Facebook Marketing Strategy: 7 Best Techniques for 2024

Facebook, with its 3.049 billion monthly active users, has become the virtual “town square” of today. But navigating through this bustling square, connecting with the right crowd and making yourself heard can be quite the challenge.  

So, what's the antidote to this conundrum? Enter Facebook marketing strategy — a tailored approach aiming to convert the “likes” and “shares” into tangible benefits. With an estimated 60 million active business pages on Facebook, it has become imperative for brands to have a strong presence on this platform.  

So, how can your brand establish a dominant presence on Facebook? Well, it’s all about the right strategy! You don't just turn up at a party without knowing who's going to be there, what music's playing or whether there's pizza, right? Similarly, on Facebook, you need to know your audience, their likes and dislikes as well as what makes them tick, which could very well be pizza.  

Why bother with a Facebook marketing strategy? Here’s the scoop: 

• Unmatched audience reach: Facebook's vast user base offers an incredible opportunity to connect with a global audience. 
• Targeted engagement: Effective strategies allow you to engage directly with your target demographic, fostering meaningful interactions. 
• Brand visibility: A well-executed Facebook marketing strategy.
• Data-driven insights: Facebook's analytics provide valuable insights, enabling you to refine your strategy for maximum impact. 

Seems like it has a ton of potential, right? 

That’s why, today, we’ll be going through the labyrinth of Facebook marketing and learning how to make those likes, shares and comments skyrocket! Now, without further ado, let’s dive right into the deep end of the Facebook pool! 

7 best techniques for Facebook marketing 

Buckle up marketers, because we're about to spill the “social media tea”! 2024 isn't waiting around, and neither should you. So, let’s kick that old school "post-and-pray" method to the curb and get down with the cool kids. Here are the top 7 Facebook marketing moves that are hotter than a habanero in a heatwave.  

#1: Set SMART goals for your Facebook marketing  

SMART stands for Specific, Measurable, Achievable, Relevant and Time-bound. These are the criteria that will help you define and track your Facebook marketing success. 

Some examples of SMART goals for Facebook marketing are: 

• Increase your Facebook Page likes by 10% in the next three months 
• Generate 100 new leads from Facebook ads in the next quarter 
• Boost your organic reach by 20% in the next six months 
• Increase your conversions by 15% in the next year 

Learn More: How to set social media goals for your business 

#2. Know your audience and create buyer personas 

Buyer personas are fictional representations of your ideal customers, based on their demographics, psychographics, behaviors and needs. They help you understand who you are marketing to, what they want and how you can solve their problems. 

To create buyer personas, you can use various sources of data, such as: 

• Facebook Insights: This is a free tool that provides valuable information about your Facebook Page followers, such as their age, gender, location, interests and more. Source 
• Facebook Audience Network: This is a network of apps and websites that partner with Facebook to show ads to their users. You can use it to reach people who are similar to your existing customers or prospects, based on their online behavior and preferences.Source 
• Meta Pixel (Facebook Pixel): This is a piece of code that you can install on your website to track the actions of your visitors, such as page views, purchases, sign-ups and more. You can use it to create custom audiences and lookalike audiences for your Facebook ads as well as to measure the effectiveness of your campaigns. Source 

Interesting Read: How to Build a Social Media Persona for Your Brand 

#3. Optimize your Facebook Page for SEO and conversions

Your Facebook Page is like your online storefront, where you can showcase your brand, products and services, and interact with your potential and existing customers. Therefore, you want to make sure that it is attractive, informative and easy to find and navigate. 

Some of the best practices for optimizing your Facebook Page are: 

• Choose a clear and memorable username and URL for your Page, preferably matching your brand name 
• Use a high-quality, relevant profile picture and cover photo that represent your brand identity and value proposition 
• Fill out all the sections of your Page, such as the About, Services, Contact and Shop tabs, with accurate and up-to-date information 
• Add a call-to-action button to your Page, such as "Shop Now,” "Book Now" or "Contact Us," to encourage your visitors to take the next step 
• Use keywords and hashtags in your Page name, description and posts to improve your visibility and discoverability on Facebook and Google 
• Link your Facebook Page to your website and other social media platforms to increase your traffic and cross-promotion opportunities 

#4. Create a content calendar and schedule your posts

A content calendar is a document that helps you plan, organize and manage your Facebook content strategy. It helps you define your content themes, topics, formats and posting schedule, as well as your content goals, metrics and resources. 

Here’s why you ought to create a content calendar: 

• To maintain a consistent and coherent brand voice and message across your Facebook posts 
• To avoid content gaps and overlaps, and ensure that you have enough content to cover your marketing objectives and audience needs 
• To ensure your Facebook posts hit the mark when your audience is most active, tailor your posting schedule to align with their online habits for maximum engagement 
• To save time and resources, and streamline your social media content creation and distribution process 

To create a content calendar, you can use various tools, such as: 

• Google Sheets: This is a free and easy-to-use spreadsheet tool that allows you to create and share your content calendar with your team members and collaborators. Source 
• Trello: This is a free and flexible project management tool that allows you to create and organize your content calendar using boards, lists and cards. Source 
• Sprinklr: This is a paid and powerful social media management tool that allows you to create and schedule your content calendar across multiple social media platforms, including Facebook. 

#5. Use a mix of organic and paid content

Organic content is the content that you post on your Facebook Page without paying for it, such as text, photos, videos, stories and reels. Paid content is the content that you promote on Facebook using ads, such as image, video, carousel and collection ads. 

Here’s why you should be using this mix: 

• To reach a larger and more diverse audience, and to target specific segments and niches based on their demographics, interests and behaviors 
• To increase your brand awareness, recognition and recall, as well as your social proof and credibility 
• To generate more leads, conversions and sales, as well as measure and optimize your social media ROI 
• To test and experiment with different types of content, formats and messages, and see what works best for your audience and goals 

For this, you need to have a clear and balanced content strategy that aligns with your budget and objectives. You also need to monitor and analyze your content performance and results, and then adjust your content mix accordingly. 

Read More: How to build a social media content strategy (beyond the cat memes) 

#6. Engage with your audience and encourage user-generated content 

Engagement is the interaction that you have with your audience on Facebook, such as likes, comments, shares and messages. User-generated content (UGC) is the content that your audience creates and shares about your brand, products or services, such as reviews, testimonials, photos and videos. 

Here’s why it’s beneficial to make the most of it: 

• To build and nurture a loyal, active community around your brand, and to increase your organic reach and referrals 
• To gain valuable insights and feedback from your audience, as well as to identify and address their pain points and expectations 
• To boost your brand reputation and trust, as well as your customer satisfaction and retention 
• To create authentic, relatable content that showcases your brand personality and value as well as your customer stories and success 

For this, you can use various tactics, such as: 

• Asking questions and polls, and inviting your audience to share their opinions, experiences and suggestions 
• Responding to comments and messages, and thanking your audience for their support, feedback and recommendations 
• Running contests and giveaways, and rewarding your audience for their participation, creativity and loyalty 
• Sharing UGC on your Facebook Page, and tagging and crediting your audience for their contributions 
• Using hashtags and challenges, and inviting your audience to join and create content around a specific theme or topic 

#7. Use Facebook tools and features to optimize your marketing 

Facebook offers a variety of tools and features that can help you improve and automate your Facebook marketing process and performance. Some of these tools and features are: 

• Facebook (Meta) Business Suite: This is a free and integrated tool that allows you to manage your Facebook and Instagram business accounts from one place. You can use it to create and schedule posts, view insights, reply to messages and more. Source 
• Facebook Creator Studio: This is a free and advanced tool that allows you to manage your Facebook and Instagram content and monetization. You can use it to upload and edit videos, access sound and music libraries, apply for in-stream ads, and more. Source 
• Facebook Shops: This is a free and customizable feature that allows you to create an online store on your Facebook Page and Instagram profile. You can use it to showcase and sell your products, accept payments and communicate with your customers. Source 
• Facebook Live: This is a free and interactive feature that allows you to broadcast live videos to your Facebook Page and group. You can use it to stream behind-the-scenes moments, host Q&A sessions, launch new products and more. Source 
• Facebook Messenger: This is a free and versatile feature that allows you to chat with your customers and prospects on your Facebook Page and website. You can use it to provide social media customer service, send updates and reminders, collect feedback and more. 
  Messenger also allows you to build a bot that can help customers shop, track their orders or get customer service.   
  Source 
• Facebook Groups: This is a free and collaborative feature that allows you to create and join communities of people who share your interests, passions or goals. You can use it to build relationships, share knowledge, offer support and more. 

Source

 Read More: Facebook group marketing: How to build a community 

• Facebook Analytics: This feature allows you to measure and understand your Facebook marketing performance and results. You can use it to track your reach, engagement, conversions and more. Source   

How to create a Facebook marketing strategy

Creating a Facebook marketing strategy is easier than you think. Simply follow these steps, and you'll be a Facebook marketing guru in no time! 

Step 1: Set goals

First things first, you need to determine what you want to achieve with your Facebook marketing. Are you looking to increase brand awareness, drive website traffic, or generate leads? These goals will guide your marketing efforts and help you measure your success.  

And like we mentioned earlier, ensure that your goals are SMART. Remember, “increase sales” is good, but “increase sales by 20% in Q1” is better. 

💡Pro-tip: Align your Facebook marketing goals with your overall business objectives. If your business goal is to increase brand awareness, your Facebook goal could be to increase the number of page likes or post shares your account gets. 

Step 2: Know your audience

Now that you have your goals set, you need to know who you're targeting. Facebook’s Audience Insights is an excellent tool for this. It allows you to understand key audience demographics, what their likes and dislikes are and even their purchasing behavior.  

For example, if you're a fitness brand targeting people aged 18-35, you might find that they are most active on Facebook between 6 p.m. and 9 p.m. So, that's when you should schedule your posts.  

💡Pro-tip: You could use Sprinklr’s Audience Insights to gain a deeper understanding of the audience, and then, based on the data, you could schedule your posts using Sprinklr’s Smart Scheduler. 

Step 3: Analyze your competitors

Identify the strengths and weaknesses of your competitors on Facebook. Look for gaps in their content that you can fill. 

For example, if competitors aren’t too good at making video content, focus your strategy on creating engaging video posts. 

💡Pro-tip: Use Sprinklr’s Competitive Benchmarking tool to gauge your competitors’ social performance. 

Step 4: Create engaging content

The next step is to create content that your audience will love. This could include text/blog posts, videos, infographics and more. Remember, the key is to create content that is engaging and aligns with your brand. 

For example, if you run a travel agency, you could post weekly travel vlogs and photo diaries from different destinations for a good mix of content.  

💡Pro-tip: Use Sprinklr’s Reporting & Analytics to see which type of content performs best. If videos are getting more engagement, consider producing more video content.  

Interesting Read: Social media post ideas for businesses for 2024 and beyond 

Step 5: Optimize your posts

Capturing your audience's attention amidst the sea of content on their news feeds can be challenging. Optimize your posts for better reach and engagement by using high-quality images or videos, writing compelling headlines and including clear calls-to-action (CTAs).   

For example, you could include a compelling CTA like: "Want to get fit in 30 days? Click here to sign up for our challenge!"   

Pro-tip 💡: Use the power of generative AI through Sprinklr AI+ for enhanced content creation. 

Learn More: How to optimize social media content with generative AI the right way  

Step 6: Measure and adjust

Finally, don't forget to regularly monitor and adjust your strategy based on your performance data. Use Facebook Analytics to track engagement rates, conversion rates and ROI, and adjust your strategy as needed. 

Don't be afraid to experiment. The beauty of digital marketing lies in its flexibility. Try out different types of content, posting times and advertising strategies to see what works best for your brand.  

Pro-tip 💡: You could use Sprinklr’s Reporting dashboard to measure various engagement metrics and adjust your marketing strategy as needed. 

Boost your Facebook marketing strategy with a research tool

One of the main challenges of Facebook marketing is to create and distribute engaging content that reaches your target audience and drives conversions. To do this effectively, you need to understand your customers’ preferences, behaviors and sentiments, as well as your competitors’ strategies and performance. This is where a social media research tool, like Sprinklr, can help you. 

By using Sprinklr, you can benefit from the following features that are specifically designed for Facebook marketing: 

• Audience insights and engagement: Sprinklr helps you understand your Facebook audience by segmenting them based on demographics, interests, behaviors and sentiments. You can also use Sprinklr to monitor and respond to customer feedback and social conversations on Facebook and other channels. You can even create and publish engaging content that resonates with your audience. 
• Competitive analysis: Sprinklr helps you benchmark your Facebook performance against your competitors and best-in-class brands. You can also use Sprinklr to analyze your competitors’ content, campaigns and audience on Facebook and other channels. You can even identify their strengths and weaknesses with this software. 
• Analytics tool: Sprinklr helps you measure and improve your Facebook campaign performance and ROAS by using unified reporting and analytics that show you the impact of your efforts against your business goals. You can also use Sprinklr to optimize your campaigns through AI-powered recommendations and insights from Facebook and other channels. 

Interesting fact: Sprinklr is a trusted partner of Facebook and has been awarded the Facebook Marketing Partner badge for Ad Technology, Community Management and Content Marketing specialties. This means that Sprinklr meets Facebook’s high standards for quality, innovation and customer service. 

If you want to learn more about how Sprinklr can help uplift your Facebook marketing strategy, you can request a demo here or read some customer success stories here. 

Conclusion

All in all, when it comes to Facebook marketing this year, remember to keep it simple — know your audience, get creative with your content and don't forget to back it all up with some solid data.   

It's all about making real connections and keeping things fresh. Stick to these tips, and you'll be all set to make some waves on Facebook in 2024.