An Introduction to Marketing on Facebook

How to make the social network an integral part of your overall marketing strategy

Love it or hate it, Facebook is here to stay. With more than 400 million users, it represents a massive audience for your company’s message. Your current customers and clients are on Facebook, as are your prospective customers and clients. Along with display and search advertising, Facebook should be an integral part of your digital marketing mix.

As Facebook evolves, companies are trying to figure out just how much time, effort and money they should be spending on their presence there. While some major companies have dived in with multi-faceted Facebook campaigns, others have stood on the sidelines.

The problem with Facebook is that the great majority of visitors go to the site for personal reasons. Users want to communicate with friends, post vacation pictures and just tell the world what they’re up to. As a rule, they are not in a “business” frame of mind. This is in stark contrast to LinkedIn, which is heavily geared to the business community.

Does this mean that businesses should ignore Facebook? Abolutely not!

The first thing to understand is that there are two kinds of pages on Facebook: user profiles and “Pages.” Individual profiles are the personal profiles that kids and adults (i.e., individual users) create to keep the world updated on their activities.


Pages, on the other hand, are designed to create a Facebook presence for brands, organizations and businesses. Pages are commonly used by businesses as marketing tools. Facebook makes it simple to create these pages.

Pages can be simple or elaborate. Since the page reflects on your business, it is important to do it right. Elements of your Page should include:

  • Clear identification of your brand, including:
    • Photos and logos
    • Brand messaging
    • Your services
    • Your products
  • Company messaging
    • Humanizes your executives and employees
  • Offerings:
    • Sales
    • Special events
    • Facebook “exclusives”

Facebook offers a variety of tools to make your page look professional, including Facebook’s own version of HTML to help you style your pages, called Facebook Markup Language (FBML). As in any marketing presentation for your company, the more professional and fresh content that you can provide, the more effective it will be in helping your company achieve a high ROI on its Facebook marketing investment.

Direct links to e-commerce
Your company’s Facebook Page is just one click away from your company’s e-commerce site. You should try to parlay your captive Facebook audience into direct sales with compelling offers on your Facebook Page.  

Read more on the Yahoo! Advertising Blog

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