The beginner's guide to marketing on Facebook

Create engagement, increase brand awareness and reach the right audience

Reading time: 6 minutes

In Finland, Facebook has almost 3 million users. Although the younger age groups are focusing more on channels such as Instagram, TikTok and Snapchat, the popularity of Facebook continues to grow especially among older age groups.

Every business is different and there is no one right way for a brand to utilize Facebook. However, there are some common denominators. The most important Facebook features for businesses can be roughly divided into three parts:

  • Content production and distribution
  • Advertising
  • Communication

Table of contents

Content production and distribution

In order to appear in potential customers ’Facebook feeds, companies need to regularly publish relevant content in the form of text, images, and videos.

How often and how much content needs to be published depends on the product or service in question. However, quality is more important than quantity. A good post can have a relatively long life cycle as long as it is carefully designed and sponsored. This is achieved through a well-designed content strategy with clear objectives.

For example, if you want to raise awareness about your restaurant, it can be helpful to share pictures of your menu and tell people about current events, changes in opening hours and other important things. If you have a clothing store, you can post product images, announce discounts, and share stories about the brand.

Whatever you advertise, remember to focus on your customers’ needs. It’s about them, not about your business. Today’s consumers are used to browsing through loads of social media ads and brand messages every day, so you need to plan your strategy carefully. In all your activities, think about how you can give the reader added value.

In social media marketing, the most important things are regularity, repetition and patience. A single wall publication rarely has a big impact, which is why it’s worth focusing on continuity and clear goals. This is how you can achieve a well-functioning strategy.

So how often should new content be published? There is no single right answer to this question either, it often depends on the product or service in question. Although the optimal posting volume varies by industry and by goal, quality is always more important than quantity. If a good publication is carefully planned and sponsored, its life cycle can be relatively long. For some brands, effective advertising combined with a couple of monthly wall posts may be sufficient, while for others, it is more profitable to distribute content several times a week.

women and laptops

Paid advertising

The organic (non-paid) visibility of Facebook publications is low. On average, unsponsored content appears in news feeds to only about 5 percent of site followers. This is the foundation of Facebook’s business model, and that’s why you, as a marketer, should be willing to invest in paid advertising.

Facebook is often a very cost-effective marketing channel. This is because advertisers can pinpoint exactly which kind of people they want to reach – when, where and how – and, of course, also because many spend a lot of their time hanging around Facebook. However, it is worth remembering that social media is not a magic bullet that automatically increases sales. A successful marketing strategy consists of many factors. With Facebook, you can for example find new customers and get traffic to your online store cost-effectively, but making a purchase also requires, among other things, that the customer experience in the online store is good.

Facebook offers flexible tools to get started with advertising, but effective targeting and conveying the right message requires both knowledge and careful planning. Only then can you ensure that every euro you invest in your social media advertising is used in the best possible way.


In addition to content production and advertising, interacting with your followers on Facebook is also very important. Social media offers companies an excellent opportunity to communicate with target audiences easily and effectively. Today, brands are largely judged by how they communicate with their audience, and that’s why it’s important for you to manage your communication strategy properly to make it consistent and workable.

As soon as you share a wall post on your business page, people are free to react and comment on it. By answering questions and comments, you highlight your company’s identity as a living and present brand, which can increase the interest and trust of your target audiences. We recommend that you download the Facebook Business Suite-app, through which you can easily respond to comments and messages from both Facebook and Instagram.

At some point, every brand has to respond to negative feedback. You should prepare for this with a ready-made strategy in advance. Larger brands may need a more comprehensive crisis management plan. The most important thing to remember is that you always represent your business in all communications, and that you try to turn criticism into something positive: it’s better that people express their dissatisfaction directly to you than if they’re just spreading negative feedback of your brand to their friends. It is often possible to turn even the most dissatisfied customers into strong brand ambassadors as long as you respond constructively to their complaints and provide solutions.

man with phone

Outsourcing your Facebook management – is it worth it?

If you are interested in social media management and are willing to invest time in it, you should perhaps develop and manage your own Facebook strategy. Facebook provides a lot of excellent educational material from content production to ad development. In our experience, however, companies gain a lot from outsourcing their Facebook management to experts, if not completely, then at least in part. There are several reasons for this:

First, active management of social media channels requires a surprising amount of time. This often results in this simply not being done – especially if the channels are run by a person working within the company who also has other responsibilities.

Second, there are several factors involved in Facebook marketing: Content must be inspiring, engaging, and consistent. Ads need to be properly targeted and constantly analyzed and improved. In addition, questions and comments need to be responded to. Because all of this requires time and patience as well as extensive knowledge in many different areas, an outsourced Facebook strategy often offers both the most cost-effective solution and the best results.

Lindebarn as your company’s Facebook-partner?

With our Advertiser Plus- and Marketer Pro-solutions, we offer companies of all sizes help with Facebook management. You can either take care of the wall publications yourself and just get help with the paid advertising bit, or then you can let Lindebarn manage both the wall publications and the advertisements.

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