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Facebook Marketing - Complete Delivery Guide

Digital Marketing Social Media Ongoing

Overview​

Facebook Marketing leverages the world's largest social network to reach your target audience, build brand awareness, and drive conversions through organic and paid strategies.

What is Facebook Marketing?​

Facebook Marketing involves using Facebook's platform to promote your business through organic posts, paid advertising, community building, and engagement strategies to achieve your marketing goals.

Business Impact​

  • Massive Reach: 2.9+ billion monthly active users
  • Targeted Advertising: Precise audience targeting
  • Brand Awareness: Build and maintain brand presence
  • Lead Generation: Capture qualified leads
  • Customer Engagement: Direct interaction with customers
  • Cost-Effective: Better ROI than traditional advertising

Who Needs This Service?​

Primary Candidates​

  • ✅ B2C businesses
  • ✅ E-commerce stores
  • ✅ Local businesses
  • ✅ Service providers
  • ✅ B2B companies
  • ✅ Startups
  • ✅ Established brands

Pricing Guidelines​

Basic Facebook Marketing: ₹25,000-₹50,000/month

  • Page management
  • 12-15 posts/month
  • Basic engagement
  • Monthly reporting
  • 3-month minimum

Standard Facebook Marketing: ₹60,000-₹1,20,000/month

  • Page management
  • 20-25 posts/month
  • Facebook Ads management
  • Ad budget: ₹20,000-₹50,000/month
  • Community management
  • Monthly reporting
  • 6-month minimum

Advanced Facebook Marketing: ₹1,30,000-₹3,00,000/month

  • Comprehensive strategy
  • 25-30 posts/month
  • Advanced Facebook Ads
  • Ad budget: ₹50,000-₹2,00,000/month
  • Influencer collaborations
  • Video content creation
  • Detailed analytics
  • 12-month minimum

Execution Process​

Phase 1: Strategy Development​

Step 1: Audience Research​

Define Target Audience:

  • Demographics (age, gender, location)
  • Interests and behaviors
  • Pain points and needs
  • Online behavior patterns
  • Competitor audience analysis

Facebook Audience Insights:

  • Use Facebook Audience Insights tool
  • Analyze existing followers
  • Identify lookalike audiences
  • Research competitor audiences

Step 2: Competitor Analysis​

Analyze Competitors:

  • Identify top 5-10 competitors on Facebook
  • Analyze their content strategy
  • Review engagement rates
  • Identify what works
  • Find content gaps

Metrics to Track:

  • Follower count
  • Post frequency
  • Engagement rate
  • Content types
  • Ad strategies

Step 3: Goal Setting​

SMART Goals:

  • Specific: Increase page likes by 5,000
  • Measurable: Track with Facebook Insights
  • Achievable: Based on industry benchmarks
  • Relevant: Aligns with business goals
  • Time-bound: Within 6 months

Common Goals:

  • Increase brand awareness
  • Generate leads
  • Drive website traffic
  • Boost sales
  • Build community
  • Improve customer service

Phase 2: Page Optimization​

Step 1: Profile Setup​

Complete Profile:

  • Profile picture (logo, 180x180px)
  • Cover photo (820x312px)
  • About section
  • Business category
  • Contact information
  • Website URL
  • Business hours
  • Location (if applicable)
  • Call-to-action button

About Section Template:

[Company Name] is [what you do] helping [target audience] 
[achieve what benefit].

We specialize in:
• [Service/Product 1]
• [Service/Product 2]
• [Service/Product 3]

📍 Location: [City, Country]
📞 Contact: [Phone]
🌐 Website: [URL]
📧 Email: [Email]

Follow us for [type of content you share]!

Step 2: Page Optimization​

SEO Optimization:

  • Include keywords in About section
  • Use relevant business category
  • Add location for local SEO
  • Complete all information fields
  • Add custom username (@yourcompany)

Visual Branding:

  • Consistent brand colors
  • Professional images
  • High-quality graphics
  • Brand guidelines followed

Phase 3: Content Strategy​

Step 1: Content Pillars​

Define Content Pillars:

1. Educational Content (40%):

  • How-to guides
  • Tips and tricks
  • Industry insights
  • Tutorials
  • Infographics

2. Promotional Content (20%):

  • Product launches
  • Special offers
  • Sales announcements
  • New services

3. Engaging Content (30%):

  • Questions
  • Polls
  • Contests
  • User-generated content
  • Behind-the-scenes

4. Entertaining Content (10%):

  • Memes (relevant)
  • Fun facts
  • Inspirational quotes
  • Trending topics

Step 2: Content Calendar​

Monthly Planning:

  • Plan 30 days in advance
  • Mix content types
  • Schedule optimal posting times
  • Include special dates/events
  • Leave room for trending topics

Content Calendar Template:

Week 1:
Mon: Educational post
Tue: Product showcase
Wed: Customer testimonial
Thu: Industry news
Fri: Behind-the-scenes
Sat: Engaging question
Sun: Inspirational quote

Week 2:
[Repeat with variations]

Step 3: Content Creation​

Post Types:

1. Image Posts:

  • High-quality images (1200x630px recommended)
  • Eye-catching graphics
  • Branded visuals
  • Product photos

2. Video Posts:

  • Short videos (15-60 seconds)
  • Product demos
  • Tutorials
  • Behind-the-scenes
  • Customer testimonials

3. Carousel Posts:

  • Multiple images
  • Step-by-step guides
  • Product collections
  • Before/after

4. Link Posts:

  • Blog articles
  • Website pages
  • External resources
  • News articles

5. Live Videos:

  • Q&A sessions
  • Product launches
  • Events
  • Tutorials

Post Copy Formula:

Hook: [Attention-grabbing first line]

Value: [Main message/benefit]

Details: [Supporting information]

CTA: [Clear call-to-action]

Hashtags: #Relevant #Hashtags (3-5 max)

Phase 4: Facebook Ads​

Step 1: Campaign Structure​

Campaign Hierarchy:

Campaign (Objective)
├── Ad Set 1 (Audience + Budget)
│   ├── Ad 1 (Creative)
│   ├── Ad 2 (Creative)
│   └── Ad 3 (Creative)
├── Ad Set 2 (Different Audience)
│   └── Ads...

Campaign Objectives:

  • Awareness: Brand awareness, Reach
  • Consideration: Traffic, Engagement, App installs, Video views, Lead generation
  • Conversion: Conversions, Catalog sales, Store traffic

Step 2: Audience Targeting​

Targeting Options:

1. Demographics:

  • Age range
  • Gender
  • Location
  • Language
  • Education
  • Job title
  • Relationship status

2. Interests:

  • Hobbies
  • Activities
  • Pages they like
  • Topics they follow

3. Behaviors:

  • Purchase behavior
  • Device usage
  • Travel
  • Digital activities

4. Custom Audiences:

  • Website visitors (Pixel)
  • Customer list
  • App users
  • Engagement (video viewers, page visitors)

5. Lookalike Audiences:

  • Based on existing customers
  • Based on website visitors
  • Based on engaged users

Step 3: Ad Creative​

Image Ads:

  • Size: 1200x628px
  • Text: <20% of image
  • High-quality visuals
  • Clear value proposition

Video Ads:

  • Length: 15-60 seconds
  • Hook in first 3 seconds
  • Captions (80% watch without sound)
  • Clear CTA

Carousel Ads:

  • 2-10 cards
  • Each card tells part of story
  • Consistent design
  • Strong CTA

Ad Copy Best Practices:

  • Headline: 40 characters max
  • Primary text: 125 characters (before "See more")
  • Description: 30 characters max
  • Clear value proposition
  • Strong call-to-action

Step 4: Budget & Bidding​

Budget Options:

  • Daily budget: Spend per day
  • Lifetime budget: Total campaign budget

Bidding Strategies:

  • Lowest cost (automatic)
  • Cost cap (control cost per result)
  • Bid cap (control bid amount)

Recommended Starting Budget:

  • Testing: ₹500-₹1,000/day
  • Scaling: ₹2,000-₹10,000/day
  • Enterprise: ₹10,000+/day

Phase 5: Community Management​

Step 1: Engagement Strategy​

Respond to:

  • Comments (within 1 hour)
  • Messages (within 1 hour)
  • Reviews (within 24 hours)
  • Mentions (within 2 hours)

Engagement Tactics:

  • Ask questions
  • Run polls
  • Host contests
  • Share user-generated content
  • Go live regularly
  • Create Facebook Groups

Step 2: Crisis Management​

Handle Negative Comments:

  1. Respond quickly
  2. Be empathetic
  3. Take conversation private
  4. Resolve the issue
  5. Follow up publicly

Response Template:

Thank you for bringing this to our attention. We're sorry to hear 
about your experience. Please send us a private message with your 
order details so we can resolve this for you immediately.

Phase 6: Analytics & Reporting​

Step 1: Track Metrics​

Key Metrics:

Page Metrics:

  • Page likes/followers
  • Page reach
  • Page engagement
  • Post engagement rate

Post Metrics:

  • Reach
  • Impressions
  • Engagement (likes, comments, shares)
  • Click-through rate
  • Video views

Ad Metrics:

  • Impressions
  • Reach
  • Click-through rate (CTR)
  • Cost per click (CPC)
  • Cost per thousand impressions (CPM)
  • Conversion rate
  • Cost per conversion
  • Return on ad spend (ROAS)

Step 2: Monthly Reporting​

Report Includes:

  • Overview and highlights
  • Follower growth
  • Post performance
  • Top performing content
  • Ad campaign results
  • Engagement metrics
  • Recommendations

Deliverables​

Organic Social Media​

  • 12-30 posts per month (based on package)
  • Custom graphics and visuals
  • Engaging captions
  • Hashtag research
  • Community management
  • Monthly analytics report
  • Campaign strategy
  • Ad creative design
  • Audience targeting
  • Budget management
  • A/B testing
  • Performance optimization
  • Detailed ad reports

Best Practices​

Content Best Practices​

1. Post Timing:

  • Best days: Wednesday, Thursday, Friday
  • Best times: 1-3 PM
  • Test your audience's behavior
  • Use Facebook Insights

2. Post Frequency:

  • Minimum: 3-5 posts/week
  • Optimal: 1-2 posts/day
  • Don't over-post (max 2/day)

3. Visual Content:

  • Use high-quality images
  • Include faces (higher engagement)
  • Use brand colors
  • Add text overlays
  • Optimize for mobile

4. Video Content:

  • Keep it short (30-60 seconds)
  • Add captions
  • Hook in first 3 seconds
  • Include CTA
  • Upload natively (don't share YouTube links)

Advertising Best Practices​

1. Testing:

  • Test different audiences
  • Test different creatives
  • Test different copy
  • Test different placements
  • Use A/B testing feature

2. Optimization:

  • Monitor daily
  • Pause underperforming ads
  • Scale winning ads
  • Refresh creative regularly
  • Adjust targeting

3. Conversion Tracking:

  • Install Facebook Pixel
  • Set up conversion events
  • Track all important actions
  • Use UTM parameters
  • Measure ROAS

Common Challenges & Solutions​

Challenge 1: Low Organic Reach​

Causes:

  • Algorithm changes
  • Too much promotional content
  • Low engagement

Solutions:

  • Focus on engagement
  • Use video content
  • Post at optimal times
  • Encourage sharing
  • Use Facebook Groups
  • Consider paid promotion

Challenge 2: High Ad Costs​

Causes:

  • Poor targeting
  • Low relevance score
  • High competition

Solutions:

  • Improve targeting
  • Enhance ad creative
  • Improve landing pages
  • Test different audiences
  • Optimize for conversions

Challenge 3: Low Engagement​

Causes:

  • Boring content
  • Wrong audience
  • Poor timing

Solutions:

  • Create engaging content
  • Ask questions
  • Run contests
  • Use interactive formats
  • Post when audience is active

Tools & Resources​

Content Creation​

  • Canva: Graphic design (Free-₹1,000/month)
  • Adobe Spark: Video creation (Free-₹800/month)
  • Unsplash: Stock photos (Free)

Scheduling​

  • Meta Business Suite: Free
  • Hootsuite: ₹1,500-₹5,000/month
  • Buffer: ₹1,200-₹8,000/month

Analytics​

  • Facebook Insights: Free
  • Sprout Social: ₹7,500-₹20,000/month
  • Socialbakers: Custom pricing

Last Updated: January 2026
Version: 1.0
Owner: ARUKZ DIGITAL Social Media Team

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