Social media and the internet are providing marketers with more ways than ever to boost visibility, engage potential customers, and convert sales. Facebook launched in 2004 and remains a relevant way to conduct marketing over 20 years later.
This guide gets you up to speed on everything you need to know about Facebook marketing, whether you’re a sole proprietor trying to get the word out on a lawn care service or a large company competing with global brands.
Stay relevant and results-driven with Facebook marketing that works. Let Later help you plan, post, and grow with ease. Try it free for 14 days.
Table of Contents
What is Facebook marketing?
Serious brands and businesses can no longer rely solely on traditional marketing techniques, such as TV commercials, direct mail, or print advertising. To get the word out about a new promotion, product, or event, modern companies use social media.
Because Facebook has long been one of the most popular social media platforms worldwide, taking advantage of it for marketing purposes is an essential strategy for most businesses. Facebook marketing involves promoting a business, brand, product, or service through paid and organic efforts.
Facebook reaches a wide variety of people, from baby boomers to Gen Z, and across every continent. It offers several ways to market and sell products. You can communicate via DMs, list items on Facebook Marketplace, promote products in Reels, or send informative posts through your Facebook Business Page.
Posting on Facebook is free, and your post can go viral and reach massive audiences if you create great content. You can easily extend your reach to targeted audiences with ads and boosted posts.
Though new trendy platforms like Snapchat and TikTok have sprung up, Facebook remains a cornerstone for social media marketers in 2025. Its variety of features and tools, along with cost-effective means of promotion, make it a must-have component of any business or brand's strategy.
Benefits of Facebook marketing for your business
With over 3 billion monthly users, Facebook offers a lot of upsides to companies and brands looking to expand. Here are several of the benefits that Facebook marketing can have for your business.
Improve your brand’s visibility
Because Facebook is free to use and post on, billions of people around the globe use it. The potential for your brand’s visibility is almost limitless. Even if you target a very specific niche, you can effectively find many people who will support and patronize your company. For example, if you’re running an electronics shop in Boston, you can target users within a five-mile radius or be visible to tourists who need a new memory card for their camera.
Create more engaging content
Facebook has multiple ways to get your message to the masses. Choose to post content in the form of text, image, or video, and use this creative flexibility to effectively promote your page. Finding the right combination that resonates with your audience can make your brand explode in popularity without spending a dime.
Appeal to your target audience
Facebook Ads Manager allows you to target specific demographics. Send out your newest content according to age, gender, location, language, jobs, and interests. Through trial and error or A/B testing, you can determine who is most receptive to your message and focus on that demographic instead of wasting your resources on those who are less interested.
Incorporate e-commerce directly
Facebook has a number of e-commerce features that connect directly to the platform. You can use Facebook Shops as storefronts within the platform. If you are trying to buy and sell goods with other individuals, take advantage of Facebook Marketplace. There is also the ability to tag products in posts and ads to enhance and simplify the shopping experience for users who stumble upon your content.
Easily measure your results
Because everything is online, tracking and analyzing the results is easy. Facebook Insights lets you explore metrics tracked in-house by the platform. Taking advantage of a third-party tool such as Later’s Social Media Analytics gives you even more data to analyze to find the best ways to use your time and content.
How to use Facebook marketing
Facebook marketing is great for organic and paid growth strategies. However, to take advantage of all of Facebook’s offerings, you’ll need to create a Facebook Business Page and a Facebook Ad Account. Here’s what you’ll need to do.
Create a Facebook Business Page
While you may be able to run a small selling operation through a personal Facebook profile, you should create a Facebook Business Page to take advantage of all the opportunities Facebook offers.
Step 1: Create a new, dedicated Page
To create a Facebook Business Page, you’ll first need a Facebook profile. Create a new profile or log in to an existing one.
Then click the menu button at the top of the page and navigate to the Pages menu. Once there, click "Create new Page."
Step 2: Provide business details
This new menu will prompt you to fill in your business information in a panel on the left side of your screen. As you enter new details, your page will come to life and update in real time.
The page name should be the name of your business. You’ll also choose up to three categories that your business falls into to make it easier for interested users to find your page.
Step 3: Add contact information
Users can contact you through Facebook Messenger directly from your page. However, you should include more contact information so they can communicate with you in other ways.
Providing an email address and phone number can help with accessibility. You can also list an address for a physical location that users can visit.
Keep in mind that your Facebook Business Page is public and searchable, so only include information you’re comfortable with everyone knowing.
Step 4: Design your Page’s look
Once you’ve covered the basics, you can move on to enhancing the look and feel of your page.
One of the most important elements to include is your profile picture. This image represents the brand, so oftentimes a business logo works well here. You can also add a Facebook banner that coordinates with your profile picture or highlights a limited-time sale or discount.
Remember, not all of your page visitors will use the same device. Check how the images work on different devices, such as desktops, iPads, and smartphones, to find the best combination.
Finally, you can insert an Action Button. Facebook gives you several options for this built-in call-to-action button. For example, you can ask users to book now, sign up, start an order, view the shop, or get tickets.
Create a Facebook Ad Account
Businesses don't have to open Facebook Ad Accounts, especially those that want to use Facebook organically. However, these ad accounts provide a lot of advantages to those with the budget for them.
Step 1: Set up a Facebook Business Manager account
A Facebook Business Manager account lets you oversee your pages and ad accounts. To create one for your business, go to business.facebook.com, click "create an account," and log in with your personal account.
Then enter your name, business name, an email address, and other details about your business. Finally, you will receive an email asking you to confirm your new business account email.
Step 2: Link your new Page
You’ve already created a Facebook Business Page, so now you need to link it to your Facebook Business Manager account. On the Business Manager dashboard, click Add Page and type in your business’s page name until it appears. Because you have administrator access, Facebook will approve the request automatically.
Step 3: Create a new ad account
With your page linked, you can create a new ad account. In the Business Settings, click Accounts and then Ad Accounts. Choose Add in the dropdown menu and select "Create a new ad account."
Here, you’ll enter the ad account info, including the name, currency, and time zone. When you finish entering details, click Create.
Step 4: Assign permissions and set payment
If you’re working with a team, you can choose other people to access the ad account by assigning them permission, but you don’t need to do this right away.
Once the account is created, Facebook will prompt you to add a payment method. You can do this immediately or wait until you begin using your ad account.
Types of Facebook posts to use in your strategy
There are several ways to use Facebook to communicate with its users. Understand the unique aspects of each posting method to get your desired results.
Text
Text posts are effective ways to convey brief insights, personal reflections, and calls to action. Even a post that’s short and sweet can generate a great deal of engagement.
For example, an airline might ask: “What are your top three vacation destinations?” Users will then flood the comments with their answers and reply to others with similar destination ideas.
Images
Images are more striking than simple text posts and grab attention more quickly. Brands can showcase products, advertise services, share infographics, or let users see behind-the-scenes moments. Visually appealing images can get users to share and repost on their feeds, boosting the reach of your Facebook post.
Videos
Facebook allows you to post videos up to 240 minutes or four hours long. This flexibility means you can put up just about anything, from tutorials to in-depth interviews to brand storytelling.
Well-made videos can pull in viewers and drive higher engagement. The algorithm also favors high-performing videos above images or text posts.
Stories
Stories can be images, designs, text, or short clips, but they are only available to see for 24 hours. These temporary posts make users fear missing out, because they must click to see the post before it expires. Stories are perfect for promoting sales, limited-time offers, or day-in-the-life content.
Reels
Reels are short, vertically formatted videos that can last up to 90 seconds. While they’re more constrained than regular videos, they’re the highest-performing format on the platform and can lead to virality and a broader organic reach.
How to create a Facebook marketing strategy
With so many tools at your disposal, it’s important that you develop a Facebook strategy to help your brand in the ways you need. Here’s how to arrange an effective Facebook marketing plan.
Set goals for your Facebook marketing
Setting the right goals is the foundation of your strategy. Decide whether you want to build a community, generate leads, boost visibility, or focus on conversions and sales.
Choosing your focus will also make it easier to determine which metrics will be the most important to track. For example, if your goal is to increase brand awareness, you’ll look at things like reach, impressions, and follower increase.
Define your Facebook target audience
Knowing your target audience is another vital aspect of a successful marketing strategy. Determine which demographic would most benefit from and identify with your product, service, or brand. These are the people that you should target. Get familiar with their interests and behaviors so you can connect with them through your content.
Establish an engaging content publishing calendar
Social media content calendars are extremely useful for planning and making sure your content goes out at the right time of day and on the right days of the week. When you see your posts laid out in a calendar format, it’s easy to verify that you’re varying the formats and content to keep the users hooked.
To make sure you remain consistent, you can schedule Facebook posts with Later. With scheduled posting, you're free to work on other aspects of your marketing operation without worrying about remembering to put up your content at the exact right time.
Boost posts or leverage Facebook Ads to generate leads
While Facebook allows plenty of opportunity for organic growth and reach, you can put some money into your posts to boost them even further. Facebook Ads allows you to target specific demographics and take advantage of A/B testing to determine which types of content work better for your brand.
Before you boost posts, you’ll want to decide how much of your marketing budget will go toward Facebook Ads. In most cases, it’s best to start with a smaller amount to determine which ads are most effective and then put more money into those.
Post when your followers are most active
To maximize the effectiveness of your posts, you’ll want to put them out when the majority of your followers and interested users are online and most receptive. If you’re running a pizza place, for instance, posting a discount code in the early morning won’t be as effective as posting it two hours before dinner.
Depending on your niche, brand, and user base, the recommended timing for your posts will vary. Later’s best time to post tool can help you narrow down when to reach your specific audience to make sure your content is as effective as possible.
Use Facebook bots and other interactive tools
Facebook offers several tools to help you make the most of your page. Messenger bots are automated chat tools you can set up to communicate with users in Facebook Messenger instead of dealing with all of the messages yourself. These bots can answer general questions, give recommendations, automate sales, and collect leads while you put your time and effort toward other areas of the business.
You can also publish content such as polls and quizzes for your audience to answer. This can help you determine what types of products, discounts, and content would benefit your page and capture the interest of your base in the future.
Engage proactively with your audience
Successful Facebook pages bring in interested users and create a lot of engagement. To establish a constructive community for your followers, communicate with your audience. Along with posting your content, share user-generated content from others, reply to comments, and never ignore DMs sent by your customers.
Track and analyze your results
With a combination of Facebook’s and Later’s analytics, you can see which areas of your marketing strategy work and which aren’t. Don’t be afraid to make changes along the way to get you closer to your goals.
FAQs About Facebook marketing
What is Facebook marketing?
Facebook marketing is a powerful way to expand a brand's reach, convert sales, and create engagement through Facebook. Businesses on this popular platform can take advantage of DMs, Facebook Marketplace, Business Pages, posting content, and more to market their brands. Facebook offers several free and paid methods to promote products, services, and brands through content.
How do I start Facebook marketing?
Anyone can start marketing through Facebook by creating a Business page. Once the page is online, you can post different types of content, such as images, Reels, and stories, to engage and inform your audience.
How much does Facebook charge for marketing?
It doesn’t cost anything to get started with Facebook marketing. If you create great content, it may go viral by itself and create an organic audience. However, Facebook also offers the option to boost your content through paid advertising. The cost of this will depend on your preferences.
Is marketing on Facebook still worth it in 2025?
In 2025, Facebook has over 3 billion monthly active users, making it an excellent option for marketing a product, service, or brand. With the ability to reach users around the globe organically, Facebook marketing is an excellent option for all companies.
Make Facebook marketing simple with Later
Facebook marketing is an essential tool for brands and companies looking to expand in 2025. However, creating engaging content, building the best strategy, and implementing your plan takes time and effort. For impressive Facebook marketing results with less effort, Later has your back.
Get easy-to-use tools to help you schedule and automate your posts so they appear at the right time and maximize engagement. Our analytics make it easy for you to track your progress and make adjustments so you’re getting the most out of your content.
Interested in learning more? Start your free trial of Later social media management to schedule content, track analytics, and build your Facebook strategy with ease.
