Give your self a aggressive edge by staying on high of the newest bulletins from Fb, equivalent to new options and instruments, by subscribing to the official Facebook Blog.
Ideas For Promoting on Fb
23. Select the fitting promoting software.
Fb provides customers the Ads Manager. Fb’s Adverts Supervisor works nice for many firms. Determine which is finest for what you are promoting based mostly in your firm dimension and the variety of adverts you propose to run directly.
24. Use Viewers Insights to study your viewers.
The perfect Fb adverts are high-quality, related adverts that match seamlessly into the person’s setting on Fb. Study extra about your prospects and prospects utilizing Audience Insights, which you will discover contained in the Fb Advert Supervisor within the left-hand navigation.
The software will provide help to goal your adverts extra successfully and study your viewers — even in case you are not promoting to them. How? The information may help you build stronger buyer personas, create extra compelling content material, and uncover some gems in your aggressive analysis.
25. Check a number of variations of a single advert.
Working a single marketing campaign will not provide you with a lot to work with when it comes to discovering your viewers, optimizing your adverts, and figuring out if Fb promoting works for what you are promoting. You could have the opportunity and prepared to run a number of campaigns to check and experiment with completely different components of a single marketing campaign. This course of needs to be strategic.
“You want a structured method to check Fb advert creatives at a excessive quantity with out dropping sight of why advert creatives are performing nicely,” shared Colby Flood, Founder at DataAlly. He shared that he checks his Fb adverts on this order:
- First model positioning.
- Then, messaging angles.
- Then, emotional triggers.
- Lastly, artistic design types.
“Most entrepreneurs get very hung up on why one single advert carried out nicely, which is vital, however you’ll get misplaced within the information for those who do not zoom out and monitor efficiency from a 1,000-foot view to grasp the ‘why’ behind efficiency tendencies,” Colby suggested. “You’ll be able to accomplish this with clear naming conventions in your advert creatives to assist filter information by every class you take a look at.”
Fb adverts reward you for testing extra adverts and targets. Whereas cost-per-click doesn‘t change a lot while you’re promoting on Google or LinkedIn, Facebook ads cost a lot less for those who’re diligently testing them.
Wish to study extra? Read this blog post to learn more about creating, optimizing, and analyzing your Facebook ads.
Getting Began
As I found within the State of Advertising Report, Fb is the social media channel that entrepreneurs plan to take a position essentially the most in 2025. It additionally holds the best ROI from influencers (28%). I do know that Fb for enterprise has undeniably modified prior to now few years, but it surely nonetheless holds unimaginable energy in your model, and it is vital to determine the way it can work in your firm.
Editor’s observe: This publish was initially printed in September 2011 and has been up to date for comprehensiveness.
