Your Facebook Campaigns Suck Without These Marketing Essentials

Ryan / 05-12-2021

Facebook is a hub of people. With over 1.56 billion daily active users, Facebook has outperformed nearly all social media platforms, and these numbers aren’t going down anytime soon.

Facebook’s massive potential is obvious, right?

But is Facebook marketing really that easy? Like any other marketing channel, Facebook marketing also requires leveraging the right approaches.

In this article, we are discussing six Facebook marketing essentials. Utilizing these for your marketing campaigns will ensure your performance doesn’t suck.

So, buckle up and read on.

1. Identify Your Goals

Before you launch a Facebook marketing campaign, you must know your ultimate goals.

For example, you may be looking to boost the likes on your business’s Facebook page or be trying to boost brand awareness or generate business leads. And yes, all these can be achieved through a Facebook campaign, but we need to know our goals first.

This will help you place your marketing efforts in the right direction, so you can plan your campaigns accordingly.

For a better understanding and a comfortable launch, here are some of the most common goals that marketers try to achieve through Facebook:

  • Increase website traffic
  • Boost brand awareness
  • Gain page likes
  • Develop relationships with buyers and prospects
  • Generate leads
  • Offer customer service

2. Understanding Your Audience & Creating Personas

No matter how great your product or service is, if you don’t know your audience, your marketing campaigns may not create results.

So, here comes the question — what does it mean to know your audience? And how can you know about it?

The audience on Facebook can be categorized based on numerous demographics.

From age group to geographical location, general interests, opinions, gender ratio, and myriads of other factors.

Considering these factors will help you define an audience segment for launching your first paid campaign. Facebook allows its advertisers to laser-target their paid ad campaigns, and it’s best to use this service.

Moving further, here are a few tips that’ll help you create audience personas:

  • Give your personas a name & an age: You may have to create multiple personas for your brand’s different campaigns. To efficiently manage these personas, it’d be best for you to name each of them and give them an age.
  • Consider their botherations: All of us have several botherations in life and many times our minds are constantly looking for ways to resolve them.
    By finding out your personas’ botherations, you will be able to pitch them over their pain points.
    For example, if one of your personas is struggling to convert their first sale, you can grab their attention by offering a sure shot way to convert more sales. But for that, it’s important to consider their botherations.
  • Know their level of expertise: The next thing to consider is your persona’s expertise.
    This refers to whether your persona is starting out in the industry or already holds some experience and knowledge.
    For example, an experienced individual will need a shorter explanation, while a beginner will need more depth in the content.
  • Keep optimizing: Once you have created a persona and launched a campaign with it, you will have enough data to decide whether it worked well or not.
    Based on this data, you can find out more accurate details about your personas.
    For example, the botherations of your former personas may be different from your actual prospects.
    With the ad performance data, you’ll be able to accurately optimize your personas for your upcoming campaigns.

If you are new to creating personas and don’t want to compromise results, you can hire a reliable social media marketing company. They’ll set up your campaigns correctly.

3. Campaign Optimization

Whether paid or organic, all your Facebook marketing campaigns should be optimized based on the latest data.

Even though Facebook allows us to laser-target an audience segment, our estimations aren’t always accurate. That’s where the campaign’s performance data comes into play.

Based on campaign results, we can make changes to different demographics, including audience age group, ethnicity, geographical location, etc. The aim is to keep improving the campaign quality, hoping to achieve marketing goals quickly.

4. Brand Voice and Tone

Elgi Equipments Limited is an engineering equipment company that manufactures industrial equipment. It’s a famous engineering brand with over 70,000 likes on its Facebook page, and it maintains a serious brand voice and tone across social media through its informative posts.

On the other hand, Bumble is a dating application with nearly 150K Facebook page likes and maintains a jolly tone across social media.

Of course, both the companies have different audiences, and so it makes sense to have different brand voices and tones.

Similarly, depending on the nature of your business and industry, you should decide on a brand tone for your Facebook posts. Certainly, it doesn’t hurt to flow with some trends, but it pays to have a specific reputation on your social channels.

For a better understanding, you can refer to the following popular brand voices:

  • Serious
  • Casual
  • Humorous

5. Competitor Analysis

As it’s important to know our audience, it’s also crucial to find out who our direct and upcoming competitors are.

This helps us develop a clear understanding of what works in the niche and what doesn’t.

Take it like this — you are starting out your Facebook marketing efforts, and then there’s this competitor who’s been running its Facebook marketing campaigns for the past two years.

The other brand would certainly have a better understanding of how marketing works in your industry. Plus, they’ll have more data for optimizing their marketing campaigns.

As a result, analyzing your competitors will give you enough insight to move your campaigns forward.

Also, don’t forget to note the following things while performing a competitor analysis:

  • What are your competitors doing that’s setting them apart from others?
  • What can you do to make your brand stand apart from your competitors?

6. Varying Content Formats

Just like text posts can’t always work wonders for your Facebook campaign, videos or infographics may also get boring after a while.

The key is to maintain a mix of different content formats. For example, one day, you may be sharing a cool graphic, while the next day, you might share an informative blog post or your target page link for capturing leads.

It’s wise to determine the types of content that you post based on your business industry.

This will also help you develop a brand voice and tone.

Also, if you are looking to capture leads through a target page, make sure the page is designed and optimized for high conversion rates. A web design company can help you achieve this.

Final words

Facebook is a brilliant marketing tool for achieving your marketing goals. However, results are primarily determined by how we plan and implement a strategy.

In this blog post, we discussed six Facebook marketing essentials that can ensure your campaigns don’t suck.

Hopefully, this was helpful.

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