How to Make a Good Facebook Marketing Strategy

Learn about all you need to consider when creating your own Facebook marketing strategy

Home » How to Make a Good Facebook Marketing Strategy


As of 2022, Facebook boasts more than 2.39 billion monthly active users, making it the biggest social media network in the world – and that isn’t even taking into account figures from Instagram, Facebook Messenger, and Whatsapp. That’s quite a lot of people.

As you’d expect, it makes for a pretty effective platform to use when planning your own business marketing efforts, providing you with an opportunity to reach a whole raft of potential customers.

It’s strongly recommended that businesses get themselves set up on Facebook, so let’s take a look at some of the things you should consider when putting together your very own Facebook marketing strategy.

Get to Grips With Your Facebook Goals

Undoubtedly one of the most important steps in drawing up a Facebook marketing strategy is to identify your goals. What do you want to achieve from activity on Facebook? Do you want to build awareness, increase leads, encourage engagement, generate sales?

Setting clear aims and key performance indicators (KPIs) is absolutely essential when planning activity. Flip-flopping or blindly bowling into Facebook without any sense of direction often results in wasted time and frustration – metrics nobody enjoys reading. Define what you want to achieve from your Facebook marketing activity and build your content, messaging, and creatives with that goal front of mind.

Know Your Audience

This may seem a little obvious, but understanding your target audience is a Facebook social media marketing 101. The same goes for any kind of marketing, really, but knowing who your audience is helps to give direction to your strategy, your messaging, and your creatives.

Who is your target user? How old are they? Where are they based? What sort of job do they have? What are their interests? Where do they shop? These are just some of the questions you should be asking yourself when profiling your target audience for Facebook marketing.

Research Seasonal Trends, Events, & Holidays

Almost every day of the year has some kind of social media holiday attached to it, whether it be #WorldPoetryDay, #InternationalCatDay, or #PaperclipDay (yes, it is a real thing); these hashtag holidays offer a great opportunity to develop creative content related to your business and join the conversation.

Beyond this, there are regular seasonal holidays and events, like Black Friday or Cyber Monday, which you can keep in mind when it comes to posting offers or putting on sales.

Do a bit of research on the seasonal trends and social media holidays that happen throughout the year and use them to create your very own creative social media calendar.

Get Creative With Your Content

For many, this is the fun part. Facebook is all about grabbing people’s attention, which isn’t always easy. As you determine your brand voice and style, you can begin to build a library of creative imagery, photos, and video, which you can use as part of your Facebook marketing strategy.

If you’re lucky enough to have some kind of creative designer resource, you can discuss your brand messaging, tone of voice, and style in order to generate interesting and eye-catching imagery assets to push through Facebook.

Alternatively, you can always have a go at creating your very own imagery using free tools like Canva, which offers all sorts of design features to help you get off the ground.

Keep an Eye on Your Competitors

Unless you’ve found yourself an unbelievably niche and truly unique product or service (congratulations if you have), it’s inevitable that you’ll have “competitors” in your industry. It can be a pain, of course, but, without wanting to sound like one of those inspirational posters, there is opportunity in competition.

The Facebook activity of other businesses in your industry can act as a great source of ideas when it comes to planning what sort of content to create.

Do a bit of snooping on some of your competitors Facebook pages and have a dig into the Facebook Ad Library tool to see what paid Facebook advertising activity they may be running. Take note of things like:

  • What kind of topics they post about
  • How regularly they post
  • What sort of engagement they receive, if any
  • How they interact with their following, if at all
  • What is their tone of voice
  • What kind of creative assets do they use – imagery or video
  • How many page likes do they have
  • Are they running Facebook ads

Use these kinds of observations to inform your own approach, taking elements of your competitor’s Facebook marketing that are proving effective or are missing altogether, and applying that to your own activity. It’s not cheating, it’s just taking advantage of resources that are already out there – unless you’re straight up copying your competitors posts and pictures, then I think that counts as cheating.

Reach New People With Facebook Ads

A solid presence and regular engagement from an organic social perspective is an excellent element of any Facebook marketing strategy, but to take your social media marketing up a level, it would be well worth considering setting up a Business Manager profile and building some Facebook ads for your business.

What are Facebook ads? Well, Facebook ads marketing uses paid promotions to help you reach a whole new, wider audience through defined audience targeting. In Facebook Ads Manager, you can create your very own advertisements and display them to an audience based on parameters you choose – such as their interests, location, and demographics.

By determining your goals, target audience, and messaging, you can develop an effective Facebook ads strategy that can help to increase brand awareness, traffic to your website, engagement with your Facebook page, drive leads, or encourage conversions.

Take a Look at Your Insights

As you post, engage, and promote on Facebook, it’s important to review the results of your work.

Keep an eye on your Facebook page insights, where you can get a readout on all sorts of delightful data, such as how many users your organic posts reached, how many new page likes you have, and a view on the kind of engagement your content has had. Also, if you’re running Facebook ads, you can see performance data within the Facebook Ads Manager interface to show how impactful your promotions have been.

Knowing how your organic and paid posts are performing helps to guide your Facebook marketing strategy by highlighting what has worked well and what hasn’t.

Looking For Digital Marketing Support?

Interested in exploring Facebook advertising? Take a look at our social media packages or reach out to the Spark Agency to see how we can help.


Sam Hogbin

Sam Hogbin

Search Account Executive


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