Effective 7-step Facebook Marketing strategy for business purposes

I – What is Facebook Marketing?
Facebook Marketing refers to marketing activities on Facebook aimed at promoting a business’s products or services to customers through the Facebook social network.
Some common Facebook marketing activities include:
- Building a Facebook Fanpage
- Creating Facebook Groups
- Engaging with customers
- Running Facebook Ads, etc.
These Facebook marketing activities can be either free or paid, depending on the promotional needs of each business.
II – Reasons Why You Should Choose Facebook Marketing
Businesses are actively pursuing customers on this social media platform, making it an effective marketing strategy to establish your presence on Facebook.
The following factors are the direct reasons why you should start implementing a Facebook Marketing strategy:
- Facebook Marketing Helps Businesses Reach a Large Number of Users: According to statistics, there are 72.7 million Facebook users in Vietnam as of early 2024. This opens up opportunities for businesses to connect with a vast number of target customers.
- Marketing Information on Facebook Has High Virality: The speed of information spread on Facebook allows businesses to effectively communicate their message to customers.
- Facebook Marketing Offers Flexible Budgeting and Cost Savings: Businesses can save costs when using Facebook as a communication channel, as it offers many free features. Additionally, businesses can adjust their budgets for campaigns when using Facebook Ads tools.
- Facebook Marketing Allows Target Audience Customization: Facebook enables businesses to research and analyze their target audience. This helps businesses easily create content and advertising strategies that are most suitable and optimized for their customers.
III – Limitations of Facebook Marketing
With the benefits of virality and reach, Facebook has increasingly become a marketing platform of choice for many businesses. However, this has also led to some limitations when marketing on Facebook:
- High Competition: As more businesses use Facebook to market their products, the competition to stand out becomes intense.
- Stricter Facebook Policies: Facebook has been tightening its advertising policies, making it more challenging for businesses to advertise freely.
- Need for Knowledge and Experience: To run effective Facebook Ads, businesses need to prepare well by acquiring the necessary knowledge and experience to optimize their ads.
IV – Steps for Effective Facebook Marketing
1. Define Clear Objectives for Facebook Marketing

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2. Build an Effective Facebook Marketing Strategy
After defining your objectives, you need a strategy to achieve those goals. Establishing a direction for your Facebook marketing activities and determining how to measure success is crucial to ensuring an effective Facebook marketing strategy.
For example: A coffee shop might decide that their goal is to increase sales on Facebook by 10% within the next 6 months. Their effective Facebook marketing strategy could include:
- Creating a post every morning sharing something special.
- Using discount codes to gain more followers on Facebook.
- Posting a daily photo of customers and encouraging users to share their own photos while enjoying coffee.
3. Choose the Right Facebook Marketing Channel
Include:
- Personal Profile
- Group
- Facebook Marketplace
- Fanpage
3.1. Personal Profile
If you want to sell online, you should focus on building a professional personal profile to attract attention and build trust with friends — who are potential customers.
3.2. Group
Facebook Groups are a fantastic tool for boosting engagement, with 1.4 billion people using Facebook Groups each month. You can use a Facebook Group to showcase your expertise and provide added value to users, offering special deals exclusive to “members.” This is a great way to build trust and ongoing loyalty.
Additionally, by setting up a Facebook Group for your business, you give your customers a space to interact.
You can use a group to:
- Share content related to your products
- Promote brand events
- Start conversations about your business
- Engage with your followers
3.3. Join Facebook Marketplace
Facebook Marketplace allows you to quickly connect with potential customers who are ready to buy. It also helps you reach local buyers more effectively through highly targeted listings.
3.4. Fanpage
At its most basic level, you can use a Fanpage to share content and attract users. It is also a platform to reach your target audience:
- For pages with fewer than 10,000 followers: 8.18% organic reach.
- For pages with more than 10,000 followers: 2.59% organic reach.
Setting up a Facebook Fanpage
- Page Name: Your business name
- Category: The type of business (e.g., Education, Design & Fashion, Real Estate, etc.)
- Description: A brief introduction to your business (up to 255 characters)
- Add Profile Picture: 170 x 170 pixels for desktop, 128 x 128 pixels for mobile
- Add Cover Photo: 820 x 312 pixels for desktop, 640 x 360 pixels for mobile
- Business Information
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4. Understanding Users with Audience Insights
Use Audience Insights to learn more about your customers. This tool can provide information about people who like your page. By knowing the characteristics of your Facebook friends, you can tailor your posts and offers to meet their needs and interests.
For example, if you run a bookstore serving customers of all ages, but most of your Facebook friends are aged 18-25, your Facebook offers could focus on books that appeal to that age group (while in-store offers may be broader).
5. Creating Facebook Marketing Content
Creating and managing content are essential components of any social media strategy. Identifying the right content mix requires experimentation and adjustment, but a general rule is to follow the “80-20 Rule”: use 80% of posts to inform, educate, and entertain, and the remaining 20% to promote your brand.
On Facebook, you have many options for the types of posts you can use.
5.1. Types of Content You Can Use
- Introduction of products and services
- Brand promotion, event information organized by the business
- Posts sharing useful information
- Humorous or interesting posts, clips, and images related to the product
- Promotional offers: According to Syncapse research, 42% of Facebook users follow fanpages to get discount vouchers.
- Posts encouraging interaction (discussions, contests, giveaways, etc.): 35% of Facebook users participate just to join a contest.
5.2. Types of Posts on Facebook
Be mindful when selecting options to accompany specific content types that are of interest to your audience.

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5.3. Content Length
According to Kissmetrics, posts with fewer than 80 words can increase user engagement on Facebook by 66%.
5.4. Best Time to Post
Facebook remains one of the most challenging social media platforms for organic content. The platform’s algorithms present a challenge for businesses trying to determine the optimal posting times. Finding the right time to post is crucial for maximizing reach and engagement, as posts that appear when users are most active are more likely to be seen and interacted with.

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6. Running Facebook Ads
6.1. Free Marketing with SEO
You can make customers proactively find you through search results by optimizing your fanpage on Facebook and Google SEO.
6.2. Facebook Ads
Whether you’re just starting out or have been using Facebook for a while, you’ll inevitably need to pay for brand visibility. Facebook ads can be simple, but they are not easy. Only about 4 million advertisers achieve an average click-through rate of 9%.
Key features of Facebook Ads include:
- Targeting based on demographics using Facebook user data like age, location, education, and interests.
- Setting ad budgets.
- A/B testing ads, where multiple versions of an ad are run simultaneously to compare designs and settings.
- Built-in ad performance measurement tools.
- Geo-targeting, useful for local businesses.
Facebook Ads Focus on Cost-Effectiveness and Relevance
Facebook ad campaigns should always focus on:
- Cost-effectiveness
For beginners, you should maintain a weekly or monthly spending limit to avoid overspending on unnecessary impressions or clicks. Ad spending can escalate quickly if targeting is ineffective or settings are incorrect. - Relevance
While targeting a large audience is useful for testing what works best for awareness building, relevance is crucial for successful Facebook ads.
Content for Facebook Ads
Tips for Creating Effective Facebook Ads
To make the most out of your Facebook ads, consider these tips:
- First impressions matter: Use high-quality, high-resolution images for every ad.
- Highlight your value proposition clearly and avoid cluttered graphics.
- Make the CTA easy to see and compelling to capture user attention.
- Bring the product to life by showing people using it in your video ads.
- Include user-generated content if appropriate to build community awareness.
- Position videos and images vertically to ensure they display correctly on mobile devices.
- Track which ad versions perform the best by implementing A/B testing.
Track Facebook Ads Metrics
Tools for Tracking Metrics:
- Ads Manager: The “Reports” feature of Ads Manager allows you to view how your ads are performing, from video ad views to website conversion rates. You can customize reports to track specific metrics that align with your campaign goals.

- Facebook Business Suite
Facebook Business Suite allows you to quickly view important data about your Facebook account, including: user demographics, post and content engagement, performance of paid ads, etc.
Additionally, if you are not very experienced with Facebook advertising but want to optimize your ad spending and improve performance, you can reach out to a company that provides Facebook advertising services to get the most effective ad campaigns.
7. Evaluating and Testing Effectiveness
The final step in your Facebook Marketing strategy is to track the metrics you previously defined when setting goals and analyzing the results. This also includes calculating ROI.
You can monitor audience engagement directly through Facebook Insights and measure the following metrics:
- Reach (how many people have seen your post)
- Engagement (how many people liked, clicked, shared, or commented on your content)
- Which posts led to people unliking your page
Additionally, Facebook Insights helps identify which types of posts perform best on your fanpage, so you can see if your current content strategy is working effectively.
V – 8 Tips for Effective Facebook Marketing
1. Regularly Update Content to Make Facebook Marketing Effective
Unlike traditional media (magazines, television) or other online platforms like websites, social networks are built on regular updates.
Recent research from Australia shows that Facebook users check their news feed more than 25 times a week, and they need to see that you are posting fresh content consistently. Share images, links, videos, anything that is connected to your business and relevant to your audience.
Some guidelines suggest posting at least once a day, but the core principle is to post when you have interesting content and to gauge the frequency that your audience wants to hear from you.
2. Interact with Facebook Users
You can increase engagement on Facebook by encouraging users to respond to your posts or leave their own comments about your business. Additionally, take the time to quickly reply to all comments, ensuring you do so within 24 hours for the best results. Failing to respond can weaken the willingness of your Facebook friends to engage, and they may gradually lose interest.

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3. Facebook Marketing with “Sponsor Stories” Feature
Facebook claims that Sponsor Stories have a 46% higher CTR and 20% lower CPC compared to regular Facebook ads. It is also the only ad format available on mobile devices.

4. Refer to other pages
You can compare your page’s performance with other pages.

In the “Page Insights” section, you will see a “Pages to watch” section with detailed information about competitor pages.
5. Facebook Marketing online with mini-games
Organize contests, sweepstakes, or promotions on Facebook. People love when it’s fun and offers something they can’t get elsewhere.
Research shows that discounts and giveaways are the most common reasons customers follow a business’s Facebook page. Similarly, contests and games can be used to energize your fanpage.
Facebook can also be used to distribute customer surveys. If you do this, make sure to keep the surveys brief and provide a survey link that users can easily click, skip, or share with their friends.
6. Leverage Facebook Pixel for Retargeting
Facebook Pixel is a simple piece of code that you place on your website to:
- Track conversions from Facebook
- Retarget people who have visited your website
- Build a custom audience for future ads
Once you place it on your website, the pixel will start collecting data. This way, you will have powerful information to effectively target your advertising campaigns.
7. Use Ads for Facebook Marketing
Implementing Facebook ads into your Facebook marketing strategy is one of the feasible techniques to increase likes or drive clicks to your website.

8. Avoid Using Facebook Marketing for Hard Selling Tactics
People view Facebook as a fun and relaxing social space where they chat with friends, watch photos, videos, and more. You need to engage in conversations and become part of the community, rather than an “outsider” focused solely on making sales.
Hard selling tactics will cause users to easily unfollow you, such as using promotional slogans, repeatedly posting about a specific product or service, or offering product lists with separate prices in any relevant conversation. They might even leave negative comments about your business.
If your target audience is on Facebook, you should definitely try Facebook Marketing for your business. Experiment with different types of Facebook ads and frequently measure progress to ensure you’re making the most out of your campaigns.
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