What is Facebook Marketing?


Facebook is the most popular social network in the world. It changes the way people do interaction and indirectly affects the search engine results.

Almost everyone in the world today have Facebook accounts. It is the place we share photos, videos, communicate, and share our lives with the world.

Facebook marketing is the marketing of products and services through Facebook. According to Alexa, Facebook is the second most visited website in the world following Google.

There are wide varieties of Facebook users from different demographics, age, sex, socioeconomic status, religion, and many others.

You can create a group for networking with your employees and people interested in your products and services.

You can also create a Facebook page to act as an organization or any institution to promote your online presence.

Your business needs to take charge of these platforms because all your users are already there. You need to have a Facebook presence to provide tips and posts on enhancing your customers’ experiences with you.

Ranking Factors

Facebook has two different types of search results, external and internal pages.

External pages include domains that are outside of Facebook-owned domains which are ranked, arranged and indexed by Bing.

Internal pages include user profiles, news feed pages, Facebook pages, Facebook groups and more.

Facebook’s internal searches are all about varying levels of connection. The number of likes on a page correlates to how a Facebook page ranks in the Facebook search.

It is a strong correlation but does not have a direct relationship to affect the rankings.

After many trial and errors. These four methods are what conclude works to get your Facebook content to appear during search results:

  • Open up your content, make it public so that people do not have to like your content to be able to see it.
  • Create good content
  • Encourage people to like, share, comment and pass around your content on Facebook.
  • Engage with your community, share, comment and like their posts. This encourages others to respond, ultimately results in links to your content and appears on other people’s news feed.

Primary Search Engines Results Correlations

Active profile pages on Facebook have many ranking potential. They may rank for personal name-based queries, branded name queries, and subject-based queries.

Bing and Facebook tag team in October 2010 together with a collaboration project to integrate social-graph into search results.

This evolution is a start and in the future, we foresee more collaborations of this sort weaving into the results pages of major search engines.

Make People Talk About

The main purpose of using social media is engagement and involvement. It increases exposure, encourage people to like, share comment, review and mention your brand on Facebook.

Your branding will elevate when more people talk positively, reviews, likes, and comments on your company brand. When “People are talking about” from Facebook insights increases, this also means that your brand is creating one positive buzz.

Retweet from Twitter and Repins from Pinterest works the same way.

What Niche is Facebook Helpful?

Facebook is extremely effective when it comes to business to consumers marketing. There are few niches that Facebook is not helpful for with more than 2.45 billion users in 2019.

Many Facebook users showcase their interests openly for interaction, social sharing, relationship purposes and more.

Facebook users have a large number of members that contain unique and conceivable interests. From high tech products, massage, swimming services, foodies and animal lovers. You get connected to them all through Facebook alone.

People desire honesty, transparency, and two-way communication when buying products and services. Facebook has them all under one roof in his social platform.

Marketing Through Facebook

There are some steps you need to take for success in Facebook Marketing. I will guide you through the whole process.

Account Setup

Facebook features two new options since 2007 to allow for the creation of Facebook pages and Facebook groups.

These two options allow businesses, organizations, and institutions to communicate with customers, employees, and people who share the same interest.

Facebook Groups

Anyone can create Facebook groups on Facebook. People use Facebook groups to communicate, network with people that share the same interests.

Inside the group, members are allowed to add other users into the group and users get to have control over the privacy settings of the posts.

The “about” section of the group page allows you to share a short description of the group.

Members in the group can share documents, posts, create polls, add files onto the wall and participate in chats.

However, once the group reaches 5000 members, administrators are not allowed to send any more messages to the members.

You can create groups with different privacy settings like public groups such as open to anyone, a closed group where nonmembers can view who is in the group but not see any posts inside.

Or even secret where only members get to see the group, other members and posts inside.

Users can create a group from the home page of Facebook. Below will guide you on the essential steps to create a Facebook Page.

Facebook Pages

There is no way in the current context for a Facebook group to be converted into a Facebook Page.

Facebook page performs the same as a public profile on Facebook. Users can post stories, add apps, host events, share content and much more.

Organization which wants to stand out and create more branding power through the use of Facebook Pages.

There are no limits to how many likes, negative reviews, positive reviews, and social engagements you can receive on a Facebook Page. So always make sure to maintain your Facebook page and do responses as and when appropriate.

You can track the performance of your Facebook page through an insight feature. The “insights” track user activities, growths and much more.

To create a page, you can search through Google with “create Facebook Page.” Subsequently, you may also go directly to create a page screen through the Facebook app or website.

Choose company, organization, or institutions to get started. Choose the company name, agreed to the Facebook terms, and you get your Facebook Page started.


Followers come as the natural next step after having your web page created.

Social networks take time and are essentially built on social capitals, it all takes time to build in any given community.

Online strategies such as interacting and liking other pages to increase followers can help.

You can also use offline marketing causes such as events, etc to build more followers.

Get your website established, add your social media accounts onto brochures, newsletters, websites or any other tools you can get.

You may also add email signature lines to get your customers and employees to share around anywhere, anytime.

You may also use Facebook advertisements to spread content, create awareness for your brand, and in turn grow social engagements.

Administrators and Owners

To keep your Facebook page on tiptop condition, you need to maintain consistency. It requires a lot of time, strenuous work and ongoing maintenance.

It is good practice to get several people in your organization or friends that share the same interests as you to manage social media accounts and pages.

Pages allow no limit to the number of administrators with unique responsibilities. Ideally, it is always good to have people that are skilled and are interested in social media posting for timely updates.

It is never enough to just find social media enthusiasts. Keep this in mind when you look out for your best candidate:

  • Have few people in the managerial and content creation roles. They take charge of the timely updates of valuable content. Having multiple people in these roles ensures success and eliminates issues created by turnover.
  • Make sure to educate on the consistency of branding, style of content post when few people are doing it. This is crucial even when one person is only taking charge of the content posting.
  • Employ people who are interested and keen learners in social media marketing. Digital products are evolving at a constant speed, make sure social media staffs are willing to learn. They should update their knowledge in a constant to handle the rapid technology changes.

Maintain Facebook For Marketing

In order for your Facebook page to stay alive like a website, you need constant updates of content, frequent monitoring, and continual enhancements.


You need to have someone or yourself to monitor the page engagements, likes, shares, reviews and more.

Timely replies and prompt responses to comments, messages are vital in an online environment.

Admin panel, insight feature of Facebook pages is one of the most powerful features. It is a primary tool for monitoring your Facebook pages.

Have email notification or alerts set up to promptly respond to online customers. Staff should try to reply within a day as online customers appreciate fast responses to their queries.


Facebook is a place for social activities, use it casually with some professional elements. Do not scare off your patrons with too much stiff business language.

Make conversation, build relationships, ask for opinions and involves all stakeholders, employees across all social media platforms.

Ask questions like “what do you like about these products and services?” Always bring about more positive and constructive conversations. Get staff to always make timely updates.

Posting more often helps to increase activities and help to ensure the page remains in the news feed of fans. A minimum number of times to post per week is at least once, but posting more valuable content is strongly encouraged.

Add in a variety of content when you share content on your social media. Includes words, images, infographics, videos, and more. Diversity makes the posts more interactive and engaging as compared to words alone.


One simple way to enhance your Facebook page is to fill up all the information on your Facebook page.

Create a thorough profile, with complete contact and hours information to improve searchability.

Evaluate, Assess and use Statistics

You can evaluate your page usage with insights features found on Facebook.

It allows you to study basic information such as the number of likes, people talking about posts, and information about the reach of page.

You can also extract the data into XLS or CSV format for later studying. Extract the detailed information by selecting “see all” in the admin panel.

Always maintain transparency at all costs, do not remove any negative comments and choose to address it directly on the page. This helps to increase your trust and attract more businesses in the long run.

Best Practices and Conclusions

People expect quick and immediacy on Facebook and any other social media.

It is advisable to recruit more people for social media monitoring, it is one time-consuming activities, especially when your number of followers increases.

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