Step-by-step Guide to Creating an Effective Facebook Marketing Strategy | Pepper Content

Step-by-step Guide to Creating an Effective Facebook Marketing Strategy

Team Pepper
Team Pepper
Posted on 5/09/214 min read
Step-by-step Guide to Creating an Effective Facebook Marketing Strategy

Marketing on Facebook can be the communication you want with your audiences. You may already know that Facebook is the number one social media platform that most people use. And if you are looking for effective Facebook marketing strategies, you are in the right place. It’s what statistics say: There are more than 1.86 billion… Continue reading Step-by-step Guide to Creating an Effective Facebook Marketing Strategy

Marketing on Facebook can be the communication you want with your audiences. You may already know that Facebook is the number one social media platform that most people use. And if you are looking for effective Facebook marketing strategies, you are in the right place.

It’s what statistics say: There are more than 1.86 billion monthly active users on Facebook, marking a 17% increase, year-over-year, since 2016, according to Facebook newsroom.

Your Facebook social media marketing strategy has to be unique. You cannot compromise on this.

Every business must have a foolproof Facebook social media marketing strategy that involves adding value and addressing the needs and interests of your brand’s target customers. It also includes building your page, interacting with your users, and devising a publishing strategy aligned with the rest of your online content marketing actions.

There is a sea of potential customers that you can reach with Facebook marketing, but with a larger group, it is more difficult to dissect and find your place within their space.

So, in this article, we will look at the most effective steps to creating a Facebook marketing strategy:

Steps to a Successful Facebook Ads Strategy 2021

1. Define your audience

You should know whom you want to target with your products or services.

For your business, it’s all about the quality of content and what your audience should expect from your Facebook page. Remember that being overly promotional can have its downside.

When you create content or share a reflection, you must keep in mind the audience you are addressing. Think about them: their problems, their needs, and the solutions you can give them.

So, it is necessary that before doing anything, you create a profile of your ideal client. For this, nothing is better than answering these specific questions:

  • Who are you?
  • How old are you?
  • Where do you live?
  • What do you do professionally?
  • What difficulties or obstacles do you face on a day-to-day basis?
  • How do you use Facebook?
  • When does it connect?

Facebook also gives you insights into the demographics of your page’s followers. Take advantage of this resource to get to know them well.

And thanks to Facebook Audience Insights, you can also know the information about the current people on the platform.

Knowing your audience is the first step for Facebook marketing.

2. Set your goals

You have to set goals that you want to achieve with actions. And we recommend that you set those goals based on real business objectives.

It is time to play hard.

Your goals should focus on actions that ensure real impact, such as lead generation, increased website conversions or blog subscriptions.

Henceforth, set more specific and measurable goals. Because if you can’t measure the level of achievement, you won’t be able to assess the success of those actions.

In this phase, you can set the objectives based on the SMART methodology. Deploy it for effective Facebook marketing.

3. Create a social media plan

Create a content plan for social media, with which you decide on how and when you are going to publish each content piece.

It is not about posting ten pieces of content in a row. Those kinds of actions are useless.

A Social Media Plan is about scheduling posts, according to the different lines of content that you establish.

In this content plan, you should strive to experiment with the type and format of content so that what you offer is attractive to your audience.

Try to balance self-promotion and promotion of your products and services with other content pieces of general interest.

When you are promoting your business using Facebook, always remember that this platform is based on community contribution and building relationships and that will motivate you to get real and recurring customers.

You can use the 80-20 rule:

  • 80% of your Facebook posts are intended to inform, educate and entertain.
  • 20% should be focused on promoting your business.

4. Execute the plan and contribute

Try to add value to each of the actions you decide on. Help, talk, and interact with your audience. As discussed earlier, Facebook is based on building relationships and sharing your knowledge with others. By doing this consistently, you will get more engagement in your publications.

5. Measure and optimize

Measure the result obtained from each of your actions and make decisions accordingly.

The response of your audience offers you valuable clues about what interests them and when and how they can be engaged.

Facebook offers you analytical data for each of these actions. Squeeze them out and draw conclusions and optimize accordingly. That will ensure the success of your Facebook marketing strategy.

Marketing Tools for Facebook Social Media Marketing

You already know how to act. Let’s move on to analyze the tools that help you put all that in motion.

We will talk about three tools that will help you create a stellar Facebook social media marketing strategy for your business.

1. Facebook Creator Studio


Facebook Creator Studio offers you all the essential tools for Facebook marketing. You can publish and manage content, and you can monetize your content more effectively by using this free tool. Facebook Creator Studio also gives you the insights to measure your content success for your Facebook pages and Instagram accounts in one place.

It also empowers you to identify new features and monetization opportunities that you could take advantage of.

2. Metricool


Metricool is an analytics and planning tool for online platforms to analyze, measure and manage content and digital campaigns.

This powerful tool allows you to see what is happening on your website or blog in real-time and analyze your digital content on social networks, web, blogs and online advertising platforms.

3. Canva


Canva is one of the best user-friendly graphic design and image creation platforms. It offers online tools to create your designs.

Use Canva for designing your infographics. It offers you a vast collection of 8000 free templates and has more than 100 types of multi-purpose designs.

Using Canva, you can make appealing and engaging designs from scratch with other elements, text, and images provided by the platform. 

List of official resources and free PDF guides:

  • Facebook resources for businesses
  • Online guide for Facebook Ads
  • Facebook Marketing


The key to devising an effective Facebook marketing strategy is that you should not forget “social”.

What do we mean by this? That Facebook is a social network, yes, but we often forget the “human character” that this entails.

Most of the strategies that we have explained here are as simple as just chatting with your users.

Engagement is a commitment.

To reach a compromise in our daily lives, we first have to introduce ourselves to others, be friends, gain trust, converse, and maintain a robust and long-term relationship.

Therefore, before thinking in numbers, think of your audiences as humans who feel and suffer, and with that in mind, create content and apply effective strategies.

Doing these or following all of the strategies outlined here will be a matter of time before Facebook generates valuable and site-specific traffic and potentially large revenue for your e-commerce store. Good luck!


1. How do you ensure marketing on Facebook?

Don’t use Facebook for ‘selling’, rather, try to build connections
Clearly define your goals and objectives
Humanize your brand’s presence
Be consistent with posting your content regularly
Engage in a conversation in the comments section 
Use appealing visuals and graphics
Build relationships
Promote your Facebook page

2. What is Facebook marketing good for?

Facebook marketing helps you to reach your exact audience. Facebook ads are one of the most successful types of online advertising. You can run ads based on age, interests, behavior, and location. And, if you know your customers well, you can also use Facebook advertising to engage them. 

3. What are the pros and cons of using Facebook marketing?

Pro: You can easily define your target audience
Con: It can get costly 
Pro: You can get wide outreach and engagement 
Con: But it will be limited to Facebook users only 
Pro: Many options for an ad running 
Con: Organic reach suffers 

4. What is Facebook paid marketing?

Facebook paid ads are offered only for mobile devices. These enable you to showcase images or videos to your customers along with a clickable CTA. 

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