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Branding on Facebook: How to leverage Facebook’s popularity for optimal campaign results

Facebook has its negative side and may sometimes be dogged by algorithm change and usage issues, but let’s give it to them, they have done a good job at setting standards.

For mobile users, Facebook is a darling to many. Its interface is easy to navigate and offers helpful tips for difficult operations.


Let’s face it. We may have our favorite social media branding and marketing platforms, but Facebook still commands the biggest following among all the popular social networks.

As of October 2020, Facebook had up to 3.1 billion active users per month on average.

Other social platforms and apps like Instagram, WhatsApp, and Messenger are valuable additions to Facebook’s portfolio.

Instagram currently boasts of more than 650 million monthly active users, behind the big guys: Facebook, YouTube, and WeChat in descending order.

Most marketing and branding agencies are bullish about using Facebook for ads and exclusive marketing purposes.

Although there has been a relative decline in ad impressions lately, the future of Facebook ads on user feeds still looks promising.

In short, Facebook remains the most potent social network for business owners that are looking to make the most of social media campaigns and branding.

Today, we look at five ways you can exploit Facebook’s social engagement features to take your business to the next level.

1. Do you have a URL?

We will assume that you have set up a business page.

It is important that you set up a profile for your business that is separate from your personal profile because there is Facebook functionality you cannot access on a personal account.

Now that you have a branding page, it is time to identify and create a URL that you can use either on your website or in other places.

Pick a username that is identical to your brand name (for reasons you will shortly find out).

Your username serves two main purposes: projecting you as a professional in your field (which I’m sure you are), and two, giving you SEO advantages.

Search engines like Google will use it to link to your website’s keywords.

People looking for you on Facebook will also not struggle to find you.

If you have to speak it out in some places, an easy-to-pronounce vanity URL will serve you very well.

2. Pick or add a CTA button

How you create your call-to-action button depends on your conversion goals and what you think the customer is likely to be interested in.

For instance, you could choose to add a WhatsApp button if you expect clients and Facebook users to send in personal requests for deliveries or make calls of inquiry about your products.

You can link your CTAs to your website’s landing page, contact page, to a YouTube video on your channel, or to a sign-up call for emails.

There is no particular convention on what you choose to pick as your CTA – every business has its own way of doing things depending on its varying conversion targets.

3. Work on your Posts

You are not the only business making posts on Facebook. Many other brands are competing for attention from the same users available here.

So, you have to be smart, diligent and deliberate.

Make your posts short, pointed, and readable if you choose to go for text or typography. But plain text is most likely going to be a waste of space.

It is more prudent to post images alongside text – your post stands a chance of being viewed by a good number of your target audience.

Most people are wired to have longer attention spans for graphics than the old plain text.

I’m sure you need shares (to increase your reach and engagement metrics) – the more reason you should work with photos, videos, memes, and graphics.

Links are unavoidable for social media posts. However, long links can be a cause for clutter. Use link-shorteners to make your posts neat and tidy.

Link-shorteners like bitly give you the ability to use numerous links on the same post (if you have to do so).

4. Utilize the sidebar tabs

If you go to your page, there is a Manage Page sidebar with a menu of tabs that you can customize to give your users more information about your brand.

You present prospects with a chance to know more about your business before they make a decision to commit.

Apart from customizations to your page info, there is an option for Insights. This is an option you cannot overlook.

facebook insights

Page Insights is Facebook’s inbuilt tool for analytics. The metrics on this tab provide you with helpful tips on the performance of your page and posts:

  • Reach – the daily number of unique views for your posts, the number of times people recommended your page, and reactions (likes, comments, and shares).
  • Overview – a weekly summary of all the vital numbers on actions on your page, likes, followers, video views, posts & stories reach, and pages to watch ( to see what your competitors are doing on their pages).
  • Events – an option to create events for your business and invite people to attend. Events can be a great way to expose your brand and attract more followers.

5. Promote your Page and Boost your Posts

Facebook ads work a lot of ‘magic’ to increase your reach and engage your target niche.

The temptation to keep it purely organic all the time is there, but it limits the branding and marketing capabilities of Facebook.

A combination of a robust organic social media strategy with paid Facebook ads is a sure way to maximize the capabilities of Facebook as a marketing and branding platform.

facebook page setup

If you did not know, Facebook Ads is more budget-friendly in comparison to Google Ads with almost the same efficacy levels. All you need to do is know your target audience and your page and posts will show up at the right time and to the right people.

In summary

Facebook is an important marketing platform for many brands and yours is not excluded. What makes the difference in your ability to optimize for appeal, reach, and engagement.

Most brands make the mistake of posting to fill in space. That’s not how to go about it. Schedule your posts with purpose and spend when you have to.

A joint approach of organic and paid ads will make your branding efforts bear fruits in a much shorter time than you had previously foreseen.

Take full advantage of the inbuilt analytics to inform your decision-making processes for posting on Facebook.

Do not forget to drop your comments or give us a shout for additional tips and info on how best to use Facebook to enhance your brand and business performance.

Author avatar
Oduor Jagero
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