Build & execute a Facebook marketing strategy

Based on https://cxl.com/blog/facebook-marketing/ by Tom Whatley.

Business benefits

Thrive with organic content and extend reach on Facebook.


Define your audience using data from your market research, customer personas, and website analytics. Look at metrics like age, location, job, and interests.

Run this data against general Facebook demographics to understand how your audience uses the platform. For example, stats show that over half of Facebook users worldwide are male. But in the U.S. specifically, women are the bigger user demographic.

When you know how the general Facebook user base fits with your target audience, you can dig deeper into the details using Facebook Business Suite’s Insights.


Set a clear goal for your Facebook marketing, like increase our post shares on Facebook by 20% in the next quarter. Choose metrics to help you track your progress towards that goal.

You can use a guide like the SMART framework. For example, if your goal is to generate leads, you’ll measure things like sign-ups and clicks on your cover photo CTA button. Some of the most common social media goals include build brand awareness, manage brand reputation, and increase conversions.


Run competitive analysis on 6-8 competitors. Look at the content they share, how many people engage, the comments received, and how they engage with followers.

You can also find out information by heading to a competitors’ page, then clicking More > Community to see their tagged posts. Or use social listening by searching the competitor’s name in the search bar and looking at their media/posts.


Outline the brand voice that you’ll use on Facebook, keeping it consistent with your brand personality and your audience’s language

Your Facebook audience might not use the same language as your Twitter or LinkedIn audience. For example, Salesforce uses content on Facebook that is conversational but professional and benefit-driven.

Whereas on Twitter, their tone is conversational, but more quirky and fun.


Create a Facebook business page that represents your brand image and includes a logo as your profile photo, plus cover photo, username, and CTA.

Include information like:

  • Description: A brief intro about your company and page.
  • Categories: Industries that describe your business and help people find your page.
  • Contact information: Website, email address, phone number.
  • Location: Your address if you have a physical premises people can visit.
  • Hours: Business opening times if you operate selected hours.

Your Facebook page should also have a username to make it easier for people to find you, like Slack’s username, @slackhq.

Choose a CTA button relevant to your goals, like Buffer does on their Facebook page.


Create engaging content for your Facebook Page by publishing roughly equal numbers of promotional posts, personal story posts, and sharing industry influencer posts.

Experiment with different kinds of posts, content volume, Facebook recommends posting two to three times a week, and posting times to see how it resonates with your audience. Keep description copy short and let the post itself do the talking. Around 50 characters or less is the optimal number.

Research from Buffer and Buzzsumo shows that video generates 59% more engagement than other types of posts.
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Click Groups > Create New Group to set up a Facebook group focused on talking about interests that you and your audience have in common.

A Facebook group will help you build a community around your brand, increase engagement, and increase reach by showing up in the news feed more often. Before you create a group, decide on its purpose by considering:

  • What unites you and your audience?
  • What are your shared interests?
  • What are you an expert in and confident talking about?

To keep conversation flowing in a Facebook group, you should:

  • Show up consistently: People join your group because they’re fans of you. Take the time to join in with conversations and provide topics of discussion.
  • Post at peak times: Use Facebook Group Insights to learn more about your members and keep them engaged at the right times.
  • Offer a unique experience: Groups offer a feeling of exclusivity, give users content they won’t get anywhere else.
  • Market your group: Share your group far and wide with regular posts on your Facebook Page, links on your website and other social channels, and in conversations with prospects.
  • Set clear ground rules in the group to moderate and keep conversation civil.

Run Facebook Ad campaigns to increase reach and engagement.

To determine which type of ads your audience will engage with, look at your most popular content and ask yourself:

  • Which of your Facebook posts get the most engagement?
  • What pages or products on your site drive the most traffic?

For example, say videos get the most engagement on your page. And your blog attracts a lot of visitors to your site. Short video ads promoting your Facebook Group as a place to discuss blog topics, targeted at blog visitors, might convince them to sign up.

Ad creatives with a high CTR include status, photo, and share types.


Track and measure performance on individual post results for organic and paid content in Business Suite > Insights.

Look at metrics like engagement, reach, and impressions. Use this data to continually adjust your goals and see where to focus your resources. Create, test, measure, tweak, and repeat.