Facebook marketing strategy for ecommerce
Is Facebook still worth your energy? And if so, how do you build a successful Facebook marketing strategy for eCommerce? We asked the experts and here's what they said.
Updated January 31, 2025.
Despite the coming and going of (a few) social media channels, Facebook still reigns supreme in terms of active users and daily engagement. As an eCommerce business owner, it's crucial to have a strong presence on Facebook in order to reach potential customers and drive sales.
Not sure how to do that in a crowded space?
We asked the top Facebook advertising agencies to give us their secrets, and here's what we found out.
The benefits of Facebook marketing in 2023
Facebook continues to be a cornerstone of digital marketing, offering businesses the opportunity to reach a massive audience and drive meaningful engagement. With over 2.9 billion monthly active users, it’s clear that Facebook’s influence isn’t fading anytime soon. Whether you’re a small business or a large corporation, the benefits of Facebook marketing in 2023 are undeniable.
One of the key advantages of Facebook marketing is its ability to reach highly targeted audiences. By leveraging Facebook’s advanced audience targeting tools, businesses can hone in on specific demographics, interests, and behaviors, ensuring their message reaches the right people at the right time. Additionally, Facebook offers robust analytics tools, allowing marketers to measure campaign performance and refine strategies as they go.
Another major benefit is the versatility of content formats. From static image posts to live videos, Facebook accommodates various content types, giving brands the flexibility to communicate their message creatively. Facebook also fosters community building by allowing businesses to engage directly with their audience, respond to feedback, and build long-term customer relationships.
Finally, Facebook’s advertising platform provides a cost-effective way to amplify your reach. With options ranging from boosted posts to advanced ad campaigns, businesses have the tools to achieve their marketing goals regardless of budget.
How to use Facebook marketing successfully
To succeed in Facebook marketing, you need more than just a presence. A strategic approach is essential. Here are key steps to help you make the most of your Facebook marketing efforts:
Start by setting clear goals. Are you aiming to increase brand awareness, drive website traffic, or boost sales? Your objectives will shape your entire strategy.
Conduct thorough audience research. Understanding your target audience’s needs, preferences, and behaviors allows you to create content that resonates with them.
Develop a content plan. Consistent, quality posts that align with your brand voice and objectives are crucial. Whether it’s engaging visuals, educational content, or entertaining posts, ensure your content adds value.
Leverage Facebook tools like Insights and Creator Studio to monitor performance and schedule posts effectively. These tools help you stay organized and refine your approach based on what works best.
Finally, engage actively with your audience. Respond to comments, participate in discussions, and show your audience that there’s a real person behind your brand.
What kind of Facebook posts are successful this year
The success of your Facebook posts depends on their ability to capture attention, spark engagement, and deliver value. Here are the key types of posts driving success in 2023:
Text posts
Short, punchy text posts can be highly effective for making announcements, sharing quick updates, or posing questions to your audience. The key is to keep them concise and engaging.
Photo posts
Visual content continues to dominate on Facebook. High-quality, eye-catching photos are perfect for showcasing products, sharing behind-the-scenes moments, or creating emotional connections with your audience.
Video posts
Video content is one of the most powerful tools for engagement. Whether it’s a how-to tutorial, a product demo, or a behind-the-scenes look at your business, videos grab attention and keep viewers engaged.
Linked content posts
Sharing links to your blog, website, or other valuable resources is a great way to drive traffic. Just ensure the accompanying captions are compelling enough to encourage clicks.
Stories
Facebook Stories provide a more casual, real-time way to connect with your audience. With features like polls, stickers, and filters, Stories are perfect for sharing quick updates or creating interactive content.
Facebook marketing tools to supercharge your efforts
Facebook offers a variety of tools to help marketers maximize their efforts. Here are some of the most valuable ones:
Facebook Insights
This analytics tool provides detailed data on your page’s performance, including engagement, reach, and demographics. Use it to track what’s working and make data-driven decisions.
Creator Studio
Creator Studio is a dashboard for scheduling and managing your Facebook and Instagram content. It’s especially useful for planning posts and analyzing content performance.
Facebook Ads Manager
For paid campaigns, Ads Manager is an essential tool. It allows you to create, manage, and optimize ads, as well as track their performance.
Audience Targeting
Facebook’s audience targeting features enable you to reach specific groups based on factors like location, interests, and behavior, ensuring your content reaches the right people.
Facebook Business Suite
This all-in-one platform lets you manage your Facebook and Instagram accounts in one place, streamlining content posting and communication with your audience.
How to grow your Facebook page
Growing your Facebook page takes time and effort, but with the right strategies, you can build a loyal and engaged audience.
Set goals
Start by defining what success looks like for your Facebook page. Are you trying to grow your follower base, boost engagement rates, or drive more traffic to your website?
Your goals should be specific, measurable, and tied to your overall business objectives. For instance, instead of just wanting "more followers," aim for a specific number, like gaining 1,000 new followers in three months. Clear goals will help you focus your strategy and measure your progress effectively.
Set metrics
Once you’ve defined your goals, decide which key performance indicators (KPIs) will help you track your progress. These might include metrics like likes, shares, comments, click-through rates, or even how often your posts are saved.
For example, if your goal is to increase engagement, you’ll want to focus on metrics like comments and shares. Regularly reviewing these metrics will allow you to tweak your strategy and stay on track toward achieving your goals.
(Source)
Know your audience
Understanding your audience is the foundation of any successful social media strategy. Use tools like Facebook Insights to gather data on your followers, such as their age, location, gender, and activity patterns. But don’t stop at demographics. Dive deeper into their preferences, challenges, and interests. What type of content gets them excited? What keeps them coming back? The better you know your audience, the more relevant and engaging your posts will be.
Create an actual strategy
A solid strategy is the backbone of any successful Facebook page. Start by setting up a consistent posting schedule that aligns with your audience’s habits. For instance, if your followers are most active in the evenings, focus on posting during that time.
Plan your content ahead of time, mixing promotional posts with educational, entertaining, or inspirational ones. Make sure every post serves a purpose and ties back to your marketing objectives. You’ll also want to keep track of trends and adapt your strategy as needed—social media is never static!
Employ the social media rules
Social media is all about connection. Follow three basic rules: listen, engage, and lead. Listening means monitoring comments, messages, and feedback to understand what your audience cares about. Engaging involves responding to comments, answering questions, and sparking meaningful conversations. Leading is about creating content that inspires, educates, or entertains your audience, positioning your brand as a trusted voice in your industry. By following these principles, you’ll build a loyal and engaged community over time.
Find the right time to post
Timing can make or break your posts. Experiment with different days and times to find when your audience is most active. Use Facebook Insights to track post performance and identify patterns.
For example, you might notice that engagement spikes on weekday mornings or early evenings. Once you’ve found the sweet spot, stick to it, but continue to monitor and adjust as audience behaviors can shift over time.
(Source)
Engage with others
Social media isn’t just about broadcasting—it’s about building relationships. Spend time interacting with other pages in your niche, joining relevant groups, and sharing user-generated content. For example, if a customer tags your brand in a post, share it on your page and give them a shoutout. Engaging with others not only expands your reach but also helps you establish your brand as approachable and community-focused.
Rally up your employees
Your employees can be your biggest advocates. Encourage them to share your content on their personal profiles and engage with posts on your page. This can help your content reach a wider audience and add a layer of authenticity to your brand. Share your social media goals with your team, and provide easy ways for them to get involved, like pre-written captions or branded hashtags. When your employees are on board, your social media presence becomes a team effort.
Pay attention to reviews
Reviews can make or break a brand’s reputation on Facebook. Monitor your page regularly for new reviews, and always respond—whether they’re positive or negative. Thank customers for their kind words, and use critical reviews as an opportunity to show your commitment to improvement. A thoughtful response to a negative review can often turn the situation around and leave a lasting positive impression on both the reviewer and others who see it. Reviews aren’t just feedback—they’re a chance to build trust and loyalty.
Use Facebook ads
Facebook ads are a powerful way to boost your page’s visibility and achieve your marketing goals. To get started, you will first have to understand the main types of ads you can run on Facebook
Types of ads
Facebook offers a variety of ad types to suit different objectives and audiences.:
Boosted posts
Boosting posts is a quick and straightforward way to get your existing content in front of a larger audience. By simply selecting an existing post and setting your budget, you can reach more people who might be interested in your business. This method is perfect for increasing visibility, driving engagement, or promoting time-sensitive offers with minimal effort.
Image ads
Images are a powerful tool in advertising. A single, striking image can grab attention instantly and convey your message in seconds. Image ads work especially well for showcasing products, services, or promotions in a visually appealing way. Pairing high-quality visuals with concise, impactful copy can help you stand out in crowded feeds.
Video ads
Video ads are one of the most engaging ad formats available. They allow you to tell a story, demonstrate a product, or showcase your brand's personality in a dynamic way. Whether you're creating a short, attention-grabbing clip or a longer, in-depth feature, videos are great for driving emotional connections and keeping your audience hooked.
Carousel ads
Carousel ads are a versatile option that lets you display multiple images or videos within a single ad. This format is ideal for highlighting a range of products, telling a step-by-step story, or showing off different features of a single offering. With the swipe functionality, users can interact with your ad, making it more engaging and memorable.
Collection ads
Collection ads combine beautiful visuals with an immersive shopping experience. This format features a primary image or video that opens into a full-screen catalog of products. It’s a seamless way to guide users from discovery to purchase, all within the ad itself. Perfect for e-commerce, collection ads make the path to checkout easier than ever.
Types of ads by funnel stage
Understanding the types of ads suited for each stage of the marketing funnel is crucial for creating an effective advertising strategy.
Awareness
At this stage, the goal is to introduce your brand to a new audience and build recognition. Focus on creating ads that capture attention and leave a lasting impression. Video ads, social media posts, and display ads that tell a story or showcase your brand's mission and values work well here. Use visually appealing content and emphasize your brand personality to connect with viewers emotionally. Goals for this stage should include increasing reach, impressions, and brand awareness metrics, such as ad recall or social media engagement.
Consideration
In the consideration stage, your audience is exploring their options and learning what you have to offer. Ads that provide educational content, product demonstrations, or customer testimonials are particularly effective here. Carousel ads, how-to videos, and case studies can highlight your products or services in action, giving potential customers a deeper understanding of your value. Goals at this stage should focus on driving traffic to your website, increasing engagement with your ads, and encouraging sign-ups for newsletters or free trials.
Conversion
The conversion stage is all about encouraging your audience to take a specific action, such as making a purchase, signing up, or booking a service. Here, use ads with strong calls to action (CTAs) and clear incentives, like discounts, free shipping, or limited-time offers. Retargeting ads can be particularly effective, reminding people who have already interacted with your brand to complete their journey. The primary goals for this stage should be increasing sales, capturing leads, and improving your conversion rate.
Final thoughts
Facebook may seem pasee or even impossible at this point, but it's far from it. For the right audience and industry, it can still be a goldmine. By creating a strong brand presence, monitoring reviews, and using different types of ads at each stage of the marketing funnel, you can effectively harness Facebook's potential for your business.
But remember, it takes effort and consistency to see results. So if you need a helping hand, don't hesitate to contact us at Mayple, we'll match you with the best Facebook Ads experts and agencies for your specific needs, in less than 72 hours (no contractual minimums and you can cancel any time, by the way.)
Mayple: Expert hires, proven success
