The Ultimate Guide to Facebook Marketing in 2021

The Ultimate Guide to Facebook Marketing in 2021
Jay Gross

facebook marketing, facebook post ideas, facebook tips, facebook Marketing plan, facebook organic reach, fun facebook post

Pop quiz, hotshot.

Do you know what they called social media before it was social media?

Anyone? … Anyone?


Initially, it was social networking

Because it was intended as a way for people to build a communication network and keep in touch.

Oh, how it has changed.

Facebook is so huge now that my feed gets filled up faster than Garfield inhaling his lasagna.


A new Facebook post here, a Facebook user and I have a Freindsversary there, and a Facebook ad for dessert.

And I guess that’s to be expected. Facebook has grown to over a billion users worldwide and is, in a way, over-saturated.

But there’s no denying that’s where everyone hangs out. And where people go, businesses follow.

Facebook is…life.

“A long time ago, I used to have a life, until someone told me to create a Facebook account.”

You may look at Facebook, unsure how it can help your business. You may look at it and see the stress and overwhelm that comes with it and shy away. Or you may be trying, but are inconsistent and don’t know how to do this whole Facebook marketing for small business thing.

And either way, we understand.

But there’s no denying this: you should have a Facebook marketing plan in place (want to know more about social media marketing? Follow the link.)

That’s why Digital Marketing Tools is here to help you get up and running, build a great Facebook marketing strategy, and do it without taking too much time away from the little time you have.

What is Facebook Marketing?

Facebook marketing is creating, and actively using, a Facebook page as a communications channel for your business to maintain contact with and attract customers. 

Facebook actively provides and helps with this, allowing users to create individual profiles or business pages for companies, organizations, or any group attempting to develop and nurture a fan.

What we are talking about here is Facebook organic reach and not advertising. Think content marketing.

Should You Be Facebook Marketing for Your Small Business?

"Like" - Yes you should use facebook marketing for your small business

I will not mince words here – your brand needs to master the art of Facebook marketing. 

You want all those Facebook likes and shares and to show up on your Facebook business page.

I know what you’re probably thinking:

But isn’t it over-saturated at this point?

Isn’t Facebook so 2015?

Shouldn’t I be focusing on Twitter or Instagram or TikTok?

First off, be a little careful with your wild accusations – your questions make our Facebook overlords angry.

I understand your questions, though, I’ve flirted with a few myself.

But when you look at the cold, hard facts, like that Facebook has 2.6 BILLION active users, and of those users – 1.73 billion are daily users.

And that Facebook and its founder are consistently leading the charge and helping to shape the future of not only Facebook, but all social media.

How about that there are 80+ million small businesses using Facebook? And that many of those businesses use their Facebook business page as their website.

It all adds up to this: Facebook is the king of the social media jungle, and when the other animals hear that almighty roar, they listen.


When Facebook says or does something, everyone takes notice. Marketers, businesses, brands, and, yes, even the other social media platforms.

So, if your marketing strategy is to avoid Facebook at all costs, then you can stop reading now. But if it’s not, then Facebook is your place to start social media marketing.

Did you knowFacebook has a family! That’s right, and it’s not just Facebook and Messenger anymore. Facebook also owns two of the biggest apps in their respective markets: Instagram and WhatsApp. 

Begin Your Facebook Marketing Plan with Your Business Page

Facebook business page for marketing

Setting up your Facebook business page isn’t hard, and yet so many don’t take the time to do it right.

They just want to get posting, already.

That’s the main course. And everyone just wants to eat steak and potatoes, not that salad that comes first.

But as my good friends always tell me, “That salad is healthy, man.”

And so is creating your profile—the right way. 

So let’s devour that salad so you can get to the main course.

Below, we’ve put together a few Facebook tips to make the setup even easier.

  • Be photogenic:
    • Profile picture – Brand your profile picture with something that people will recognize, many use their logo.
    • Cover image – Use something that spells out your brand or unique selling proposition: artwork, contact info, employees, or your team. 
    • Understand the photo dimensions for both.
  • Talk yourself up in the ‘About’ section: 
    • Tell everyone what your business does and what makes you different and outstanding.
    • Make it short and sweet and easy to read. 
    • If all else fails, copy the ‘About’ page from your website
  • Don’t forget the call to action (CTA):
    • At the top of the page, you can add a CTA – always add a call to action – that you want people to take. Whether it’s to visit your website, call your store, or view your product. Tell them to do something.
  • Service-based businesses take note:
    • Make it a point to turn on your review tab.
  • Easy like Sunday morning:
    • Make it easy to navigate and find information on your Facebook page.
  • Always be branding:
    • Always think about brand and brand recognition.
    • Make sure you are using similar photos and branding on all of your pages, from Facebook to your website to Twitter.
    • When people see your profile, or page, or website, you want them to recognize your brand at a glance.

Put Together Your Facebook Marketing Strategy

Here’s the main course you’ve all been waiting for.

It’s a doozy, too – think prime rib with garlic mashed potatoes.

(is this article making anyone else hungry?)

But let’s talk strategy first, because I know it can get overwhelming.

I can almost hear your questions already:

What should I post?

How often do I post?

Will people like what I’m posting?

So you just sit there and wait for it to hit you out of the blue like a tornado propelled bumblebee.

But it never does (because what are those odds, anyway.)

So let us be your tornado propelled bumblebee.

Below, we have everything you need to know to put together your Facebook marketing plan.

What Age Group is on Facebook?

Everyone uses Facebook. In fact, 75% of Americans between 18-49 use Facebook, and within that age range, there is little variance. 

But don’t discount seniors (people over the age of 50), because while they are the smallest demographic, they are also the fastest-growing.

Facebook Post Ideas

  • Videos – Most valuable type of Facebook post; focus on humor and providing value.
  • Link Shares – Your own content and outside content.
  • Photos – Products, Events, Company Culture.
  • Graphics – Tips, How-To’s, Quotes, Memes.
  • Stories – Showcase behind-the-scenes and company culture.
  • Go Live – Share breaking news; product announcements.
  • Photo Carousels – Add a link to build a scrolling carousel.
  • Photo Slideshows – Turn photos into a video (of sorts).

How Often to Post on Facebook

Optimally, try to post 3-5 times per week. But don’t be afraid to post more if you can.

Best Times to Post on Facebook

In our humble opinion, if you focus on posting quality content, consistently, you’ll be a-ok. However, for those of you that want to know the best times to post on Facebook, here you go:

  • Best day – Wednesday
  • Best time – between 11 a.m. and 2 p.m.
  • Worst day – Sunday
  • Best easy-to-follow advice – try to focus on between 8 a.m and 4 p.m. and avoid the hours from 5 p.m to 8 a.m.

Digital Marketing Tools Tip:

Just because you want to post at a certain time doesn’t mean you have to be online at that time. Use a social media scheduling tool to schedule your posts, hours, days, or even weeks, in advance.

Use These Facebook Marketing Tips to Ramp Up Your Engagement

Facebook marketing call to action

Below are a few best practices, for more go to our Ultimate Guide for Social Media Marketing and check out the Social Media Best Practices section (don’t worry, there’s a table of contents.)

  • Are you not entertained? – does it educate or inform, does it inspire or motivate, or does it entertain?  Every single post should do at least one.
  • Lookin’ good – Social media posts have to say something, but looks can be just as important. So make sure every post is visually appealing.
  • The ever-important CTA – always inspire your customers to take action.
  • Don’t over-promote – give your potential customers valuable information, not in-your-face promotion in every post.
  • Tools of the trade – use social media tools to make your life easier by helping you schedule, analyze, automate, and more.
  • Show your winning personality – enjoy yourself. Create fun Facebook posts, by being creative, surprising, and funny. Let your freak flag fly, as the cool kids say.
  • Write it in your calendar – create a content calendar to follow every week. You can create a simple one like us (image below) or you can find one elsewhere online.

social media strategy - content calendar

Facebook Marketing Ideas and Secrets to Grow Your Business

I hate to break it to y’all, but posting is just half the battle. 

An enormous part of your success is analyzing and adjusting your strategy, which we discuss below.

But there’s much more that Facebook can do for you if you know where to look.

And who would we be if we didn’t give you a leg up on your competition right out of the gate?

Create Your Tribe by Using Facebook Groups

people love being part of a group - use facebook groups to do this

Photo by Perry Grone on Unsplash

People love to be part of a group, or a tribe, as they call it in the biz.

Create a brand-based Facebook group associated with your business as a way for people (and you) to discuss your brand, company, or products.

It’s an excellent way to get good engagement, and they’re free.

But I bet you want to know how to get people to join your Facebook group.

So here you go:

  • Send out invites to email lists or even create exclusive groups based on purchases.
  • Be involved and engaging.
  • Promote discussion by asking questions and interacting with those in the group.
  • Set strict rules and make sure people abide to encourage positive discussion – be prepared to have to suspend people.
  • Have Q&A sessions, product news, or tips & tricks to keep people interested and engaged.

Digital Marketing Tools Tip:

Set a schedule and time limit for your group interaction. Or you’ll look at the clock with shame and contempt when it’s 3 a.m. on a school night because you got sucked down that Facebook rabbit hole, yet again.

We recommend 15-20 minutes every day or every other day.

Facebook Marketing Groups can keep you up all night

Digital Marketing Tools Tip:

What do people love more than being part of a group? 

Being part of an exclusive group. Think of ways you can create specific groups, maybe for someone who purchases a particular product or service.

Set Up Shop at the Facebook Marketplace

Are you looking to jump into the booming e-commerce business?

Would you be curious to know what would happen if Facebook and Craigslist got together and had a baby?

If you answered “yes” to either of those, check out Facebook Marketplace.

Facebook says it best:

Marketplace makes it easy to find new and used items like clothes, furniture, cars, and even your next home to rent.

So if you’re interested, get out there, set up your shop, and start selling.

Engage Your Target Audience with Facebook Stories

Facebook stories can show off your brand and keep your audience engaged by being funny, posing questions, and posting entertaining things.

Stories should have a more casual feel than a Facebook post and it’s a great Facebook marketing strategy to show your brand personality.

A few things about stories:

  • Stories only last 24 hours.
  • They do not appear in the “newsfeed” like other posts; they instead appear at the top of the Facebook or Messenger app.
  • Facebook stories are full screen.
  • People don’t “like” or “comment” – any interaction happens through (our next topic) messenger.

Don’t Forget about Facebook Messenger

I’m sure you’ve used Facebook Messenger for a private chat or two, but did you know it’s already been a massive boon to many businesses? 

People love the interactions on messenger because of its more personal nature.

There are many ways to use Facebook Messenger in your business, so consider implementing it in your strategy.

And as we discuss below, it just may be the future of social media marketing.

Use Facebook for Customer Service

An often overlooked Facebook marketing plan to keep your customers happy is by using it for your customer service strategy. We’re in the 2020’s now, and people aren’t satisfied unless they get their Amazon Prime deliveries within 24 hours, their pizza within thirty-minutes (or it’s free!), and a customer service response in 15 minutes or less.

And 67% of consumers are now turning to social media to post complaints or ask questions.

Digital Marketing Tools Tip:

Fine-tune your customer service strategy with messenger bots.

Facebook Marketing Tools & Analytics

There are hoards of social media marketing tools available that make your life easier by scheduling, listening and monitoring, and everything in between. (Hint: look into them)

But Facebook has its very own suite of tools called Facebook Analytics.

Their suite covers two essential platforms:

Facebook Audience Insights gives you relevant information to understand your target audience, how they’re acting, and what they are interacting with – so you can create more relevant content and a better Facebook ad experience.

Facebook Page Insights gives you detailed information and analytics for your Facebook business page. You can see how people interact, track what works and what doesn’t, and use this information to improve your page results.

Here’s a great Beginner’s Guide to Facebook Analytics.

The Future of Facebook Marketing

the future of facebook marketing will be virtual reality and other stuff

Image by FunkyFocus from Pixabay

Let’s face it – we suck at predicting the future. I was saving up to purchase my first flying car in 2010. Newsflash: I’m still waiting.

But one thing we’re confident in – Facebook is here to stay and will lead social media deep into the 2020’s.

Here are some things to look forward to:

Facebook Videos

All you have to do to see the value of video is look at YouTube. The second-largest social media platform and the second-largest search engine, behind Google. And you better believe that Facebook recognizes this too.

It’s only poised to grow more, and Facebook would like nothing more than to eat away at YouTube’s market share and become the go-to social media platform for everything from Videos to…our next topic’s on this list.

Facebook VR (Virtual Reality) and AR (Augmented Reality) for Our Working From Home Future

The future of Facebook marketing is virtual reality

When Facebook bought the virtual reality startup Oculus VR for $2 billion in 2014, they made a bold statement.

Virtual reality will be a part of our future.

And as we’ve discussed, when Facebook talks, everyone listens.

Consider these points:

  • They are working on a new flagship headset to replace their popular Oculus Quest.
  • And Facebook’s Head of AR and VR, Andrew Bosworth, said the company is already investing in “supercharging remote work and productivity.” – who can blame them on trying to make that experience better, the pandemic has altered the future of working from home.
  • Oh, and I almost forgot – Facebook is building Facebook Horizon, which is already testing in a beta environment. In it, you can design cartoon avatars and interact with each other in a virtual reality environment (Which kind of brings everything back to the whole social networking aspect a little, doesn’t it?). 

I don’t know about you, but I’ve been dreaming a long time to enter the Oasis of Ready Player One.

You can bet I’ll be saving up for that.

Or maybe I can just use my savings for that flying car…

Tell Facebook Stories

Facebook Stories has more than 150 million daily users, but all you need to know is this: Facebook is pushing it hard to be a mainstay in their lineup and believe it could be a be an enormous part of their future.

Facebook Messenger Instead of Email?

“…private messaging, ephemeral stories, and small groups are by far the fastest-growing areas of online communication.”

~Mark Zuckerberg

Zuckerberg wrote a piece titled A Privacy-Focused Vision for Social Networking, and it was very telling.

Private messaging will play a huge role in social media’s future, and Facebook’s fourth-quarter earnings prove it.

So it’s no wonder that Facebook is looking to integrate its entire family into one combined messaging system to rule them all.

We’re talking a connected system where the whole Facebook umbrella could communicate with each other. Facebook Messenger with WhatsApp, or Instagram to Facebook Messenger.

For businesses? How about one chatbot for all interfaces. Or the ability to market to many platforms at once.

Rumors abound that it could even start eating into the mainstay that is email marketing. (I’ll believe it when I see it.)

What does this all mean for you?

Bet big on private messaging. And start looking for ways to integrate it into your Facebook marketing strategy.

It’s Time to Join the Facebook Family

Facebook Marketing Way to Go Joining the Facebook Family

And this is one family you want to be in. After all, they give you everything you need to succeed for free.

All you have to do is take a little time to do it right, and you’ll be rewarded with growing list of followers and a more successful business.

So toss your reservations aside, let the stress roll off your back, and let that massive weight on your shoulders drop to the ground. All you have to do is follow the advice above to get your Facebook marketing strategy rolling in no time. Sprinkle in some of the best practices and Facebook marketing tips above for good measure, and watch as your business grows to new heights.

And as it does, put your arms behind your head, kick your feet up on the coffee table, and enjoy the ride. Because you’ve done well, my friends.


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