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The Role of Facebook in Business Marketing

The role of social media in business marketing has changed, platforms like Facebook now play a major role in reaching out to customers. With 1.56 billion users on daily users it’s assured that irrespective of your business, you can reach out to your target audience on this platform.

The first step, before establishing a particular marketing strategy would be to set up a Facebook business page. This page will represent your business. Click the “create page” option from the upper right corner. Then just fill out your business information, upload a profile and cover image, set your location, and contact information and you’re set to go.

Facebook Algorithm 

It’s important to understand the social media site’s algorithm so that you can adjust your strategy accordingly. Initially, the site used to display posts in reverse chronological order. The most recent post would be displayed at the top however the algorithm has long been changed. Now only about 5% of a business page followers will actually see your post because each user is shown posts that are deemed relevant as per their online behavior.

Marketing Strategy

There are a number of strategies that may be adopted to market to your audience however the most preferred is to adopt an inbound strategy. This is a pull strategy where the content adds value for the customer and the ad is personalized for your targetted audience.

Types of Posts

There are a number of different types of posts that can be uploaded on your Facebook business page. The decision will primarily depend on the type of business and the intended goal. The main types are as follows

  • Visual AdsThese ads contain either a single image or multiple (carousel ad) along with a caption.
  • Link AdsLink ads show the preview of the attached link along with basic descriptions. Such ads are often used to share blogs, articles, catalog links, etc. Such ads are useful to redirect a user to your website in particular.
  • Textual Ads These are simple text-based ads. They are usually less engaging and adding some multimedia is the recommendation.
  • Video AdsThese are the most engaging form of posts and offer endless different opportunities for sharing your messages.
  • Facebook StoriesStories last on the page for 24 hrs and are similar nature to video ads or you could simply go live for direct customer interaction.

Targeted Advertising

An advantage of Facebook is that you can easily target your ads to specific audiences. This is primarily done on the basis of demographics like geographic location, age, gender, etc. it can also target based on the type of device used or any other information that users publicly display on their profiles. This allows you to customize your ads for separate demographic or psychographic groups. This adds an additional personalization aspect to your marketing which results in better conversions. The ads itself can be set for a per-click or per-impression basis, which can help keep in managing your budget.


As a beginner, it’s essential to set up your basic business profile, identify your audience, and use targetted ads to drive conversions. However without analytics and studying the insights, you may find your strategy failing. Monitoring your performance, on the other hand, will allow you to see identify your problem areas for a quick resolution.

The concept of analytics itself can become quite complicated however for everyone a few basic measures like reach, page views, number of likes, Facebook reactions, post details, etc are not only easy to analyze and can help identify major issues with the marketing content.

There is always the option to outsource your social media marketing including Facebook. A number of digital marketing companies can help you formulate and implement a marketing strategy. Dtech systems is a web development and digital marketing agency based in Riyadh. Get in touch for more information on our services.


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