Best Facebook Marketing Strategies: The Latest Tips – Business.com

Menu
Business.com aims to help business owners make informed decisions to support and grow their companies. We research and recommend products and services suitable for various business types, investing thousands of hours each year in this process.
As a business, we need to generate revenue to sustain our content. We have financial relationships with some companies we cover, earning commissions when readers purchase from our partners or share information about their needs. These relationships do not dictate our advice and recommendations. Our editorial team independently evaluates and recommends products and services based on their research and expertise. Learn more about our process and partners here.
Facebook is still a viable marketing vehicle. Learn how to market effectively with this venerable social media platform.
Facebook has a massive social media presence, with more than 253.56 million U.S. users, according to Statista. It also enjoys high user engagement: On average, Americans 18 and older spend over 32 minutes per day on Facebook (based on an eMarketer analysis of social media usage across age groups). Additionally, according to DataReportal, Facebook advertisements can potentially reach 65.9 percent of Americans 13 years and older.
Clearly, Facebook can deliver a vast audience to marketers, but it’s crucial to find and refine the right strategies to reach your target audience. We’ll examine Facebook’s marketing options and top strategies to help businesses tailor their social media marketing campaigns to maximize results on this powerful platform.
Editor’s note: Looking for the right social media marketing solution for your business? Fill out the below questionnaire to have our vendor partners contact you about your needs.
Facebook marketing includes several effective social media marketing tools and methods that help businesses use the platform to reach potential customers. 
Justin Abrams, founder and CEO of Aryo Consulting Group, emphasized how powerful Facebook’s marketing strategies can be for small and midsize businesses. “We know Facebook is a popular platform, but many don’t realize just how effective it can be for reaching a target audience,” Abrams noted. “Think of it like a bustling marketplace where you can showcase your products and services to the right crowd. With some insights, you can navigate this landscape confidently.”
A Facebook business page is the foundation of Facebook marketing, followed by paid advertising and its accompanying tools.
If your company isn’t on Facebook yet, start by setting up a Facebook business page with your company’s name, logo and details. (Facebook “pages” are business accounts, while personal accounts are called “profiles.”) The more information you add to your page, the more professional and engaging it will appear to visitors. Include keywords in your product descriptions and About section to make your listing more likely to appear in search results.
Here are some tips for your Facebook business page: 
It’s free to create and post on your Facebook business page. However, Facebook’s organic reach is limited. By spending money on targeted ads, you can boost your results significantly. 
Facebook collects detailed user data and can categorize users by ZIP code, gender, income, education, age, interests, brand preferences, device type and engagement frequency. Businesses can use this information to target promising prospects and tailor ads to appeal to them. 
Getting started with Facebook advertising is straightforward. Follow these steps:
Facebook offers numerous ad formats, including the following:
When used correctly, Facebook can be part of a robust digital marketing strategy. To maximize your Facebook presence, consider the following strategies. 
If you’re new to Facebook marketing, you have a blank slate. Although you could start advertising immediately, it’s more cost-effective to build a baseline audience by getting people who already like your company to like your Facebook business page.
As soon as your page is set up and populated with some posts, use the free invite tool on your page to ask your personal Facebook friends to like your Page. In addition, ask your current customers to like your Facebook page. (Provide a direct link to make it easy.)
Building a baseline audience is free and provides the following advantages: 
Facebook lets you refine your audience via granular details. The more specific you get, the less money you’ll waste and the more engagement your ads will generate.
Consider the following effective targeting tactics: 
Luke Heinecke, CEO of Linear, emphasized the importance of Facebook’s remarketing capabilities. “I’ve seen campaigns thrive by engaging with users who have previously interacted with our ads, reinforcing brand messaging at different touchpoints,” Heinecke explained. “By nurturing these leads and steadily guiding them through their journey, businesses can maximize ROI.”
Video advertising and posts can boost engagement significantly. Facebook videos should be short (ideally 15 to 60 seconds, but no longer than 90 seconds) and grab the viewer’s attention within the first three seconds (unless it’s a Facebook Live video; more on that below). Always create videos in high resolution and include text captions, as users often play video ads on mute. 
Additionally, consider using Facebook Reels. (Reels are also helpful if you’re using Instagram for business.) Reels are short-form videos that can be synced with music or audio clips, similar to TikToks. They appear on your profile, in users’ feeds and in the Reels tab, making them an excellent tool for showcasing your brand’s personality with product tutorials, educational content and more.
Your first ads won’t necessarily be your most effective. It takes time and experience to identify the best audiences, ad formats and messages. 
Consider using A/B testing (also called split testing) to discover what works best. With A/B testing, you create and run two or more ads simultaneously that differ on a single variable, such as the following:
Meta Ads Manager provides valuable analytics and insights on each ad’s performance. Additionally, if you install the Meta Pixel, you can also track purchases and other actions attributed to your ads.
Test and monitor your results continually to optimize your ad spend and improve your digital marketing ROI. 
Although Facebook users buy items and engage with brands, Facebook isn’t primarily a platform where people go to shop. Facebook users often want to be informed or entertained, and by using Facebook Live, you can accomplish these goals. Facebook Live is a free feature of your business page that allows you to create a real-time interactive video broadcast, such as a webinar, product demonstration or Q&A session.
Here are some tips for boosting Facebook Live engagement: 
Patrick Carver, CEO and founder of Constellation Marketing, cautioned that Facebook isn’t the place to use hard selling techniques. “The biggest mistake I see? Treating Facebook like a billboard instead of a conversation,” Carver explained. “People don’t log in to be sold to; they log in to be entertained, informed or engaged. Meet them where they are, and you’ll win.”
Use Facebook to humanize your brand with these kinds of questions: 
Best practices for storytelling and engagement on Facebook include the following: 
You’ll set a budget (daily or lifetime) at the start of a campaign, and it will never exceed that amount unless you change it. You can also set an overall budget that covers the total cost of all of your campaigns. 
However, Facebook ad pricing is more complex than a simple budget. You must be familiar with these terms:
Facebook ad costs are based on an auction system, where prices fluctuate depending on demand, audience targeting and competition. Here are some key numbers, according to Birch data:
Here’s a look at average CPCs and CPMs by objective as of 2025 (note that these numbers change frequently): 
 
CPC
CPM
Catalog sales
$1.55 
$11.39
Traffic
40 cents
$5.51
App installs
85 cents
$6.13
Conversions
$1.37
$13.04
Lead generation
$1.94
$25.92
Video views
$2.52
$4.72
Brand awareness
42 cents
63 cents
Several factors influence Facebook ad costs, including the following: 
Follow these tips to optimize your Facebook ad spend:
business.com is a trusted resource for small businesses. Our dedicated experts research and test SMB solutions so you can make smart, confident decisions. With business.com+, members get dedicated support, exclusive deals and expert advice. We do the work so you can focus on growing your business.

source