6 Dos and Don’ts of Facebook Marketing

Most people in business today realize the benefits of utilizing social media for their marketing. But many find it a difficult terrain to traverse. It can even be a bit intimidating. So we’ve put together a list of some of the things you’ll want to consider when making plans for a successful Facebook marketing campaign.


1. Fill in All of Your “About” Sections and Take Advantage of Your Header Image

The first step in successfully using Facebook for your business is to fill in your entire profile to the best of your ability.  You want to allow your customers to access all of the information they need about your brand or company right from the start. Completing your bio section helps when people are looking for your brand, too, so remember to include pertinent keywords when doing so.

Facebook recently changed the look of profiles, so now the entire cover image is displayed. Take advantage of this valuable space! That means posting a profile picture of some sort and having a cover image as well.

You can reinforce your branding, use text on the image to get your message across, promote other networks or upcoming campaigns, or use the space to highlight customers or events.

2. Post Consistently

Choosing to use social media marketing requires commitment in order to do it well. If you are going to stay in front of your market’s eyes and keep any level of momentum, you need to be posting consistently. Remember to share content from other leaders in your field as well as things from customers or other resources such as news articles relating to your industry.


The goal with Facebook Marketing is to give your audience as many reasons as possible to follow your page. This can be snapshots of your work space, a behind-the-scenes tour of an event or humorous posts that offer a friendly light-heartedness.

Regardless of what you choose to post, you really should do so on a consistently regular basis. Try starting at one post a week and experiment from there. Stay current and interesting by offering your followers content they wouldn’t otherwise get.


3. Pin Posts to Your Profile

This isn’t just for highlighting an important piece of information. Pinning posts to the top of your profile is a great way to get more eyes on your content due to the layout of the page.


Good posts for pinning include a link to your landing page, a piece of content you need to drive more traffic to or even a newsletter sign up. A pinned post stays at the top of your profile until you take it down or replace it with another.


4. Use hashtags strategically

As people are spending more and more time on social media, they are also utilizing the same platforms as search engines. We also know that using social media can boost search ranks in general, so there is reason to consider using hashtags. However, there are also studies that show posts without hashtags might perform better than posts with hashtags (Social Media Today). Therefore, it’s important to think carefully about this topic when creating posts and choosing hashtags.


Facebook’s Graph Search will pull your content depending on the hashtags or keywords users are entering. In short, use hashtags on Facebook, but put thought into your strategy when deciding which hashtags to use. And when you do choose hashtags for your next post, think about how users may be searching for your content topic.


A simple rule of thumb to apply is to not use more than two hashtags at a time because the more hashtags your post has, the less engagement it may receive. But remember, too, that what works for one brand may not be the right method for another. Be willing to test various methods and pay close attention to how they perform.

5. Analyze your account

Part of identifying what works and what doesn’t is staying on top of your Facebook analytics. This is essential when using Facebook for business purposes.

Things to keep track of are followers, reach, likes/comments and shares. Facebook offers in network analytics – with just a simple click on “Insights” at the top of your Business Page, you’ll be able to explore your best posts, when fans are online, and even take a look at how your competition is performing.


  1. Set up Call to Action and Messaging Buttons

One of the most important tools to make use of on your Business Page is having an appropriate button for a Call To Action. It’s also good practice to make it really easy for people to get in contact with your business through messaging buttons.

Call to action buttons might include “call now”, “book now”, “use app”, “play game”, “shop now”, “sign up”, or “watch video”. To set up your CTA button, navigate to your cover image and click on “Add Button”. The system will then direct you with instructions based on which call to action you choose.

To enable direct messaging from your Page, navigate to your Facebook Page settings, and from “General” click on “Messages”, then click on “Allow people to contact my page privately by using the message button”. Facebook has a lot of messaging options to help you manage inquiries. Check them out and choose the right ones for you and your business.

One last tip – be timely in your responses once customers do start making contact or engaging with your content. They like to be recognized for their support and they will feel ignored if your responses aren’t in a timely manner.


To recap our tips:

  • Complete your business profile and make use of header image and profile pic area
  • Be consistent with your posting
  • Pin posts to the top of your page for best exposure
  • Be strategic about the use of hashtags in your posts
  • Make use of the analytics available to help you get the most of your account
  • Have a Call to Action button and a Contact Us button easy to access
  • Be polite and timely in your responses to client contact/engagement

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