Facebook Marketing
With 3 billion MAU, Facebook remains the largest social network and a critical marketing platform for both B2C and B2B brands.
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Introduction to Facebook Marketing
Facebook Organic Presence:
- Business Page (separate from personal profile)
- Complete all profile info: About, Contact, Hours, Category
- Custom username (URL): facebook.com/yourbrand
- CTA Button: Shop Now, Contact Us, Book Now, Learn More
Organic Content Formats:
- News Feed Posts: Text, image, video, link posts
- Facebook Stories: 24-hour ephemeral content (top-of-feed placement)
- Facebook Reels: Short-form video (favored by algorithm for reach)
- Facebook Live: Real-time streaming (6× more engagement than recorded video)
- Facebook Groups: Higher organic reach than Pages; community building
- Facebook Events: Promote launches, webinars, local events
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Creating Facebook Advertising Campaigns
Meta Ads Campaign Hierarchy:
Campaign Objectives (Meta Ads Manager):
| Objective | Best Use Case |
|---|---|
| Awareness | Brand reach, video views, local awareness |
| Traffic | Drive clicks to website or landing page |
| Engagement | Post likes, Page follows, event responses |
| Leads | Facebook Lead Forms, Messenger conversations |
| App Promotion | App installs and in-app event optimization |
| Sales | Website conversions, catalog sales, ROAS |
Facebook Audience Targeting:
- Core Audiences: Demographics (age, gender), location, interests, behaviors
- Custom Audiences: Website visitors, email subscribers, app users, video viewers
- Lookalike Audiences: Find users similar to your best customers (1–10% similarity)
Facebook Ad Formats:
| Format | Best Use | Key Feature |
|---|---|---|
| Single Image | Simple direct message | Clean, fast to consume |
| Single Video | Storytelling, demonstration | Autoplay in feed |
| Carousel | Multiple products/features | Swipeable (2–10 cards) |
| Collection | E-commerce catalog showcase | Opens immersive experience |
| Lead Form | Lead generation | Pre-filled with profile data |
| Stories Ads | Full-screen mobile engagement | Vertical 9:16 format |
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Facebook Marketing Tools
| Tool | Purpose |
|---|---|
| Meta Business Suite | Manage Pages, schedule posts, view unified analytics |
| Meta Ads Manager | Create, manage, and optimize ad campaigns |
| Facebook Pixel | Track website actions for retargeting and conversions |
| Meta Audience Insights | Understand audience demographics and interests |
| Meta Business Manager | Manage multiple ad accounts, pages, and team access |
Facebook Pixel — What It Tracks:
- Page views, product views, add to cart, purchases, form submissions
- Enables retargeting of website visitors with relevant ads
- Builds custom and lookalike audiences for precise targeting
- Measures conversion events for campaign performance optimization
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LinkedIn Marketing
LinkedIn is the world's largest professional network with 1 billion members in 200 countries. It is the #1 platform for B2B marketing.
Key Statistics:
- 80% of B2B social media leads come from LinkedIn
- Decision-makers are 2× more likely to trust LinkedIn content
- LinkedIn drives 46% of all social media traffic to B2B websites
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Introduction & Importance of LinkedIn Marketing
Why LinkedIn for Marketing:
- Professional Context: High-intent audience in a work mindset
- Decision-Maker Reach: CEOs, CMOs, VPs, and Directors are active
- B2B Lead Generation: Highest quality business leads of any social platform
- Thought Leadership: Establish expertise and build industry authority
- Employer Branding: Attract top talent and showcase company culture
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Framing LinkedIn Strategy
LinkedIn Company Page Best Practices:
- Complete all sections (About, Specialties, Products, Life tab)
- Post consistently: 3–5 times per week
- Employee advocacy: Encourage team to share company content
- Run LinkedIn Events for webinars, product launches, conferences
- Use LinkedIn Showcase Pages for separate product lines or regions
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Lead Generation Through LinkedIn
Organic Lead Generation:
- Thought leadership posts attracting inbound connection requests
- LinkedIn Articles (long-form thought leadership — establishes expertise)
- Engaging in comments on trending industry posts
- LinkedIn Events and Webinars driving qualified registrations
- Direct outreach via LinkedIn InMail
LinkedIn Lead Gen Forms (Paid):
- Pre-filled forms using profile data (name, email, company, job title)
- High conversion rates due to native, frictionless experience
- Integrates directly with CRM (Salesforce, HubSpot)
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LinkedIn Content Strategy
Best Performing Content Types:
| Content Type | Engagement Impact | Best For |
|---|---|---|
| Text Posts | Baseline | Thought leadership, quick insights |
| Image Posts | +98% more comments | Visual data, quotes, tips |
| Native Video | 5× more engagement | Tutorials, behind-the-scenes |
| Document/PDF Carousels | 3× more reach | How-to guides, slide decks |
| Polls | High engagement | Research, community questions |
| LinkedIn Articles | Long-form authority | Deep-dive expertise |
Content Pillars:
- Industry insights and emerging trends
- Behind-the-scenes company culture
- Client case studies and success stories
- Educational how-to content for professionals
- Thought leadership opinions on industry issues
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LinkedIn Analytics & Targeting
LinkedIn Analytics Metrics:
- Impressions: How many times content was displayed
- Engagement Rate: (Reactions + Comments + Shares) ÷ Impressions
- Follower Demographics: Job title, industry, seniority, location
- Post Reach: Unique accounts seeing the content
LinkedIn Ads Targeting (Most precise B2B targeting available):
- Job Title, Job Function, Seniority Level
- Company Name, Company Size (1–10, 11–50... 10,000+), Industry
- Skills, Degrees, Fields of Study
- Member Groups (LinkedIn Groups members)
- Account-Based Marketing (ABM) via uploaded company lists