Facebook Marketing: The Definitive Guide

Facebook Marketing: The Definitive Guide

Facebook is one of the most powerful marketing platforms right now. And in this guide, we’re going to teach you how to create an effective Facebook marketing strategy.

Want to use Facebook to grow your business? 

You’ve come to the right place. 

In this guide (updated for 2020), we’re going to show you how to create and optimize your business page, build your Facebook sales funnel, find your target market, create enticing content, set your advertising budget, and tons more. 

And since this is a big resource, here’s a table of content to help you navigate where you want to go…


What is Facebook Marketing?

Facebook marketing refers to the process of using Facebook to promote products, grow your business, or build brand awareness.

However, there are a lot of different ways to grow your business using Facebook. You can run ads, post organic content, or even work with influencers. 

Facebook is the largest social media platform on the planet, with 2.80 billion monthly and 1.84 billion daily active users.

For that reason, it’s arguably the most powerful and versatile place to find your target market and guide them toward conversion.

And before we dive into the nitty-gritty of using Facebook to grow your business, let’s expand on that a little bit — is Facebook a fit for your business?

Should You Use Facebook to Market Your Business?

Not all platforms work for all businesses. 

Pinterest is great for a few different niches — personal development, fashion, DIY, etc.

LinkedIn is great for B2B. 

Instagram and TikTok are great if you want to market to a younger audience. 

But Facebook? It works for pretty much every business. 

Here’s a visual overview of all the different industries that maintain a cost-per-click of under $3  with Facebook ads.

If you think about it, it makes sense that Facebook marketing would work for almost any business. 

There are more than 2 billion active users on the platform

That’s 25% of the world’s population. 

So chances are, your target market is actively using Facebook. 

Now, does that mean that Facebook is the best, most effective, or cheapest place for you to reach your audience? 

Not necessarily. 

Self help businesses might have an easier time on Pinterest and B2B companies might find that LinkedIn provides the best leads.

Still, Facebook can work for your business, regardless of your industry.

Here are some additional stats from Hootsuite to prove it…

  • Facebook has an international audience — only 10% of users are from the U.S. or Canada
  • 74% of Facebook users log in daily
  • 90 million small businesses use Facebook
  • 81% of marketers will use Facebook marketing in 2020
  • An average Facebook user clicks on 11 ads per month

Amazing, huh?

Your Facebook marketing success really just comes down to having a clear goal, finding your target market, creating enticing content, setting your advertising budget, tracking mission-critical KPIs, and supporting your efforts with a high-converting sales funnel. 

But that last point is an important one. 

If you’ve ever sent traffic to a low-converting website, then you know what we’re talking about. 

Driving your Facebook traffic toward a high-converting sales funnel will help you get real results… leads and sales. 

Click here to build your first sales funnel for free… and click here to learn how to turn that sales funnel into a high-converting machine.

Now, let’s optimize your Facebook page.

Creating & Optimizing Your Facebook Business Page

It’s extremely important to optimize your business page if you’re going to succeed at Facebook marketing. 

This is where people will go if they want to learn about your business. 

But how do you “optimize” your business page? 

What does that even mean? 

Well… it’s actually pretty simple. Ultimately, your business page should do three things…

  1. Express your brand image
  2. Build social proof and create trust
  3. Promote your primary lead magnet

Let’s talk about each of those.

1. Express Your Brand Image

As with all of your business profiles, assets, and platforms, your Facebook Business Page should represent your brand image. 

It should use the colors, graphics, and phrasing that your brand is known for. 

This might seem like a basic piece of advice, but it’s still important, and you’d be surprised at how many new business owners don’t get it right. 

Here’s what our ClickFunnel’s Facebook Page looks like…

Our profile picture is our logo, at the top is a video of our founder, Russell Brunson, describing what ClickFunnels is and how it helps people. 

And under “About” on the left is our elevator pitch. 

The important thing, though, is that people will recognize our brand whether they’re on our website, Twitter, Instagram, LinkedIn, or Facebook. 

The colors, logos, and graphics are all the same. 

This is important because it allows your target market to quickly and easily recognize your business, regardless of where they’re at.

And according to Oberlo, consistent brand representation can increase revenue by up to 33%.

Here’s one more example of what this looks like from Headspace…

Compare your own Facebook Page to these examples and see how it measures up. 

Is your branding consistent? Does it explain what your business is and who it helps?

2. Build Social Proof & Create Trust

Facebook is a great place to build trust and create social proof. 

And the more social proof you build, the more people who will visit your website and take action on your lead magnet or product offers.

People have to trust you before they buy from you!

By adequately expressing your brand image, you will have already started moving in that direction.

The next step is to create a system for building social proof. 

Facebook provides businesses with several methods for doing this. 

You can collect reviews, testimonials, followers, and likes. 

Of course, those aren’t things you can get overnight. The best way to start collecting reviews and testimonials is by creating automatic messages that ask satisfied customers to post their opinions on your Facebook page. 

Here’s an example of what this might look like in an email…

You could put a call-to-action like this inside of one of your post-purchase emails that send a few days after conversion.

You could even put this right inside of your receipt email. 

This will automate your collection of high-quality reviews and help to optimize your profile’s social proof. 

As for collecting followers and likes — a more subtle form of social proof — consider adding social links to your website…

You can also include these links at the bottom of each of your emails…

Additionally, you might consider adding an email to your onboarding sequence that encourages leads and/or customers to go follow you on social platforms…

Those simple strategies should help you to collect followers and likes, building your page’s perceived authority.

It’s not an overnight solution, but effective tactics rarely are.

3. Promote Your Primary Lead Magnet

The 3rd and final thing that your Facebook page needs to do is promote your primary lead magnet. 

This doesn’t need to be extremely pushy or sales-y, but it should be clear, easy to find, and compelling.

Because when people visit your page, after they learn about your business a little bit, if they like what they see, they’re going to wonder what they should do next.

It’s your job to make that clear. 

On Facebook, the easiest way to create a CTA is by editing your Page Button…

On our own Facebook Page, this is the button that people click if they want to learn more about what we do and what we offer.

When they click, they’re taken to our homepage where they can sign up for a free 14-day trial (our primary offer). 

But you can choose from quite a few different CTA prompts…

“Learn More” is a good basic option that will work for many businesses.

But you might choose one of the other CTAs, depending on what your primary lead magnet is. 

Which brings us to our next point.

In most cases, the only goal of this CTA should be to generate leads and collect email addresses… whatever that looks like for you

At Clickfunnels, we offer a free trial. You might offer a downloadable resource. Or you might simply ask people to join your email list so that they can stay updated on your most recent content. 

The method might change, but the goal should stay the same: lead gen. 

You can try and sell to people once they’re on your email list or maybe even through retargeted advertisements. 

But first thing first.

2020 Facebook Marketing Strategy That Actually Works

Whether you’re running ads or trying to grow your page organically, Facebook marketing isn’t always as easy as some people would have you believe. 

It can definitely work for your business. 

But the details get confusing. 

What type of advertisements should you create? How much should you spend? How do you create compelling and enticing content? How do you find your target market? And which KPIs should you track? 

Those are the questions we’re going to answer here. 

This 5-step Facebook marketing strategy will work for almost any business in any industry — but feel free to adapt it to fit your own business goals. 

1. Build Your Facebook Funnel

The first step to Facebook marketing success is to create a sales funnel. 

And this is a step that you really don’t want to skip.

Because no matter how much attention you garner — likes, comments, followers, even website traffic — it’s all meaningless if those people don’t take the action that you want them to take.

So what action do you want people to take? 

Put another way, why are you marketing on Facebook? 

More than likely, you’re either trying to generate leads or make sales for your business… and a sales funnel is how you do that. 

In fact, we’ve created different sales funnels for different objectives. Here’s a sales funnel for your next product launch…

And here’s a simple sales funnel for generating leads…

We even have sales funnels for hosting online events…

To be clear, a sales funnel is just a series of pages that are crafted to guide visitors toward the single most important action that you want them to take. 

And they do so far better than the typical website. 

You can click here to get your free 14-day ClickFunnels trial and we’ll teach you how to build a high-converting sales funnel using our tested-and-proven templates. 

Let’s take a look at an example. 

Natalie Hodson is a ClickFunnels and 2 Comma Club member — meaning she’s generated over a million dollars with her sales funnels. 

Here’s an ad that she recently promoted on Facebook…

Now if we click on “Learn More”, we go to the first page of her sales funnel… which perfectly fits the hook in her advertisement

Here it is.

Where websites do a great job of allowing visitors the freedom to navigate wherever they like, sales funnels are focussed and only encourage visitors to take a single action — namely, the action that you want them to take

Which sales funnel you choose will depend on what goal you’re trying to achieve.

But one thing’s for sure… before you market on Facebook, you need a sales funnel — ideally, one that has a good conversion rate. 

That way, you can systematically convert Facebook traffic into promising leads and paying customers.

2. Find Your Target Market

Now that you have a sales funnel, it’s time to find where your target market hangs out on Facebook.

Why is this important? 

Because if you target the wrong people with your content, either they won’t click on your ads at all… or worse, they’ll click and not convert. 

Both results are expensive. 

So before diving headfirst, let’s do a little research and figure out how you can only show your content to people who are actually interested.

The easiest way to do this is by finding Facebook pages that already have a sizable amount of people in your target market as followers.

If, for example, you want to find people who are interested in losing weight, then you can browse through relevant pages by typing “weight loss” into the search bar…

Make a list of at least 15 different pages that your target market is a part of. 

The cool part about this is that you can then target, with advertisements, all of those people who’ve already proven they’re a part of your target market.

In Facebook Business Manager, just go into “Audiences” and then click on “Create Audience” and select “Saved Audience”.

Then, in the “Detailed Targeting” section, enter the name of the pages whose followers you want to target…

The example here — “Extreme Weight Loss” — is for this page…

But for whatever reason, not all Pages are available as an advertising target… so just work with what you can find and do additional research if needed. 

This is probably the easiest and fastest way to find your target market with Facebook ads. 

But there are a few other slightly more complicated (but very effective) methods worth mentioning. Take a look below…

  • Retarget Website Traffic — If you’re already driving consistent traffic to your website through SEO or social media, then it’s probably safe to assume that a good portion of that traffic qualifies as being in your target market. And with the Facebook Pixel, you can run Facebook ads directly to people who’ve visited your website. Click this link to learn how to set it up.
  • Create Lookalike Audiences — If an audience you created is performing really well, you can create a Lookalike Audience to expand your reach. Just select the high-performing audience that you want to mimic and Facebook will create a Lookalike Audience with identical qualities, but targeting a new group of people.
  • Use Traditional Targeting — Here is one more smart way to use Facebook’s “Detailed Targeting” feature to find your target market. First, you’ll need to create a customer avatar for the type of person that you’re trying to reach. The next step is to create a Saved Audience that matches (as closely as possible) the customer avatar you created. If, for example, I want to target stressed-out entrepreneurs, then I might use targeting that looks something like this…

Notice how we include several qualifiers to make sure we’re targeting the right people. We’re not just looking for entrepreneurs and we’re not just looking for people who are stressed. We’re looking for entrepreneurs who are stressed and are also interested in getting better. 

This is a great way to find your target market with Facebook Advertising. 

Whenever you promote your content or run advertisements directly to your sales page, targeting the right people is extremely important. 

You can use the above strategies to make it happen.

Extra Tip: You might also make a list of the top Facebook Groups where your target market congregates and then dedicate 30 minutes per day to interacting in those groups. This will improve your understanding of your target market and it might even give you opportunities to organically promote what you’re working on.

3. Create Enticing Content

Now that you know how to find your target market on Facebook, the next step is to create content that gets them to take action. 

That goes for your organic and paid efforts. 

However, this is probably a good time to mention that Facebook has made it increasingly difficult for businesses to reach their audience without paying for it. 

(Which is one of the reasons we’ve spent so much time talking about ads)

Facebook wants you to pay. 

And as the demand on Facebook ads has grown, organic reach has died. 

It’s now to the point where it’s almost not even worth posting something on your page unless you’re going to promote it at least a little bit — even using the “Boost” button is sometimes a good idea.

Having said that, Facebook is still a fantastic, relatively inexpensive advertising platform. 

And the more compelling your content and advertisements are, the more leads you’re going to get and sales you’re going to make for much cheaper than you would otherwise!

But how are you going to create content that consistently performs? 

To be sure, there are a lot of different strategies for creating remarkable Facebook content. 

So here, we’re going to focus on a few basic, tried-and-tested, ground-level suggestions…

  • Create Awe and Excitement— This suggestion is simple in theory, but challenging practically. Still, it’s powerful and it’s worth mentioning. Jonah Berger, the author of Contagious: Why Things Catch On did a bit of research to determine which emotions make people the most likely to share online content, and thus which emotions help content to go viral. 

    His results? Awe and excitement were the winners. When people feel excited and hopeful about the content they’re seeing, they share it more often. Conversely, sadness was an emotion that made it less likely for people to share content. And while this information isn’t a quick-fire way to create viral content, it’s certainly something to keep in mind when crafting your ads.

    As a reminder that the emotions of awe and excitement don’t need to be as profound or existential as you might assume, here’s an example of a viral advertisement that used humor to create thrill and excitement in its watchers…

Here’s the full video…

  • Keep It Super Simple — There’s a time and a place to craft awe-inspiring advertisements with virality potential, but there are more times and places for crafting simple, high-converting, content that appeals to your target market. When you’re creating an advertisement, don’t be afraid to just keep it simple.

    Ask a question that appeals to your target market, empathize with their problem, then offer your solution and guide them toward your sales funnel.

    Sometimes, simple is best.

    Here’s an example of what we’re talking about. 
  • Start Small — What we mean here is that each of your advertisements should start by encouraging your target market to take a small, easy action. Maybe you offer a free downloadable resource or a free book (we do this a lot) or a free video course.

    Then, once people have made that small commitment, you can use our Tripwire Funnel to guide them toward the product that you’re actually trying to sell.

    This funnel works like magic.
  • Focus On Results — There are many other suggestions we could offer here, but they would be shallow and mostly unhelpful without context. The best thing you can do is to focus on what works for you. If an ad is driving the results you desire, then analyze what’s working and try to replicate it in new ads.

    Stay focussed on results and your content will only get better and better.

4. Set Your Advertising Budget

Without a realistic budget, it’s hard to know whether your advertisements have been successful or not. 

The truth is, Facebook ad success isn’t always as simple as spending $1 to make $2. 

Sometimes — especially if you’re trying to scale your  business quickly— you might lose money the first month, break even the second  month, and finally become profitable on month number three.

That’s common with larger ad spend monthly budgets — $10,000, $20,000, even $50,000…

The important thing is, you shouldn’t be comfortable with losing money unless that’s part of the plan. And you obviously shouldn’t be comfortable with losing money over the long term. 

To figure out how much you should expect to spend on Facebook ads, checkout this calculator from HubSpot.

Set a budget that’s realistic for your business. 

If you’re trying to promote and sell a $2,000 product, then you’re going to be more comfortable spending upwards of $1,000 to find buyers.

If you’re selling $27 products, that’s a different story. 

We recommend drawing people to your ad with a free offer and then using our Tripwire Funnel to upsell them to a product that’s between $50 and $100. 

But first, set a budget that’s realistic. 

Mostly, that means two things…

  1. A Budget You Can Afford — How do you know if you can afford the budget you set? Well, imagine losing all of that money… would everything be okay financially for you? Hopefully you won’t lose all of the money you spend, but it’s important to know you’re capable of surviving the worst case scenario.
  2. A Budget That’s Patient — Facebook ads often take a little time to start pulling results. Your budget should be generous enough so that you can wait a reasonable amount of time for conversions to start rolling in. There’s a balance here, of course, and striking that balance depends on understanding the product you’re selling, the profit you’re expecting, and the losses that you feel are reasonable.

Next, let’s talk about how you can measure your Facebook ad results and make mission-critical changes.

5. Track Important KPIs & Measure Results

As with all marketing strategies, tracking KPIs (Key Performance Indicators) and measuring important results is critical. 

Marketing is pointless without leads and sales… and so too is Facebook marketing. 

Here are the KPIs that we recommend tracking — put them in a spreadsheet, review them weekly, and allow them to inform your Facebook marketing decisions.

  • Follower Growth — How many followers are you gaining per week? How many new “Likes” is your page getting per week?
  • Content Engagement — It’s a good idea to create a separate spreadsheet for tracking the engagement of your content. How many “Likes”, shares, and comments is each post getting? 
  • Facebook Referral Traffic — How much traffic is your website getting from Facebook? You should be able to easily find this information in Google Analytics.
  • Cost-Per-Click — What is your cost-per-click on each of your advertisements? 
  • Conversion Rate — How many people who click on your ad actually convert? What is the conversion rate of your Facebook ads and of your sales funnel?
  • Monthly Ad Spend — This metric should run parallel to your other KPIs since it will heavily influence your monthly results. How much are you spending on Facebook ads each month?
  • Sales — How many sales are you making because of your Facebook ads? And what is the average purchase value?
  • ROI — This is the king of all other advertising KPIs. What is your return on investment? That is, how much money are you making from your ad spend?

It’s hard to overstate the importance of measuring these metrics. 

Doing so will help you learn how to create compelling content that generates leads and makes sales. 

The more you track and the more you test, the more you learn. And the more you learn, the better you get.

Facebook marketing is no exception. 

3 Additional Facebook Marketing Ideas…

You’ve learned our 5-step Facebook marketing strategy. 

It’s simple, straightforward, and effective.

If you follow those steps and go where the data takes you, you’re likely going to find success. 

But still, there are a lot of other Facebook marketing strategies out there that we haven’t mentioned. 

And as a quick dedication to everything that didn’t make the cut, here are 3 of our favorite non-traditional Facebook marketing ideas…

1. Influencer Marketing

Influencer marketing is extremely powerful. 

In fact, 93% of marketers use it to find leads and generate revenue…

And while Facebook isn’t the top-most platform for influencer marketing, it’s still a strong contender. 

Start by reaching out to any influencers who you’re already familiar with and who you think you could afford to work with. 

To find new influencers in your niche, you might consider a social listening tool like Awario.

This allows you to monitor who is using certain keywords on Facebook. 

If, for example, you want to find influencers in the weight loss niche, then you might monitor for keywords like “lose weight fast” and reach out to keyword-users with a lot of engagement and followers. 

You can also find influencers the old-fashioned way, by just browsing with Facebook’s search bar.

Once you’ve found some influencers, you might try paying them for product mentions. 

If you do, make sure that you give their audience a special discount or offer so that they’re even more compelled to take action. 

This will give you the best possible results. 

Oh — and make sure you’re sending them to a high-converting sales funnel, just like you would with Facebook advertisements!

2. Facebook Groups

Facebook groups are a great place to build brand awareness, especially if you’re just getting started. 

But remember the golden rule: give far more than you take. 

Because most Facebook groups will remove you if you’re posting too much advertisement-type content. 

The key is to always provide as much value as you can. 

Whether you’re commenting, sharing, or posting, make sure that the content actually benefits the people in the group. 

If it doesn’t, or if it’s too pushy, then don’t share it.

The best way to be successful with marketing inside of Facebook groups is to spend 20 minutes per day commenting, sharing, and liking… and simply wait for opportunities to crop up where you can share more about what you do. 

This isn’t an overnight strategy by any means, but it can certainly make a long term impact if you stick with it.

3. Personal Profile

Earlier, we briefly mentioned how personal profiles can still have a significant amount of reach on Facebook.

Unfortunately, the max number of friends anyone can have on Facebook is 5,000. 

This definitely limits your reach… but not so much that you should ignore the possibility of using your personal profile to market your business. 

Of course, the way you do this is very different from the way you run Facebook ads. 

Remember: these people know you well and care about you. So there’s a certain level of authenticity and honesty required. 

This means that you should definitely not only post content that’s promotional… and the content that is promotional shouldn’t be pushy or annoying.

We love the way that Kyree Oliver does this. Here’s one of his more promotional posts…

Notice how his post is relatable, personal, and promotional without being pushy? 

That’s the balance you want to strike.

Generally speaking, it’s a good rule of thumb to post 20 pieces of non-promotional content before you post something promotional.

Are You Ready to Market Your Business on Facebook?

You’ve got everything you need to get started marketing on Facebook. 

Now it’s just a matter of taking action. 

Create your Facebook sales funnel, find your target market, create enticing content, set your advertising budget, and track mission-critical KPIs. 

Then keep going, keep learning, and keep making progressive changes. 

You’ll start to build momentum and, eventually, you might even wonder why you needed our Facebook marketing advice in the first place. 😉

Off you go!