Facebook Marketing:
Using Facebook For Business

Facebook is the most popular social media platform in the world. Ahead of YouTube, Twitter, and even WhatsApp, Facebook marketing is the most powerful, far-reaching communication channel for businesses.

If you use this social media well, you can reach thousands, if not millions, of potential customers.

Explore our guide to learn everything you need to know about Facebook marketing. We cover the basics of setting up a page, right on through to increasing Page Likes, engagement, social media strategy and content marketing.


Getting Started On Facebook


Creating a Facebook business page, Business Manager, Templates, Posting, Images and more.

Marketing Strategy

What to post, when to post it, and how to get more likes, engagement and interaction.

Facebook Stats

Benefits of using Facebook as a Marketing Tool

If you’re yet to be totally persuaded by Facebook’s impressive numbers, fear not. We appreciate most businesses probably don’t want to reach 1.9 billion people, and instead seek a more focused approach to marketing.


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monthly active users
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of marketers use Facebook Ads regularly
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potential reach of advertising on Facebook

The perks of having a business presence on Facebook – the largest and most popular social network – are very much aligned with the many benefits of social media marketing.

Social media, and in particular Facebook…

Is Free

It costs nothing to create a Facebook Page.

helps you learn about your audience

Discover what your target market want, and how they want it by listening to them online.

boosts brand awareness

By reaching more people.

Increases web traffic

Allowing you to drive people directly to your website.

improves customer service

By allowing two-way communication between your brand and customers.

increases engagement

By giving people the opportunity to interact with your business.

Is highly targeted

Allowing you to find and speak to your target audience where they're spending most of their time.

Offers instant advertising

There aren't many tools that allow you to speak directly with your customers at the click of a button.

Getting Started On Facebook

Getting started on Facebook

To set-up a Facebook page, you’ll need a personal Facebook account.

Not got one? Head to Facebook’s Set-Up Guide. For this, you’ll need to fill in your…


Create Facebook Page

How to create a Facebook Page

If you’ve already got a personal profile, follow these simple steps on how to make a Facebook page:


Head to the Create Page section on Facebook.


Type in your Page name. This should be the name of your business. Page names must not include descriptions, symbols or any variation of the word “Facebook”. Check out Facebook’s Name Policy for more details.


Fill in the Category of your business. This can be anything from “Magazine” to “Martial Arts School”, “Bicycle Shop” to “Barbecue Restaurant”.

You can change this later on, and if Facebook’s algorithm thinks you’ve got it wrong, or that another category better fits your business, it will suggest a change.

Your Page category helps users find your business, and can also help with Search Engine Optimisation.


Fill in the Description of your business. This is not a requirement, but we recommend doing so as it helps provide context to users and Facebook.

Your page will be created as soon as you finish these four steps. But this is just the beginning. Now comes the fun part, personalising and branding up your business’s Facebook presence.

Click below for a more detailed description of How To Set Up A Facebook Page.

Facebook Page Name

Facebook Business Manager

Facebook Business Manager “is a tool that helps organise and manage your business”.

The main perk of Business Manager is that it keeps your personal Facebook separate from your business. 

Business Manager removes distractions like Facebook Messenger and personal notifications, and shields personal information from coworkers, employees and clients, if for instance, you’re a social media marketing agency working on behalf of a business.

When managing your Facebook Page’s content, appearance, ads and incoming notifications, we recommend using this free tool.

Facebook Page Template

Facebook Page Templates

Now that you’ve created a Business Manager account and have the skeleton of your page ready, it’s time to customise it for your business or organisation.

The first step is to pick a Page Template, of which there are 9 options:

Facebook Page Template

Each Template will have a slight influence on the overall appearance of your Page, impacting the tabs you see on the left-hand side.

To make sure you select the right one, check out our Facebook Page Templates Guide.

Facebook Image Dimensions

Profile pictures & Cover Photos

It’s important that your page’s visuals match the branding of your business, making it instantly recognisable on the social platform.

Whether you’re commenting on someone else’s content, posting your own update, or someone has visited your Page, people need to be able to identify your business from your name, profile picture and cover photo.

Scroll below for our recommended size, ideas and guidance for profile pictures, cover photos and more.

Facebook Profile Picture

Your Facebook profile picture should be a square image of your company logo. It should be professional, and instantly recognisable.

To edit your profile photo, simply head to your page, hover over the image, and select the 📷 icon.

You can then follow the on-screen instructions to upload your image.

Facebook profile picture size: 360 x 360 pixels.

Formats: JPG or PNG.

Facebook Cover Photo

A cover photo is the image that sits on the top of your Facebook page. You can afford to be a bit more imaginative with your cover photo, using it to promote a particular offer, marketing campaign or seasonal content.

Use your cover photo as an opportunity to showcase your business’s personality. Some of the best examples we’ve seen include the people behind the business, a best-selling product, call to action or tag line.

To change your cover photo, hover over it, select the 📷and upload the file from your device

Facebook page cover photo size: 820 x 312 pixels. On mobile devices, this will display at 640 x 360 pixels, so be wary of the layout when picking an image.

Formats: JPG or PNG.

Facebook Cover Video

Facebook Cover Video

A few years ago, Facebook introduced the option to upload a video as your cover image, giving businesses an opportunity to make their Page really stand out with outstanding moving visuals.

A Cover Video can be used to share your range of products and services, underline your professionalism and expertise, or to simply have a bit of fun with your audience.

Another increasingly popular option is a cover slideshow, which displays multiple scrollable images.

How to upload a Facebook Cover Video

Facebook Cover Video Size: 820 x 460 pixels. On mobile, the dimensions will be cropped to 640 x 360 pixels, so please bear this in mind if your video includes text.

The file size should not exceed more than 1.75gb.

Facebook Cover Video Length: Between 20 and 90 seconds.

Facebook Verification

Facebook Page Roles

What they are and how to assign them

Whoever set up your Facebook Page automatically becomes an admin of the page. This means that they have full control over the appearance, content and page roles.

There are 6 different page roles you can assign to people:

  1. Admin – Full access to the page.
  2. Editor – The same permissions as an admin, apart from not being able to manage and assign page roles.
  3. Moderator – Can do everything an admin can do, apart from publish and manage jobs; create and delete posts; edit the page and its apps, and assign roles.
  4. Advertiser – Restricted purely to creating ads, boosting posts, viewing insights and seeing who published as the page.
  5. Analyst – Only has access to the insights, page quality and who publishes as the page.
  6. Jobs Manager – Same access as the analyst but can also publish and manage jobs.

How to add an admin to Facebook Business Page:

  1. Select Page Settings
  2. Click Page Roles
  3. Type in the name or email address of the person you want to make admin. This needs to be the email address they use for their personal Facebook account.
  4. Click the dropdown menu and select Admin.

If you want to assign a different page role, follow the same process but select a different option from the final dropdown.

Facebook Page Verification

blue & grey ticks

Facebook introduced Page Verification in 2013, allowing individuals, brands, organisations and businesses to cement their authenticity on the social network.

However, while the blue tick still exists for public figures, celebrities, media companies and large brands, the grey verification badge was removed from the platform in October 2019.

Facebook Page or Group

Which one do I need?

Facebook Groups maintain communication and bring together users with a common interest or cause. However, they are not the same as Facebook Pages.

“Authenticity is at the core of Facebook. Just as profiles should represent real people and real names, so too should Pages for entities,” writes Facebook

Facebook Pages are for public profiles and the marketing of businesses and organisations. Groups are designed for communities.

How to tag someone in a Facebook post

Facebook allows you to tag individual users, events, products and pages to your posts. Doing so can increase the number of people you reach, with the post then appearing on their account/page if they choose to share it.

Tagging is particularly useful if you are collaborating with other businesses on a social media campaign.

How to change Your Facebook Page Name

This is not a question we get asked often, as the only valid reason for changing a Page name is if the business itself undergoes a name change. 

However, if you did want to update your Facebook Page name, you’ll need to make sure you are an admin. Only admins can request to change a Page name. If you are already an admin, follow these instructions:

  1. Head to your page on Business Manager
  2. Select “About”
  3. Click “Edit” next to “Name”.
  4. Request a new Page Name.

How to link Instagram to a Facebook business page

If you already have an Instagram Account, connecting your Instagram Business Account to your Facebook Page gives you an array of additional benefits –  such as the seamless sharing of posts and pictures between your Facebook Page and your Instagram.

You can also manage Instagram photo comments and direct messages from the Inbox on your Page.

To accomplish this, you must:


Open your Facebook Page.


Select Settings from the top menu.


Select Instagram, followed by Connect Account.


Enter your Instagram account’s Username and Password, and select Log in.

If you do not have a business account, you will be prompted to convert your personal account.

If you would like to remove an Instagram account, select Disconnect account and confirm that you would like to remove the Instagram account.

How to share a post on Facebook

Sharing a post on Facebook could not be easier.


Head to your page.


Click “write a post…”


Add your text


Add an image or video


Select “Share Now”

Facebook Post

Additional options allow you to include:

A location

Checking into your shop or a particular site, for instance

How you're feeling

A feature that's more popular with personal accounts.


To encourage debate and user generated content

Tagging people, products and pages

This is great for engagement.

A link

For this, just copy and paste in the text section

A message button

A call to action to get in touch with you via Facebook Messenger

How to schedule a post on Facebook

If, like many business owners, you struggle to find the time for social media marketing, there is the option to schedule posts on Facebook.

This means that, instead of manually posting several times a week, you can spend one block of time planning posts in advance to maximise efficiency.

How to schedule on Facebook:

  1. Complete your post using the above steps.
  2. Once you’re happy with your post, instead of pressing the blue “Share Now” button, press the “Share Now” drop-down underneath “News Feed” and choose a different time/date.

How to delete a post on Facebook

If you’re not happy with a particular post, or published accidentally, don’t worry, you can delete it.

To remove the update, you must first find it on the news feed or your Page’s feed. Then, hit the 3 dots in the top-right corner, followed by “More Options” and “Delete from Page”

Delete Facebook Post

How to edit a post on Facebook

If you’ve spotted a typo or want to reword a post, follow the same instructions as above: find it on the newsfeed, then click the 3 dots. However, instead of clicking “Delete from Page”, select “Edit post”. 

Keep in mind that, once published, you can only edit the text of a post, not the image.

Facebook Image Size

Facebook Post Image Size

Recommendations & Dimensions

Facebook posts with images receive 2.3 times more engagement than those without visual content. You should always aim to include an image or link preview with a Facebook post, as otherwise, you risk people blindly scrolling past your content on the News Feed.

Recommended Facebook post image sizes:

Pictures of people tend to perform strongly, but if you’re running out of photos of your team, why not try creating fun, branded graphics on FREE design website, Canva?

Facebook Image Dimensions
Facebook Video

Did you know that 85% of Facebook users watch videos on mute?

Video has become THE go-to way to reach your customers, with videos getting 1200% more engagement than posts and images on the News Feed.

Facebook Video Specs

Facebook Video Marketing

How to upload a video to Facebook

... in 9 simple steps


Head to your page.


Click “write a post…”


Press “Photo/Video”


Upload the video from your device


Type in your caption and video title


Remember to add relevant tags to enhance the video’s reach


Add captions to ensure those watching on mute can still understand any voiceover


Add a thumbnail that you think will entice people to click play.


Publish or schedule your video

Facebook Video

Unlock more tips and guidance on maximising Facebook video views here: Video Marketing On Social Media

Additional Resources

Facebook Security

Facebook Security

2018’s Cambridge Analytica scandal caused trust in Facebook to drop by 66%. Cyber security is an essential part of the digital era, and it comes as no surprise to see people taking it so seriously.

For guidance on how to stay protected, check out our guides below:

Facebook Marketing Strategy

French writer Antoine de Saint-Exupéry once said, “A goal without a plan is just a wish.” The same applies to marketing.


An effective Facebook marketing strategy should be a roadmap that answers the following questions:

What do you want to achieve?

Why are you in business?

Who do you want to reach?

What stage of the sales funnel are you hoping to reach them at?

What problems is your target market looking to solve?

How will you measure success?

What to post on your Facebook Business Page

Facebook Post

So, now you know how to post on Facebook, but do you know what to write? 

70% of marketers use a content marketing strategy. That means that roughly 70% of posts you see from businesses on Facebook are part of a carefully considered plan, and are not just written simply to fill space on the News Feed.

When creating a content plan, always think about your reader. Who will be receiving these posts, and what value can you give them? Your Facebook content needs to be informative, engaging, relevant, and add something new.

A mistake a lot of companies make is being too salesy and pushy on social media. Remember, every post does not need to be an advert for your products or services, nor should they all be about you and your business. This will only bore people.

Think of it as a conversation. If you took someone out for dinner and all you ever did was talk about yourself, they’d get bored pretty quickly. Don’t be afraid to share content from other pages and websites, and don’t just blindly promote your products 24/7. 

Make sure there’s a good split between value-adding content and promotional content.

Additional Resources

Facebook Like

10 Tips on How to get more Facebook page likes

Building a strong, engaged and relevant audience on Facebook is one of the toughest challenges of social media marketing. While there is no exact science behind achieving this, there are plenty of techniques you can adopt to get more likes on a Facebook page…



Promote your Facebook page on multiple platforms, including your website, email newsletter, signature and other social networks.

Make sure your social icons are everywhere your customers are!




Use consistent, eye-catching images. This way, you’re more likely to catch people’s eye on the News Feed when their connections engage with your content.




Engage with other businesses. Like other Facebook Pages and comment on their content. This will increase your exposure and brand awareness. Remember to be collaborative; you don’t want to appear spammy and pushy.



Address and challenge your audience. Ask them questions, start a conversation and prompt a response or reaction from them. The more engagement your posts receive, the more people you will reach.


Add value


Give people an incentive to like your page. We don’t mean give stuff away in exchange for likes – as this would be against Facebook Policies – but it’s important to give people a reason to like your page. That reason should be engaging, useful valuable content. Yes, the odd giveaway and reward is great, but not in exchange simply for liking your page.




Fill in every element of your page, from the About section to My Story. The more complete your page is, the easier it will be for people to find you.




If a post is generating a lot of great engagement, pin it to your profile so it sits at the top whenever someone visits. This will enhance its longevity and increase engagement.




Embed Facebook content in your website – If you already get a lot of traffic via your blogs, why not include your Facebook posts within them? This way, it will direct your already engaged readers to follow you on Facebook, too.

How to embed Facebook posts and page features on your site.




Invite personal connections to your page – A useful feature if you want your connections on Facebook to engage with your business. But be cautious of inviting all of your connections, as this can be spammy.




Start a Facebook Page Like Campaign. It is against the rules to buy Facebook page likes, but there is a way you can reliably reach out to your target market, without spammy, fake likes.

A Facebook Like ad campaign helps you reach people based on demographics, interests, online activity and location. Don’t forget to use Facebook Audience Insights to:

  1. Determine the behaviour and demographics of your current audience.
  2. Use that data to find similar people to like your page.

Best time to post on Facebook

Algorithms and engagement play a vital role in the overall reach (and therefore success) of your social media posts. This has led many marketers and business owners to ask: “When is the best time to post on Facebook?

The fact of the matter is that there is no one-size-fits-all answer to this question. It really does depend on the activity and habits of your own individual page’s audience.

As a go-to, many experts recommend that users are most active on weekdays, particularly around:

However, if your page is aimed at people overseas – or those who have schedules and routines that differ from the average working week – you may have more success posting at different times.

We recommend experimenting with post frequency and timing – scheduling Facebook posts at various times and dates – and then using Facebook Insights to determine what works best in terms of engagement and reach.

Social Media Engagement: Get People Talking On Facebook

The average Facebook engagement rate for organic posts is 3.6%. 

This is a useful benchmark, but for a more rounded overview, we recommend exploring Insights for the Facebook engagement metrics specific to your page. That way, you have a base to develop and improve.

Social Media Engagement (1)


Before we dive into the intricacies of social media engagement, it’s important to understand what this actually means.

Engagement on Facebook refers to:

  • Clicks
  • Comments
  • Reactions (likes, hearts etc.)
  • Shares

When someone likes, comments or shares your content, that activity is then displayed on their network’s news feeds. Engagement also extends your placement on the News Feed, with Facebook’s algorithm rewarding high-quality, highly engaging content with a place at the top.

The more engagement your posts receive, the more people you will reach.


To measure your current engagement rate for individual posts, input the total reach and number of engaged users into this handy Facebook Engagement Calculator

Another option is to download a monthly report and divide the average post reach with the average number of engaged users per post.

How to Boost Engagement & Reach More People On Facebook

Improve engagement, improve Facebook organic reach. It’s that simple. What does reach mean on Facebook, you ask? 

Facebook organic reach is the number of separate people who see your content. This is different to Impressions, which measures each time your content is seen, including multiple views from individual users.

8 Tips on improving engagement

Building a strong, engaged and relevant audience on Facebook is one of the toughest challenges of social media marketing. While there is no exact science behind achieving this, there are plenty of techniques you can adopt to get more likes on a Facebook page…


Include a Call to Action

Call To Action

Don’t be afraid to ask people to comment, react, share and click links. Remember to underline the value in them doing so.

Use dynamic words like “explore”, “discover”, “get started”, “shop now” etc. If you’re asking people to share, make sure you know how to make a post shareable on Facebook.


Make your post visual


88% of people use Facebook on their mobile. These users spend just 1.7 seconds consuming a piece of content.

The best way to stand out on the News Feed is with eye-catching videos and images. This will stop people scrolling and help your posts get noticed and shared.


Use Insights

Facebook Insights

Explore Facebook Insights to discover what posts are reaching the most people and getting the most traction.

Do they like long posts, short posts, posts with links?

Then, use this data to create a content plan.


Don’t post too frequently

Facebook Content

Facebook posts need time to generate momentum and build engagement.

Unless you’re a huge, widely recognised brand already getting huge engagement, if you’re posting five times a day, your posts only end up competing with one another on the newsfeed.

Focus on a few posts a week to start with, and then, once your audience grows and becomes more engaged, trial posting more frequently.




We see many Pages regurgitating and repeating the same content over and over again, with very little engagement. That is because they have fallen into the classic trap: boring their audience.

Make sure your content is refreshing and new. This means posting blogs, links to external articles, videos, images, polls… 


Don’t be too salesy

Sales Content

If all you do is post about your products, services and brand, people will soon switch off.

The key to engagement and reaching more people is starting two-way conversations. Don’t be afraid to share posts that don’t link back to your website or have anything to do with your brand.

As long as you’re adding value, people will listen and engage.


Respond to people

Customer Service Facebook

It’s so easy to politely like a comment on a post or send an impersonal response to a message, but the best brands on Facebook interact with their customers, and reward them for engaging.

Personalise responses, start conversations, and ask questions.


Use Facebook Live

Facebook Live

We already know that videos get higher engagement on social media, but what if we told you that broadcasting live gets, on average, six times more engagement than the average video?

When your Facebook Page goes live, it sends a notification to most of your audience, depending on their settings, ensuring maximum reach.

Facebook Competition

Facebook Competitions

Facebook Competitions are a fantastic way to increase engagement and Page Likes. However, to run a successful giveaway, it’s important to bear in mind the platform’s rules, policies and terms.

2020 Facebook Competition Rules

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