Facebook Marketing

Build a Facebook Presence That Means Business

A Facebook business page should do more than collect occasional posts and likes. This practical guide helps entrepreneurs, small-business owners and developing marketers turn disconnected activity into a focused plan for reaching an audience, creating useful content and promoting a business with purpose.

Across ten chapters, Susan Hollister moves from social media fundamentals and buyer behavior to business-page setup, content creation, campaign planning, paid promotion, measurement and brand development. Along the way, she shows how pages, posts, offers, ads and follow-up can work together instead of competing for time and money.

Turn Page Activity Into a Marketing System

• Define your target audience, mission, brand message and measurable campaign goals

• Shape a business page that presents your company and offers more clearly

• Plan useful text, image, video and live content around audience interests

• Build posting calendars, engagement ideas, events, competitions and special offers

• Explore ad targeting, placements, budgets, custom audiences and remarketing

• Connect campaigns with landing pages, thank-you pages and email follow-up

• Review Facebook reports and website analytics to identify what deserves adjustment

The book emphasizes a principle many businesses overlook: likes and followers are only useful when they support a larger objective. Whether you are creating your first business page or bringing more structure to an existing one, you will gain practical questions, examples and planning ideas for making every campaign more intentional.

Facebook's tools and policies have changed since this book was published in 2018, so verify current interfaces, dimensions and procedures before applying platform-specific instructions. Its enduring value lies in the audience, content, offer, measurement and brand-building principles that organize the entire guide.

Put Purpose Behind Every Post and Campaign: Get It Now!