Facebook Marketing

Facebook Marketing

Facebook Marketing 101

With 2 billion active monthly users, Facebook attracts people from all walks of life. That means that many of your potential customers log onto Facebook every day.


Unlike other forms of advertising, Facebook marketing lets you build real relationships with your customers. You can break through the wall that typically divides customers and businesses and make more sales in the process.


Facebook isn’t just for the big corporations. It’s also a great option for small businesses. Brands of all sizes use the site for:

  • Website clicks.
  • Brand awareness.
  • Lead generation.
  • E-commerce sales.


Brands aren’t the only ones working to make connections on Facebook. With thirty-two percent of Facebook users using the site to engage with brands on a regular basis, your customers also want to interact with you on the site.


Let’s take a closer look at Facebook marketing in Australia so you can get started.


Who is on Facebook in Australia?

Facebook is a global phenomenon, and that phenomenon hasn’t missed Australia. In fact, Australians are obsessed with the social media site. Twelve million people in Australia log onto the site on a daily basis, and the country boasts 17 million monthly active users. Australia beats the global average when it comes to daily Facebook usage.


While people from all demographics have Facebook accounts, women aged 25–34 are the biggest users in Australia. Men 65 and older make up the country’s smallest demographic.


How Do I Use Facebook to Market?

With so many Australians using Facebook, you want to know how to reach them. Fortunately, Facebook provides people with ample opportunities for marketing. Savvy marketers develop a Facebook marketing strategy that combines the available methods. The right marketing strategy will help them reach their goals, whether they want to build engagement, make sales, or create brand awareness.


Let’s look at the options for Facebook marketing and think about how you can use these methods for your own Facebook marketing strategy.



Fifty million small businesses have Facebook pages, and the number is expected to grow as more people understand the power of Facebook marketing. This is a popular option for businesses since pages are free to create and maintain.


People can ‘like’ your page, and once they do, you can interact with them. They will also receive your updates when they ‘like’ the page. After they click the ‘like’ button, your status updates will show up in their newsfeeds.


If you want to market with a Facebook page, start by adding a profile photo and a cover image. Then, fill out your ‘About’ section, adding relevant company information and keywords.


Finally, you’ll need to add some posts to your Facebook page. There are six different types of Facebook posts you’ll want to consider for this.


You can post:

  • Videos.
  • Photos.
  • Links.
  • Questions.
  • Events.
  • Text-only posts, status updates.


Videos are an excellent way to engage your audience. People watch eight billion videos a day on Facebook, but not all videos are created equal. People are most interested in live videos and spend three times more time watching those than they do with videos that are no longer live.


Images are also very powerful on Facebook. Posts that contain images have a 650 percent higher engagement rate than posts that only contain text.



Those who don’t mind spending a little money can benefit from Facebook advertising. Unlike Facebook pages, ads do cost money, but you can target your ads and get a nice return on your investment.


Facebook offers various type of ads depending on your objective. You can choose between creating an ad for:

  • Brand awareness.
  • Reach.
  • Traffic.
  • Engagement.
  • App installs.
  • Video views.
  • Lead generation.
  • Conversions.
  • Product catalog sales.
  • Store visits.


You have the option of using your ad to market your Facebook page or a page that’s not located on Facebook, such as your landing page or sales page.


Facebook collects a lot of information about users and lets you tap into that information to target your ads. Basically, if Facebook collects it, you can use it to target your ad.


That means you can target by location, age, relationship status, education, and more. You can even target people who have just moved to a new location.


Facebook also lets you create a Facebook custom audience. This audience is made up of your own existing customer list. You can import the list to Facebook and then use it to reach the people on Facebook.


You can create small ad groups based on demographics. For instance, if you are targeting people who just moved to Australia, you could create an ad group for people who just moved to Melbourne and another ad group for people who just moved to Sydney. Then, you would write ads that speak directly to those people.


You will have a lot going on with your Facebook ads, so you will want to use Power Editor. Facebook Power Editor lets you manage your ads in bulk. You can edit multiple ad settings, including your scheduling and audience, at the same time. You can also modify various creative elements, edit entire campaigns or ad sets, and set up A/B testing.


Measuring Facebook Marketing

It’s important that you measure your marketing efforts. You should begin with Facebook Insights. Facebook Insights show you data related to your page. You can see the number of likes you have received, engagement levels, and more. You will also see your content’s reach. This will let you know how far content travels after you post it on Facebook.


While most people just look at the insights inside of Facebook, you can drill down a little bit farther by exporting it to an Excel sheet. Select ‘Page Level Data’ when exporting so you will get column after column of data.


You’ll also want to measure your ad results. If you’re using Power Editor, you will have access to customised reporting.


Ads Manager is also a useful tool for checking your performance. It offers real-time reporting and shows you performance trends over time.


It also lets you create the Facebook Pixel. The Facebook Pixel is one of the most powerful tracking options out there.


You can create the pixel when you’re inside of the Ads Manager. Then, you will place it on your website, and the pixel will track your conversions. You can also use the data collected from Facebook Pixel to remarket to people who have visited your site.


How Much Time Should I Spend on Facebook Marketing?

As you can see, there are lots of options for Facebook marketing, so how much time should you spend on the process?


In reality, there isn’t a hard and fast answer to this. Most companies spend an average of one to five hours a week on social media, so that is a good starting point.


Instead of thinking about how much time to spend, though, it’s much more important to think about how you should spend it. It is really all about time allocation.


If you want to succeed at Facebook marketing, you should allocate your time so you spend:

  • 25 percent on research and planning
  • 20 percent on creating content
  • 10 percent collaborating with your team
  • 10 percent analyzing performance data
  • 35 percent engaging with customers


If you follow this format, you will be on the road to success.


What Are Some Facebook Marketing Tips?

All of this can seem overwhelming, so let’s look at some Facebook marketing tips to make the process easier.


First, publish your posts at the right time. You want to boost engagement, so publish your best posts on Thursday and Friday, when engagement levels are the highest. You’ll get the most shares at 1 p.m. and the most clicks at 3 p.m.


As a general rule, do not post more than twice a day and understand that your engagement will go down with each post. When a brand posts two times in a day, the second post only receives 57 percent of the likes and 78 percent of the comments that the first post received. That causes your engagement levels to drop.


Create a social media content calendar for your posts so they are planned in advance. Load your calendar up at least a month in advance, and then use a scheduler to publish the posts.


You should also offer some promotions. In a study, 34 percent of people said they would ‘like’ a page on Facebook because of promotions and discounts.


How Do I Pick a Facebook Marketing Company?

Staying on top of a Facebook marketing campaign isn’t easy, so small business owners often turn to a Facebook marketing company. A company will handle all of the heavy lifting for you, so you can focus on your business.


When choosing a company, go with one that has a proven track record for success. You should also choose a company that communicates well and understands your business.


You should go with a data-driven company as well. Marketing companies need to understand how to use data to get results.


Your customer base in on Facebook, so you need to be there as well. if you avoid Facebook, your customers won’t be able to find you.