A concise strategy that prioritizes leads, engagement, and ROI by aligning audience targeting, creative formats, and measurement. This article explains scope, intended readers, and the success metrics you should track to judge performance. Facebook remains a core channel for broad and targeted reach, useful across awareness to conversion stages.
What you’ll learn
- Core promise: how a Facebook strategy drives leads, engagement, and ROI.
- Success metrics: leads, engagement rate, CTR, ROAS.
- Who it’s for: marketers, small businesses, and growth teams.
- High-level roadmap: setup, execution, and optimization.
- Practical templates: campaign types and KPIs.
What is a facebook marketing strategy
A Facebook marketing strategy is a coordinated plan that defines target audiences, content types, distribution channels, measurement, and continuous optimization. It combines audience research, creative planning, paid and organic tactics, and analytics to achieve business goals. The strategy matters because it turns ad spend and content effort into predictable outcomes rather than ad-hoc posts or campaigns.
Framework: core pillars
- Audience: segmentation, personas, lookalikes.
- Content: formats, messaging, creative testing.
- Distribution: organic, paid, and boosted placements.
- Analytics: tracking, attribution, and dashboards.
- Optimization: testing cadence, budget reallocation, creative refresh.
Subtopics
- Organic vs paid: organic builds community and credibility; paid scales reach and conversions.
- Owned / earned / paid media: owned (Page, Shop), earned (shares, mentions), paid (ads, boosted posts).
- Strategy vs tactics: strategy sets goals and measurement; tactics are the specific posts, ad sets, and experiments used to execute.
How a facebook marketing strategy is used in marketing
| Marketing objective | Facebook tactics |
|---|---|
| Awareness | Reels, video ads, reach campaigns |
| Acquisition | Lead ads, conversion campaigns, dynamic ads |
| Retention | Groups, remarketing, loyalty content |
| Consideration | Carousel ads, product demos, testimonials |
Subtopics
- Lifecycle stages: map content and ads to awareness, consideration, conversion, retention.
- Cross-channel integration: coordinate Facebook with email, search, and on-site experiences.
- Attribution touchpoints: include view-through, click-through, and multi-touch attribution in reporting.
Key takeaways for your facebook marketing strategy
- Define success metrics up front: leads, engagement rate, CTR, ROAS.
- Use a mixed organic + paid approach for scale and credibility.
- Prioritize video and short-form content for awareness.
- Set budget baselines and test incrementally.
- Implement pixel and conversion tracking before campaigns.
- Run A/B tests on creative and audiences weekly.
- Maintain an optimization cadence (weekly for creative, monthly for strategy).
- Align CTAs and landing pages with campaign objectives.
- Use remarketing to recover high-intent users.
- Track both vanity and conversion metrics to balance brand and performance.
Benefits of a facebook marketing strategy for your business
- Brand lift: increased awareness and recall; track reach and ad recall lift.
- Qualified traffic: targeted clicks with high intent; track CTR and session quality.
- Conversions: measurable purchases or leads; track conversion rate and ROAS.
- Community building: engaged followers and groups; track engagement rate and retention.
- Actionable insights: audience behavior and creative performance; track CPA and LTV.
Subtopics
- Cost efficiency: optimize bids and placements to lower CPA.
- Scalability: scale winning creatives and audiences.
- Targeting precision: layered targeting and lookalikes.
- Remarketing: recover users with tailored offers.
How to set up facebook marketing strategy for business
- Create and verify your Facebook Page and Business Manager.
- Set up Ads account and assign roles.
- Install Facebook Pixel / Conversions API and test events.
- Prepare brand assets: logos, templates, and creative guidelines.
- Configure payment method and billing thresholds.
- Define KPIs and reporting dashboards.
- Link to detailed setup sections (Page creation; Ads account; Pixel; Roles; Brand assets).
How to use your facebook marketing strategy
- Process diagram (steps): plan → create → publish → engage → measure → optimize.
- Weekly cadence: content planning and scheduling; mid-week creative checks; end-of-week performance review.
- Subtopics: content buckets, approval workflows, posting calendar, feedback loops for creative and audience learnings.
How to market your business with a facebook marketing strategy
Campaign templates
- Launch: Objective: awareness; Audience: broad lookalikes; Creatives: hero video; KPI: reach, ad recall.
- Evergreen: Objective: acquisition; Audience: interest + remarketing; Creatives: product demos; KPI: CPA, conversion rate.
- Promo: Objective: conversion; Audience: recent engagers; Creatives: offer creative + CTA; KPI: ROAS, incremental sales.
Subtopics
- Align content with goals, use storytelling patterns that match funnel stage, include clear CTAs, and send traffic to optimized landing pages.
Getting likes with your facebook marketing strategy
- Ethical tactics
- User-generated content (UGC): solicit customer photos and testimonials and feature them in posts.
- Contests and giveaways: clear rules, transparent winners, and no misleading incentives.
- Community posts: start discussions, polls, and value-first posts that invite comments.
- Invite flows: use page invite prompts after positive interactions and post-engagement invites.
- Cross-promotion: share Page content across owned channels and partner pages.
- Incentives: offer non-deceptive incentives (exclusive content, early access).
- Content hooks: strong openers, questions, and visual thumbnails to prompt likes.
- Consistency: regular posting cadence and predictable content buckets.
Do / Don’t
| Do | Don’t |
|---|---|
| Encourage authentic UGC | Buy followers or use fake engagement |
| Run transparent contests | Use misleading prize claims |
| Cross-promote with partners | Spam invites or mass tagging |
| Reward genuine participation | Incentivize low-value interactions |
How to create a facebook marketing strategy
- Research: deliverable — audience document (segments, behaviors).
- Positioning: deliverable — brand positioning brief (value props, tone).
- Messaging: deliverable — messaging matrix (headlines, CTAs by funnel).
- Content map: deliverable — content calendar and content map (formats, buckets).
- Budget model: deliverable — budget spreadsheet (baseline, test budget, scale triggers).
- Resource planning: deliverable — roles and workflow (creative, approvals).
- KPI plan: deliverable — measurement plan (leads, engagement rate, CTR, ROAS).
Facebook marketing strategy step by step
- Set goals — define leads, engagement, ROI targets.
- Define audience — build segments and lookalikes.
- Map content — assign formats to funnel stages.
- Schedule posting times — align with audience activity.
- Allocate budget — baseline + test allocation.
- Drive engagement — community posts and UGC.
- Select tools — scheduling, analytics, creative.
- Audit and iterate — regular performance reviews and optimizations.
Build your brand with facebook marketing strategy ads
- Ad funnel diagram: Reach → Consideration → Conversion.
- Example creatives: hero video for reach; carousel demo for consideration; single-image offer for conversion.
- Subtopics: choose objectives by funnel, use varied formats, craft storytelling arcs, manage frequency to avoid fatigue, and apply brand safety checks.
How to use ads manager in your facebook marketing strategy
- Open Ads Manager — placeholder for screenshot.
- Choose objective — awareness, traffic, conversions.
- Set budget and schedule — daily vs lifetime.
- Define audiences — saved, custom, lookalike.
- Select placements — automatic or manual.
- Create ads — creative, copy, CTA.
- A/B tests — set variables and test cells.
- Reporting — customize columns and export. Common settings explained: objectives, bid strategy, attribution window, and creative specs.
How to track and monitor your facebook marketing strategy analytics
| Metric | Why it matters | Target benchmark |
|---|---|---|
| Reach | Brand exposure | Varies by audience size |
| Engagement rate | Content resonance | Aim for steady improvement |
| CTR | Creative relevance | Higher CTR lowers CPC |
| Conversion rate | Campaign effectiveness | Benchmarked by industry |
| ROAS | Return on ad spend | Positive ROI target |
Subtopics: include awareness, engagement, conversion metrics, cohort analysis, and set attribution windows for consistent reporting.
Additional tools for your facebook marketing strategy
| Tool use case | Key features | Cost notes |
|---|---|---|
| Scheduling | queue posts, calendar view | free to paid tiers |
| Listening | sentiment, mentions | tiered pricing |
| UGC sourcing | rights management, curation | per-seat or per-project |
| Brand safety | keyword filters, blocklists | enterprise tiers |
| Creative production | templates, editing | subscription or per asset |
Facebook marketing strategy FAQs
- How much does it cost? Costs vary by objective and audience size.
- How long to see results? Awareness shows quickly; conversions take testing cycles.
- How big should my audience be? Start with 100k+ for scale; smaller for niche tests.
- What content types work best? Short video and native formats typically perform well.
- Do I need verification? Verification helps trust but is not mandatory for ads.
- Is the pixel required? Yes for conversion tracking and remarketing.
When to start using facebook marketing strategy ads
- Readiness checklist: Page complete, content volume ready, pixel installed, creatives available, A/B plan defined.
- Decision tree: If all checklist items met → run small tests; if not → complete setup first.
Facebook marketing strategy examples to inspire your brand
- DTC: objective — acquisition; tactic — dynamic product ads; result — improved CPA.
- B2B: objective — lead gen; tactic — gated webinar ads; result — qualified leads.
- Local services: objective — bookings; tactic — local awareness + offers; result — increased appointments.
- Non-profit: objective — awareness; tactic — story-driven video; result — donation uplift.
- Creator-led: objective — community; tactic — Reels + live Q&A; result — higher engagement.
Facebook marketing strategy tips from social media managers
- Iterate creatives rapidly; why it works: finds winners faster.
- Use comment prompts; why it works: increases organic reach.
- Set community rules; why it works: preserves brand tone.
- Test posting times; why it works: optimizes visibility.
- Maintain testing velocity; why it works: continuous improvement.
Facebook marketing strategy tools and platforms
| Feature | Platform | Best for |
|---|---|---|
| Native ads & reporting | Ads Manager | full campaign control |
| Scheduling + analytics | Business Suite | small teams |
| Third-party scheduling | Hootsuite | multi-channel management |
Types of posts for your facebook marketing strategy
| Format | Goal | Best practices | KPI |
|---|---|---|---|
| Text | Spark conversation; quick updates | Short, clear hook; ask a question; use line breaks | Engagement rate |
| Image | Visual storytelling; product highlights | High-quality image; branded overlay; single CTA | CTR |
| Video | Awareness and storytelling | Front-load hook; captions; 15–60s for feed | View rate; watch time |
| Stories | Ephemeral engagement | Vertical, interactive stickers, swipe-up/CTA | Completion rate |
| Reels | Reach and discovery | Native vertical, trend-aligned, captions | Reach; new followers |
| Link posts | Drive traffic | Clear value proposition; optimized landing page | CTR; bounce rate |
| Live | Real-time engagement | Promote ahead; moderate comments; Q&A | Concurrent viewers; comments |
| Events | Drive attendance | Clear details, reminders, RSVP incentives | RSVPs; attendance rate |
Improve brand visibility with your strategy
- Use Reels and short video to increase organic reach.
- Collaborate with partners and creators for cross-audience exposure.
- Boost high-performing posts selectively to amplify reach.
- Apply relevant hashtags and topical keywords for discoverability.
- Optimize posting times based on audience activity and maintain content freshness.
- Enforce frequency caps to avoid audience fatigue and cross-post strategically across owned channels.
- Keep Page metadata and About section optimized for search and discovery.
Create engaging content that fits your audience
- Checklist: strong hook; clear CTA; UGC inclusion; interactive elements (polls, quizzes); caption that invites comments.
- Map content to personas and their pain points.
- Define content themes tied to audience interests and lifecycle stage.
- Prioritize value-driven posts (how-to, tips, exclusive offers).
- Mine comments and messages for feedback and content ideas.
Incorporate ecommerce and catalogs in your plan
- Create and maintain catalog with clean product data.
- Group items into product sets for campaigns.
- Tag products in posts and collections for shoppable experiences.
- Use dynamic ads to surface relevant products to visitors.
- Enable checkout options where available and test AR try-ons for fit.
Measure results and optimize performance
- Weekly checklist: review top-performing creatives; pause low performers; refresh audiences; check pixel events.
- Monthly review template: KPI trends, cohort analysis, creative rotation plan, budget reallocation.
- Refresh creatives on a 3–6 week cadence; exclude converters from top‑funnel ads; adjust bid strategy based on CPA trends.
Create your facebook business page
- Create Page and choose category.
- Add assets: logo, cover image, short bio, contact info.
- Set username and templates/tabs.
- Populate services, hours, and CTA buttons.
- Verify contact details and publish.
Verify your facebook page for trust
- Eligibility checklist: authentic identity, official representation, sufficient Page completeness.
- Pros: impersonation protection, increased trust, support access.
- Cons: verification requirements and possible fees for Meta Verified in some markets.
- Prepare documentation and confirm identity to apply.
Set up your facebook ads account
- Steps: Business Manager → create Ad Account → add Billing → assign Permissions.
- Configure roles, time zone and currency, payment methods, and account spending limits.
Define goals for your facebook marketing strategy
- Use SMART goals tied to KPIs: e.g., increase monthly leads by 25% (KPI: leads; timeframe: 90 days).
- Examples: awareness (reach), engagement (comments/shares), conversion (leads/sales), retention (repeat purchases).
Define your target audience
- Provide a persona template: name, demographics, pain points, preferred content, purchase triggers.
- Targeting checklist: demographics; interests; behaviors; lookalikes; exclusions for current customers.
Create a facebook content strategy
Content buckets and calendar
| Theme | Objective | Format | Cadence |
|---|---|---|---|
| Brand story | Build awareness and trust | Short video, image post | 1–2x/week |
| Product education | Drive consideration and conversions | How-to video, carousel | 1x/week |
| Social proof | Increase credibility and leads | UGC, testimonials | 2–3x/month |
| Promotions | Drive sales and signups | Offer posts, single-image ads | As needed per campaign |
| Community & engagement | Grow interaction and retention | Polls, questions, live | 2–3x/week |
| Seasonal/campaign | Time-sensitive goals | Themed creatives, events | Campaign-specific cadence |
Subtopics
- Evergreen vs seasonal: Reserve core evergreen buckets for ongoing cadence; layer seasonal campaigns with higher frequency and dedicated assets.
- Campaigns: Map campaign goals to specific buckets and calendar windows.
- UGC: Schedule regular UGC solicitation and amplification slots.
- Repurposing: Convert long-form video into clips, captions, and image quotes for multiple posts.
Post at the right times
Test plan (A/B posting times)
- Define test windows (e.g., Morning 08:00–10:00; Midday 12:00–14:00; Evening 18:00–20:00).
- Run A/B tests for each content type over 4 weeks.
- Measure engagement rate, reach, and CTR per window.
- Use heatmaps to visualize peak activity and refine schedule.
- Iterate: promote top-performing windows and re-test quarterly.
Subtopics
- Time zones: Segment posting by audience geography or use localized pages.
- Frequency: Test 3–7 posts/week and monitor recency effects.
- Recency effects: Prioritize fresh content for time-sensitive offers.
- Audience habits: Use Page Insights to align with when followers are active.
Establish your facebook marketing budget
Budget model table
| Funnel stage | Allocation % | Purpose |
|---|---|---|
| Prospecting | 50% | Reach new audiences and lookalikes |
| Retargeting | 30% | Re-engage site visitors and engagers |
| Loyalty / retention | 20% | Upsell, cross-sell, and community offers |
Subtopics
- CPM/CPC/CPA targets: Set benchmarks by objective and adjust after initial tests.
- Daily vs lifetime budgets: Use daily for steady pacing; lifetime for fixed-duration campaigns.
- Pacing: Start with conservative spend during testing, scale 20–30% on consistent winners.
Engage with your audience every day
Daily checklist
- Review new comments and messages.
- Respond to high-priority mentions within 24 hours.
- Highlight top UGC and schedule amplification.
- Moderate spam and apply community rules.
- Log recurring questions for bot/FAQ updates.
Response scripts / templates
- Positive comment: “Thanks — glad you enjoyed this! Have you tried [product/feature]?”
- Question about product: “Great question — here’s a quick answer [brief]; I’ll DM details if you’d like.”
- Complaint: “We’re sorry to hear that. Please DM your order/reference so we can resolve this promptly.”
Subtopics
- Comment prompts: Use CTAs that invite opinions or experiences.
- Moderation rules: Define tone, banned content, and escalation thresholds.
- Escalation paths: Route legal/refund/PR issues to designated teams within set SLAs.
Scale with AI chatbots automation and tools
Bot logic flowchart (steps)
- Trigger: User message or CTA click → Intent detection (FAQ, lead, support) → If FAQ → serve canned answer; If lead → capture contact details and qualify; If support → collect case info and route to human.
- Handoff: If confidence low or user requests human, escalate to agent with conversation transcript.
- Follow-up: Send automated confirmation and next steps; tag user for remarketing.
Trigger examples
- “What are your hours?” → FAQ response.
- “I want a demo” → Lead capture form + calendar link.
- “Order issue” → Support intake and escalation.
Subtopics
- FAQs: Automate common queries to reduce response time.
- Lead capture: Pre-qualify and sync to CRM.
- Handoff to human: Preserve context and handoff notes.
- Personalization: Use user data to tailor greetings and offers.
Regularly audit performance
Quarterly audit template
- Accounts: access, billing, roles, and security.
- Branding: Page assets, bios, and templates.
- Content: top/bottom performers, cadence, UGC usage.
- KPI review: leads, engagement rate, CTR, ROAS, cohort trends.
- Competitive review: benchmark creative and messaging.
- Action plan: prioritized fixes, tests, and resource needs.
Subtopics
- Gap analysis: Identify missing assets, tracking gaps, or audience blind spots.
- Competitive review: Note competitor tactics and opportunities.
- Action plan: Assign owners, deadlines, and success metrics.
Boost a post the easy way
Steps
- Select a high-performing organic post.
- Define objective (reach, engagement, traffic).
- Choose audience (local, interest, custom).
- Set duration and budget.
- Add CTA and destination URL.
- Launch and monitor performance.
Checklist
- Audience defined; duration set; budget allocated; CTA aligned; creative approved.
Subtopics
- Selecting posts: Pick posts with proven organic traction.
- Goals: Match boost objective to campaign goal.
- Creatives: Ensure image/video meets specs and messaging.
- Avoiding fatigue: Limit boosts to avoid overexposure to same audience.
Create your first facebook ad campaign
Step-by-step guide
- Objective: choose awareness, traffic, leads, or conversions.
- Campaign setup: name convention and budget type.
- Ad sets: define audiences, placements, schedule, and bids.
- Ads: upload creatives, write copy, set CTA, and preview.
- Tracking: ensure pixel/events and UTM parameters are in place.
- Launch: monitor initial performance and set alerts.
- Measure: evaluate against KPIs and iterate.
Subtopics
- Naming conventions: include objective, audience, and date for clarity.
- Pixels & events: validate events before scaling.
- Measurement: use consistent attribution windows and UTM tagging.
Industry examples and brand inspiration
Grid of examples (notes)
- Retail: Hook — product demo; Format — carousel; Result — lower CPA.
- SaaS: Hook — feature benefit; Format — gated webinar ad; Result — qualified leads.
- Food: Hook — sensory imagery; Format — short video/Reel; Result — increased foot traffic.
- Automotive: Hook — test drive offer; Format — lead form + video; Result — booked appointments.
- Beauty: Hook — before/after; Format — collection ad; Result — higher conversion rate.
Core tools for your workflow
- Scheduling: calendar, queueing, bulk upload; integrate with Page and Creator Studio.
- Listening: sentiment, mentions, trend alerts; integrate with reporting.
- UGC sourcing: rights management and curation workflows.
- Moderation: centralized inbox and rule-based filters.
- Analytics: dashboards, cohort analysis, and exportable reports.
Text images videos stories reels
- Text: ideal length — 1–2 short sentences; CTA — question or prompt; accessibility — clear language.
- Images: aspect ratio — 1:1 or 4:5; CTA — single action; best practice — alt text and high contrast.
- Videos: ideal length — 15–60s for feed; aspect ratio — 1:1 or vertical for Reels; CTA — early and end-frame; include captions.
- Stories: vertical 9:16; keep under 15s per card; interactive stickers; CTA — swipe-up or sticker.
- Reels: 15–60s vertical; trend-aligned hooks in first 3s; CTA in caption; prioritize native editing.
- Accessibility: always include captions, descriptive alt text for images, and concise on-screen text for mobile-first viewing.
Image ads video ads carousel ads collection ads
| Format | Specs (short) | Use case | KPI |
|---|---|---|---|
| Image ads | Single image, 1:1 or 4:5 | Quick offers, product highlights | CTR, CPC |
| Video ads | MP4, 15–60s | Storytelling, demos | View rate, watch time |
| Carousel ads | Multiple 1:1 cards | Product features, catalogs | CTR, conversion rate |
| Collection ads | Cover + product grid | Shoppable experiences | Add-to-cart, ROAS |
Subtopics
- Test A/B variables: creative, headline, CTA.
- Ensure landing pages match ad promise and load fast.
Awareness consideration conversion objectives
Funnel mapping
- Awareness: tactics — Reels, reach campaigns; measurement — reach, ad recall.
- Consideration: tactics — video views, carousel demos; measurement — watch time, CTR.
- Conversion: tactics — lead ads, dynamic product ads; measurement — conversion rate, ROAS.
Subtopics
- Define audiences per stage and creative angle tailored to intent.
- Use stage-specific measurement and attribution.
Ads manager events manager business suite
| Tool | Primary tasks |
|---|---|
| Ads Manager | Campaign creation, budgeting, A/B tests, reporting |
| Events Manager | Pixel/Conversions API setup and event testing |
| Business Suite | Inbox, scheduling, basic insights, cross-channel posting |
Subtopics
- Use Ads Manager for performance campaigns, Events Manager for tracking, Business Suite for daily publishing and engagement.
Creator studio commerce manager ads library
- Creator Studio: scheduling, content library, and insights for organic posts.
- Commerce Manager: catalog setup, product management, and checkout configuration.
- Ads Library: competitive research and ad transparency checks.
Analytics with meta marketing analytics and google analytics
| Tool | Metric focus | How to integrate |
|---|---|---|
| Meta Marketing Analytics | Ad-level performance, cohorts | Connect ad accounts and define custom dashboards |
| Google Analytics (GA4) | Site behavior, conversions, cohorts | Use UTM tagging and import conversions where applicable |
| Pixel / CAPI | Event capture and server-side tracking | Validate events in Events Manager and align with GA4 |
Subtopics
- Use consistent UTM parameters, align attribution windows, and build cohort dashboards for LTV analysis.
Content calendar and scheduling
Monthly content calendar template
| Date | Topic | Format | Owner | Deadline |
|---|---|---|---|---|
| 1st | Product feature | Video | Creative lead | 25th prior month |
| 5th | Community poll | Post | Community manager | 1st prior month |
| 12th | UGC highlight | Image | Social editor | 8th prior month |
Subtopics
- Approval workflows: define reviewers and SLA for sign-off.
- Asset management: central repository with version control.
- Holidays: plan seasonal content and blackout dates.
Audience insights and dashboards
KPI dashboard example (tiles)
- Reach: total unique users exposed to content.
- Engagement: combined likes, comments, shares, saves.
- CTR: clicks divided by impressions.
- Leads: form submissions or signups attributed to Facebook.
- ROAS: revenue divided by ad spend.
Dashboard design notes
- Layout: top row — Reach, Engagement, CTR; middle row — Leads, Conversion Rate; bottom row — ROAS, CPA, Trend sparkline.
- Segmentation views: tiles filterable by audience segment, placement, and campaign.
- Trends: 7‑day, 28‑day, and quarter-over-quarter sparklines for each tile.
- Alerts: threshold alerts for sudden drops in CTR or spikes in CPA; automated email or Slack notifications.
Subtopics
- Segmentation views: audience cohorts, device, geography, and creative variant.
- Trends: rolling averages, seasonality overlays, and anomaly detection.
- Alerts: set guardrails for CPA, CTR, and pixel event failures.
Step 1 create a dedicated page
- Create Page and select the most relevant category.
- Choose a clear username that matches your brand.
- Complete About section and contact details.
- Upload profile and cover images that meet specs.
- Configure templates and tabs (Shop, Services, Events).
- Assign Page roles and admin access.
Required assets
- Logo (profile), cover image, short bio, contact email/phone, business address (if applicable), business hours, product/service images.
Subtopics
- Naming conventions: consistent brand name and username; avoid special characters.
- Categories: pick primary category that reflects core offering.
- Templates and tabs: enable relevant tabs for commerce or services.
Step 2 add your business bio
Bio formula
- [Who you are] + [What you do] + [Primary benefit] + [CTA/contact].
Examples
- “Local bakery crafting artisan breads daily — fresh delivery and catering — order online.”
- “SaaS analytics for e-commerce teams — faster insights, higher conversion — request demo.”
Subtopics
- Value proposition: lead with the main customer benefit.
- Keywords: include searchable terms customers use.
- Contact links: add website, booking, or messaging links.
- Compliance: avoid misleading claims and include required disclosures.
Step 3 provide business details
Checklist
- Business address (if applicable).
- Business hours and holiday schedule.
- Website URL and booking links.
- Page action buttons (Call, Book, Shop, Contact).
- Messaging settings and automated greetings.
- Assigned Page roles and contact emails.
Subtopics
- Page action buttons: choose CTA aligned to primary objective.
- Messaging settings: enable instant replies and set response expectations.
- Roles: assign admin, editor, moderator with least privilege.
Step 4 design your page look
Image specs table
| Asset | Recommended spec |
|---|---|
| Profile image | 320 x 320 px |
| Cover image | 1640 x 720 px |
| Shared image | 1200 x 630 px |
| Story / vertical | 1080 x 1920 px |
Design tips
- Maintain consistent brand colors, fonts, and tone.
- Use a clear focal point in cover and profile images.
- Pin a high-value post (offer or intro) to the top of the Page.
- Create Highlights for recurring themes or FAQs.
Subtopics
- Brand consistency: align Page visuals with website and ads.
- Highlights and pinned posts: surface evergreen content and top CTAs.
Link your new page in business manager
- Open Business Manager and add Page under Accounts.
- Assign Page to the correct Business Manager asset group.
- Grant roles to team members with appropriate permissions.
- Verify ownership and confirm connection.
Permission matrix
| Role | Page access | Ads access |
|---|---|---|
| Admin | Full | Full |
| Editor | Content | Limited |
| Moderator | Moderate comments | No billing |
Subtopics
- Roles: follow least-privilege principle.
- Security: enable two-factor authentication for admins.
- Account limits: monitor number of Pages per Business Manager.
Create a new ad account
- In Business Manager, create Ad Account and name it.
- Set time zone and currency (irreversible).
- Add billing method and payment details.
- Assign people and roles to the ad account.
- Verify business if required.
Common pitfalls
- Choosing wrong time zone or currency.
- Not adding a valid payment method before launching.
- Over-assigning admin rights.
Subtopics
- Billing setup: confirm billing thresholds and invoices.
- Time zone/currency: set correctly to align reporting.
- Permissions: grant ad access per role.
Name and configure your ad account
Checklist
- Naming convention: include region, objective, and date.
- Assign roles: admin, advertiser, analyst.
- Link pixel and Conversions API.
- Add billing and set spending limits.
- Enable notifications and alerts.
Subtopics
- Access control: review permissions quarterly.
- Notifications: set spend and delivery alerts.
- Business verification: complete to unlock advanced features.
Stories examples and formats
Examples
- Quick product demo (15s); dimension 1080 x 1920; duration 15s.
- Behind-the-scenes clip (3–10s); vertical; include poll sticker.
- Limited-time offer with swipe-up CTA; vertical; highlight in Stories.
Subtopics
- Polls and sliders: use for engagement and feedback.
- Links: enable swipe-up or link sticker for traffic.
- Highlights: save evergreen Stories as Highlights on Page.
Reels examples and formats
Hook formulas
- Problem → Solution (first 3s hook).
- Before → After transformation.
- Quick tip with numbered steps.
Length guidelines
- 15–60 seconds; prioritize first 3 seconds for the hook.
Subtopics
- Trends and audio: leverage trending sounds when relevant.
- Captions: include on-screen text and caption for accessibility.
- CTAs: add clear next steps in caption or end card.
Budget calculator and planning
| Goal | Budget guidance | KPI targets |
|---|---|---|
| Prospecting | 50% of budget; test audiences | CPM/CTR benchmarks |
| Retargeting | 30% of budget; higher CPA tolerance | Conversion rate |
| Loyalty | 20% of budget; nurture offers | Repeat purchase rate |
Calculator resource
- Budget calculator (template link) for scenario planning and scaling rules.
Subtopics
- Prospecting vs retargeting split: start with 50/30/20 and adjust.
- Testing reserve: allocate 10–20% for experiments.
Best time to publish heatmap
Heatmap example description
- Visual grid with days on vertical axis and hours on horizontal axis; darker tiles indicate higher follower activity and engagement.
Testing plan
- Run A/B posting-time tests across three windows for 4 weeks per content type.
- Aggregate results into heatmap and update schedule monthly.
Subtopics
- Audience-specific adjustments: localize by time zone.
- Seasonality: re-test around holidays and major events.
Boost post button walkthrough
- Select the organic post to boost.
- Choose objective (engagement, traffic, reach).
- Define audience (local, interests, custom).
- Set duration and budget.
- Add CTA and destination URL.
- Review and boost.
Decision points
- Audience scope (broad vs narrow).
- Duration (short promo vs multi-day).
- Budget (test small, scale on performance).
Subtopics
- Selecting posts: pick posts with strong organic signals.
- Creative checks: ensure image/video meets specs.
Choose campaign objective and buying type
| Objective | Recommended buying type |
|---|---|
| Reach / Awareness | Reach or Brand Lift buying |
| Consideration (traffic) | CPC or ThruPlay |
| Conversion | Lowest cost or Target CPA |
Subtopics
- Reach vs conversion trade-offs: reach maximizes exposure; conversion optimizes for actions.
- Learning phase: allow sufficient budget and time for the algorithm to learn.
Targeting and creative testing examples
| Variable | Variant A | Variant B | Outcome to measure |
|---|---|---|---|
| Audience | Interest-based | Lookalike | CPA, CTR |
| Hook | Problem-led | Benefit-led | Engagement rate |
| Visual | Static image | Short video | View rate, CTR |
| Placement | Feed only | Feed + Stories | CPM, conversion |
Subtopics
- Test one variable at a time and run for a statistically meaningful window.
Brand case studies
- Retail: Challenge — low online sales; Approach — dynamic product ads; Result — reduced CPA.
- SaaS: Challenge — low demo signups; Approach — gated webinar ads; Result — higher MQL rate.
- Local services: Challenge — low bookings; Approach — local awareness + offers; Result — increased appointments.
- Non-profit: Challenge — low donations; Approach — story-driven video; Result — donation uplift.
Post examples that drive engagement
- UGC highlight: customer photo with caption; why it works — authenticity drives trust.
- Giveaway post: clear entry rules; why it works — incentivizes shares and follows.
- Poll: single-question poll; why it works — low-friction interaction.
- Tutorial: short how-to video; why it works — provides immediate value.
Library integrations and competitive research
Steps
- Search Ads Library for competitor ads by keyword or brand.
- Filter by region, date, and ad type.
- Save notable creatives and messaging patterns.
- Integrate findings into creative briefs.
Use cases
- Trend spotting, creative benchmarking, and messaging audits.
Subtopics
- Keywords and filters: use product and campaign keywords.
- Saving insights: maintain a competitive creative library.
Chatbots marketplace groups and automation
Flowchart (high level)
- User message → intent detection → FAQ response or lead capture → if lead → qualify and schedule; if support → escalate to human.
Checklist per tool
- Configure lead capture fields.
- Set group rules and moderation.
- Test marketplace ad-to-chat flows.
Subtopics
- Lead capture: sync to CRM.
- Group rules: define posting and moderation policies.
- Marketplace ad setup: ensure clear product details and messaging.
Workflow approvals collaboration and governance
RACI table
| Task | Responsible | Accountable | Consulted | Informed |
|---|---|---|---|---|
| Creative production | Social editor | Head of marketing | Designer | Stakeholders |
| Campaign launch | Media buyer | Marketing lead | Legal | Sales |
Approval flow
- Draft → Review → Legal/compliance → Final approval → Schedule.
Subtopics
- Roles: define SLAs for reviews.
- Versioning: maintain asset history and change logs.
- Compliance: include legal checks for claims and promotions.
Download resources and templates
- Content calendar template (template link) — monthly planning and owners.
- Quarterly audit checklist (template link) — account and KPI review.
- Campaign brief template (template link) — creative and targeting brief.
- Budget calculator (template link) — prospecting/retargeting splits and scaling rules.
Subtopics
- Instructions for use: each template includes a usage note and example row.
- Update cadence: review and refresh templates quarterly.
