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The Ultimate Guide to Facebook for Business

Updated: Sep 9, 2022

Facebook is one of the most powerful tools a business can use to connect with customers. It's a great way to build relationships and create loyalty among customers. In this blog post, we will discuss everything you need to know about Facebook for Business. We'll cover how to set up your page, increasing and engaging your following, installing the Meta Pixel (Facebook Pixel), and how to make the most of Facebook Reels.

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An essential marketing tool

The Facebook family of apps is one of the most important marketing tools for any business. Whether you're running ads, creating content, or building a following, Facebook has some exciting new features that can help you grow your audience. In this article we'll cover everything from how to use Messenger for business to boosting engagement with Reels. By the end, you'll know exactly how to use every tool and feature on Facebook so that your business reaches its full potential.

Setting up your Facebook Business Page

The first step in using Facebook for business is to set up a Business Page. If you already have a personal profile on Facebook, you can easily create a Business Page by following these steps:

  • Go to and click Create a Page

  • Select the type of business or organisation you're creating a Page for

  • Enter your business name and click Get Started

  • Fill out the required information about your business, including your address, phone number, and category

  • Choose a profile picture and cover photo for your Page

  • Click Continue and follow the prompts to finish creating your Page.

Essential elements for every Facebook Business Page

There are a few essential elements that every Facebook Business Page should have:

A profile picture and cover photo

Make sure to upload high-quality photos that represent your brand well. Your profile picture will be displayed as a 160x160px square, so choose an image that looks good in that size. For your cover photo, the recommended size for a cover photo is 820 pixels wide by 312 pixels high.

A call-to-action button

Facebook offers a variety of call-to-action buttons that you can add to your Page, depending on your business goals. For example, if you want people to sign up for your newsletter, you would add a 'Sign Up' button. To add a call-to-action button to your Page, go to your Page settings and click 'Add a Button.'

Your business story

In the About section of your Page, you can write a short description of your business. This is a great place to include some key information about your products or services, as well as your business history.

Other vital information

Include your business hours, address, website and more information, for example, events, menus and special offers.

Strategies to Build Engagement

You want to post at the right time, in the right place and with a consistent frequency. You want to know when not to post and how long your posts should be. And you also want to make sure you’re targeting the right audience for your business. To achieve this, there are several strategies that can help you increase engagement with your community on Facebook:

  • Post at the right time of day. If you post too early, people might not see it. And if you post too late, they might miss out on an opportunity to share your content.

  • Post to a targeted audience. This will help ensure your posts are more relevant to those who are interested in what you have to offer.

  • ·Post at the right cadence. This means posting multiple times a day, but not too much that it becomes overwhelming for your followers.

The more you know about your community, the more effectively you can engage with them on Facebook. This means learning about their interests and pain points as well as what content they respond best to. And finally, you’ll need to find out how often they prefer being contacted by brands like yours so that you know when not to post and when it's time for a break.

Which type of content performs best on Facebook?

When it comes to Facebook, there are a lot of different types of content you can share, so it's helpful to know which ones are the most popular. According to the latest data from Facebook, posts with video get the most engagement.

Why do different post types work differently?

Posts with video

People love watching videos on Facebook. In fact, Facebook users watch over 100 million hours of video every day!

Posts with images

Images are another popular type of content on Facebook. People are drawn to visual content and are more likely to engage with it than with text-only posts.

Posts with links

Links are a great way to drive traffic to your website or blog. Just make sure you use engaging images and descriptions so that people will click on them!

Posts with text

Sometimes, a simple status update is all you need. Keep your text posts short and sweet, and make sure to include a call to action so that people know what you want them to do.

Posts with links also perform well on Facebook because they encourage people to click and visit your site or landing page. Posts that appear in groups get more engagement than those posted directly onto pages or profiles because they're seen by people who may not have liked your page yet (or even be aware that you exist).

No matter what type of content you're sharing on Facebook, it's important to remember that engagement is key. The more engaging your content is, the more likely people are to see it and share it with their friends.

What is the difference between Facebook and Instagram?

Facebook and Instagram are both social networking platforms that allow users to share photos, videos, and text-based posts. However, there are some key differences between the two platforms. For one, Facebook has a much wider reach than Instagram. While Instagram is owned by Facebook, it only has around 1.6 billion active monthly users compared to Facebook’s 1.8 billion (2022 figures).

Another key difference is the way that users interact with content on each platform. Facebook is designed to be more of a newsfeed, where users can scroll through posts from friends, family, and businesses. Instagram, on the other hand, is more focused on visual content such as photos and videos. Users are also more likely to interact with content on Instagram through likes, comments, and shares.

If you’re a business owner, you may be wondering which platform is best for promoting your products or services. The answer really depends on your goals and target audience. For example, if you’re selling a physical product, you might want to focus on Facebook because of its wider reach. On the other hand, if you’re selling a service or trying to build brand awareness, Instagram might be a better option because of its highly engaging content.

The Facebook Algorithm Explained (sort of)

The Facebook algorithm is a secret. If Facebook told you how the algorithm worked, then you could game it and post things that would get you more likes and comments. The more likes and comments your posts get, the higher they appear on people's feeds.

The best way to use this knowledge is to think about what content will keep users engaged with Facebook so they spend more time on their platform. For example, video content has been shown to be 5x more effective than photo or text content in keeping people engaged with a brand.

Long-form articles tend to retain readers better than short ones (like blog posts). And the longer someone stays on your webpage, the greater chance they'll convert into a sale or lead for your business!

Facebook Ads

Facebook ads are a great way to increase your brand awareness and reach new audiences. They're also an easy, inexpensive way to get started advertising on Facebook.

The first step is deciding on an objective for your ad campaign so that it aligns with your company goals:

  • Get more people to like our page

  • Generate more traffic on our website

  • Increase conversions (like clicks) or sales

Types of Facebook Ads

When you're setting up your campaign, it's important to understand the different ad formats that Facebook offers.

There are four main types of ads

Sponsored Posts

These stories appear in someone's news feed that looks like a normal post but is actually paid for by an advertiser. These ads are great because they have high engagement rates (up to 8X more than other types of ads) and allow you to promote content that users would otherwise never see.

Video Views

A video views ad is like a sponsored story, but it features a video instead of copy. This type of ad tends to be most effective for brands that want to tell a story about their products or services in an engaging way.

Carousel ads

These feature multiple images in one ad unit. Carousel ads allow you to feature multiple images in one ad unit. These are great for promoting products or services with multiple features or elements.

New! Immersive Video Ads

This new type of Facebook Ad starts playing automatically without sound as users scroll through their News Feed. These ads are designed to capture people's attention with movement and colour. The video invites users to swipe up to play on an edge-to-edge mobile screen with additional text, a photo carousel, and weblink buttons.

CASE STUDY: Deck Chair Gin, Brixham, Devon

This case study below shows a live example of an mobile immersive video experience. Viewers swipe up to enter the edge-to-edge experience with music, and scroll down for additional text, the photo carousel and several buttons to invite website visits.

To get started with Immersive Video Ads, contact us at

Tips for creating your Facebook Ads

Creating an effective Facebook ad isn't just about choosing the right type of ad; it's also about creating quality content that will grab people's attention and persuade them to take action.

When creating your ad, make sure to:

  • Include a call-to-action (like "Sign up now") so people know what you want them to do next.

  • Use high-quality visuals (like photos or videos) to capture people's attention.

  • Keep your text short and to the point—people are more likely to read it if it's easy to scan.

  • Make sure your ad is relevant to your target audience so that they're more likely to act.

Running a Facebook ad campaign is a great way to increase brand awareness and reach new audiences. Just remember to keep your ads relevant to your target audience and include a call-to-action so people know what you want them to do.

Your Facebook Ad budget

If you're not sure how much to spend for your ad campaign, start with $5 per day. You can always increase or decrease it later. Keep in mind that Facebook ads are a long-term investment; if you stop paying for them after just one week, you won't have nearly enough data to determine whether they're effective. Plus, you'll miss out on all the other great features like analytics and custom audiences!

Track results with Facebook Ad Manager Analytics

The best way to track your results is through Facebook Analytics, which is part of the Business Manager. The tool lets you see how many people have seen your ad and clicked on it, as well as other useful metrics like engagement rate and cost per click (CPC). You can also set up conversion tracking for your Facebook ads so that you can monitor how many people purchase a product after seeing an ad. This will give you even more insight into whether your advertising efforts are working or not.

How to use The Facebook Pixel (now The Meta Pixel)

The Facebook pixel is a tool that allows you to track the performance of your Facebook ads. It's a snippet of code that you place on your website, which then allows you to create custom audiences for retargeting, measure conversions and optimise those campaigns.

What is a "Pixel?"

If you're not familiar with the term "pixel," it simply refers to the small piece of code (a series of letters and numbers) that allows Facebook to track where users come from when they land on one of your webpages. This data can help marketers better understand what types of content resonate best with their target audience as well as how well different ad formats perform compared against each other (using conversion rate optimisation).

Conversions happen when someone takes an action on your website that you want them to take—and are usually tracked by measuring how many people click through from one page within a site or app onto another specific webpage within it (like buying something from an ecommerce store).

Using the Facebook Pixel to Create Retargeting Ads

You use the Facebook Pixel to create retargeting ads. With this type of ad, you can reach out to people who have already visited your website or interacted with your brand in some way.

Retargeting website visitors step-by-step

Retargeting website visitors is important because it allows you to keep your brand in front of those who have already shown an interest in what you do. By doing this, you are more likely to convert leads into customers.

Create a custom audience

To retarget website visitors with Facebook ads, you will need to create a custom audience. To do this, go to the “Audiences” section in your Facebook Ads Manager. Then, click on the “Create Audience” drop-down and select “Custom Audience.”

Next, you will need to choose where you want to get your customer list from. You can either upload a list of customers or create a lookalike audience.

If you decide to upload a list of customers, you will need to create a .csv file with the following columns of information:

  • First Name

  • Last Name

  • Email Address

  • Phone Number

  • Gender (optional)

  • City (optional)

  • Postcode (optional)

You can then upload this file to Facebook.

Lookalike Audiences

If you decide to create a lookalike audience, you will need to choose a source audience. This can be either your website traffic or your Engagement on Facebook. To do this, go to the “Audiences” section in your Facebook Ads Manager and click on the “Create Audience” drop-down. Then, select “Lookalike Audience.”

Next, you will need to choose your country and the audience size that you want to create. The larger the audience size, the more similar it will be to your source audience.

Create your Campaign

Once you have created your custom audience, you can then create your retargeting ad. To do this, go to the “Campaigns” section in your Facebook Ads Manager and click on the “Create Campaign” button.

Setting your objective

Next, you will need to choose your campaign objective. For retargeting ads, the best objective to choose is “Traffic.”

Once you have chosen your campaign objective, you will need to select your custom audience. To do this, go to the “Audience” section and click on the “Custom Audiences” drop-down. Then, select the custom audience that you want to target.

Choose placements

After you have selected your custom audience, you will need to choose your ad placements. The best ad placement for retargeting ads is the “News Feed on Desktop and News Feed on Mobile.”

Facebook ad creation

Once you have chosen your ad placements, you will need to create your ad. To do this, go to the “Creative” section and click on the “Create Ad” button.

Next, you will need to choose your ad format. For retargeting ads, the best ad format to use is the Video ad format - remember to use video for the highest engagement and dwell time.

Ad specifications

Once you have chosen your ad format, you will need to upload your video and write your headline and text. For the image, it’s best to use an video that is 1200x627 pixels. For the headline, it’s best to keep it under 25 characters. And for the text, it’s best to keep it under 90 characters.

Choose your budget and duration

After you have created your ad, you will need to choose your budget and schedule. For the budget, it’s best to start with a small budget like £5 per day and then increase it over time. For the schedule, it’s best to run your ad continuously.

Once you have chosen your budget and schedule, you will need to review your ad and then click on the “Submit” button.

And that’s it! You have now created a retargeting ad on Facebook.

Retargeting Ads are flexible

You could run retargeting ads to people who visited your website but didn't buy anything yet. By targeting them specifically based on their behaviour (e.g., they looked but didn't buy), you can increase your chances of making a sale!

It's important to note that retargeting ads aren't just limited to people who've visited your site...they can also target anyone who has interacted with your brand online (e.g., commented on one of your social media posts or liked a Facebook Page related to your business, or follow you on Instagram). If you're looking for ways to make more sales from existing customers, then this is a great strategy for doing just that.

Adjust your strategy for seasonality

Deck Chair Gin is an example of immersive video to drive awareness and clicks in the summer, then switching to likes for autumn and winter to build their audience. Spring and summer will have a big sales push to all the new followers.

How to Use Facebook Stories for Business

Facebook Stories are a great way to connect with your target audience on a more personal level. You can use them to share behind-the-scenes content, highlight customer testimonials, or give people a glimpse of what it's like to work at your company.

Creating & viewing Facebook Stories

Create a story in the "Stories" tab of your Facebook app, or by tapping the camera icon in the top-right corner of your News Feed and selecting “Add Story.”

Share a story on your page: If you'd like to share from the business page directly, just swipe up from the bottom of the screen until you see "Add Story," then press it to add one from there.

View stories from friends and pages you follow: Tap on an individual post or video that's been shared with you to view it as an expanded full-screen experience.

Getting started with Facebook Reels

Facebook Reels are a new way for businesses to tell stories on Facebook. Facebook is optimising short form video content, which means that you can use Reels to share quick updates and showcase your brand in an engaging way. You can also use them to add excitement to your profile page and reach new audiences as Facebook is really pushing them to everyone.

Facebook Reels step-by-step

To get started with Reels, go to the bottom of your News Feed and select ‘View More’ from the drobox menu:

  1. Then click ‘Create Reel’ at the top of the screen:

  2. If this is your first time creating a reel, you'll need to select either 'Profile' or 'Business Page' (you cannot create a reel for both):

  3. You can then start adding content to your reel. You can add photos and videos from your Facebook page or upload a new file from your computer, phone, or tablet. Remember to add your caption and hashtags.

  4. Once you're satisfied with your video, click 'Post to News Feed.' Your reel will then appear on Facebook as part of the ‘Reels’ section in the left-hand column.

Top 3 Benefits of Facebook Reels

Stand out from the Crowd

By using short form video content to tell stories, you can stand out from your competitors who are still relying on text-based posts and static images.

Increase Engagement

Users are more likely to engage with videos than any other type of post, so if you want to increase engagement then this is a good place for businesses.

Better Reach

Reels are a great way to reach new audiences and build your brand. Facebook is optimising its algorithm to prioritise video content, so if you aren't using reels, you could be missing out on potential customers.

Sweat your assets! Reels can be repurposed to Instagram or TikTok

Repurpose your Facebook and Instagram reels to TikTok

If you're not on TikTok yet, what are you waiting for? The app is taking over the social media world, and if you're not on it, you're missing out. But don't worry, we're here to help. We'll tell you exactly how to repurpose your Facebook and Instagram reels to TikTok.

TikTok is all about creative content and engaging with your audience. So, if you want to be successful on the platform, you need to create content that is creative and engaging. Luckily, Facebook and Instagram reels are perfect for this.

To repurpose your Facebook and Instagram reels to TikTok, all you need to do is download the app and create a account. Once you're logged in, go to your profile and click on the "+" button. From there, you can browse through your saved Facebook and Instagram reels and select the ones you want to upload to TikTok.

What is the difference between TikTok and Facebook?

The answer is simple: Facebook is a social media platform while TikTok is a short-form, video-sharing app. TikTok has been growing in popularity lately, especially among younger users.

How to Use Facebook Messenger for Business

Messenger for Business is a great way for you to connect with your customers, and it's completely free. This section will teach you what Messenger for Business is, how to set up an account, and how to use it for customer service, sales, marketing and more.

What Is Facebook Messenger for Business?

Facebook's Messenger for Business is a free tool that allows you to communicate with your customers over Facebook Messenger. It works in the same way as other chat apps like WhatsApp, but it has some extra features that make it a great tool for customer service and marketing.

How to Use Facebook Messenger for Business

Using Messenger as Your Call-to-Action Button

The best way to use Messenger for Business is as a call-to-action button on your Facebook page. This allows customers to send you a message without having to leave Facebook, and it's a great way to start a conversation. To add a Messenger call-to-action button to your page, go to the 'Edit Page' section and scroll down to the 'Messages' section. Then, click 'Add a Message Button' and select 'Send Message.'

You can also add a call-to-action button to your website or blog, which allows customers to send you a message without having to leave your site. To do this, go to the 'Edit Page' section and scroll down to the 'Messages' section. Then, click 'Add a Message Button' and select 'Get the Code.' Copy and paste the code into your website or blog.

How to Use Facebook Messenger for Sales and Marketing

Facebook Messenger is a great way to connect with potential customers and build relationships. It's quick, efficient, and it allows you to keep track of all your conversations in one place. To start using Messenger for sales and marketing, go to the 'Edit Page' section and scroll down to the 'Messages' section. Then, click 'Add a Message Button.'

When you click 'Add a Message Button,' you'll be given the option to choose a call-to-action. For sales and marketing, we recommend choosing 'Send Message.' This will allow potential customers to start a conversation with you without having to leave Facebook.

Facebook Messenger is a great way to provide customer service. It's quick, efficient, and it allows you to keep track of all your conversations in one place.

Once you've added the Messenger call-to-action button to your page, you can start building relationships with potential customers. Messenger is a great way to answer questions, provide support, and build trust.

Learn everything you need to get started with the Meta family of social media apps

The Meta family of apps is a group of apps that allow you to stay connected with your friends, family, and the people you love. You can find them all in the main menu under "More." From there, select one to start using it:


The original app for connecting with people you know. It's where people share photos, updates on their lives, thoughts on current events and more.


A photo-sharing network where you can follow other users' accounts (known as accounts) that post photos or videos they've taken themselves. You can also create your own account on Instagram and post your own photos and videos.


A messaging app that can be used to send messages and make voice calls.


A messaging app that can send text, photos and videos.

Meta Quest (formerly Oculus)

A virtual reality headset with a controller and hand-tracking sensors built into it so you can use gestures like waving or pointing to interact with apps.

This family of apps can be used for many different purposes. Whether you're trying to grow your audience on Facebook or Instagram, or connect with customers, followers and advocates of your business.

A powerful tool to reach your customers

Facebook is a powerful tool for businesses to reach their customers and grow your audience. It’s also a great way to engage with current customers on a daily basis, which means you can build loyalty with your audience in an organic way. With all the different apps available within Facebook and Instagram, there are many ways for you to customise your Facebook experience so that it meets your needs as a business owner.

Check out our 3-part Instagram series to improve reach, engagement and sales!

Interested to learn more?

Get in touch with Treat today to discuss how Facebook can help your business. Our advertising packages start for as little as £250 plus VAT. Email or ring 07513 472371.


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